Hue’s farm products gain momentum through OCOP program

Transformation driven by OCOP

Before joining the OCOP program, many agricultural products in Hue lacked coordination and paid little attention to branding. As a result, their market value remained low and their competitiveness was limited. In recent years, however, with support from the program, producers have shifted their mindset, investing in technology, standardizing production processes, and prioritizing food safety.

The “Complete Seasoning - Bun Bo Hue” product by YesHue Vietnam Co., Ltd. is currently the first and only five-star OCOP product in Hue to be recognized by the Ministry of Agriculture and Rural Development (now the Ministry of Agriculture and Environment).

Its main ingredients include water, sugar, salt, vegetable oil, Hue shrimp paste, lemongrass, and chili, notably without preservatives. To ensure a stable supply of raw materials, the company has developed an extensive sourcing network, contracting with local farmers to cultivate and supply essential ingredients such as lemongrass, onions, and shrimp paste in compliance with food safety standards.

On average, YesHue supplies between 15 and 20 tons of this seasoning product to the market annually. Beyond distribution in supermarkets, clean food stores, eateries, and specialty restaurants across major Vietnamese cities, the product has also been officially exported and promoted in markets such as the United Kingdom, France, Germany, Canada, and the United States.

Le Thi Kim Hang, Director of YesHue, said that support from the OCOP program has enabled the company to invest in production lines, improve packaging, and expand its market reach.

“OCOP acts like a passport that allows our products to access partners more easily, expand distribution channels, and build consumer trust. Bun Bo Hue is a source of pride for people in the former imperial capital, and we aim to bring its flavor to more customers, both domestically and internationally,” Hang said.

Other signature products from Hue have also undergone significant transformation through OCOP. In 2020, a collection of decorative lamps and bamboo baskets produced by the Bao La Bamboo and Rattan Cooperative became one of the city’s first four-star OCOP products.

Artisans and craftsmen at the cooperative have invested considerable time and effort in innovation, refining designs that harmonize traditional and modern elements. From everyday household items, Bao La’s bamboo and rattan products have evolved into more diverse and sophisticated offerings, meeting market demand for decor, gifts, and consumer goods. These products are not only steadily consumed domestically but are also exported to markets including China, Thailand, and several European countries.

Vo Van Dinh, Director of the Bao La Bamboo and Rattan Cooperative, said participation in the OCOP program has helped clarify the cooperative’s development direction, from quality standards to market strategy. It has also motivated the traditional craft village to preserve cultural values while adapting to new consumer trends.

The OCOP program in Hue has also encouraged producers to proactively engage in e-commerce platforms and trade promotion fairs to expand market access.

Toward sustainable development

In Hue, dedicated OCOP product display and sales points are gradually taking shape, bringing local specialties closer to consumers and tourists. One notable example is an OCOP store on Nguyen Truong To Street, a model designed to develop distribution channels and establish a specialized retail chain for OCOP products.

The store features a wide range of standout OCOP products from Hue, including Tan Nguyen clean incense, Bach Ma wine, litsea essential oil, Royal Bo Chinh ginseng, Anna bird’s nest, Hue Viet organic products, YesHue items, and Maries sedge grass products, alongside various agricultural goods, specialties, and handicrafts from across the city.

According to Le Thi Nhu Quynh, the store owner, showcasing and selling OCOP products not only diversifies inventory but also builds customer trust thanks to verified quality.

“To improve business efficiency, OCOP producers need to continue enhancing designs, maintaining consistent quality, and strengthening promotion and connections with modern distribution channels. This will not only expand market reach but also contribute to more sustainable development of local agricultural products. We hope to welcome even more OCOP and specialty products to be displayed in our store,” Quynh said.

Since 2018, Thua Thien Hue Province (now Hue City) has implemented the OCOP program in line with the national framework. During this period, local authorities and residents have actively adapted to market mechanisms, investing effort into building new brands for OCOP products. In 2020, Hue began evaluating and ranking OCOP products. To date, the locality has 118 OCOP products, including one five-star national-level product, 21 four-star products, and 96 three-star products.

Le Van Anh, Deputy Director of the Hue City Department of Agriculture and Environment, said the OCOP program has generated clear momentum in rural economic development. Beyond increasing product value, it has also promoted more structured and professional production practices. Through the program, many producers have gradually built brand identity, improved quality and design, and met market standards.

“In the coming period, the city will continue to support OCOP producers in enhancing production capacity, boosting trade promotion, applying digital transformation, and expanding market access. At the same time, we will focus on developing products with the potential to achieve higher rankings, especially key products that embody Hue’s cultural identity,” Anh said.