Expanding market linkages for agricultural products

Enterprises, cooperatives, and OCOP producers from Dong Nai participated in trade promotion activities at the Dong Nai-Southeastern Industry and Trade Fair in August 2025. Photo: Hai Quan

Notably, a number of programs have been launched to strengthen business-to-business linkages, promote marketing channels, and boost trade promotion for key agricultural products and OCOP items under the One Commune, One Product program.

In the context of integration and rapid advances in science and technology, alongside continuous efforts to improve product quality, many enterprises, cooperatives, and farming households in Dong Nai have made greater efforts to build and develop brands for local agricultural products.

Vu Tien Hoang, Director of Song Be Honey Co., Ltd. in Dong Xoai ward, shared that the company has been building and developing its honey brand since 1997. Its products have been showcased at numerous fairs and exhibitions to connect with partners, promote the brand, and enhance its value. The company aims to strengthen ties with retail chains and distribution businesses to expand its consumer market further and increase brand recognition both within and beyond the province.

Similarly, Nguyen Van Khon, Director of Tam Tam An Pharmaceutical Materials Co., Ltd. in Hung Thinh commune, said the company recently had two products recognized as 5-star OCOP items: Phuc Hung Long Essential and Phuc Hung Long Premium health supplements. The company is focusing on improving quality, perfecting value, and developing product brands that meet the growing demands of the market. It also seeks to connect with restaurant chains, hotels, and modern distribution channels to reach consumers and tourists directly.

In recent years, Dong Nai has implemented various support programs for enterprises, cooperatives, and farmers to connect and bring local products onto e-commerce platforms, while strengthening trade promotion activities to help local agricultural products reach wider markets.

Particularly, in July 2025, the provincial Farmers’ Association, in coordination with FPT Polytechnic College Dong Nai, organized a livestream sales event to promote specialty “duong la cam” pomelo from Tan Trieu ward. This endeavor opened up a modern and promising sales channel, contributing to brand elevation for pomelo farmers. Most recently, in mid-September 2025, the association held a Conference on the Linkage and Introduction of Dong Nai’s agricultural products.

Currently, Dong Nai has 481 valid OCOP products, including 109 four-star and 11 five-star items. Many OCOP products are processed agricultural goods such as jackfruit, pineapple, taro, banana-based products, instant coffee, and traditional coffee.

Connecting with niche markets

In addition to traditional domestic and export markets, amid growing competition, many agricultural enterprises and cooperatives are seeking to connect with niche markets and specific customer segments. This approach helps expand market reach and gradually establish brand presence. To succeed in niche markets, enterprises and cooperatives need to implement clear marketing, sales, and branding strategies to assert their position through their own capacity.

Dong Nai's OCOP producers attend a trade connection conference with retail chains and supermarkets in May 2025. Photo: Hai Quan

In Dong Nai, modern distribution systems such as supermarkets and shopping centers serve as important channels to deliver goods to consumers. Many local enterprises and OCOP producers aim to place their products in retail chains to secure stable consumption channels. Meanwhile, restaurant and hotel chains and tourist stops are also niche markets that many farmers, cooperatives, and small- and medium-sized enterprises target to bring agricultural products closer to consumers both inside and outside the province.

Le Thi Hai, representative of Hai Viet Coffee Co., Ltd. in Trang Dai ward, said the company is developing pure roasted coffee products certified under the OCOP program. Currently, its products are supplied to wholesale and retail distributors and rest stops, with plans to enter supermarket chains. The company also seeks to connect with local restaurants and tourist sites, offering compact, convenient packaging to expand markets and strengthen its brand.

Truong Van Thanh, Director of Nhu Hoang Agricultural Trade and Service Cooperative in Tho Son commune, said the cooperative’s salted roasted cashew nuts have been certified as a 4-star OCOP product. In addition to supplying both domestic and export markets, the cooperative has developed compact, convenient product lines to expand trade promotion efforts and establish connections with restaurants, hotels, tourist destinations, and service outlets, thereby enhancing competitiveness and diversifying its product offerings in the market.

Lam Phu Quy, Deputy Executive Director of Dong Nai Hotel, shared that the hotel is seeking to select and introduce outstanding OCOP products from the province for use and promotion at the hotel. Products must meet quality standards and have proper invoices and documentation.

Nguyen Huu Nguyen, Member of the Provincial Party Committee, Vice Chairman of the Vietnam Fatherland Front Committee of Dong Nai, and Chairman of the Provincial Farmers’ Association, emphasized that linkages and cooperation between enterprises, cooperatives, OCOP producers, and businesses are essential at this stage to expand consumption markets, enhance competitiveness, and support the sustainable development of local agricultural products. In the time ahead, the Provincial Farmers’ Association will intensify efforts to promote and introduce local agricultural products in general, and OCOP products in particular, while also creating opportunities for OCOP producers to connect with suppliers and businesses to broaden market access.

By Hai Quan – Translated by M.Nguyet, Minho