Finding export directions for OCOP products

Not content with just conquering the domestic market, many OCOP products from Ninh Binh province are striving to establish their brand and quality in order to bring Vietnamese goods to the world .

According to statistics from the Department of Agriculture and Rural Development, Ninh Binh province currently has 154 OCOP products that have achieved 3-star and 4-star ratings. Many of these OCOP products have established their brand and quality, conquered the domestic market, and are now present in countries considered to be demanding and difficult to access markets.

Examples include: Fashion and home decor items such as straw bags, water hyacinth bags, hats, handbags, mirror frames, picture frames, tables, and water hyacinth chairs from Vina Handicrafts Co., Ltd. in Quang Thien commune (Kim Son); the "Sweet Corn Grinding" product of Asia Food Joint Stock Company, which has achieved OCOP 4-star standard (available in nearly 20 countries and territories); crispy rice crackers from Dai Long Production and Trading Co., Ltd.; and embroidery products from Green Sun Embroidery Co., Ltd. In addition, many products with export potential such as golden flower tea, traditional pottery, products from Sinh Duoc Cooperative… and many OCOP products have become local branded gifts.

Ms. Tran Thuy Nhi, Deputy Director of Vina Handicrafts Co., Ltd., said: On average, the company supplies about 600,000 products made from sedge and water hyacinth to the market each year, mainly serving the overseas market. Revenue reaches over 25 billion VND, creating jobs for 50 workers at the factory with incomes ranging from 4-8 million VND/person/month. Specifically, in 2022, the company exported more than 80,000 OCOP water hyacinth bags and sedge mirrors. To date, the company has become a trading partner with more than 20 countries, including many demanding markets such as Europe, the US, Japan, South Korea, and the Arab world...

To help OCOP products reach a wider market, Ninh Binh province has been developing specific directions and roadmaps for building distinctive, high-quality products to upgrade and enhance their value. Alongside this, trade promotion and product marketing have received significant attention.

According to Mr. Pham Dang Nam, Deputy Director of the Center for High-Tech Application and Trade Promotion, Department of Agriculture and Rural Development, trade promotion activities by local authorities have been reformed in terms of implementation methods, especially activities connecting production units to open up OCOP (One Commune One Product) products to the market. The department has closely coordinated with the Department of Industry and Trade to actively support trade promotion for businesses, especially small and medium-sized enterprises, cooperatives, and production and business establishments of OCOP products in the area. However, according to the assessment of relevant agencies, the number of exported products from our province is still limited and modest compared to its potential and advantages. This reality stems from many reasons, both objective and subjective.

Mr. Pham Dang Nam stated that: For OCOP products to become exportable items, first and foremost, the production process must be green, clean, safe, and utilize modern science and technology. Next, investment in product design and brand promotion is crucial. This process requires significant capital and high technical expertise. However, currently, OCOP products in our province are mainly produced by local people, cooperatives, and craft villages, making it very difficult to meet all legal requirements and production capacity standards for export. The subjective reason is the slow pace of innovation in product design and quality by these entities. While OCOP certification helps these entities better access the domestic market, if they want to expand globally, they need a strategy, a willingness to invest and take risks, a commitment to upgrading their products, and above all, passion and determination to pursue their goals.

Faced with obstacles hindering the export of Ninh Binh's OCOP products, Mr. Nguyen Duc Tuan, representative of the Cuc Phuong Bochi Ginseng Cooperative, expressed his wish: "When a unit or enterprise independently approaches foreign markets, the costs can reach hundreds of millions of VND. Therefore, we hope to participate in more international programs, fairs, and exhibitions organized by the local government and the State."

In September 2023, through participation in the agricultural development training program in Asan City (South Korea) organized by the Department of Agriculture and Rural Development, the cooperative successfully brought Cuc Phuong ginseng products to South Korea for the first time. Furthermore, we established cooperative relationships with several businesses and received high praise from partners for the content and quality of Cuc Phuong ginseng. Realizing the "dream" of exporting ginseng to the land known as the "land of ginseng" is not far off for the cooperative.

It can be said that when a product is exported, its economic value increases, revenue and profits rise, and workers' incomes are raised. Participating in these "big games" also helps businesses and entities enhance their competitiveness, constantly innovate, and improve product quality, techniques, and technology.

Therefore, in the coming period, businesses need to continue improving product quality, closely coordinating with relevant units and localities to develop brands, trademarks, standards, quality, and register product codes, barcodes, and traceability labels. Sectors and localities should continue to support economic organizations and innovative startups, applying technology and digital transformation in production and marketing. At the same time, they should promote trade promotion activities, advertising, introducing, and selling OCOP products through domestic and international trade fairs, exhibitions, and product displays.

Minh Hai

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