Promoting consumption of Lang Son's custard apples through e-commerce channel

According to the Lang Son Province's Department of Agriculture and Rural Development, the province established a concentrated custard-apple producing region in the districts of Chi Lang and Huu Lung in 2021, totaling 3,500 hectares. Of which 400 hectares were awarded VietGAP and GlobalGAP certification. The production of custard apples is expected to be 240,000 tons (up 20% year on year), with a total value of VND 1.2 trillion, or about 275 million per hectare.

Additionally, to meet export requirements, approximately 40 hectares of custard-apple in Chi Lang were given plating area codes. The major harvest of the Lang Son season is expected to begin in early August 2021.

According to Association of Vietnam Retailers Chairwoman Vu Thi Hau, Chi Lang's custard-apple has been introduced into the retail sector in recent years, but the impact has been less than anticipated. Because it is such a delicate product, if the collection and preservation are inadequate, the product will lose its original quality by the time it reaches the customer. This has a significant impact on both retailers and suppliers.

Bui Huy Hoang, Deputy Director of the Center for Informatics and Digital Technology (Department of E-Commerce and Digital Economy, Ministry of Industry and Trade), explained that when agricultural products join an e-commerce platform, they will have the opportunity to reach consumers nationwide, as well as international markets.

Additionally, the management agency's synchronized cooperation will provide a level playing field in all areas. Without middlemen, products are sent directly from the manufacturer to the customer, benefiting both sellers and consumers.

According to Hoang, the truth is that many Vietnamese agricultural goods have comparable quality and standards to imported items yet account for a negligible percentage of sales on e-commerce platforms.

The majority of manufacturing facility owners are "reluctant" to adopt the new method of selling, while the remainder lacks an understanding of administration and operation.

To address these issues, e-commerce platforms like Voso, Sendo, and others have developed a variety of rules to assist and support farmers in taking a step-by-step approach and using new sales technologies.

Previously, while trialing online sales, it aided farmers in provinces like Vietnam Hai Duong, Bac Giang, and Soc Trang, among others, in overcoming obstacles posed by the Covid-19 epidemic and achieving surprising success.

Bui Van Tu, head of business development for Sendo's North region, said that e-commerce platforms readily deliver goods to consumers due to their technological advantages and large logistical infrastructure. Farmers' goods are easily and promptly sent to customers across the nation.

As a result, e-commerce platforms will continue to develop the system and assist farmers in Lang Son province, first concentrating on custard-apple Chi Lang goods, as well as other provinces and cities that sell agricultural products on the e-commerce platform.

Due to the fact that this is a novel technique for Lang Son farmers, the procedure will be comparable to those used in other provinces that have conducted trials. As a result, e-commerce platforms will first deploy expert personnel to assist and advise farmers in setting up and running online sales systems.

Although custard-apple is a classic Lang Son product, its current marketing and distribution are very basic. Thus, in addition to conventional channels of consumption, broadening modes of trade promotion and increasing the use of digital technology in distribution and consumption are the appropriate directions to take. The Covid-19 epidemic is having a detrimental effect on products consumption, particularly in the supply chain.

(Mr. Luong Trong Quynh, Vice Chairman of the People's Committee of Lang Son Province)