Creating a “bridge” between manufacturers and supermarkets to help OCOP products reach far

Statistics from the Hanoi Department of Industry and Trade show that Hanoi currently has 3,317 OCOP products (accounting for 21.3% of the country), including 6 5-star products, 22 potential 5-star products, 1,571 4-star products and 1,718 3-star products. Although Hanoi is the leading locality in the country in terms of the number of OCOP products, consumption through the supermarket system is not easy.

Create a "bridge" between manufacturers and supermarkets to help OCOP products reach far.

At present, when consumers go to supermarkets, especially large supermarket chains such as Mega, Go!, Co.opmart… they may be overwhelmed by the diversity of products in the same product group. The question here is where will OCOP products appear in this "forest" of products on supermarket shelves? Many Vietnamese products are of very high quality but cannot survive long on supermarket shelves despite great support from authorities as well as Associations.

Director of Dong Cao General Service Cooperative (Me Linh) Dam Van Dua stated the current situation, the enterprise currently has 200 hectares producing 60,000 tons of vegetables/year, however, the consumption of vegetables of the Cooperative is mainly through the traditional market system, not yet bringing goods to supermarkets for consumption, causing consumers to not know about OCOP products.

Referring to the above situation, Chairman of the Vietnam Retailers Association Nguyen Anh Duc said that OCOP products are often produced on a small, seasonal basis, so they cannot meet the large quantities required by the supermarket system. At the same time, production facilities do not have complete traceability records, so it is difficult to meet the regulations for large orders for retail businesses.

In addition, the scale and management capacity of OCOP entities are weak, there is a lack of knowledge about market economy , and the understanding of some production entities about product quality management is limited. In addition, the promotion and consumption of OCOP products has not been focused on by enterprises...

A look around the shelves at some supermarkets shows that many OCOP products have not yet been invested much in brand image by the owners. Packaging plays a very important role for any product, especially for OCOP products.

Therefore, many experts believe that investing in packaging is an effective way to untie the knot for agricultural products and OCOP products in accessing the market, especially in the context of increasingly deep integration as today. Because, for agricultural products in particular, not only is it a tool to preserve products, packaging is a very effective communication channel to convey product information, attract customers, and promote brands to consumers. Changing perceptions about product packaging is extremely important, contributing to creating an ecosystem, building a packaging industry dedicated to the OCOP product segment and craft village products...

Enterprises, supermarkets, and food chains need to sign long-term contracts to support the consumption of OCOP products for production units.

Director of Co.op Mart Ha Dong supermarket Nguyen Thi Kim Dung said that the Co.op Mart retail system is currently selling more than 130 OCOP products. However, in order for OCOP products to enter the supermarket, manufacturers are forced to meet requirements on product introduction process, quality and payment... but this is the weakness of OCOP entities.

Referring to solutions to promote the consumption of OCOP products, the leader of the Department of Industry and Trade said that, closely following the actual situation and accompanying businesses, the Department of Industry and Trade has been implementing a group of solutions to promote the consumption of OCOP products in the supermarket system. That is to widely promote production areas and OCOP products of Hanoi and other provinces and cities on mass media; regularly review the list of OCOP products that need to be connected to distribution channels (supermarkets, food chains, processing and exporting enterprises of Hanoi)...

In addition, the Hanoi Department of Industry and Trade has increased the application of information technology in the production and consumption of OCOP products, such as implementing a traceability system, displaying and connecting on e-commerce trading floors... for OCOP products.

In particular, the Hanoi Department of Industry and Trade also recommends that businesses, supermarkets, and food chains sign long-term contracts to support the consumption of OCOP products for production units, so that units can rest assured in production to ensure quantity and quality.

Along with that, the Department guides OCOP product suppliers to introduce product lines that are suitable for the designs and tastes of consumers, prioritizing the promotion of product connections with environmentally friendly packaging. In particular, in 2025, Hanoi will develop 8-10 new points to introduce and sell OCOP products, recognize 5-8 models of Creative Design Centers, introduce, promote and sell OCOP products; Enhance the application of information technology in the production and consumption of OCOP products, deploy a system to trace the origin, display, and connect the consumption of OCOP products on e-commerce trading floors... Thereby, contributing to bringing manufacturers closer to retail businesses and consumers.

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