From traditional cakes to flagship products.

From Cho Moi, Mr. Tran Le Hung has persistently built the Tien Anh almond cake brand for over 30 years. His hometown product is now well-known, contributing to job creation and increasing the value of local agricultural products.

Originating from a family tradition of making traditional almond cookies passed down from his parents, since 1993, Mr. Tran Le Hung's family in Cho Moi commune has persistently maintained and developed their traditional almond cookie business with all their heart. In the early days, Mr. Hung transported the cookies on his old Honda 83 motorcycle, traveling throughout the Mekong Delta provinces, from early morning until late at night, regardless of rain or wind. He went to each market and each small shop to deliver the cookies, carefully recording the quantities bought and sold. From those quiet journeys, the market gradually expanded, laying the foundation for the Tien Anh brand to stand firm and develop to this day.

Mr. Tran Le Hung and his son Tran Tien Anh with their almond cookies. Photo: Hanh Chau.

One of the key distinguishing features of Tien Anh almond cookies is the innovative five-petal flower shape, replacing the traditional round shape. This unique design makes the product stand out in the market, carrying auspicious meanings of happiness, righteousness, and completeness. To realize this idea, Mr. Tran Le Hung researched and invented an exclusive cookie shaping tool, which was granted a patent for a useful solution by the Intellectual Property Office. The uniformity and exquisite craftsmanship of each five-petal flower cookie contribute to enhancing the quality and brand value of Tien Anh almond cookies.

Now the Director of Tien Anh Production - Trading Co., Ltd., Mr. Hung recalls: “Initially, the facility was just a small-scale production model, serving local people. From 1996 to 2015, market demand increased, and the facility gradually developed into a household business, then officially upgraded to a company. We invested in machinery, standardized production processes, and improved formulas to ensure consistency in quality, flavor, and shelf life. The product gradually transformed from 'homemade cakes' to industrially produced products with controlled processes, meeting food safety standards.”

To date, Tien Anh almond cookies have achieved OCOP 4-star product certification and have been recognized twice as a typical national rural industrial product in 2015 and 2019. These are important milestones, officially acknowledging the quality, origin, and value of a distinctive local product, developed in a systematic and modern way.

In the days leading up to Tet (Lunar New Year), the company's factory, machinery, and workforce operate at full capacity, but still struggle to meet the surge in orders. Mr. Hung said the factory has to increase its production capacity by 2-3 times, producing more than 2 tons of cookies per day. From its initial almond cookie product, the company has developed five additional flavors: peanut, sesame, chocolate, cheese, and green tea, catering to the diverse tastes of consumers.

Currently, Tien Anh Production - Trading Co., Ltd. owns a manufacturing plant operating under the ISO 22000:2018 food safety management system, with complete control over production, packaging, and distribution. In addition, the company is gradually approaching export markets such as Cambodia and Laos through stable orders and trade promotion programs, aiming to bring An Giang's traditional cakes to the international market.

Mr. Hung's greatest joy is having a son who continues his legacy, approaching the traditional craft with the mindset and methods of the 4.0 era. His son, Tran Tien Anh (born in 2000), after graduating with a degree in international business from the University of Economics Ho Chi Minh City, did not rush to join the family business. Instead, he chose to work in logistics and supply chain operations – an environment demanding high discipline, process management skills, and cost optimization. "My practical work experience has given me a clearer perspective on business operations, production standardization, and the role of distribution systems in sustainable brand development," Tien Anh shared.

Tien Anh's decision to return and continue the family business wasn't driven by emotion, but by a desire to develop the traditional Vietnamese cakes, a business he's been involved with for over 30 years, in a more systematic, standardized way, and to expand further in the context of integration. As the Marketing and Sales Director of Tien Anh Production - Trading Co., Ltd., this young man brings his management knowledge, practical experience, and innovative thinking to help his family transform traditional values ​​into a modern, reputable brand capable of long-term competitiveness in the market.

HANH CHAU

Source: https://baoangiang.com.vn/tu-banh-que-thanh-san-pham-tieu-bieu-a475826.html