Increase the attractiveness of OCOP products.

Among the criteria for OCOP products, the "product story" is considered a crucial criterion, representing the unique cultural characteristics of each locality and conveying the message that OCOP producers want to communicate to the community and consumers. It is also an important factor in promoting and attracting customers to the product.

Introducing products from Truong Son Medicinal Herbs Cooperative - Photo: LA

"Since ancient times, hair has always been a symbol of the gentle beauty of East Asian women. The fragrant scent emanating from the long, soft hair of grandmothers and mothers, washed with a handful of soapberry, a little grapefruit peel, or some lemongrass and basil... will surely remain forever in the memories of children of that time."

In today's fast-paced life, sometimes people long to return to the familiar scents of their mother's hair, their grandmother's hair, the hair of the women they love...

Understanding those deep-seated desires, and driven by the ambition to continue writing stories of products that benefit users' health and the surrounding environment, while also providing employment for disadvantaged people in mountainous regions, Nhien Thao has launched a product line that is both deeply rooted in tradition, preserving all traditional values, and offering a convenient, time-saving solution for mothers and grandmothers. Especially with 100% natural ingredients, the product is absolutely safe for skin and hair.”

This is the story of the 4-star OCOP herbal soapberry extract product of Nhien Thao Quang Tri Co., Ltd. Ms. Tran My Dung, representative of Nhien Thao Quang Tri Co., Ltd., said that when the company's herbal soapberry extract product participated in promotional events and was sold on e-commerce platforms, many consumers showed interest and were convinced by the product's story. As a result, from 2021 to the present, the product's market has expanded nationwide, with sales reaching approximately 10,000 products per year.

As for Truong Son Medicinal Herb Cooperative, the story of its products is closely linked to the majestic Truong Son mountain range and the stories of precious traditional remedies of the Pa Ko and Van Kieu ethnic groups. According to Le Thanh Hue, Director of Truong Son Medicinal Herb Cooperative, based on existing experience combined with research and learning from village elders and leaders, the cooperative has created product lines derived from nature, free of harmful chemicals, and environmentally friendly to serve human health care needs.

Among them, the cooperative's main products, such as Moc San melaleuca essential oil, Peamom skin care essence for mothers and babies, and Moc San melaleuca essential oil infused with galangal root, have been recognized as 4-star OCOP products. He has introduced this uniqueness to customers through product stories, making a deep impression and becoming part of the reason they buy the products. "With OCOP-certified products, the cooperative supplies an average of over 10,000 products of each type to the market each year," Mr. Hue said.

In the National Criteria for Evaluating and Classifying OCOP Products, the product story accounts for 10 out of 100 points in the evaluation and classification scale. Therefore, building an interesting and attractive product story plays a crucial role in enhancing the value and expanding the market for OCOP products.

According to Hoang Minh Tri, Head of the Rural Development Sub-Department, one of the outstanding results of the OCOP program is the preservation, safeguarding, and dissemination of the unique cultural values ​​of each locality. To date, the province has 141 OCOP products, including 43 four-star products and 98 three-star products. Each product has a unique story associated with many factors such as: the traditional production methods of the people, the characteristics of the locality; historical and cultural elements related to the product; and the outstanding and unique uses of the product...

Mr. Tri added that every year, the Rural Development Sub-Department coordinates with localities to disseminate information and guide stakeholders and communities to work together to preserve and develop distinctive products. They also promote training and capacity building, developing training materials for target groups, product groups, and each stage in the OCOP value chain.

At the same time, focus on guiding and supporting businesses in building unique product stories that are rich in cultural value, embodying the pride, distinctiveness, and traditional values ​​of each product and region, and showcasing the essence and meticulousness of the production process. The content of the story must reflect the soul and essence of the product and the pride of that region, thereby building the product brand. Continue to thoroughly assess the "product story" criterion when evaluating and classifying OCOP products.

"The product story is a message with intangible value; unique, meaningful stories rich in local cultural identity can touch emotions and change consumer behavior. This is the key factor for OCOP products to have a competitive advantage in the market," Mr. Tri affirmed.

Le An

Source: https://baoquangtri.vn/tang-suc-hut-cho-san-pham-ocop-188726.htm