Quang Ngai enhances the value of OCOP products

Effectiveness of the OCOP Program

According to the Department of Agriculture and Environment, before the merger, the former Quang Ngai Province had 3 districts and 98 communes meeting New Rural Development (NRD) standards, including 12 advanced NRD communes. The former Kon Tum Province had 51 communes meeting NRD standards, 10 advanced NRD communes, and 4 model NRD communes.

After the administrative reorganization, Quang Ngai Province currently has 86 communes implementing the NRD program. A review shows that the average number of criteria met per commune is 15.31.

In recent years, the National Target Program on New Rural Development in Quang Ngai has made an important contribution to the province’s socio-economic development, improving the livelihoods of rural residents in the new development phase. One of the notable achievements is the effective implementation of the “One Commune, One Product” (OCOP) program.

After seven years of implementation, the OCOP program has tapped into local potential, increased the value of agricultural products, and promoted entrepreneurship. The highlight of OCOP lies not only in branding but also in fostering the spirit of innovation and entrepreneurship, attracting hundreds of OCOP entities to participate, including cooperatives, enterprises, and production facilities. This has created an extensive network of production and distribution across the province.

Currently, Quang Ngai has 643 OCOP products, including 2 products rated 5 stars, 55 products rated 4 stars, and 586 products rated 3 stars. Among them, 7 new 4-star products were certified in the first round of 2025. According to the evaluation council, the newly certified products in early 2025 have several outstanding strengths: strong local identity, high-quality raw materials, and strict quality control.

Mr. Dang Van Trinh (Binh Son Commune), the producer of the My Thien ceramic vases, shared:

“Being recognized as a 4-star OCOP product is a source of joy and pride for my family. However, I understand that we must continue to invest in quality and design to increase competitiveness and make the My Thien pottery brand more widely known and consumed.”

Mr. Trinh explained that traditional handicrafts are often “niche” products with modest sales. However, since the My Thien ceramic vase achieved 3-star and later 4-star OCOP certification, along with the recognition of the My Thien pottery village as a national intangible cultural heritage, his workshop has gained wider recognition from customers and businesses both inside and outside the province.

“This is not only motivation for my family to preserve and promote the traditional pottery craft but also an opportunity to introduce My Thien pottery to tourists at home and abroad, contributing to local tourism and economic development,” he added.

Notably, one of Quang Ngai’s key OCOP product lines is Ly Son garlic. Capitalizing on this advantage, local enterprises have diversified their garlic products. To date, the province has 24 OCOP-certified Ly Son garlic and garlic-based products rated 3 to 5 stars.

Among them, Phu Sinh Trading and Service Co., Ltd. has worked to enhance the brand value of Ly Son garlic by pioneering the shift from traditional cultivation to chemical-free, clean agricultural production processes combined with deep processing.

“Our company has five garlic and garlic-based products certified from 3 to 5 stars, including Ly Son garlic, which has been recognized as a national 5-star OCOP product. Thanks to this, the value of Ly Son garlic has increased significantly, motivating Ly Son farmers to stay committed and develop this crop toward multi-value production, thereby improving efficiency and income,” said Mr. Nguyen Van Nhat, Director of Phu Sinh Trading and Service Co., Ltd.

Firmly prioritizing quality over quantity

According to the Deputy Director of the Department of Agriculture and Environment of Quang Ngai Province, the OCOP program not only helps increase the economic value of products but also changes the production mindset from “selling what we have” to “producing what the market needs,” thereby helping local products integrate more deeply into international markets.

This serves as a foundation for developing OCOP products into distinctive local brands with national reach. Therefore, alongside the efforts of producers in building linkages and forming concentrated production areas, the Department of Agriculture and Environment advises the province to issue clear and practical support policies. These aim to help OCOP entities invest in machinery, workshops, and preservation technology to ensure products meet quality standards and traceability requirements.

Mr. Tran Phuoc Hien, Vice Chairman of the Quang Ngai Provincial People’s Committee, affirmed that the OCOP program has created positive changes, contributing to improving the quality of the New Rural Development program.

“OCOP products have been significantly improved in quality, packaging, labeling, and brand identity. The consumer market has also expanded, not only within the province but across many localities nationwide,” Mr. Hien noted.

However, he also frankly acknowledged that, despite achievements, there remain limitations such as uneven product quality, limited diversity, and a small number of deeply processed products.

“The province’s consistent stance is to avoid pursuing quantity and instead focus on product quality. Therefore, it is necessary to review and reassess existing OCOP products and potential products from both Quang Ngai and Kon Tum after the merger, prioritizing those that are well received by the market and have strong competitiveness,” the Vice Chairman emphasized.

Mr. Tran Phuoc Hien requested the Department of Agriculture and Environment to take the initiative in evaluating, proposing, and developing OCOP product plans, placing quality as the top priority. At the same time, the department should intensify communication and guidance for producers to improve quality from raw material to processing, and build a detailed, flexible OCOP product database providing information on standards, prices, and markets to support enterprises and cooperatives.