Linking to build agricultural product brands

(Baonghean) - Building a brand means increasing the value and stabilizing consumption of agricultural products. To do this, it is necessary to have the participation and close connection between the State, scientists, farmers and businesses. However, this is still a very weak link in the process of producing and increasing the value of agricultural products today.

Not yet fully exploited

Con Cuong oranges sold to customers (documentary photo)

For many years, Quy Chau’s Quy mandarin duck has been a branded product among consumers with its special delicious taste. However, consumption is still inadequate compared to the quality of the product. Mr. Nguyen Quang Quyen’s family, Minh Tien village, Chau Hanh commune has a flock of more than 500 Quy mandarin ducks.

Being a local duck breed, the short-necked, short-legged ducks have delicious quality. However, consumption is very limited because it is difficult to compete on price.

The meat of Quy Chau duck is much more yellow than other ducks and has a delicious taste. In many places, sellers are unclear, using the Quy Chau duck brand to sell other types of duck. The selling price here is 150,000 VND/kg, so when brought to other places, it is very difficult to sell, and consumers find it difficult to accept the price being too high compared to other types of duck" - Mr. Quyen shared.

Passion fruit model of Mr. Vi Thanh Xuan's family - Yen Son village, Tri Le commune, Que Phong district. Photo: Pham Bang

Vinh oranges are also one of the products that are popular with many people and have a “brand” on the market. However, although the product has successfully built a geographical indication nearly 20 years ago, the owners of orange gardens themselves are worried about the output of the product when there is no unified label to avoid Vinh orange products being counterfeited on the market.

Of the 4 hectares of oranges planted, Mr. Vo Van Bang's family, Dong Trung hamlet, Dong Thanh commune (Yen Thanh) has 1 hectare that has been harvested. He is still anxious to have his orange products officially recognized to avoid impersonation.

Mr. Bang shared: “There are many types of oranges on the market, including oranges from China. Sellers keep advertising them as Vinh oranges, while consumers have no way to verify them. Orange growers also do not have their own brand or label to protect their products.”

These are just two of many typical products, specialties among dozens of outstanding products of Nghe An. These products have only stopped at the level of recognition but have not yet had a solid position in the market.

Link building brand

Dong Thanh Commune (Yen Thanh) has about 80 hectares of oranges with nearly 60 households growing them, of which more than 20 hectares have been harvested. Since 2015, the commune has intended to establish an Orange Growers Association, but after more than a year, that intention is still only at the wish of those responsible.

Vice Chairman of the Commune People's Committee, Mr. Nguyen Van Long said: "If the association is established, not only will we unify the production method to reduce environmental pollution thanks to the use of biofertilizers, but it will also create conditions for stable and concentrated output. Especially from this association, there will be an organization that can successfully build the Dong Thanh orange brand, but people are not interested because the product is currently being consumed well."

Nghe An has many types of agricultural products with large and concentrated quantities. However, the successful building of brands such as Vinh orange geographical indication, Nghe An tea collective brand, Cua Hoi fish sauce, Quynh Luu pineapple... can be counted on the fingers. Among more than 8,000 enterprises with tax codes in the province, there are currently only about 600 industrial property trademarks registered and mainly belong to large enterprises.

According to Mr. Tran Quoc Thanh - Director of the Department of Science and Technology, in order to successfully build and protect a sustainable brand, in the matter of association, the State only plays a guiding, consulting and supporting role and does not intervene too deeply.

In particular, the role of the district-level government must be mentioned, because this is the level of the State that closely follows the actual situation of the locality. From there, it is possible to find specialty plants to guide people, create production areas, and at the same time support businesses in building brands.

Phu Huong