Preserving Phu Quoc fish sauce brand

After 10 years of geographical indication protection, Phu Quoc fish sauce is gradually asserting its position in domestic and foreign markets. However, to preserve the brand and develop this traditional fish sauce product, it is necessary to overcome many challenges regarding brand protection, product quality and international competition.

Development, but still difficult

With a history of more than 200 years, Phu Quoc fish sauce is not only a typical product, but also the pride of the people of the pearl island and the whole country. Phu Quoc fish sauce is processed from anchovies caught in the sea of ​​An Giang and Ca Mau, produced with traditional processes, ensuring food hygiene and safety.

Since 2001, Phu Quoc fish sauce has been granted a certificate of geographical indication protection in the country by the Department of Intellectual Property (Ministry of Science and Technology). Notably, in 2012, the European Union (EU) granted a certificate of geographical origin protection to Phu Quoc fish sauce, marking the first time a Vietnamese product has been protected in this market. In 2014, the People's Committee of Kien Giang province (now An Giang province) issued Decision 1401/QD-UBND regulating the management and use of geographical indications for Phu Quoc fish sauce, assigning the Department of Science and Technology to carry out State management.

After 10 years of implementation, Phu Quoc geographical indication has made an important contribution to quality control, brand protection and market expansion for fish sauce products. In 2014, there were only 9 enterprises with geographical indication fish sauce products, with an output of more than 318,000 liters. By 2024, this number will increase to 21 enterprises, with an output of nearly 760,000 liters of fish sauce, exported to many countries such as France, UK, USA, Japan, Korea, etc.

Phu Quoc fish sauce is exported to many countries such as: France, England, America, Japan, Korea...

According to the Chairman of Phu Quoc Fish Sauce Association, Dang Thanh Tai, the protection of geographical indications domestically as well as in Europe has helped Phu Quoc fish sauce to expand. The fish sauce industry creates jobs for thousands of local workers. However, there are still many difficulties such as brand counterfeiting, high costs of maintaining geographical indications, price competition from industrial fish sauces, and increasing demands for traceability and food safety from demanding markets.

Improve quality to develop

At the workshop summarizing 10 years of using and managing the geographical indication "Phu Quoc" organized by the Phu Quoc Fish Sauce Association in coordination with departments and branches at the end of June 2025, many experts, managers and businesses analyzed the current situation and proposed solutions to preserve the brand and develop traditional Phu Quoc fish sauce products. Head of the Representative Office of the Intellectual Property Office in Ho Chi Minh City Tran Giang Khue emphasized: "It is necessary to strictly manage the source of anchovy raw materials; strengthen quality control, control histamine content; promote traceability technology and provide legal support to protect geographical indications from infringements".

Some experts also suggested that Phu Quoc should develop tourism associated with the fish sauce craft village. The locality should establish a Phu Quoc fish sauce museum and build a concentrated production area to preserve the national intangible cultural heritage - the Phu Quoc fish sauce craft.

People visit the exhibition and shopping area at the 1st Hundred-Year Traditional Phu Quoc Fish Sauce Festival in 2025

To protect the Phu Quoc fish sauce brand, the authorities need to strengthen inspection, supervision, detection and strict handling of cases of counterfeiting and imitation of Phu Quoc fish sauce; provide legal support so that the Phu Quoc Fish Sauce Association can be more proactive in filing lawsuits and fighting against acts of infringement of geographical indications and unfair competition. At the same time, it is necessary to improve the recognition of geographical indications and widely disseminate information so that consumers can easily identify genuine traditional fish sauce products; develop product brands and consumer markets.

Vice Chairman of Phu Quoc Special Zone People's Committee Nguyen Le Quoc Toan affirmed: "The locality identifies the development of traditional fish sauce as an important part of the socio-economic strategy. We will continue to accompany businesses, enhance trade promotion, protect intellectual property and promote the Phu Quoc fish sauce brand globally."

Meanwhile, Chairman of the An Giang Province Association for Innovation and Startups Nguyen Xuan Niem said that households and businesses producing traditional Phu Quoc fish sauce must strictly follow the principles of food safety and hygiene; not use any catalysts to shorten the fermentation time. The State needs to create conditions for manufacturers to build ships to exploit anchovies; and pay more attention to supporting the promotion and development of the Phu Quoc traditional fish sauce brand.

With close coordination between the State, businesses and people, Phu Quoc traditional fish sauce has the potential to become a national symbol, affirming a solid position on the world culinary map.

THANH DU

Source: https://baoangiang.com.vn/giu-thuong-hieu-nuoc-mam-phu-quoc-a423675.html