Journey of creating sustainable value from the OCOP program

(QNO) - In recent years, from small-scale production, many OCOP entities have risen up, perfected their products, built their brands and gradually dominated the market. These changes are forming the foundation for a solid indigenous economic ecosystem, opening up expectations for sustainable development in the next phase.

Many OCOP products of Quang Nam are highly commercial and well received by the market. Photo: PHAN VINH

Be proactive in times of trouble

Launched in 2018 as a key solution in the new rural development program, OCOP in Quang Nam was once a new concept to many officials and people. Over time, with the drastic participation of all levels, the program gradually became a real movement, spreading widely in rural areas and promoting sustainable rural economic development.

Mr. Nguyen The Hung - Head of the Provincial Rural Development Department, said that the 2021 - 2025 period marked a clear step of maturity when OCOP overcame the impact of the pandemic, supply chain disruptions and investment hesitancy to maintain growth momentum.

The participation of all levels, sectors and localities has created strong momentum for the OCOP program. Photo: PHAN VINH

"The pandemic disrupted many promotion, training, and material supply activities; entities, especially small businesses, encountered difficulties in investment. However, thanks to flexible adjustments such as organizing online training, supporting remote records, and promoting online sales, the program still operated stably, with many targets exceeding the plan," said Mr. Hung.

[ VIDEO ] - Mr. Nguyen The Hung - Head of the Provincial Rural Development Department shared about the implementation of the OCOP program in the first phase:

By the end of 2024, Quang Nam province will have more than 450 OCOP products with 3 stars or more, from nearly 320 producers. Of these, 2 products will meet national 5-star standards.

Many units overcome difficulties to try to maintain production, creating quality OCOP products. Photo: PHAN VINH

OCOP is not only a product ranking program but also a training and method transfer process to improve the capacity of rural economic workers. During the period of 2021 - 2025, dozens of training courses were organized, providing knowledge on branding, product standardization, packaging design, production management and digital transformation applications.

A typical example is Sam Sam Company Limited - the unit that develops SAPHRATON products from Ngoc Linh ginseng. This enterprise is a pioneer in investing in GAP-standard raw material areas, producing according to GMP standards, integrating electronic traceability and improving communication work. Comprehensive efforts have helped the product achieve national 5-star OCOP certification.

Sam Sam Company Limited has taken the first steps in the process of preserving Ngoc Linh ginseng seed sources. Photo: PHAN VINH

Mr. Nguyen Duc Luc - Director of Sam Sam Company Limited shared: “OCOP does not stop at the title. For us, this is a synchronous support ecosystem that helps businesses develop comprehensively. From raw material areas to factories, from packaging design to product communication, everything is upgraded. That is a big turning point to reach the international market for Quang Nam ginseng.”

Market Connection

Entering the stage of in-depth development, the Quang Nam OCOP program has constantly innovated market connection methods, expanding its vision beyond the domestic scope. Many typical products of the province have participated in specialized fairs in Korea, Japan, China, Thailand, etc., creating conditions for the subject to approach global consumption trends and build a methodical market strategy.

A bird's nest production enterprise in Quang Nam signed a contract with T&T import-export unit in Ho Chi Minh City. Photo: PHAN VINH

In parallel with maintaining booths in major economic centers such as Hanoi, Ho Chi Minh City, and Da Nang, the program promotes experiential activities and modern distribution connections. OCOP Quang Nam has gradually transformed itself towards digitalization from livestream, e-commerce booths to multi-platform communication campaigns to reach young consumers.

OCOP subjects have access to professional livestreaming from KOLs. Photo: PHAN VINH

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After participating in the OCOP program, businesses are guided to make comprehensive improvements, from packaging design, building brand stories, to electronic traceability and connecting with retail channels. These changes not only help increase product value, but also open up a long-term direction in improving business competitiveness.

Ms. Luu Thi Thu - Director of Quy Thu Production and Trading Company Limited

Production support infrastructure is considered a fundamental factor in the acceleration phase of the Quang Nam OCOP program. Localities have proactively allocated budgets, combined with socialization to invest in machinery, processing plants, cold storage and factories to meet the requirements of upgrading products in a professional direction.

[VIDEO] - Subjects share about the business change journey when participating in the OCOP program:

Resources from local budgets and socialization account for more than 65% of total implementation costs, showing a clear sharing of responsibility among the government, businesses and people.

Quy Thu baked coconut cake product achieved 5-star OCOP certification. Photo taken on February 12, 2025. Photo: PHAN VINH

In the context of increasingly fierce competition, the proactive reinvestment and willingness to connect of OCOP entities shows a new spirit, both preserving local advantages and reaching international standards. This is a necessary step to affirm the position of Quang Nam rural products in the national brand ecosystem.

Towards sustainable values

After 5 years of implementation, the OCOP program has contributed to changing the face of Quang Nam's rural economy, creating a rich product ecosystem with strong identity and increasingly gaining a foothold in the market. Each product is recognized as the crystallization of a systematic investment process from production, processing to brand building and consumption connection, clearly reflecting the community's efforts in bringing indigenous values ​​to a wider market.

Production facilities that previously only worked by hand are now equipped with modern machinery. Photo: PHAN VINH

The province has set a goal for the 2026-2030 period to develop 300 more OCOP products, form regional centers, OCOP cultural villages associated with tourism and connect with modern distribution systems. This is the next step in the journey to upgrade rural products in a professional, adaptive and deeply integrated direction.

Mr. Tran Anh Tuan - Vice Chairman of Quang Nam Provincial People's Committee said that from a place where very few people understood the OCOP program, Quang Nam OCOP products have now become widely known and welcomed by markets inside and outside the province. OCOP contributes to increasing the value of local products, developing the economy, changing production awareness, supporting infrastructure and equipment for rural areas, creating substantial changes in building new rural areas.

Upcoming OCOP products will be oriented towards deep processing to increase value. Photo: PHAN VINH

"However, the journey ahead still has many barriers, especially in the context of a constantly fluctuating market with increasing demands for traceability and product quality. Therefore, continuing to improve policies, innovate implementation methods and improve capacity for production entities is a prerequisite, along with promoting regional linkages and promoting the coordinating role of the local political system" - the Vice Chairman of the Provincial People's Committee noted.

[VIDEO] - Vice Chairman of the Provincial People's Committee Tran Anh Tuan evaluates the OCOP program and future orientation:

Source: https://baoquangnam.vn/hanh-trinh-kien-tao-gia-tri-ben-vung-tu-chuong-trinh-ocop-3156772.html