Lesson 2: Working together, benefiting together
Linking production and consumption in the chain
No longer simply providing what is available, many farmers, farm owners and agricultural cooperatives have shifted their production mindset from “selling what is available” to “doing what the market needs”. Proactively grasping market trends, focusing on creating products that meet the needs of businesses and consumers, thereby avoiding passive business practices. This innovation is opening up a sustainable direction for modern agriculture, bringing double benefits.
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Livestream content creators sell lychees in the garden. |
Yen Dung Clean Vegetable Cooperative is a typical unit that organizes production according to orders. With contracts signed with the supermarket system, the unit ensures that the products have clear and transparent origins, meet strict standards on food safety and hygiene and the amount of goods supplied every day. The cooperative has a closed production plan, initially producing only on a few hectares, but now the cooperative has expanded to dozens of hectares with greenhouses and net houses applying high technology to production. Every day, the unit has dozens of workers to process, classify, package, and care for crops. Thanks to the synchronous implementation of technical solutions and consumption linkages, the unit has provided a stable source of clean vegetables for the supermarket system in the province and many large commercial centers in Hanoi , an average of about 3 tons of vegetables, tubers, and fruits/day. Of which, more than 10 products such as: Cucumber, melon, cantaloupe... meet OCOP standards.
Similarly, the recent lychee crop in Phuc Hoa commune recorded the participation of businesses purchasing lychee products that soon achieved OCOP 4 stars with a stable price of 35,000 VND/kg and flexibly adjusted according to market developments. Representative of the gardener, Mr. Ngo Van Cuong (Quat Du village, Phuc Hoa commune) said: "The business has proactively selected the growing area and assigned technical staff to coordinate and guide the care process, supervising the entire production activities to ensure export standards to the European market. Test results show that all indicators fully meet the requirements of foreign partners."
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Shrimp paste stewed with meat of PTK 879 Vietnam Limited Company (Tien Du commune) achieved 4-star OCOP. |
PTK 879 Vietnam Limited Liability Company (Tien Du Commune) specializes in producing products: PTK shrimp paste with meat, stir-fried meat with shrimp paste, dried buffalo, dried pork with 4-star OCOP. Currently, the products are widely consumed in supermarkets nationwide, helping the Company maintain stable production and business.
In addition to the above units, the whole province has thousands of models of linking the consumption of clean, safe agricultural products that meet OCOP standards. Because of the clear origin and high quality, the products have created prestige and are favored by consumers. This reality affirms that local agricultural production is gradually changing towards closer linkage, from providing products that meet market demand to carrying out production according to orders, contributing to improving value, professionalism and competitiveness in the market.
Farmers, businesses… join hands
As clean agricultural products are increasingly focused on, consumption forms are also gradually expanded and diversified. Not stopping at the traditional sales model, localities have proactively exploited the strengths of e-commerce, bringing a series of products to domestic and international trading floors. Recently, the Department of Industry and Trade coordinated with content creators to organize a livestream to promote lychee right at the garden in Luc Ngan commune, on the TikTok platform. Representatives of the Provincial People's Committee also participated in promoting and introducing, contributing to increasing the trust of businesses and consumers in local agricultural products. After just one morning, dozens of tons of lychee were successfully ordered, a clear demonstration of the effectiveness of modern business methods. This activity helps increase sales, enhance brand recognition of Bac Ninh agricultural products, and effectively exploit potential customers.
In addition to social networks, e-commerce platforms have also accompanied the consumption of agricultural products of the province in recent years such as: Buudien.vn (formerly Postmart.vn); Sendo, Lazada, Alibaba... According to the representative of the provincial Post Office, from 2021 to present, the unit has actively coordinated with agencies, cooperatives, and gardeners to promote the consumption of lychee to people nationwide through the network of Vietnam Post. The unit's experience is to take advantage of the extensive transportation network of the postal system from road, rail, air... to bring fresh lychee to the centers of provinces and cities across the country, ensuring fresh and delicious products. At the same time, put lychee on the e-commerce platform Buudien.vn; guide cooperatives and farmers to sell on digital platforms. After about 4 years, there are now more than 7.3 thousand user accounts in the province selling on the Buudien.vn e-commerce platform with more than 1.7 thousand products, including more than 100 OCOP products; generating more than 100 thousand transactions, with a total value of about 50 billion VND. The provincial post office is continuing to connect the consumption of Bac Ninh's agricultural products.
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Bamboo shoot products of Thao Moc Linh Agricultural Service Cooperative, Tay Yen Tu commune achieved 3-star OCOP. |
According to the Department of Industry and Trade, by exploiting the strengths of the digital platform, many agricultural products of the province have been widely promoted, not only domestically but also reaching out to the international market. After a long period of preparation, in March 2024, Thien An One Member Limited Liability Company, Bac Giang Ward, built a sales booth on the international e-commerce platform Amazon.com. Up to now, the company's car perfume and rosemary tea products are sold on the platform with an average revenue of more than 1 billion VND/month to customers in the United States. Currently, customers from countries such as France and Germany have accessed the company's products. To meet the demand, in the coming time, the company will expand its scale, research and develop new products to provide to customers.
In order to ensure the sustainable development of the agricultural production chain, Bac Ninh has synchronously implemented many practical support mechanisms and policies. Notably, it encourages the expansion of raw material areas, the development of key, typical and potential products in the direction of developing high-quality goods. The locality also promotes the formation of value-based chains from production to consumption; supports product design and packaging to meet tastes; and strengthens trade promotion activities to effectively connect manufacturers with modern distribution systems.
At the conference to promote lychee consumption in the province in 2025, Vice Chairman of the National Assembly Nguyen Duc Hai assessed that over the past years, Bac Ninh has had a very commendable approach, planning reasonable growing areas, strongly applying science and technology to cultivation, expanding the model of linking production and consumption of agricultural products. In particular, growers have proactively approached and practiced VietGAP, GlobalGAP, organic production processes, contributing to improving the quality, preserving the brand and reputation of agricultural products. Thanks to that, a large area with a large population of the province has high income, many households have risen to become rich sustainably. The Vice Chairman of the National Assembly stated that e-commerce is becoming popular, with outstanding advantages. The province's proactive application of business methods based on new technology platforms in lychee consumption is the right, creative and effective direction in the current situation.
It can be seen that the formation of production - consumption linkage chains and diversification of agricultural product distribution channels have made important progress, thanks to the flexibility in adapting to the market mechanism. These positive movements have contributed to making agriculture a solid pillar of the economy, creating a boost in increasing income and improving the lives of rural people in Bac Ninh. However, to continue to develop harmoniously and sustainably, more synchronous and drastic solutions are required.
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Source: https://baobacninhtv.vn/nong-san-an-toan-tu-lang-vao-sieu-thi-ra-the-gioi-postid423434.bbg
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