Building a brand from unique products

In recent times, cooperatives in the province have paid special attention to selecting key, distinctive local products to boost production and business, and build brands. Through this, they are gradually building brands from these characteristic products.

For a long time, when mentioning Ninh Binh's cuisine , many people have known about goat meat. Ninh Binh goat meat is famous for its delicious flavor thanks to the unique geographical conditions of the region. Ninh Binh goats are raised using a natural, free-range method, foraging for food on the hills and pastures. However, the farming is still small-scale, fragmented, and spontaneous, with each person doing as they please, so it has not yet built a brand or formed a closed-loop supply chain.

Responding to the objective demands of reality, in February 2022, the Ninh Binh Goat Cooperative Union was established to jointly develop the scale of goat production; promote the application of science and technology in breeding, processing, preservation, and diversification of high-quality products; build and develop a large nationwide market and serve export markets. The Ninh Binh Goat Cooperative Union is a gathering place for individuals and organizations dedicated to the breeding, processing, production, and trading of goat meat products.

Five years ago, when choosing goats for farming, the family of Mr. Dinh Van Phong in Duc Long commune (Nho Quan district) adopted a self-sufficient, self-sustaining approach. Mr. Dinh Van Phong stated: "Since joining the Ninh Binh Goat Cooperative Union, my family has received attention, support, and favorable conditions from all levels of government, as well as the Provincial Cooperative Union. They have provided us with breeding stock, guidance on processes and techniques for organic and herbal goat farming. In particular, the Cooperative Union guarantees the purchase of our products, giving us peace of mind to invest in farming and develop production." Although the Ninh Binh Goat Cooperative Union is relatively new, it has already attracted 10 members with a scale of thousands of goats.

Ms. Le Minh Trang, Chairwoman of the Ninh Binh Goat Cooperative Union, stated: Following the provincial Cooperative Union's policy on developing local specialty products, the Cooperative Union has supported farmers with breeding stock, production processes, and herbal-based farming practices. Currently, the Union has many participating members, and several small cooperatives have received support in goat farming. Beyond goat farming, the Cooperative Union aims to develop a chain of processed goat meat products, especially those meeting OCOP standards, to make Ninh Binh goat meat a distinctive local brand.

Mentioning the Bo Bat pottery village today, almost everyone knows about the distinguished artisan Pham Van Vang, Director of the Bo Bat Pottery Cooperative – who has contributed to the "revival" of the Bo Bat pottery village, which had been "lost," and is now a popular pottery brand not only in Vietnam but also exported to many countries around the world. With the care and support of dedicated artisans, in 2003, Mr. Vang learned the craft and returned to his hometown to establish his business.

In 2004, Mr. Vang recruited 10 workers who shared a passion for pottery to learn the craft in Bat Trang, thus beginning the production of pottery in his hometown. In 2011, after preparing the necessary conditions for production such as workshops, labor, machinery, and raw materials, Mr. Pham Van Vang established a cooperative, expanding production scale, building a 300m2 workshop, purchasing additional kilns and clay grinding machines, etc., creating jobs for nearly 20 local workers. Under the skillful hands of young artisan Pham Van Vang, Bo Bat pottery gradually recovered and established a foothold in the market.

In particular, in 2014, after Ninh Binh province granted recognition to Bo Bat ancient pottery village as a traditional craft, it created more favorable conditions for Mr. Vang to expand production and business of pottery products and attracted many local people to participate in learning and practicing the craft. Therefore, the Bo Bat pottery village has become more vibrant again during this time.

Currently, for the product drying stage, to utilize heat energy, the cooperative has installed additional heat recovery equipment. This reduces the temperature released into the environment, thus minimizing energy waste. The recovered heat is used to heat the drying process. This not only saves fuel but also reduces the emission of toxic gases into the environment. The application of scientific and technological advancements in production has helped the unit reduce production costs and create many high-quality products that meet current market demands.

Today, Bo Bat pottery is not only famous throughout the country but has also reached global markets such as the US and Japan. The revival and vitality of the pottery village plays a crucial role in preserving the cultural values of the village and developing the local economy, affirming the brand of Ninh Binh's ancient pottery village. Bo Bat pottery products have been recognized as 4-star OCOP products.

As the representative body protecting the rights of cooperative members, the Provincial Cooperative Union has always accompanied cooperatives in supporting and advising on business orientation and building closed production chains. In particular, cooperatives have actively participated in the "One Commune One Product" (OCOP) program, with many products achieving 3-star and 4-star OCOP certifications. OCOP product recognition has helped expand markets, increase revenue, and establish brands in the market, such as Cuc Phuong honey, Phu Long custard apple, Xich Tho crispy rice, Lai Thanh wine, and Kim Son wine.

Comrade Le Thi Tam, Chairwoman of the Provincial Cooperative Union, shared: "In reality, focusing on building distinctive brands is proving to be a clearly effective approach. It not only helps localities exploit their potential and advantages but also affirms their position in domestic and international markets."

Therefore, in the coming time, the Provincial Cooperative Union will continue to work alongside cooperatives in guiding the focused development of key products and OCOP products, contributing to creating unique products with distinctive local characteristics, so that when each product is mentioned, people will remember it as a product of Ninh Binh.

With their dynamism and responsiveness, the collective economic sector and cooperatives in the province are increasingly asserting their position and role in the market economy by building brands from distinctive local products.

Text and photos: Tien Dat

Source