Joining hands to build Vietnamese rice brand - Part 3: Must have Vietnamese rice brand logo

Rice export factory of Vietnam Rice Company Limited (Thap Muoi district, Dong Thap ) - Photo: DANG TUYET

From the story of Soc Trang 's "ST" brand rice, many other localities in the Mekong Delta are building their own rice brands.

Many rice varieties carry local brands

The Management Board of Hau Giang High-Tech Agricultural Zone is coordinating with Hau Giang High-Tech Agricultural Joint Stock Company to test-plant 12 rice varieties in Long My district this summer-autumn crop. Previously, these rice varieties were tested and produced good results in the alluvial soil of Chau Thanh district.

Mr. Nguyen Hoang Thoai, Director of the Management Board of Hau Giang High-Tech Agricultural Zone, said that the trial planting of these 12 rice varieties in Long My is to examine their suitability to the conditions of the saline-alkali region. "In the near future, we will plant them in some other areas, aiming to gradually find suitable rice varieties to build a separate brand for Hau Giang," said Mr. Thoai.

According to the Department of Agriculture and Rural Development of Hau Giang province, there are many rice varieties recommended for local use and are being produced by cooperatives as raw materials. From these rice varieties, cooperatives and enterprises have associated local names to create their own brands such as: Vi Thuy clean rice, Lien Hung rice, Huong Que rice, Nang Chang rice, etc.

Mr. Vo Xuan Tan, Deputy Director of the Department of Agriculture and Rural Development of Hau Giang province, said that to have a rice brand, it is necessary to develop products with a brand name. For example, rice products are certified to meet OCOP standards, Hau Giang currently has a number of rice products that have achieved this certification.

“However, there is confusion between brand and trademark. Brand is not self-created but is determined by the market over time,” said Mr. Tan.

From the rice brand of the enterprise, being welcomed by consumers, enterprises wanting to build a brand will be supported in producing quality products according to food safety standards, GAP, organic... "Enterprises are also supported in building product brands; supported in preliminary processing, processing, building beautiful packaging; and at the same time supported in trade promotion activities", said Mr. Tan.

Similarly, An Giang also built a project to develop the province's rice brand until 2025, with a vision to 2030, with the goal of building the province's rice brand and trademark, increasing the competitiveness of rice products in the market, and enhancing the value of rice grains...

The leader of the Department of Agriculture and Rural Development of An Giang province said that the construction of An Giang rice brand will start at the stage of selecting varieties before selecting suitable cultivation areas for rice varieties, then organizing rice cultivation according to technical cultivation processes, rice processing processes, packaging and labeling according to the system of prescribed standards, organizing rice brand promotion...

Packing rice for export at a rice processing enterprise in Thot Not district, Can Tho city - Photo: CHI QUOC

National rice brand, okay?

Where will the national rice brand be built from? Mr. Pham Thai Binh - Chairman of the Board of Directors of Trung An High-Tech Agriculture Joint Stock Company (Can Tho City) - said that the company has high-quality rice material areas in Kien Giang, Ca Mau, Bac Lieu provinces and has also been building a rice brand for many years.

According to Mr. Binh, building a national rice brand cannot be based on just one rice variety but must include many factors such as cultivation, preservation, processing, packaging, etc. Only when consumers trust and always choose Vietnamese rice even if other rice is sold cheaper, can that be called a successful rice brand.

According to Mr. Binh, the Vietnamese rice industry is not developing sustainably, and importing countries do not like the instability of rice supplied by some Vietnamese enterprises, which is delicious at first but not delicious later. Therefore, to create stability for Vietnamese rice, production and consumption enterprises must be closely linked, complete, and have potential.

“Enterprises must have capital to cooperate with farmers from production in the field, care, harvesting, processing, packaging to the dining table… There are many stages, each of which requires rice branding. In particular, to be stable, enterprises must have capital to guarantee consumption and closely cooperate with farmers in rice production,” Mr. Binh emphasized.

According to an agricultural expert, building a national rice brand is building a rice brand for businesses. “We should have a Vietnamese rice brand logo attached to the packaging of business rice brands so that people can recognize this as a Vietnamese rice brand. The business rice brand must be associated with the national rice brand,” he said.

Mr. Tran Thanh Tam - Head of the Department of Cultivation and Plant Protection of Dong Thap province - believes that the best way to develop a rice brand is to develop a brand that is trusted by consumers and gradually improve its quality to become a national rice brand.

Local rice brands must be local specialty varieties, for example Nang Thom Cho Dao Long An, OM rice varieties being cultivated locally are produced by the Mekong Delta Rice Institute.

“Therefore, the country has issued regulations on the trademark “Vietnam Rice” but almost no companies or businesses have registered. Mr. Ho Quang Cua’s ST25 rice is the author and the business that built the brand. This rice variety is delicious and is grown in rice-shrimp areas. However, when grown in alluvial areas such as Dong Thap and Vinh Long, it is not delicious,” Mr. Tam explained.

* Economist TRAN HUU HIEP:

There must be cooperation from ministries, branches and localities.

Developing the Vietnamese rice brand is not just about registering a trademark, but also a continuous process of maintaining and developing the material and immaterial values ​​associated with rice grains. Therefore, it is necessary to have the participation and coordination of many related ministries and localities. Solutions must be synchronized from production, processing to export to build and develop the image, and enhance the recognition of Vietnamese rice in the world market.

In other words, to build a national rice brand, there needs to be policies and planning for raw material areas such as the approach to building 1 million hectares of high-quality, low-emission rice in the direction of green growth. In addition, it is necessary to apply science and technology throughout the entire rice value chain, from production to processing and consumption. At the same time, it is necessary to strengthen promotion and market access.

Finally, it is necessary to strengthen the role of the State in coordinating interests and organizing the linkage of actors in the rice value chain through effective policy mechanisms so that the Vietnamese rice brand is not just a dream but must be the embodiment of green, clean values ​​and a healthy life.

Workshop on building national brand for Vietnamese rice

Today (December 10), in Soc Trang City (Soc Trang Province), Tuoi Tre Newspaper in collaboration with the Ministry of Agriculture and Rural Development and the People's Committee of Soc Trang Province organized a workshop on "Building a national brand for Vietnamese rice". This is an important event in the context of the Vietnamese rice industry achieving impressive export achievements.

The workshop is the first activity in a series of communication programs to build the Vietnamese rice brand initiated by Tuoi Tre newspaper and held from 2024 to the end of 2025 and the following years. The goal of the program is to create an open forum, calling for the active participation of leading experts, businesses and experienced managers to make practical suggestions to contribute to building an increasingly strong Vietnamese rice brand in the international market.

The workshop was attended by leaders of ministries, sectors, localities in the Mekong Delta, domestic and foreign experts, businesses, cooperatives, industry associations, etc. to discuss ideas, contributions, and suggestions to jointly come up with a roadmap and direction to soon successfully build a Vietnamese rice brand in the near future.

Source: https://tuoitre.vn/chung-tay-xay-dung-thuong-hieu-gao-viet-ky-3-phai-co-logo-thuong-hieu-gao-viet-20241210085019775.htm