Lang Son: OCOP products need to make stronger breakthroughs to affirm their position

From the achieved foundation, Lang Son determined to strongly innovate in developing OCOP products, improving quality, brand and spread in the market.

Clear changes from the participation of the entire political system

On the afternoon of November 20, the People's Committee of Lang Son province held a conference to review the "One Commune One Product" (OCOP) Program for the 2021-2025 period and deploy tasks for the 2026-2030 period. Vice Chairman of the Provincial People's Committee Tran Thanh Nhan chaired the conference.

The report at the Conference said that in the 2021-2025 period, the province had 215 products evaluated, classified and certified to achieve OCOP 3 stars or higher, equal to 358% of the period's target and 153.6% of the target by 2030.

Accumulated from 2019 to present, there have been 235 recognized products (22 4-star products, 213 3-star products). 72 products have expired and are not re-evaluated.

Vice Chairman of the Provincial People's Committee Tran Thanh Nhan affirmed that Lang Son has great potential to develop OCOP into a highly competitive industry. Photo: Hoang Nghia.

The program has created a change in the quality and scale of production. Before participating in OCOP, many products were only produced in small batches, with low productivity and a narrow market. However, after receiving support, most products have significantly improved in quality, packaging, design and traceability.

Products such as Cu Chi Lang, cracked-shelled macadamia nuts, Chinese sausage, roast duck, braised pork, honey, black jelly, six-fingered chicken, various types of tea, dried and wind-dried persimmons, etc. have all increased production scale and output, expanded markets, and created jobs for many rural workers.

The brand recognition system of many OCOP products is increasingly being improved. All certified products meet food safety standards; many entities have applied VietGAP, ISO, HACCP standards to improve quality. In the period 2021-2025, the province has 22 products achieving the title of typical rural industrial products and 9 products being awarded the Vietnam Golden Agricultural Brand.

The effectiveness of the program is reflected not only in the increased income of the people, but also in the development of cooperatives and local enterprises; contributing to sustainable poverty reduction, improving the material and spiritual life of the community. Many subjects also actively participate in social and welfare activities, contributing to the construction of infrastructure at the grassroots level.

OCOP Lang Son needs to improve to keep up with new requirements

Speaking at the conference, Vice Chairman of the Provincial People's Committee Tran Thanh Nhan acknowledged the efforts of all levels, sectors and OCOP entities, and emphasized that the current results are not commensurate with the province's potential.

Vice Chairman of the Provincial People's Committee Tran Thanh Nhan suggested that OCOP Lang Son needs to improve to keep up with new requirements. Photo: Hoang Nghia.

Ms. Nhan analyzed that while the whole country has about 17,000 OCOP products, Lang Son has only 235 products, a "very small" number compared to the general level. Many products, although of good quality, have not yet built a strong brand, the packaging is still simple, the spread is not high; trade promotion activities have not really created a breakthrough to bring products to a wider market.

From the experience of visiting booths at the Conference, Ms. Nhan assessed that the products of communes, wards and cooperatives were of high quality and had clear characteristics. However, to dominate the market, the requirement is to promote, innovate designs and build professional brands, similar to the successful lessons from other localities such as the tea product model with modern packaging and brand identity strategies.

Building raw material areas, upgrading products

One of the issues emphasized by the Vice Chairman of Lang Son Provincial People's Committee is the stability of raw material areas. Many OCOP products are delicious and unique, but when there is a large order request, the quantity is not enough, leading to missed opportunities to bring products to large distribution channels, even affecting the reputation of the province.

She suggested that all levels, sectors and OCOP entities build concentrated, safe raw material areas with clear traceability; guide people to produce according to standard processes, ensuring stable quality; and local authorities must play a core role, supervising and supporting entities in each stage of production.

OCOP entities share experiences in building and developing OCOP products. Photo: Hoang Nghia.

In addition, upgrading products is an urgent requirement, so every year it is necessary to register new products and upgrade existing products. Especially aiming at 4-star and 5-star groups, avoiding duplication of types between entities, encouraging creativity in design and packaging to increase product value.

Accelerating trade promotion associated with digital transformation and tourism

According to Ms. Nhan, trade promotion activities have made progress in recent times but have not yet met the development requirements in the new period. Many entities are still too dependent on traditional sales channels, while e-commerce is opening up huge opportunities.

Therefore, it is necessary to promote products on digital platforms such as TikTok, Facebook, Zalo, e-commerce platforms... Closely connect with the Center for Investment, Trade and Tourism Promotion to bring products to supermarkets, shopping malls, souvenir shops and even into airline snacks.

Another important orientation is to build OCOP products associated with tourism. Tourist destinations need to have typical products for tourists to use and buy as gifts. At the same time, it is necessary to focus on improving the landscape and tourism environment to suit the position of the province.

Collectives and individuals with outstanding achievements in implementing the One Commune One Product program received Certificates of Merit from the Chairman of Lang Son Provincial People's Committee. Photo: Hoang Nghia.

At the conference, Vice Chairman of the Provincial People's Committee Tran Thanh Nhan affirmed that Lang Son has great potential to develop OCOP into a highly competitive industry, making important contributions to new rural construction and local economic development.

However, to achieve that goal, localities and entities must be more proactive and creative; at the same time, departments and branches need to continue to accompany, remove obstacles and connect the market in a substantial way.

Source: https://nongnghiepmoitruong.vn/lang-son-san-pham-ocop-can-but-pha-manh-hon-de-khang-dinh-vi-the-d785564.html