OCOP products characteristic of coastal regions

Most tourists visiting Binh Thuan for sightseeing and relaxation choose Phan Thiet fish sauce as a gift for family and friends upon their return. Over time, traditional fish sauce producers have invested in technology, labeling, bottle designs, and marketing, so the bottles of fish sauce reaching consumers are not only high-quality but also carry many messages promoting local tourism .

Just hearing about it makes me want to try it…

Visiting the Facebook page of Nước mắm Tròn, I read the simple, unpretentious self-reflections that nonetheless contain many messages for anyone who happens to stumble upon their wall. I immediately sensed the overflowing love of a traditional family from the coastal region. “The jar of delicious anchovy fish sauce that Mom made specifically for us to sell has matured, and now Tròn is back to selling it for Mom. With over 30 years of experience making anchovy fish sauce and with a professional conscience, Mom produces liters of delicious and wholesome fish sauce, made only from fresh anchovies and pure sea salt, fermented completely naturally, without preservatives, and with the authentic flavor of traditional fish sauce. Mom is old now and only makes a small amount to preserve the craft. She keeps a large, fresh jar of anchovy fish sauce aside, producing high-quality fish sauce in both taste and aroma, so that I can introduce it to customers far away, hoping that many people can experience the true taste of traditional fish sauce – the national essence of Vietnam, but suppressed by the wave of industrial sauces. The fish sauce is carefully bottled in glass bottles to help it retain its flavor and color long after opening, preserving its aroma, taste, and sentiment.”

Tròn fish sauce, with its unique marketing approach, conveys many messages.

The way the owner of Tron Fish Sauce skillfully tells a story to promote Phan Thiet fish sauce is so good and subtle that even people born by the sea like me want to buy it immediately to enjoy the "love" of the round-faced mother in every drop of fish sauce. It's clear that, over time, traditional fish sauce producers have gradually changed their mindset, methods, and unique marketing strategies to elevate the value of local products. Currently, several fish sauce production facilities in the province have developed OCOP (One Commune One Product) products and become tourist destinations. Tourist groups visiting these facilities can, if they wish, be taken on tours of the fish sauce production process, especially during the fish fermentation season. Currently in Phan Thiet city, there are Black Fish Sauce Co., Ltd., the Old Fishing Village Fish Sauce Museum of Seagull Co., Ltd., Hai Nam Foods Store of Hai Nam Co., Ltd., Golden Fish Sauce, and Ba Hai Fish Sauce…

OCOP 3-star product. Photo: N.Lân

With the dedication of a son far from his hometown, the Ancient Fishing Village was established as Vietnam's first Fish Sauce Museum in Phan Thiet, aiming to recreate the long history of the traditional craft village, once again affirming that Phan Thiet fish sauce possesses a unique cultural identity rarely found elsewhere. Tin fish sauce, with its characteristic shimmering, amber-brown color and delicious, savory flavor, has been recognized as a 4-star OCOP product. Inheriting and developing the essence of the traditional craft, Tin fish sauce products, with their elegant and unique packaging, are sold at the Fish Sauce Museum, contributing to attracting tourists to visit and purchase them.

Fish sauce production facilities have become tourist attractions.

Linked to local tourism

According to the Department of Agriculture and Rural Development of Binh Thuan province, based on the local potential and strengths, the OCOP program was launched in 2019. Although later than many other localities nationwide, with the motto of not developing indiscriminately but focusing on truly outstanding products, Binh Thuan now has many products that have been awarded OCOP stars, bearing the mark of the land and people of this South Central coastal region. Among them, Phan Thiet fish sauce is quite diverse with different protein levels, and each fish sauce brand tells a story connected to the ups and downs of the traditional craft village for over 300 years. Many people say the fish sauce market is a "gold mine" if exploited in the right direction. In recent years, many Phan Thiet fish sauce brands have become familiar to consumers both domestically and internationally and have been recognized as typical rural industrial products, achieving OCOP 3-star and 4-star standards.

Developing OCOP products in conjunction with tourism is one of the important solutions. Photo: N.Lân

According to the provincial People's Committee, for the period 2020-2025, Binh Thuan province has identified three key economic sectors: industry, tourism, and agriculture. Therefore, developing OCOP products in conjunction with tourism is one of the important solutions. This allows OCOP product owners to reach consumers more easily through high-quality products, specialties, and souvenirs that reflect the unique characteristics of each locality in the province. The Binh Thuan Provincial People's Committee has issued a plan to implement the OCOP program in the province for the period 2021-2025, which includes solutions focusing on market development through linkages with tourism; strengthening promotion and bringing OCOP products to key tourist markets and tourist destinations inside and outside the province…

OCOP fish sauce products of the province. (Photo courtesy)

If this is achieved, Phan Thiet fish sauce in particular, and the province's characteristic products in general, that meet OCOP standards will truly become specialties that not only have consumer value but also reflect cultural identity, attracting more tourists to learn about Binh Thuan.

As of December 5th, the province has 118 OCOP products, including 82 3-star products, 34 4-star products, and 2 potential 5-star products, with 74 entities (including: 22 cooperatives, 3 cooperative groups, 25 enterprises, and 24 production facilities and business households). The goal is for Binh Thuan to have at least 80-130 more OCOP products achieving 3 stars or higher by 2025.

Source: https://baobinhthuan.com.vn/nuoc-mam-phan-thiet-san-pham-ocop-dac-trung-vung-bien-115555.html