The secret to building OCOP products in Nghe An
(Baonghean.vn) - Currently, of the 48 OCOP products that have been awarded provincial-level stars, about 40% of the products have been granted trademark registration certificates by the Department of Intellectual Property. Each unit and locality has its own way of creating a brand for its products.
BRAND BUILDING EFFORTS
In early 2020, 25 orange growing households in Tan Phu commune (Tan Ky) received a "double" joy when Song Con clean orange products were classified as 3-star OCOP by the Provincial People's Committee and were also recognized as meeting VietGAP standards. To achieve this result, in addition to the natural conditions (climate, soil) that create the sweet aroma of the oranges, it is necessary to mention the efforts of the households growing and caring for the oranges according to a separate, strict process to build the brand "Song Con Clean Oranges".
Mr. Nguyen Tan Phuong - Head of the Song Con Clean Orange Growing Cooperative said: “On an area of 37 hectares, all households participating in the cooperative comply with clean orange production according to VietGAP and organic ecological processes. During the production process, households must always strictly comply with regulations and processes to achieve clean, safe and quality standards. For example, in growing and caring for oranges, we use completely biological products, herbal pesticides, organic microbial fertilizers, and filtered irrigation water to ensure clean orange criteria and only harvest when the oranges are ripe enough, ensuring deliciousness and sweetness to maintain the brand name”.
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| Harvesting oranges in Song Con - Tan Ky. Photo: Thanh Phuc |
In addition, households also proactively invest in packaging and labels to create their own brand for Song Con clean oranges; actively participate in fairs, exhibitions, trade promotion programs, promote marketing of Song Con clean orange products on groups, associations, websites, and social networks to promote the products, making them known to a wide range of consumers.
“Since joining the OCOP program, we have been trained in brand building, product labels, technical processes for product care and preservation, and have dared to “accept” to invest a certain amount of capital to invest in stamps, labels, and packaging for Song Con clean orange products. Currently, Song Con clean oranges are available at many retail stores in and outside the province.”
After 20 years of efforts to bring incense sticks to the market and nearly 10 years of building a brand, up to now, Lien Duc incense products of Lien Duc Incense Company Limited (Thanh Lien Commune, Thanh Chuong District) have become a typical rural industrial product of the province, winning the Gold Medal for high-quality branded products and most recently, Lien Duc incense has been evaluated and classified by the Provincial People's Committee as meeting 4-star OCOP standards.
From a small production facility, it has now become a limited liability company specializing in producing incense sticks with a factory scale of 3,000 m2,Closed, automatic production system, creating jobs for nearly 20 regular workers; each year, millions of incense sticks are sold to the market.
With the reputation it has built, the Lien Duc incense brand is increasingly expanding, present in stores and supermarkets in the provinces of Ha Tinh, Quang Binh, Quang Tri, Thua Thien Hue, Da Nang... and is aiming at the Lao market.
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| Lien Duc incense products are awarded OCOP stars of Nghe An. Photo: Thanh Phuc |
Mr. Phan Ba Bay - representative of Lien Duc Incense Company said: "In addition to investing in improving product quality, meeting 4-star OCOP standards, the issue of building a brand and exclusive trademark for the product is a matter of great concern to the company. Since having an exclusive trademark, Lien Duc incense products have been signed by many partners as distributors, the market has therefore expanded, and revenue has increased year by year."
As one of the few units with 3 products awarded 3 OCOP stars, Sen Que Bac Cooperative (Kim Lien commune, Nam Dan district) is also very interested in building a brand, enhancing the brand for deep-processed lotus products. In addition to efforts to expand lotus growing area, proactively source local raw materials, the Cooperative has organized training, guiding cooperative members to comply with the process of planting, caring for, and harvesting lotus properly, ensuring quality.
At the same time, investing in modern machinery and equipment to process lotus products; spending money on printing packaging, standard labels, and affixing traceability stamps... Currently, lotus products such as lotus leaf tea, lotus heart tea, lotus scented tea, dried lotus seeds, crispy lotus seeds, salted lotus roots, lotus kimchi... are available at many shops and hotels in Hanoi, as gifts at important conferences; and are gifts chosen by many tourists when visiting Uncle Ho's hometown.
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| Lotus tea packaging in Nam Dan. Photo: Thanh Phuc |
Other star-winning products such as Pu Mat medicinal tea, Pu Mat Solanum procumbens, ATC Ganoderma lucidum tea... have all gone through a difficult process of building their brands to achieve the results they have today.
NEED SUPPORT POLICY
Mr. Nguyen Viet Hung - Deputy Director of the Department of Science and Technology said: "In the constant development of the current market economy, protecting trademarks for products and services is extremely important to help businesses develop products and services sustainably and ensure ownership of their products and services.
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| Solanum procumbens products of Pu Mat Pharmaceutical Joint Stock Company. Photo: PV |
That is the legal basis for determining the ownership of the trademark, logo, brand that the enterprise, organization, or individual is producing or trading when there is any competition with other competitors. Protecting the trademark or brand will prevent competitors from copying or imitating it, thereby strengthening the competitive position of the enterprise, while creating the ability for consumers to distinguish the quality of the product.
In addition, the Department of Science and Technology is assigned to train and raise awareness for individuals and organizations about intellectual property, create management and develop brands (including geographical indications, certification marks, collective marks) to develop production and business; form competitive OCOP product brands, expand the consumer market to meet the needs and tastes of domestic and foreign markets.
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Tan Ky builds 4 key products for the OCOP program
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OCOP products in Nghe An are 'struggling' to find output
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