The secret to building OCOP products in Nghe An

Thanh Phuc DNUM_BHZAHZCACA 10:05

(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.

BRANDING 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 create 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 planting 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”.

Thu hoạch cam. Ảnh: Thanh Phúc
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.”

Ms. Pham Thi Mui - a member of the Song Con Clean Orange Cooperative, said:

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 m2.2,Closed, automatic production machinery 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.

Sản phẩm hương trầm Liên Đức được gắn sao OCOP của Nghệ An. Ảnh: Thanh Phúc
Lien Duc incense products are awarded OCOP star 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 company also pays great attention to building a brand and exclusive trademark for the product. 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, raising the brand for deeply processed lotus products. In addition to efforts to expand the lotus growing area, proactively sourcing local raw materials, the Cooperative has organized training and guided 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 standard packaging, labels, and stamps of origin... Currently, lotus products such as lotus leaf tea, lotus heart tea, lotus 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; are gifts chosen by many tourists when visiting Uncle Ho's hometown.

Đóng gói trà sen. Ảnh: Thanh Phúc
Packing lotus tea in Nam Dan. Photo: Thanh Phuc

Other star-winning products such as Pu Mat medicinal tea, Pu Mat Solanum procumbens, ATC Ganoderma tea... all went 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 continuous 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.

Solanum procumbens products of Pu Mat Pharmaceutical Joint Stock Company. Photo: PV

That is the legal basis for determining the owner 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 and brand will prevent competitors from copying or imitating, and thus strengthen the competitive position of the enterprise, while creating the ability for consumers to distinguish the quality of the product.

Recognizing the importance of building agricultural product brands, the Department of Agriculture and Rural Development will submit to the Provincial People's Council a Resolution on a number of policies to support the implementation of the "One Commune One Product" program, including support for 80% of the cost of purchasing packaging, product labels, and packaging of OCOP products.

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.

Nghệ An: 48 sản phẩm nông nghiệp được gắn sao OCOP

Nghe An: 48 agricultural products awarded OCOP star

(Baonghean.vn) - 48 agricultural products that have just been recognized by the People's Committee of Nghe An province as OCOP products and awarded 3-4 provincial stars in 2019 are all famous specialties in the localities.

Tân Kỳ xây dựng 4 sản phẩm chủ lực cho chương trình OCOP

Tan Ky builds 4 key products for the OCOP program

(Baonghean) - In 2019, Tan Ky district selected 4 key local products to score and standardize products towards star-rating. Those products include: Con River oranges (Tan Phu), Cao Cuong clean chicken eggs (Nghia Hoan commune), Tan Ky molasses (Tan Huong), Nghia Binh honey.

Sản phẩm OCOP ở Nghệ An đang ‘loay hoay’ tìm kiếm đầu ra

OCOP products in Nghe An are 'struggling' to find output

(Baonghean.vn) - After 1 year of implementing the “One Commune One Product” (OCOP) Program, Nghe An currently has 48 products evaluated, classified, and assigned stars. Of these, 15 products have achieved 4 stars and 33 products have achieved 3 stars at the provincial level.

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