Trade Promotion: Expanding Markets for Phu Tho’s Agricultural Products

Enhancing the value of agricultural products through trade promotion has become a core strategy for Phu Tho Province. The combination of brand promotion, participation in fairs and exhibitions, and the advancement of e-commerce has helped distinctive local products connect directly with consumers, increasing competitiveness and boosting farmers' incomes. By diversifying distribution channels, residents' lives have gradually improved, contributing to the innovative development of rural areas.

Long Coc Safe Tea Production Cooperative (Long Coc Commune) frequently participates in fairs and exhibitions to promote agricultural products, achieving high efficiency in market expansion and value addition.

In recent years, with support from functional departments, trade promotion activities have been deployed synchronously and in diverse forms. Enterprises and cooperatives not only focus on product quality but also invest in branding, packaging design, and traceability to meet the increasing demands of the market. Participation in provincial and national exhibitions allows local products to access large distribution systems, find partners, and secure stable outlets.

Long Coc Safe Tea Production Cooperative is a prime example of proactive trade promotion. Since its inception, the cooperative has identified this as a key factor for long-term development. By focusing on safe production processes and active promotion, their sales volume has increased fivefold compared to five years ago, with selling prices rising by approximately 25%.

Ms. Pham Thi Hanh, Director of Long Coc Safe Tea Production Cooperative, shared: "Beside maintaining quality, we proactively engage in promotion activities supported by the Department of Industry and Trade and the Department of Agriculture and Rural Development. We have also established a product showroom at the Long Coc Tea Hill tourist area to bring our tea closer to tourists and nationwide consumers."

Concurrently, farmers' production mindsets are shifting positively. They now prioritize quality and aesthetics, joining cooperatives to link production, regulate supply and demand, and avoid the “good harvest, low price” trap. Beyond traditional channels, many producers have adopted e-commerce platforms and social media to broaden their reach.

Fairs and exhibitions provide cooperatives and agro-processing businesses with opportunities to reach diverse consumers and expand their markets.

The One Commune One Product (OCOP) program has injected new momentum into the rural economy. To date, the province boasts 689 OCOP products rated 3 stars or higher, including 107 four-star and 6 five-star products. The number of 3-star products has increased by 567 compared to 2020. Through diversified promotion—especially e-commerce—Phu Tho’s agriculture is gradually establishing a stable market presence.

The provincial e-commerce exchange regularly updates agricultural listings, helping enterprises and producers introduce products to a wide audience.

Parallel to traditional channels, e-commerce is becoming an inevitable trend. Thousands of Phu Tho’s signature agricultural products are now available on e-commerce exchanges and social media platforms. Digital technology application allows for limitless geographical expansion, saves intermediary costs, and promotes cashless payments. Many producers have proactively started livestreaming sales and building private distribution channels to adapt to the modern business environment.

Promotion through digital platforms such as giaothuong.net, phuthoshop.vn, voso, phutho.idfood.net, Facebook, Zalo, and TikTok allows farmers and cooperatives to interact directly with customers nationwide.

Cashless payment methods facilitate the consumption of agricultural products through promotion and branding programs.

Mr. Dang Viet Phuong, Deputy Director of the Department of Industry and Trade, stated: "The industry will continue to support businesses and cooperatives in connecting with partners and expanding markets. The Provincial Investment, Trade, and Tourism Promotion Center will coordinate with localities to create favorable conditions for participants to showcase their products at relevant events."

Furthermore, relevant departments will advise the Provincial People’s Committee on issuing plans for product export, e-commerce development, and training in digital skills, packaging design, and livestreaming. These efforts aim to continuously elevate the value of Phu Tho’s agricultural products toward a high-value and sustainable agricultural sector.

Quan Lam