From plum garden to supermarket
Bringing this specialty to consumers nationwide, on May 19, 2024, in Moc Chau town, Son La Provincial People's Committee and Saigon Co.op held a launching ceremony to bring plums into the national distribution system. Since then, Son La plums have been available at more than 800 Saigon Co.op points of sale such as Co.opmart, Co.opXtra, Co.op Food and Finelife.
Mr. Vo Tran Ngoc, Sales Director of Saigon Co.op, said: In 2025, Saigon Co.op plans to consume about 300 tons of Son La plums during promotional weeks, an increase of 30% compared to 2024. We offer many promotional and product trial programs, helping consumers nationwide easily access Son La plum products at preferential prices.
Son La plums will continue to be distributed at the WinMart/WinMart+/WiN system managed by WinCommerce (under Masan Group), through investment promotion activities. Currently, the plum production process in Son La is strictly controlled according to VietGAP standards. Local cooperatives and enterprises have applied modern irrigation technology, pruned branches to create a reasonable canopy, and reduced output by 30% to improve quality, ensuring large, uniform fruit (14-18 fruits/kg).
Ms. Nguyen Mai Thuy Linh, Hanoi, shared: Plums are fresh and delicious, ensure food safety, and have a QR code to clearly trace their origin, helping consumers feel secure when choosing.
In addition to the Saigon Co.op system, this year Son La plums are also sold at WinCommerce. Ms. Pham Huyen Trang, Director of WinCommerce's Product Line, said: The company is committed to continuing to accompany Son La to bring clean, high-quality agricultural products to consumers, while expanding cooperation and improving the efficiency of the supply chain.
The presence of Son La plums in Saigon Co.op, Go!, and WinCommerce systems shows the close coordination between the government and businesses, contributing to bringing local specialties closer to consumers nationwide.
Take off with Vietnam Airlines
Son La plums are not only available in supermarkets but also on Vietnam Airlines flights. On June 10, 2025, in Moc Chau town, 2 tons of plums were loaded onto Vietnam Airlines domestic and international flights. This is the third year that this fruit has been on flights, following the success of Ruby plums in 2023.
From June 16, 2025, business class passengers on flights from Hanoi to Ho Chi Minh City, Can Tho, Phu Quoc and international flights to Europe, Australia, Japan, and South Korea of Vietnam Airlines will be able to enjoy Son La plums with salted apricots. Economy Flexi and Economy Premium passengers on international routes will also be served this specialty. In particular, cold plum tea will be the welcome drink on many business class flights, providing a unique culinary experience at an altitude of 10,000 m.
Mr. Phan Nguyen Hong, Deputy Head of Passenger Trade Department, Vietnam Airlines Branch, said: For many years, Vietnam Airlines has coordinated to bring Son La's specialty fruits, such as strawberries and plums, into meals on flights and has been highly appreciated by customers. Bringing plums to the "in-flight menu" not only contributes to promoting regional culinary culture but also demonstrates the airline's companionship with farmers, contributing to raising the level of Son La agricultural products in the domestic and international markets. This is a specific activity in the comprehensive cooperation agreement between Vietnam Airlines and the People's Committee of Son La province.
Plums served on flights are carefully selected according to VietGAP standards, ensuring weight, juiciness and harmonious sweet and sour taste. Plums are carefully processed, sterilized and packaged to preserve their fresh taste and food safety.
Improve quality and value
Son La plum appearing in supermarkets and on flights is not only a commercial success, but also has cultural and economic significance. Comrade Nguyen Thanh Cong, Vice Chairman of Son La Provincial People's Committee, said: The cooperation with Vietnam Airlines and retail systems has helped spread the brand of Son La agricultural products in general, including plum products in particular, contributing to increasing farmers' income and promoting the local economy. The province is committed to creating a favorable environment, supporting enterprises in producing, processing and exporting agricultural products.
In addition to fresh fruit consumption, plums are also processed into jam, dried plums, syrup, wine, etc., contributing to extending the value chain and stabilizing output after the harvest season. Since the "Son La Plum" brand was certified in 2021, high-quality products such as Pu Nhi plums, Song Ma district; Ruby plums, Moc Chau district and Phieng Khoai plums, Yen Chau district have increasingly affirmed their position in the market.
Kien Cuong Cooperative, Phieng Khoai Commune, Yen Chau District is one of three cooperatives in the district that has been granted the right to use the “Son La Plum” trademark by the Department of Science and Technology. Currently, the cooperative has nearly 90 hectares of plums produced in an organic, VietGAP manner, and is also collaborating with other households and cooperatives to purchase and consume qualified products, supplying them to supermarkets, wholesale markets and Vietnam Airlines flights.
Mr. Nguyen Quoc Cuong, Deputy Director of the Cooperative, said: This year, the cooperative's plum output is estimated at 1,800 tons, an increase of 800 tons compared to last year. Although the main crop price has decreased compared to the beginning of the season, beautiful plums (15-18 fruits/kg) are still sold for 50,000 VND/kg, medium plums for 20,000-30,000 VND/kg, and sweet plums for 4,000-5,000 VND/kg. The Cooperative has installed surveillance cameras in the garden and registered traceability stamps for the products. Thanks to that, the plums have a brand, a clear origin, and are easier to consume.
At Noong Pieu Indigenous Agricultural Products Cooperative, Phieng Khoai Commune, Yen Chau District, they have invested systematically, produced in an organic direction, and successfully built the "RUBY plum" brand that is popular with consumers. Since 2021, the Cooperative has cooperated with BIO FARM Vietnam Joint Stock Company to test growing organic plums. After more than 1 year, the trees have grown well. Currently, the Cooperative has 50.5 hectares of plums, of which over 36 hectares meet VietGAP standards, 30.5 hectares have a growing area code for export to the EU.
Ms. Bui Phuong Thanh, Deputy Director of Noong Pieu Indigenous Agricultural Cooperative, shared: The Cooperative applies pruning techniques, reduces the number of fruits to focus on nutritional care; uses composted organic fertilizers, prevents pests and diseases by biological methods and installs an energy-saving irrigation system. Currently in the main season, the Cooperative harvests and consumes 5-7 tons of plums every day through supermarket chains, clean food stores, such as: AEON MALL, Homefood, e-commerce platforms and exports to the EU every week.
The journey to bring Son La plums to supermarkets and Vietnam Airlines flights is a testament to the combination of quality, effective promotion and support from the government and businesses. From the Northwest plum garden to an altitude of 10,000 m, Son La plums always retain their distinctive flavor and contribute to affirming the brand of Vietnamese agricultural products in the domestic and international markets.
Source: https://baosonla.vn/kinh-te/man-hau-son-la-chinh-phuc-thi-truong-lon-Qiwl0GPNg.html
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