Innovation in thinking for OCOP to reach out globally

Merging administrative units not only changes geography, but is also a strategic turning point, creating a 'golden opportunity' for the OCOP program to transform and reach new heights.

Innovation in thinking from place names to cultural guides

Instead of relying on familiar place names, OCOP products are promoted to build brands based on core values, culture and unique stories, thereby expanding the market sustainably and being ready to conquer the international market.

The change of administrative boundaries has caused many concerns for cooperatives and OCOP producers, especially when product names are associated with old locations.

OCOP products retain their local essence despite changes in administrative boundaries. Photo: Truc Mai.

However, according to experts, this is the driving force for manufacturers to escape the "shadow" of administrative names and switch to a more effective brand positioning method. Instead of simply "Lai Vung pink grapefruit", the product can tell the story of " Dong Thap pink grapefruit - the sweetness of the Mekong River's alluvium."

Mr. Luu Van Tin, Director of Lai Vung Red Pomelo Cooperative, shared that consumers often remember Lai Vung red pomelos (Dong Thap) or Ba Den mountain custard apples ( Tay Ninh ). This dependence has created a habit but is also a risk when changing.

At the same time, the merger is an opportunity for cooperatives to focus on promoting products with unique stories and cultural values. This approach not only helps to enrich the brand but also creates a strong emotional appeal to consumers, thereby building more sustainable trust.

Administrative mergers open up a larger space where OCOP products must compete with a range of other products in the same new area. This requires entities to professionalize, improve product quality and management capacity.

Mr. Dang Tuong Khanh, Director of Trong Duc Cacao Company, affirmed that linking the value chain is extremely necessary. From the beginning, the company determined that it could not develop without a linked chain. Owning a large raw material area helps businesses be proactive in output, improve quality and make it easier to export.

In addition, investment in technology and deep processing is also a key factor to increase the value of OCOP products. Mr. Nguyen Van Khon, Director of Tam Tam An Pharmaceutical Company, is a typical example of integrated production, investment in deep processing and traceability to improve the product.

Taking advantage of export opportunities and developing tourism

The merger not only helps OCOP products expand the domestic market but also requires them to meet higher standards for export. In new provinces with greater resources, OCOP products can be closely linked to tourism, culture and export.

Merging boundaries opens up opportunities to promote the OCOP brand more widely. Photo: Truc Mai.

OCOP products can become part of experiential tourism. Tourists coming to new lands not only shop but also visit farms, production farms, learn more about the process and culture of making products. This both promotes products and creates more income for the people.

Mr. Nguyen Lam Vien, Chairman of Vinamit Board of Directors, emphasized that the merger is the driving force for OCOP entities to build their brands more professionally. Instead of just selling products, we have to sell stories. Stories about the land, about people, about cultural values ​​will be the decisive factors in making a difference and helping OCOP products overcome geographical barriers. This is the 'passport' that helps Vietnamese agricultural products reach out to the world.

According to Ms. Vu Kim Hanh, Chairwoman of the Association of High-Quality Vietnamese Goods Enterprises, mergers are not only about accumulation but also an opportunity for OCOP entities to standardize production processes. International standards such as GlobalGAP, HACCP... are no longer options but must be mandatory requirements to ensure food quality and safety. This not only helps products overcome technical barriers of the international market but also builds sustainable trust with global consumers.

In a related development, Mr. Tran Thanh Hai, Deputy Director of the Import-Export Department (Ministry of Industry and Trade), analyzed that the merger creates stronger supply chains, with abundant and stable raw material sources. OCOP entities need to link up to create large output to meet export orders. Instead of doing it manually, we must switch to industrial production, using deep processing technology to increase product value. This is the only way to bring Vietnamese agricultural products further, creating a solid position on the world trade map.

For example, in the new Dong Nai, with 5-star OCOP products that are familiar with export standards, other small entities will face pressure to upgrade their scale and quality.

Although the opportunities are wide open, the challenges are not small. After the merger, a province like Lam Dong can only have more than 600 OCOP products, creating great competitive pressure. Small-scale entities have to face larger, professional models. The biggest barrier at present is the difference in production level, management capacity and market experience.

According to economic experts, to remove these barriers, the subjects need to focus on focused, key solutions. Specifically, OCOP subjects need to be supported to improve their adaptability, learn management and marketing experience. Along with that, the OCOP program management system in new provinces needs to be restructured, forming key OCOP regions based on the specific advantages of each old province.

At the same time, using electronic traceability stamps, investing in packaging, and product design must not only be beautiful but also tell the product story, highlighting local cultural identity.

Source: https://nongnghiepmoitruong.vn/doi-moi-tu-duy-de-ocop-vuon-xa-toan-cau-d778342.html