For each product to be competitive and have a strong market position, it needs not only good quality but also attractive design, packaging, and branding. Therefore, producers of OCOP products in the province have focused on investing in "giving their products a new look."
Hoan Ngoc Transport Company Limited, located in Hai Linh ward (Nghi Son town), always focuses on designing and upgrading the packaging and designs for OCOP products.
Two OCOP-certified products from Hoan Ngoc Transport Co., Ltd., Hai Linh ward (Nghi Son town), recognized in 2023, are "Ngoc Hoan Strawberry Wine" and "Ngoc Hoan Fruit Juice Concentrate." These products have gradually gained a foothold in the market not only because of their quality but also because of their sophisticated and elegant packaging. Ms. Le Thi Ngoc, the company representative, affirmed: "For a customer who knows nothing about the company or the quality of the products, packaging and labels are always the first point of contact and attraction. Product labels not only provide basic information about the product but also directly influence the decision to choose and purchase. Therefore, the company always considers packaging and label design a crucial step."
Based on that understanding, during the development of its two products, Hoan Ngoc Transport Co., Ltd. carefully selected the design and materials of the bottles and containers; designed the logo, packaging, and boxes to be eye-catching, elegant, and to reflect the core aspects of the product, such as: raw materials, ingredients, manufacturer, etc. With meticulous attention to both appearance and quality, the company's products not only sell well in the provincial market but also reach several other provinces and cities such as Hanoi , Hai Phong, and Nghe An.
However, in reality, production shows that investing in design, packaging, and labeling for OCOP products before and after recognition requires considerable resources that not every unit or production facility can afford. Mr. Le Van Duong, owner of Duong Van rice vermicelli production facility in Ha Vu 1 village, Hoang Dat commune (Hoang Hoa district), said: "Duong Van rice vermicelli has been a well-known product in the locality for decades. After being recognized as a 3-star OCOP product in 2023, consumption has increased even more. Each day, the facility produces about 300 kg of rice to meet the market demand in the province. Since we started production, we have only focused on product quality. Later, to facilitate sales, I also designed and printed simple packaging, only containing information about the product and the production facility. It was only when participating in the OCOP program that I realized that packaging and labeling also need attention to make our products more complete.”
Reportedly, immediately after receiving OCOP certification, Duong Van rice vermicelli production facility invested nearly 100 million VND to design diverse and convenient labels and packaging, suitable for consumer needs from personal use to gifts. As a result, among dozens of rice vermicelli products circulating on the market, customers can still identify and choose products bearing the Duong Van brand.
Thanh Hoa province currently has 508 OCOP products, most of which are favored and trusted by customers and consumers. Most producers believe that the design, packaging, and labeling of their products are the primary factors determining customer choice and trust. Therefore, both before and after being recognized as a provincial-level OCOP product, producers consistently invest resources in designing attractive, modern, and user-friendly packaging to attract customers.
Ms. Nguyen Thi Van, Director of Vinaco Agricultural Investment and Production Cooperative, one of the units supporting the consumption of OCOP products in the province, said: Although the advantages of packaging and labeling for boosting product consumption and reaching customers have been publicized, this stage requires creativity and sophistication that not every entity can achieve. Therefore, many OCOP products in the province are wearing similar, identical packaging. This not only reduces the attractiveness of the products themselves but also inadvertently hinders the competitiveness of Thanh Hoa province's OCOP product system.
To further improve the quality of OCOP products, Resolution 185/2021/NQ-HĐND, dated December 10, 2021, on the promulgation of policies for the development of agriculture, rural areas, and farmers in Thanh Hoa province for the period 2022-2025, stipulates a one-time support of 75 million VND per product to support promotion and dissemination; design of product packaging, purchase of labels and trademarks; and brand building for OCOP products achieving 3 stars or higher.
Furthermore, every year, relevant departments and units of the province organize training and guidance for businesses on developing packaging and labels to enhance the competitiveness of their products in the market. Simultaneously, they organize numerous trade promotion events, giving businesses the opportunity to interact with, learn from, and refer to OCOP products from other units within and outside the province, especially those in the same category. This active support from the State is a condition for businesses to supplement and upgrade the designs and styles of their products; contributing to increasing product value and attractiveness to consumers, gradually establishing a solid foothold in the market.
Text and photos: Le Hoa
Source: https://baothanhhoa.vn/may-ao-cho-san-pham-ocop-220543.htm
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