Building Quang Nam agricultural product brand

People of Tra Linh commune (Nam Tra My) grow Ngoc Linh ginseng. Photo: QUANG VIET

Brand positioning of Ngoc Linh ginseng

Since 2016, the Department of Intellectual Property ( Ministry of Science and Technology ) has granted a Certificate of registration of geographical indication for Ngoc Linh ginseng products and the Department of Science and Technology manages this famous geographical indication.

From here, Ngoc Linh ginseng has gradually positioned itself as a brand for Quang Nam agricultural products. Over the years, Quang Nam has identified Ngoc Linh ginseng as a key crop, creating a driving force for socio -economic development in ethnic minority and mountainous areas of the province.

Alternate member of the Party Central Committee, Secretary of the Provincial Party Committee Luong Nguyen Minh Triet said that Quang Nam aims to develop a production and supply area for Ngoc Linh ginseng with a total area of ​​8,400 hectares by 2030. It is expected to exploit about 300 - 350 hectares each year with a total output of about 100 tons of ginseng roots 5 years old or older.

Bird's nest products from Cu Lao Cham - Hoi An. Photo: QUANG VIET

According to the Provincial Party Secretary, Quang Nam continues to develop brands, markets, promote trade and invest in infrastructure for Ngoc Linh ginseng. The province encourages the development and diversification of products according to the value chain, deep processing linked to the consumer market.

Quang Nam promotes investment and invites large economic groups to build factories to deeply process products from Ngoc Linh ginseng. These are solutions to promote Ngoc Linh ginseng processing into a major economic sector.

Vice Chairman of the Provincial People's Committee Ho Quang Buu said that to develop the Ngoc Linh ginseng brand, Quang Nam encourages people to consume ginseng products.

Quang Nam promoted communication through newspapers and social networks; launched a campaign to give away ginseng product samples (ginseng water, jelly) at offices and supermarkets; organized a Ngoc Linh ginseng festival on August 1 in Nam Tra My with activities such as ginseng exhibition, ginseng cuisine, and ginseng garden tours.

To strongly develop the Ngoc Linh ginseng brand, the province focuses on reducing the selling price of ginseng products. Encourage supermarkets and drug stores to promote the display of ginseng products; support people in the immediate future to use affordable ginseng products (packaged ginseng water, ginseng jelly) to popularize.

Promote distinctive brands

Along with Ngoc Linh ginseng, Quang Nam also has the Tra My geographical indication for cinnamon products and the Cu Lao Cham - Hoi An geographical indication for bird's nest products.

Foreign visitors learn about and purchase Tra My cinnamon products of Tra My - Minh Phuc cinnamon cooperative. Photo: QUANG VIET

The challenges in developing the above brands are that because agricultural products are rare, they are sold at high prices on the market and are difficult for consumers to access. Low-income consumers do not have the habit of consuming branded goods. Limited output means that sometimes, Tra My cinnamon or Hoi An bird's nest do not have enough goods to meet the sudden increase in consumer demand.

Mr. Nguyen The Hung - Vice Chairman of Hoi An City People's Committee said that building a brand for Hoi An - Cu Lao Cham bird's nest is an important task.

First of all, Hoi An strives to sustainably develop the swallow colony on Cu Lao Cham Island; build models for rescuing baby swallows, hatching and artificially raising swallows. Hoi An lures and develops new swallow caves in Cu Lao Cham, rescues baby swallows that have fallen from their nests, trains baby swallows to fly and returns them to the natural environment.

Hoi An develops a new bird nest cave complex; each year, only two harvests are carried out to ensure proper technical procedures. Because there are only two harvests, the bird nests are large, thick, uniform, and of high quality with many valuable bird nests.

According to Mr. Hung, all processes of exploitation, preservation, processing, packaging, and labeling of Hoi An - Cu Lao Cham bird's nest products are of high quality and aesthetic. Hoi An continues to promote and open up the bird's nest market, especially for export, expecting to gain great economic value from the brand.

A typical example in building and developing the Tra My cinnamon brand associated with the product consumption market is the activity of the Tra My - Minh Phuc cinnamon cooperative (Tra Giang commune, Bac Tra My). This unit has invested in a cinnamon essential oil extraction system with a total value of more than 1 billion VND.

The cooperative has cooperated with 30 households to build a cinnamon material area of ​​56 hectares meeting GACP standards for processing. The methodical investment has helped the cooperative's Tra My cinnamon essential oil ensure quality, and has been certified by the Ministry of Agriculture and Environment as a 5-star OCOP product.

Ms. Nguyen Thi Viet - Director of Tra My - Minh Phuc Cinnamon Cooperative said: "The cooperative's cinnamon products have a stable market in all provinces and cities across the country, and are present in the markets of India, the Netherlands, and South Korea. We will continue to develop the Tra My cinnamon brand widely in the coming time."

According to the EVFTA Free Trade Agreement between Vietnam and the European Union (EU), Quang Nam agricultural products can access the EU market with a 0% tax rate. This is a favorable condition for agricultural exports, increasing the economic value of goods.

However, Quang Nam agricultural products are facing difficulties due to strict inspections on quality, traceability, food safety, and especially fierce competition from other countries. Many opinions say that the biggest limitation of Quang Nam agricultural products when participating in the export market is small scale, scattered, fragmented, and requiring large-scale production of goods associated with brands.

Source: https://baoquangnam.vn/xay-dung-thuong-hieu-nong-san-quang-nam-3152508.html