Solving the problem of finding markets for Phu Binh hill chickens.

Along with many other distinctive agricultural products of the province, "Phu Binh Hill Chicken" is a familiar brand, contributing to increasing income for farmers and promoting rural economic development. However, after the initial growth phase, especially since the COVID-19 pandemic, the product's output has been unstable, reducing the operational efficiency of some cooperatives and production groups, creating a need to consolidate and restructure production and business models towards sustainability.

Báo Thái Nguyên•15/12/2025

Farmers raising free-range chickens in Phu Binh are striving to adapt and find solutions to stabilize product output.

After the collective trademark "Phu Binh Hill Chicken" was granted protection, many households, cooperatives, and production groups in the area boldly invested in expanding their scale. From a few hundred initial households, the number of households raising free-range chickens on hills has increased to thousands, with dozens of establishments being granted the right to use the trademark.

The production of broiler chickens reaches hundreds of tons annually, mainly consumed in wholesale markets, restaurants, and mini-supermarkets inside and outside the province. However, this rapid development has also revealed limitations in the consumption process. Products still depend heavily on traders, lacking stable linkages, leading to a decline in production efficiency for many cooperatives.

The Dong Thinh Hill Chicken Cooperative, established in 2014 and one of the first units to be granted the right to use the collective trademark, also faced similar difficulties.

From 2021 to the present, the cooperative's operations have been significantly impacted, directly affecting the scale of livestock farming. Currently, the cooperative has 10 members, with a maximum capacity of approximately 60,000 animals, but the actual production in recent years has only reached about 50 to 60%.

Mr. Nguyen Van My, a member of the cooperative in Dong Bong hamlet, Tan Khanh commune, said: "My family is raising about 2,000 chickens, which we expect to sell during the Lunar New Year. The slow sales that have lasted since the end of 2024 are causing concern among poultry farmers. When market prices are low, traders buy sparingly, forcing farmers to extend the rearing period, incurring additional costs and reducing profits."

Tan Phu Organic Chicken Cooperative proactively chooses short-day chicken breeds to reduce costs and lower product prices.

The Tan Phu Organic Hill Chicken Cooperative proactively selects short-day chicken breeds to reduce costs and lower product prices.

Also in Tan Khanh commune, the Tan Phu Organic Hill Chicken Cooperative has proactively sought new directions to overcome difficulties in market access. Instead of focusing solely on raising the Ri chicken breed, which has a long rearing time and high selling price, the cooperative has added chicken breeds with shorter rearing times to reduce costs and lower prices.

The farming is still carried out under the same ecological conditions, ensuring the quality and reputation of the "Phu Binh Hill Chicken" brand. This approach helps the cooperative gradually reach a number of stable customers such as collective kitchens and food stores, although the consumption rate through this channel currently only reaches about 10%.

Mr. Nguyen Van Tuyen, Director of Tan Phu Organic Hill Chicken Cooperative, said: "The cooperative hopes to continue receiving support from the local authorities and relevant agencies in connecting with collective kitchens and large-scale consumption chains. Along with that, we need to strengthen the management of poultry slaughtering and trading activities to ensure food safety and hygiene."

After nearly 10 years of establishment and development, the collective brand "Phu Binh Hill Chicken" has brought many practical values to farmers and made a positive contribution to the transformation of the rural economic structure.

For the brand to continue to assert its position, a long-term development strategy is needed, focusing on restructuring production, strengthening linkages, diversifying products, and boosting trade promotion activities.

From December 12th to 14th, the People's Committee of Tan Khanh commune, in coordination with the Department of Industry and Trade of Thai Nguyen province, organized a fair to promote and connect the consumption of Tan Khanh hill chickens and other agricultural products from Thai Nguyen. This is expected to be an opportunity for cooperatives and livestock farmers to expand their markets, gradually open up outlets, and strengthen people's confidence in the collective commodity production model, aiming towards sustainable agricultural and rural development.

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