Difficult to promote value

Among more than 40 intellectual property (IP) protected products, four namely Luc Ngan lychee, Chu and Ke noodles, and Yen The hill chicken have been granted protection certificates in foreign countries, including big markets such as the US, Australia, China, the Republic of Korea, Japan, Singapore...

Some typical products of Luc Nam district are protected regularly to attend fairs and showrooms.

Protection means that the reputation of the products is affirmed, opening up opportunities for favorable consumption. For example, the 2017 and 2018 lychee crop, the province’s total revenue from lychee sales and auxiliary services from this product reached more than 5 trillion VND (215.5 million USD) per year. The average export value was 58,000 VND per kg ... 

Some domestically protected products also brought in high economic value for farmers such as: Yen Dung fragrant rice, Phuc Hoa early lychee and Tho Ha rice paper...

Despite the large number of products registered for IP protection, there are many products that were granted protection certificates but have not promoted the brand value. It is difficult for them to penetrate deeper into potential markets. Even some enterprises which are brand owners had to dissolve.

Tang Van Huy, head of the Agriculture and Rural Development Division of Luc Ngan district, said that Phi Dien sticky rice and Kien Thanh wine were recognized as collective marks, but in recent years, the products have been mainly consumed in the commune in the form of retail with small quantity. Therefore, many households switched to other trades. 

In Luc Nam district, some products have been registered for IP protection, but a few of them are accepted by supermarkets for sale or export, with low value. Luc Nam pineapple was registered for collective mark in 2014 but consumption is not stable.

Improving brand value

To promote the effectiveness of agricultural products after protection, it is necessary to have more synchronous and positive participation of relevant localities, units and enterprises. 

Chau Son noodle (Tan Yen district) is initially known by many consumers.

One of the important issues is to review and give orientations on concentrated production areas specialising in key and typical products of the province; while promoting research, transfer and application of scientific and technical advances. They should actively link up with each other to create a close and effective distribution network at supermarkets and trade centres as well as for export. 

Duong Thanh Tung, Director of the provincial Department of Agriculture and Rural Development, said that products must be controlled in terms of quality and traceability; and at the same time it is necessary to improve the effectiveness of production linkage forms...

Another important factor is the diversification of marketing methods through the media and social networks; introduction and display at fairs; and trade promotion... 

Ngo Chi Vinh, Deputy Director of the provincial Department of Science and Technology, said with its functions and tasks, the department will actively coordinate with agencies and localities to bring scientific and technological advances into production in order to create high-quality agricultural products, looking towards protection registration. 

They will provide free support and consultancy for units to look up information on protection registration documents. Products must be manufactured, processed, stored and circulated as required, meeting the requirements of foreign markets.

Resolution 24/2018 of the provincial People's Council takes effect from January 1, 2019, detailing the support for building of trademarks, packaging, labelling, and stamping for traceability; and participating in fairs and exhibitions exclusively for cooperatives ... This is the motivation for cooperatives to have products protected to develop and promote their brands.

Support trademark development for community farm produce

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VN asked to enhance quality of farm produce to enter choosy markets

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Over 100 billion VND invested in processing line of farm produce

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Local festival promotes oranges and farm produce in Ha Tinh

The People’s Committee of Ha Tinh province launched a festival of oranges and agricultural products on December 15 to honor local farm owners and enterprises in the cultivation and consumption of Ha Tinh agricultural products.

 

Vietnamese farm produce showcased at Ukrainian Food Expo

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Cong Doanh