Consensus from... the fields
In 2016, after being consolidated according to the new cooperative model, Chu A Thai Agricultural Cooperative began the journey of reorganizing production, focusing on building large-scale rice fields of one variety as a strategic step.
With the advantages of land, Ayun Ha irrigation system and the tradition of wet rice cultivation of the indigenous people, the cooperative has linked farming households, mainly ethnic minorities, to participate in concentrated production.
Initially, the cooperative built a large rice field of one variety on an area of 45 hectares with high-quality varieties such as LH12, TBR225, then gradually expanded the area to 145 hectares and formed a stable raw material area to build the brand "Phu Thien Rice".
During the implementation process, the cooperative plays the role of “midwife” in the chain: Providing seeds, materials, technical guidance, building canal infrastructure and ensuring product output. The cooperative’s large single-variety rice field has hundreds of households participating in production, mainly ethnic minorities.
Thanks to the support of the Cooperative, people not only feel secure in production but also improve economic efficiency. A typical example is the family of Mr. Ksor Wan (Glung village, Chu A Thai commune). Previously, Mr. Wan had to buy seeds and fertilizers from agents at high prices, leading to low profits, but now the Cooperative supports him with seeds, fertilizers and techniques and guarantees the purchase of products at prices higher than the market.
"We have more rice harvested, better quality and the cooperative buys it directly so our family's life is less difficult than before" - Mr. Wan said excitedly.
Not only supporting production, Chu A Thai Cooperative also proactively cooperates with reputable domestic seed production units such as Dien Nguyen Seed Company, Thai Binh Corporation ... to put into trial cultivation new varieties of high quality, suitable for local soil conditions. Thanks to that, rice varieties such as ST24, ST25, Dai Thom 8, JO2 ... are increasingly expanded in production and included in the standardization system of raw material areas.
Meet OCOP standards - Affirm the brand "Phu Thien Rice"
From the foundation of stable raw material areas, the cooperative has gradually shaped its products towards commercialization. In 2019, Phu Thien district completed the procedures for registering the collective brand “Phu Thien Rice” and assigned Chu A Thai Cooperative to be the focal point for brand building. This is an important turning point to help Phu Thien rice gradually gain a position in the market and aim to develop OCOP products.
According to Mr. Pham Ngoc Nghia - Director of the Cooperative: Since 2020, the unit has started to build a profile to participate in the "One Commune One Product" (OCOP) program with many types of high-quality rice. The Cooperative has invested in a milling line, packaged rice according to standards, and at the same time labeled with traceability, QR codes and strictly controlled output quality.
Thanks to continuous efforts, up to now, Chu A Thai Cooperative has developed 12 OCOP rice products, of which 4 products meet 4-star standards: LH12, TBR225, JO2 and Dai Thom 8; the remaining 8 products meet 3-star OCOP standards. This achievement not only recognizes the quality of the products but also demonstrates the effectiveness of the cooperative-farmer-local government linkage.
LH12 rice products - the main variety of the raw material area - are favored by consumers thanks to their long grains, light aroma, soft rice and moderate stickiness. In addition, rice products such as JO2, ST24, ST25... are also regularly contracted for consumption by many distributors in Pleiku ward and Ho Chi Minh City. Currently, the cooperative supplies about 15 tons of various types of rice to the market each month.
As a regular consumer, Ms. Nguyen Thi Tuyet (Group 5, Pleiku Ward) said that her family has switched to using Phu Thien rice for more than two years now and is very satisfied with the product quality. “I often cook a lot of rice at once for two meals. Phu Thien rice, when cooled, still retains its stickiness and light aroma, and is not dry or rancid like many other types of rice, so it is very economical,” Ms. Tuyet shared.
According to Ms. Tuyet, what makes her feel secure using it for a long time is that the rice grains are evenly white, unmixed, the rice is cooked soft and has a mild aroma. The feeling from daily meals has created trust and a habit of regular purchase for the whole family.
Not only Ms. Tuyet, many other consumers also highly appreciate the quality of Phu Thien rice thanks to its clear origin, cultivated on large fields according to clean production processes, limiting the use of chemicals. Thanks to that, the product is both delicious and ensures safety for health.
Not only focusing on upgrading OCOP products, the Cooperative also aims to produce safe rice according to the “3 reductions, 3 increases” process, moving towards VietGAP standards, contributing to protecting the environment and consumer health. The Cooperative’s products are all printed with logos, professionally packaged and branded “Phu Thien Rice”.
Sustainable development and expanding consumer markets
According to Mr. Mai Ngoc Quy - Head of Economic Department of Phu Thien commune, the whole commune currently has about 6,500 hectares of rice land, in which the raw material area associated with the brand "Phu Thien Rice" is increasingly expanding.
After 4 years of implementation, the locality has formed 24 large single-variety rice fields with a total area of 1,200 hectares. Along with that, propaganda and mobilization of people to expand the area of large single-variety rice fields to increasingly enhance the brand of "Phu Thien Rice".
Thanks to concentrated and controlled production, the selling price of Phu Thien brand rice is currently 300-400 VND/kg higher than the market price, helping farmers increase their income, averaging 30-35 million VND/ha/crop. Many households that previously had small-scale production without stable output have now boldly joined cooperatives, accompanying the process of raising the level of local rice brands.
Notably, the product "Phu Thien Rice" is now available in major markets such as: Hanoi, Ho Chi Minh City, Dak Lak, Quang Ngai... In trade promotion fairs organized by the Vietnam Cooperative Alliance in Hanoi, Phu Thien rice products always receive attention and high appreciation from consumers for their quality and clear traceability.
With a central role in the value chain, Chu A Thai Cooperative continues to affirm its effective new cooperative model, gaining the trust of farmers, authorities and businesses.
In the coming time, the cooperative plans to expand the raw material area, select many high-quality rice varieties, and cooperate with research institutes to preserve and develop the genetic resources of indigenous rice varieties to diversify products.
Sharing about the development orientation, Mr. Nguyen Anh Tuan - Chairman of Phu Thien Commune People's Committee - said: "The locality will continue to promote propaganda, support cooperatives to expand the model of large-scale single-variety fields, increase the number of OCOP products achieving stars; at the same time, coordinate to promote and build the image of "Phu Thien Rice" as a specialty with its own identity of the Central Highlands".
From the cooperative model leading in centralized production organization to the OCOP rice brand with a foothold in the market, the journey of building the "Phu Thien Rice" brand is a clear demonstration of the effectiveness of the new cooperative model in developing modern and sustainable agriculture.
Source: https://baogialai.com.vn/gao-phu-thien-khang-dinh-thuong-hieu-tu-mo-hinh-hop-tac-xa-kieu-moi-post561301.html
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