Building Brands, Enhancing the Value of OCOP Products

In recent years, OCOP products have become a highlight in the rural economic development of Phu Tho Province. Not only do they help shape distinctive local and regional goods, but OCOP products also increase value and raise incomes for rural residents.

The implementation of the OCOP program has helped many products in Phu Tho Province improve quality and packaging while establishing their brand identity. These products meet consumer demand within the province, with some beginning to reach export markets. To date, Phu Tho has nearly 600 products certified with OCOP standards of three stars or higher, including six five-star products.

Packaging rice noodles at Hung Lo Rice Noodle Cooperative, Van Phu Ward.

To ensure quality and contribute to brand building, Phu Tho Province places strong emphasis on applying science and technology, as well as protecting intellectual property rights for OCOP products.

Through the OCOP program and other programs, many producers have received guidance on building and managing trademarks, product designs, and packaging; registering for intellectual property protection, development, and enforcement; applying traceability systems; and declaring product quality standards.

Programs on the application and transfer of scientific-technological advancements have enabled producers to improve capacity, standardize products, innovate technology, build brands, and develop along value chains.

Phu Tho Province now boasts more than 90 key and specialty products that have established trademarks, brands, and geographical indications, such as Doan Hung pomelos, Tan Son six-spur chickens, Cao Phong oranges, Vinh Phuc cordyceps, and Kim Boi bamboo shoots.

By focusing on brand building, producers are not only creating products that meet standards but are also learning to organize production systematically, from selecting raw materials, through processing and preservation, to marketing. This process compels them to shift their mindset from small-scale to more professional production. As a result, products can be traced, counterfeiting and imitation are prevented, and a foundation is laid for enhancing value and reputation in the market.

Faced with market competition, elevating OCOP products requires the comprehensive implementation of solutions. Most importantly, OCOP producers themselves must take the initiative to strengthen their capacity, from improving processes and ensuring quality standards to understanding the market and customer needs.

Nguyen Hue