From wild products to OCOP brand

(GLO)- From the One Commune One Product (OCOP) program, the Bahnar and Jrai people in the Western Gia Lai region have turned familiar products into typical goods, both preserving cultural identity and opening up directions for sustainable economic development.

Breathe identity into each product

From the typical aromatic grass of the Jrai people in Duc Co, Ms. Ro O H'Rin (Trol Deng village) created "H'Rin aromatic grass salt". The product has the spicy taste of chili, the salty taste of salt and the characteristic aroma of Groach grass. In 2022, the product was recognized as meeting the 3-star OCOP standard at the provincial level.

Jrai aromatic grass has become a 3-star OCOP product at the provincial level. Photo: Minh Phuong

To maintain and develop the product, Ms. H'Rin buys raw materials from villagers, dries them naturally and processes them according to traditional recipes. Along with that, she actively promotes the product at agricultural fairs, on social networks and e-commerce platforms.

“By participating in the OCOP program, I received advice and support in designing packaging and labels, and had the opportunity to participate in trade promotion fairs. Thanks to that, the product is known to many people, has stable consumption at a price of 40-50 thousand VND/100 grams, creating additional income for the family,” said Ms. H’Rin.

Similarly, from traditional culture, Ms. Nay H'To (Phu Ama Miong village, Ayun Pa ward) has built a brand, elevating "Rửu Can Jrai Ayun Pa" to a 3-star OCOP product in 2023.

Ms. Nay H'To (Phu Ama Muong village, Ayun Pa ward) has upgraded Jrai Ayun Pa rice wine to a 3-star OCOP product. Photo: Minh Phuong

The unique flavor of wild yeast leaves and the traditional brewing process have helped Ayun Pa wine become popular with customers in Hanoi , Ho Chi Minh City, and Da Nang.

“Since achieving OCOP certification, I have invested more in quality, packaging and ensuring traceability to reassure customers. Thanks to that, the products are more trusted and consumed more stably. Every month, I regularly sell 200-300 jars, 2-3 times more than before,” said Ms. H’To.

In Kon Lanh village (Dak Rong commune), Kon Ha Nung Cooperative with 22 members, mostly Bahnar people, has developed a set of 3 products including: macadamia nuts, macadamia oil and macadamia honey, all meeting 3-star OCOP standards.

Thanks to the fertile basalt soil, macadamia nuts here have a distinctive fatty and aromatic taste. The products are consumed online and directly, creating stable jobs for local people, from planting, harvesting to processing.

Bazan macadamia products of Kon Ha Nung Cooperative are certified with 3-star OCOP, opening up a new direction for economic development for the local Bahnar people. Photo: Minh Phuong

Also at To Tung, the 3-star OCOP product "To Tung dried bamboo shoots" is available at the Central Retail supermarket system and many OCOP stores nationwide.

According to Mr. Le Thanh Son - Chairman of To Tung Commune People's Committee, the locality is encouraging people to participate in cooperatives and cooperative groups to promote local cuisine , link OCOP products with community tourism development and aim to build the image of To Tung as a unique cultural-ecological destination of the Western Gia Lai region.

Not only cuisine, traditional weaving is also being strongly revived. In To Tung commune, the product “Brung scarf” of Ms. Dinh Thi Hai has just been recognized as meeting 3-star OCOP standards. Each scarf is handwoven through dozens of stages, from cotton planting, dyeing to weaving traditional patterns.

"Each OCOP product needs to tell its own cultural story so that tourists can feel the national soul" - Ms. Tran Thi Bich Ngoc - Cultural and Social Officer of To Tung commune - commented.

Ms. Dinh Thi Hai (Kgiang village, To Tung commune) and the Bahnar people here are very aware of preserving cultural values ​​for tourism exploitation. Photo: Minh Phuong

In Dor 2 village (Ia Bang commune), Mrs. Mlop’s Glar Agricultural and Brocade Weaving Cooperative has gathered 30 Bahnar women to create the brand “Glar Brocade Bags” - a 3-star OCOP product. Each month, the Cooperative produces 50-70 products, priced from 350,000 VND/piece.

"Thanks to the OCOP program, Glar woven bags are displayed at many fairs in and outside the province, helping women have a stable income and continue to preserve their traditional profession. We want each product to not only have economic factors, but also be a way for young people to understand and be proud of their ethnic weaving profession," Ms. Mlop shared.

Economic and cultural bridge of the highlands

Up to now, Gia Lai province has achieved many outstanding results in developing the One Commune One Product (OCOP) program, especially in ethnic minority areas.

Currently, the whole province has more than 900 OCOP products; of which, 92 products have achieved 4-5 star rating, mainly in the food, beverage, medicinal herbs and handicraft groups..., clearly reflecting the identity of the highland region.

Coffee products, honey, rice wine, upland rice, macadamia nuts, beef jerky... have become "cultural ambassadors", bringing local quintessence to consumers nationwide.

According to Ms. Nguyen Thi Bich Thu - Director of the Center for Industrial Promotion and Trade Promotion (Department of Industry and Trade), in the past 3 years, the Center has supported many households to participate in fairs, connect with trade and sell goods through e-commerce platforms.

“More and more households know how to make electronic payments and promote products online, helping OCOP products spread more strongly,” Ms. Thu informed.

The province is also supporting cooperatives and production households to build websites, attach QR codes, barcodes, NFC chips and blockchain applications to trace origins and expand markets for export.

In addition, promoting training in marketing skills, packaging design and brand management is considered the "key" to help local products improve their competitiveness.

“Brung scarf” of Ms. Dinh Thi Hai (Kgiang village, To Tung commune) was certified as a 3-star OCOP product in 2023. Photo: Minh Phuong

Although there are still limitations in design, packaging and production scale, the spirit of learning, perseverance and attachment of people to traditional crafts are becoming valuable resources for economic development in ethnic minority areas.

Many OCOP products have now gone beyond the scope of villages and communes, appearing in supermarket systems, specialty stores and e-commerce channels, creating momentum for Gia Lai to build regional brands.

Ms. Thu stated the orientation: "In the coming time, the Center will coordinate with units, departments, branches and subjects to continue to support people to gradually improve the quality and packaging; thereby raising the level of OCOP products of Gia Lai ethnic minorities to increase competitiveness in the market".

From simple products of the mountains and forests such as: jars of aromatic grass salt, jars of rice wine, hand-woven scarves or brocade bags..., the OCOP program has opened up a new direction for the ethnic minority areas of Gia Lai. Each product not only brings a livelihood, but also tells a story about the culture, people and aspirations of the Central Highlands.

These values ​​are being connected and spread into a movement of creativity and rural entrepreneurship associated with national identity. When the Bahnar and Jrai people join hands to preserve their old professions and elevate their hometown products, each OCOP product is not only a commodity, but also a source of pride and a bridge to bring the Central Highlands culture to the world.

Source: https://baogialai.com.vn/tu-san-vat-dai-ngan-den-thuong-hieu-ocop-post570326.html