Building a brand for Tan An fish sauce

(Baonghean) - Tan An village, An Hoa commune (Quynh Luu) has been famous for its fish sauce making for generations. However, facing competition from many fish sauce companies in the market, the craft village is making efforts to build its brand and expand its market.

With a unique processing method that creates a distinct flavor, Tan An fish sauce has become famous. The years 1930 - 1945 were the most prosperous time for the fish sauce industry in Tan An. At that time, Tan An fish sauce was produced and consumed as soon as it was made. The products were exported to many northern provinces such as Hanoi, Hai Phong, Nam Dinh... There are many households whose fish sauce production has been passed down for more than 4 generations. In 2009, the Provincial People's Committee decided to recognize the provincial craft village with the name "Tan An Fish Sauce Craft Village". Up to now, the whole village has 80 households working in the profession, providing regular jobs for more than 200 workers with an income of 6 - 7 million VND/person/month. Many households became rich thanks to the fish sauce production profession; houses and roads were built spaciously and spaciously.

Packaging of Tan An fish sauce products

Tan An fish sauce products are famous, but currently, the consumption is still everyone's business. Each year, the whole village produces about 1 million liters of fish sauce. Among them, there are households that process a lot of fish sauce, from 40 to 60 tons/year. Small households also process about 10 to 15 tons of fish sauce. However, from 2003 until now, the consumption output has decreased significantly. Especially since the fish sauce brands produced by modern technology were born and advertised widely on mass media, fish sauce processed by traditional methods in general is very difficult to consume. Some large-scale producers sell according to orders, the rest mainly retail in the district and neighboring areas. Ms. Nguyen Thi Nhuan in Tan An village, An Hoa commune said: For a long time, my family has been selling to familiar customers. Sometimes they come to pick up, sometimes they call and we deliver to their doorstep. In addition, the family also has to retail at grocery stores and agents. Although participating in the craft village, the consumption is still in the style of "each family knows its own house".

To improve production efficiency, Tan An village actively promotes, registers to build a brand, maintains manual processing methods. At the same time, it improves unreasonable product packaging, increasing competitiveness in the market.

Thanh Toan