Telling nature's story through startup products
Before starting her entrepreneurial journey, Ms. Nguyen Thi Yen was an information technology teacher in Bien Hoa city, Dong Nai .
A stable job, a comfortable life, but somewhere during her years in the classroom, she began to feel that she was distancing herself from nature, lacking connection with life's values.
"Will the knowledge I am imparting help students live healthier, understand more about national culture, and how to take care of themselves from the simplest, most familiar things?", Ms. Yen once wondered.
Once, by chance, she and her husband went to the remote commune of Thanh Son to visit a friend. She was "stuck" by the wild beauty of the mountains and forests, by the harmonious life of the people here with nature. The tree roots, the houses, and the products from the forest made her feel like she was reliving her childhood - where her grandmother and mother used to grow beans and make powdered drinks every day.
It was this treasure trove of forgotten indigenous knowledge that inspired her to embark on a new path: returning to the forest and starting a business from nature. In 2013, Yen and her family decided to leave the city to live in Thanh Son, starting to sow the green seeds for her cherished dream.
When attached to the Thanh Son mountainous land, she deeply understands the favorable climate and soil conditions for the development of a number of agricultural crops and precious medicinal plants, combined with the large forest land area, creating opportunities to connect with people to develop organic and natural products.
In 2022, she established Yen Loc Rung Business Household, focusing on producing and trading products of natural origin, chemical-free, and friendly to consumer health.
Among them, the two main products of Yen Loc Rung are five-element bean powder and jelly powder. The products have been recognized as meeting 3-star OCOP standards and have been positively received by the market.
Project of Ms. Nguyen Thi Yen (2nd from right) representing Dong Nai province participating in the Women's Startup Competition organized by the Central Committee of the Vietnam Women's Union
Five-element bean powder - a harmonious combination of 5 types of beans according to the five elements, providing vitamins, minerals and vegetable protein. Jelly grass powder is extracted from naturally grown jelly grass, helping to cool down, improve digestion, regulate blood sugar and detoxify effectively.
All raw materials are grown according to the organic circular garden-forest model on an area of 3 hectares. In particular, Ms. Yen also cooperates with Dao and Tay households to build sustainable raw material areas, creating stable jobs for local women. "Yen Loc Rung" - the name carries the aspiration to live in harmony with nature, "luck" from the forest, rely on the forest and spread the value of the forest.
Difficulties in the early days of starting a business
The beginning is always full of challenges. For Ms. Yen, one of the first "expensive lessons" was failure because the product packaging was too simple. Although the quality inside was good, the product was still rejected by the market because it did not meet the standards of appearance and packaging.
That lesson made her understand that: good products are not enough, but also require thorough investment in branding, design and customer experience.
Not stopping there, her entrepreneurial journey even seemed to stop halfway.
Jelly grass powder products
"There was a time when my products could not be sold, my capital was exhausted, and I thought about giving up. But thanks to the encouragement of my family, the belief in my chosen path, and my passion, I was strong enough to find a solution, lift my spirits, and continue to move forward."
Another profound lesson she learned was to listen to customers. Initially, the product was made based on personal feelings. But after some feedback on the taste and usage, she adjusted the formula and improved the product. Thanks to that, "Yen Loc Rung" is increasingly suitable for market demand and widely accepted.
"The motivation for me to overcome difficulties is ultimately the desire to create sustainable livelihoods for local ethnic minority women, preserve indigenous knowledge, and develop clean products from forest gardens. Through the products, I want to bring customers a sense of closeness, simplicity, familiarity, warmth, and trust as if they themselves created the products.
I want to inspire the replication of the clean product production and business model across the country. Convey the message of green living to many people, everyone together grows clean, eats clean, produces clean to improve the quality of life," Ms. Yen expressed.
Opportunities open up through perseverance.
In 2024, the project "Improving production capacity and promoting the commercialization of some healthy products of natural origin - Yen Loc Rung Business Household" won the First Prize in the Final round of the "Women's Creative Startup and Green Transformation" Competition in the Southern region, followed by the Encouragement Prize in the National Final organized by the Vietnam Women's Union.
It was not only a sweet achievement after many efforts, but also a turning point that helped her complete and elevate the project.
"The competition helped me review and perfect the project in a green and sustainable direction, from development strategy to defining core values. I had the opportunity to connect with experts and female entrepreneurs nationwide, learn, find partners and expand the market.
The award contributes to enhancing the reputation of the "Yen Loc Rung" brand, helping the product get closer to consumers who love natural products. The training sessions within the framework of the competition also help me develop the project more systematically and effectively. This is truly a great source of encouragement for me on my green startup journey," Ms. Yen shared.
Looking ahead, Ms. Yen aims to develop "Yen Loc Rung" in three main directions. Firstly, expanding the raw material area for growing beans, sương sâm, kudzu, and polygonum multiflorum... by collaborating with Dao and Tay ethnic women to cultivate naturally to ensure a stable source of raw materials that meet safety standards.
Second, continue to invest in modern machinery to increase productivity, improve processing and packaging processes while still maintaining quality and traditional craftsmanship. Third, expand the market through online channels, fairs, clean food systems and regional specialties.
She also aims to upgrade her products to meet 4-star OCOP standards and gradually approach the international market. More than just a product, she wants to spread the green, clean and sustainable values of the mountains and forests to more consumers.
Ms. Yen's startup secret
The "golden key" for rural and mountainous women to start a successful business is to promote local advantages and persistently pursue the path they choose. Local advantages such as medicinal herbs, clean agricultural products or traditional knowledge... At the same time, entrepreneurs need to be persistent, proactive in learning and not afraid of change. Women anywhere can start a business if they know how to combine traditional knowledge with modern thinking.
Source: https://phunuvietnam.vn/tu-co-giao-cong-nghe-den-nguoi-gioi-hat-noi-rung-sau-20250613135420627.htm
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