Under current regulations, products in the One Commune – One Product (OCOP) programme that are rated three stars or higher must undergo re-evaluation every three months. However, in reality, some of these products fail to consistently meet the required standards, raising concerns about the sustainability of their OCOP certification. This underscores the urgent need for producers to enhance product quality and gradually develop their OCOP products into strong, marketable brands.


The 3TFarm Cooperative (Cao Phong District) pays attention to building a brand for organically grown oranges.

Brand building is essential not only for OCOP items but for all goods aiming to increase competitiveness in both domestic and international markets. Through branding efforts, producers gain valuable knowledge in areas such as ingredient selection, production techniques, product preservation, and marketing strategies. Moreover, the registration of intellectual property rights, including trademarks, collective marks, and geographical indications, is crucial for protecting products from infringement. These steps form the foundation for safeguarding, developing, and promoting products in today’s competitive marketplace. 

While many OCOP-certified products struggle to gain a foothold in the market, several have emerged as branding success stories. A prime example is the 3T Cao Phong Agricultural Cooperative (3T Farm), which has effectively leveraged its strengths to turn fresh Cao Phong oranges into a widely recognised OCOP brand.

According to Vu Thi Le Thuy, Director of 3T Farm, the cooperative registered its orange production process with the National Office of Intellectual Property from the outset. The farm also strictly adhered to VietGAP and organic standards, while placing a strong focus on packaging and labeling to reinforce brand identity. The recognition of Cao Phong oranges with a geographical indication has provided a robust platform for market expansion and sustainable distribution.
 
Beyond fruits, OCOP products derived from medicinal herbs have also gained competitive advantages. Among the most highly rated are four-star herbal extracts such as Ca gai leo (Solanum procumbens) and Xa den (Celastrus hindsii) from Tuyet Nhi Cooperative (Dong Bon Hamlet, Cao Duong Commune, Luong Son District), and black turmeric extract from Ngoc Sang Cooperative (Bac Phong Commune, Cao Phong District).

Nguyen Thi Tuyet, Director of Tuyet Nhi Cooperative, highlighted the potential of the medicinal sector in brand development. She noted that Hoa Binh has long been known for its rich repository of medicinal herbs and traditional knowledge of herbal medicine, an important advantage in branding OCOP medicinal products.

Incorporating cultural heritage into branding strategies has also yielded positive results. Do Hung, the owner of two three-star OCOP products -ruou nep nuong men la and ruou nep rau Yen Thuong- successfully developed the "Thuy Thuong Xu Muong" brand by embedding ethnic Muong traditions into the product story.

Hung explained that the brand draws inspiration from the Muong people's ancient epic "Land and Water”, which recounts legends about the origins of land, water, and human life. The liquor is crafted using a traditional triple-distillation process, natural spring water, and indigenous fermentation techniques. In collaboration with local farmers in Thach Yen (Cao Phong), the cooperative also revived the long-lost nep rau sticky rice variety, transforming it into a high-end liquor product.

By ensuring a stable supply of raw materials, using traditional methods, and telling a compelling cultural story, Thuy Thuong xu Muong earned a four-star OCOP rating. The product has received strong consumer recognition and rising demand in the market.

Currently, Hoa Binh province boasts 121 OCOP-certified products rated three stars or higher, including more than 40 four-star products and one five-star product. Local producers have embraced innovation, modernised production, and invested in high-quality packaging, labeling, and traceability systems to boost brand identity.

To support OCOP branding efforts, the agricultural sector has worked closely with relevant agencies to assist producers in intellectual property protection, brand development, and marketing. This includes managing trademarks and labels, printing certified OCOP packaging, and implementing QR code traceability.

In addition, the province has ramped up trade promotion through marketing campaigns, exhibitions, and online sales platforms, bringing OCOP products closer to consumers. By building strong OCOP brands, Hoa Binh aims to boost recognition both domestically and internationally, paving the way for sustainable growth for local producers.

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