Promoting OCOP Products Consumption

Wednesday, August 12, 2020  13:40

Expanding markets for products of the One Commune One Product (OCOP) program will create motivation for stakeholders to extend investment scale and diversify products.

The OCOP program has been implemented in most localities in Vietnam, creating thousands of diversified products with many high quality ones meeting the strictest standards and criteria of consumers. However, overall, it can be seen that many OCOP products are mainly popular in their localities and the reason why they have difficulties reaching out to other markets is the lack of connection.

Currently, there are more than 5,000 craft villages operating nationwide, of which the number of craft villages recognized under the current criteria of the Vietnamese Government is nearly 2,000. In fact, according to economic experts, the potential for product development in craft villages is huge and unique. However, to tap that potential, it is necessary to have long-term and sustainable development plans and directions.

There have been many activities to enhance trade promotion, market expansion, and demand stimulation for OCOP products. In trade promotion programs, the stimulation of OCOP product consumption has appeared in many different activities such as activities in campaign" Vietnamese use made-in-Vietnam goods"; trade fairs and exhibitions; conferences connecting regional and national supply and demand; programs bringing Vietnamese products to rural areas; and programs bringing Vietnamese goods into foreign distribution systems. The OCOP program has been implemented in most localities across the country, creating thousands of diverse products and goods. The total number of products expected to be standardized in the OCOP program by the end of 2020 is over 3,800.

As one of the major political and economic centers of the country, Hanoi has the largest number of craft villages with 1,350 craft villages (accounting for one third of traditional craft villages nationwide). In order to create favorable conditions for craft villages to develop, Hanoi has strongly promoted the OCOP program in its localities and strengthened the organization of trade promotion programs and product introduction to stimulate consumption for OCOP products.

At the shelves in big supermarkets and trade centers in Hanoi, OCOP products appear rarely compared to the huge volume of imported products. According to economic experts, OCOP products (including agricultural products and foods) have difficulty entering supermarkets due to lack of product quality and specification documents; therefore, in the face of great opportunities to bring products into the modern distribution system, the localities also promote propaganda, advertising, building images and brands to consume and promote agriculture production, seizing the opportunity to bring products closer to consumers through modern distribution channels.

Ms. Vu Thi Hau, Chairwoman of Vietnam Retailers Association, said, “In order for OCOP products to be able to enter modern supermarkets and distribution channels, it is necessary to ensure adequate documents. However, although the units have been granted OCOP certificates, when supermarkets ask for OCOP product certificates and testing papers, most of them don’t have them or they are expired." Retailers want to diversify their products on shelves and they do not make it difficult for OCOP entities. Therefore, the relevant parties must work together to maintain the reputation of businesses, retailers and manufacturers.

Mr. Nguyen Minh Tien, Chief of the Central Coordinating Office for New Rural Development, assessed that Hanoi was a center with many craft villages and had plenty of room to develop OCOP products. At the same time, it is a huge consumption market, a place to connect and stimulate consumption of OCOP products of good quality, promoting the potential and strengths of localities. "In terms of building OCOP product brand, not only of localities, but also Hanoi must guarantee the standardization of processes to ensure food safety, closed production, environmental protection,” Mr. Tien emphasized.

Mr. Do Hoang Thach, Director of Vietnam Agricultural Trade Promotion Joint Stock Company, said that after the seminars, fairs, trade connection programs, information was disrupted. Many businesses have difficulties looking for products to enter the distribution system. “There should be a showroom and introduction for OCOP subjects. Not all products can enter the supermarket system, for example, egg and dairy products should be put into the school system and collective kitchens, consumption will be very good, and for products having characters of craft villages and handicrafts, it is necessary to promote them in tourist areas,” said Mr. Thach.

Minh Ngoc

THE PROGRAM COOPERATED WITH CENTRAL COORDINATION FOR NEW-STYLE RURAL DEVELOPMENT