Developing OCOP in combination with cultural promotion

Located in the western region of Yen Bai Province, Nghia Lo Town is a young urban area rich in cultural identity. The town is situated entirely within Muong Lo Field, the second-largest plain in Northwestern Vietnam, encompassing over 10,700 hectares of natural land, with more than 8,500 hectares of agricultural land. With favorable soil and climate conditions, Nghia Lo boasts a diverse range of agricultural products, including Seng Cu and Chiem Huong rice, green-skinned pomelos, Dien pomelos, red-fleshed dragon fruit, plums, apples, watermelons, cantaloupes, among many others.

One of Nghia Lo’s most prominent cultural values lies in its culinary heritage, featuring traditional dishes such as smoked meat, pa pinh top (grilled fish), wild vegetable salad, and various rice-based specialties such as five-color sticky rice and black sticky rice cakes.

With ideal conditions for agriculture, culture, tourism, and gastronomy, Nghia Lo Town possesses considerable potential for developing commodity production, particularly agricultural goods. The town currently houses 150 hectares of VietGAP-certified Seng Cu and Chiem Huong rice production area and 2,000 hectares of Muong Lo rice production area. Notably, the town's Muong Lo rice product has received official geographical indication from the Intellectual Property Office of Vietnam. Additionally, local products such as red-fleshed dragon fruit, green-skinned pomelos, and smoked meat have received food safety certifications and collective trademark recognition.

Vu Duc Trung, Vice Chairman of Nghia Lo Town People’s Committee, stated that the town's advantages in land, climate, and soil conditions, combined with its rich cultural and culinary heritage, have played a key role in the rapid development of OCOP products. Consequently, these products enhance the income of local people as well as introduce the unique cultural identity of the Muong Lo region to both domestic and international visitors.

At present, the town features 18 officially recognized OCOP products, which include 3 four-star products and 15 three-star products. Among these are 15 food items, including green-skinned pomelos, red-fleshed dragon fruit, longan, Seng Cu rice, smoked meat, and dried meat. Additionally, the town offers community tourism and ecological tourism services in the communes of Nghia An, Nghia Loi, and Phuc Son.

OCOP products from Nghia Lo Town are growing in terms of sales and market reach. Notably, meat products from the Yen Phuong production facility are currently available at 77 distributors across various regions, including Hanoi, Ho Chi Minh City, Bac Ninh, Bac Giang, Tuyen Quang, and Lao Cai. Seng Cu rice and sweet grass tea from TND Agro-Forestry-Fishery Services Co., Ltd. have earned nearly 700 million VND in profits. Accordingly, the company's products are sold widely in many provinces nationwide. Additionally, community tourism products have attracted a large number of visitors, especially international tourists seeking unique experiences.

Pham Thi Dong, Director of TND Agro-Forestry-Fishery Services Co., Ltd., remarked that the ecological conditions of Muong Lo are ideal for rice cultivation. The company is currently supplying rice seeds and collaborating with An Son Agricultural Service Cooperative to cultivate 30 hectares of Seng Cu rice in Muong Lo Field. The company currently harvests twice per year with an output of 300 tons of paddy. It also supplies over 80 tons of rice to the market annually, with an average selling price of 35,000 VND per kilogram.

The company is one of the first businesses to implement the OCOP program. It currently offers two OCOP products: Seng Cu rice and sweet grass tea. Accordingly, product development under the OCOP program has allowed the company to establish a distinct brand identity, thereby promoting local products to a wider range of consumers. Furthermore, the company has improved its production processes to ensure that its products meet food safety standards and quality. The company has also partnered with distribution channels to facilitate access for consumers.

The "One Commune, One Product" program has improved the quality and branding of key agricultural products from Nghia Lo. However, the scale of production remains relatively limited, which is further restricted by the manual production process. On the other hand, the marketing capabilities of these producers are underdeveloped. They primarily carry out product promotion through social media platforms such as Zalo and Facebook, as well as e-commerce sites. This approach has failed to create a distinct competitive edge for local OCOP products in the market. 

According to Vice Chairman Vu Duc Trung, with the aim of further developing local OCOP products, the town will support and guide businesses in improving their product quality standards in accordance with packaging and labeling regulations that meet consumer preferences. It will also focus on enhancing market development capabilities, researching customer segments, and formulating investment strategies to help businesses expand and grow their products.

In addition, Nghia Lo will facilitate the participation of local businesses in trade promotion activities and connect supply and demand for OCOP products through fairs, exhibitions, and promotional events that highlight OCOP products and local and regional cultures. As a result, the town aims to encourage the consumption of these products.

Nghia Lo has requested the local business community to enhance research efforts and the application of science and technology; invest in machinery, equipment, and infrastructure to reduce dependence on weather conditions; increase productivity; and minimize manual labor, with a particular focus on food safety standards.

By closely integrating OCOP products with tourism, Nghia Lo is paving the way for a new economic development path that benefits local people and promotes the image and culture of the Muong Lo region to both domestic and international audiences.