Building national brands for OCOP products

In 2024, Dong Nai achieved impressive results in implementing the One Commune One Product (OCOP) Program when 94 new products were certified as OCOP, far exceeding the number of products planned.

Consumers visit booths displaying 4-star OCOP products and Dong Nai's 5-star potential in 2024. Photo: B.Nguyen

To date, the province has 282 products certified OCOP with 9 potential 5-star OCOP products at the national level. The Provincial People's Committee has sent a document to the Ministry of Agriculture and Rural Development to consider evaluating potential 5-star OCOP products. This further affirms that the province's OCOP Program has not only increased rapidly in the number of products, but the quality of the program has also been raised to a new level. Increasing both quantity and quality In 2024, Dong Nai organized 2 OCOP product evaluation rounds. As a result, the province has 109 products of 64 entities achieving OCOP certification. Of which, 94 new OCOP products were evaluated for the first time and 15 products were re-evaluated. Of the 94 new products achieving OCOP in 2024, 79 products achieved 3-star OCOP, reaching 247% of the set plan; 15 products achieved 4-star OCOP, reaching 150% of the set plan. The OCOP program is increasingly diverse in product types. Of the 282 products certified by OCOP, the food product group accounts for a high proportion with 256 products, accounting for 91% of the total number of OCOP products. The remaining products are quite diverse, including: beverage products; medicinal products; handicraft products; community tourism service products, eco-tourism... In particular, Dong Nai is focusing on improving the quality of the OCOP Program with the goal of having 9 products achieving 5-star OCOP at the national level by 2024. Investors in making OCOP products, including enterprises, production facilities, cooperatives and cooperative groups, are increasingly interested in investing in packaging, designs, labels, and brands associated with promoting and developing the market for products. Director of the Department of Agriculture and Rural Development Nguyen Van Thang emphasized that in 2024, the subjects participating in the OCOP Program will pay more attention to building product stories associated with promoting, developing markets and branding products. In particular, the propaganda work of the OCOP Program has changed the awareness of both producers and consumers. As a result, OCOP products are trusted and chosen by many consumers and have received very positive feedback. Integrating multiple values ​​for agricultural products The province's OCOP Program has closely followed the goal of encouraging investment in deep processing of each locality's strong products; integrating multiple values, creating added value for agricultural products and strong products of each locality.

Member of the Provincial Party Standing Committee, Chairman of the Provincial Vietnam Fatherland Front Committee Cao Van Quang visited the booth displaying typical agricultural products of the province in 2024. Photo: B.Nguyen

Xuan Loc is one of the top localities in the province in implementing the OCOP Program with 36 products recognized as meeting OCOP standards. Of which, Xuan Loc district has 5/9 potential 5-star OCOP products. The potential 5-star OCOP products of Xuan Loc district are all from Nga Bien Import-Export Company Limited in Xuan Hung commune. Director of Nga Bien Import-Export Company Limited To Thi Nga said that in recent years, the white cashew nut export industry has encountered many difficulties, even continuously suffering losses. To increase the competitive advantage of Vietnamese cashew products in both domestic and export markets, businesses have invested in modern production lines to deeply process cashew nut products instead of exporting raw products as before. Currently, the enterprise has more than 20 deep-processed products including: salted roasted cashews, cashews seasoned with spices, nut cakes... Ms. Nga said: "Up to now, the enterprise has had 8 products that have achieved OCOP. The enterprise wishes to build a national brand for processed cashew products, not only known to domestic consumers, but also participating well in the export market". Sharing the same view of investing in deep processing to create more value for the product, Director of ETZ Medicinal Materials Investment Joint Stock Company (in Hung Thinh commune, Trang Bom district) Nguyen Van Khon shared: "My initial goal was to focus on investing in the growing area of ​​​​Xao Tam Phan and providing raw materials for pharmaceutical companies that have a great demand for this medicinal resource. Realizing that investing in deep processing will create high added value, I have cooperated to invest in research and processing of products from Xao Tam Phan medicinal materials". Up to now, ETZ Pharmaceutical Investment Joint Stock Company has developed 5 product lines, including 2 health protection products and 3 regular products: tea and wine. Of which, 2 products: Phuc Hung Long health protection pills and Tam Phan tea bags have achieved 4-star OCOP, awaiting appraisal and evaluation of 5-star OCOP products at the national level.

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