Farmers ‘on-air’, agricultural products ‘upscaled’

We were truly impressed by the tree branches that were laden with fruit while visiting Mr. Tran Danh Dai's orange orchard in Van Yen commune, Van Don district, Quang Ninh province, during the peak season.  The orange trees are able to produce sweet fruit and deliver a considerably higher yield than traditional cultivation methods that rely on chemical fertilizers, thanks to the use of organic farming methods.

Mr. Dai led us through the orchard with a warm expression, capturing the golden hue of the ripe oranges as they glowed on the hillsides.

“These photos I’ll post on social media and in sales groups to introduce and promote my family’s agricultural products.  Nowadays, I mostly sell online — customers see the posts and message me to place orders,” Mr. Dai shared enthusiastically.

Mr. Dai created numerous Facebook groups several years ago with the main goal of promoting agricultural products and providing a shared platform for local farmers to advertise and sell their products.  He asserts that his produce is not only more easily sold but also obtains significantly higher prices than it does at traditional markets since the implementation of a social media sales channel.

“From time to time, I also livestream directly from the orchard so that customers can clearly see the harvest process and product quality.  Through social media, I’ve gained many loyal customers — now, every time I post, everything gets sold,” Mr. Dai said.

Mr. Dai has not only increased sales but also promoted his orchard as a potential destination for experiential tourism, all thanks to social media platforms.

Mr. Dai is not the only one; numerous farmers in Quang Ninh are increasingly utilizing social media to advertise and offer their agricultural products.  Ms. Dao Thi Binh, the Head of the Loan Binh tea cooperative in Quang Thinh commune, Hai Ha district, is an example of this.  She continues to broadcast simultaneously her products to promote them, despite the fact that she is nearly 70 years old.

Ms. Binh offers comprehensive explanations of the growth, cultivation, harvesting, and processing of tea in accordance with VietGAP standards during her livestreams.  Her cooperative's revenue has increased by 30% as a result of these efforts.

In recent years, state administration agencies in Quang Ninh province have also actively encouraged individuals, organizations, and businesses, particularly those in agriculture, to participate in digital consumer platforms.  The Quang Ninh Center for Industry and Trade Promotion conducted two livestream sessions on May 23, 2024, to introduce Phuong Nam's early-ripening lychees. The sessions garnered tens of thousands of views and interactions.

In regards to the efficacy of these endeavors, Mr. Bui Van Tra, Chairman of the Farmers' Association of Phuong Nam Ward (Uong Bi City), stated, "E-commerce is a relatively new sales channel for farmers; however, its potential and benefits are apparent."  Phuong Nam's initial lychees became more widely recognized both domestically and internationally in 2024, particularly among younger consumers, as a result of livestreaming.  The economic value also increased, with each kilogram retailing for 50,000–60,000 VND, as opposed to 35,000–40,000 VND/kg through traditional channels.

A total of 1,905 participants attended 22 training sessions on digital transformation in agriculture and rural development organized by the Quang Ninh Provincial Farmers' Association in 2024.  The sessions also provided farmers with guidance on how to create accounts, compose promotional content, and list their products and services on e-commerce platforms and social media.  Additionally, they were instructed on the application of IT and QR-code technology to ensure the transparency of product origins to consumers, the participation in traceability systems for safe agricultural, forestry, and fishery products, and the use of secure and reliable electronic payment methods.

Farmers are increasingly embracing digital tools to facilitate the promotion and distribution of their agricultural products more efficiently and effectively, with the support of local authorities and a strong motivation to learn.