Hue's specialties enter supermarkets
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Local products introduced to customers at Aeon Mall Hue Handshakes、During the period when Big C Hue was operational, it was the only store in the Big C supermarket chain in the Central region that had a dedicated local specialty counter. The “Hue Specialties” counter was strategically located at an easy-to-find spot, featuring products such as Thien Huong Sesame Candy, Hoa Chau Vegetables , and Quang Tho Pennywort Tea . Previously, to support products from highland areas, the A Luoi District People's Committee collaborated with Central Group Vietnam to introduce A Luoi dwarf bananas to modern retail channels in 20 Big C supermarkets across Central and Southern Vietnam. Priced at 12,900 VND/kg, the product reached a monthly sales volume of about 15 tons, helping to increase the value of agricultural produce for ethnic minority communities in A Luoi. Alongside Big C, Co.opmart Hue also made an impression from its inception with its “Hue Thuong” counter, bringing Hue's specialty products and agricultural goods closer to consumers. One of the highlights of the newly-opened AEON MALL Hue is the presence of 10 booths dedicated to local products, called Do Quyen area, located in the center of the first floor with a total area of about 200 square meters. Among the many products available, customers can find Hue specialty jams, Huefarm spices, and products made from Bo Chinh ginseng by SBC Hoang Gia. Local products in the supermarket are popular choices for gifts Nguyen Thi Linh, a resident of Vinh Ninh Ward, Thuan Hoa District, shared while shopping at AEON MALL: “For years, my family has been shopping at GO!, Co.opMart, and now AEON MALL Hue, but we most frequently visit the small Vinmart near our home. The neatly-packaged and well-preserved agricultural products at reasonable prices give a greater sense of safety in quality.” Approaching the most populous market In mid-November 2024, the Sub-department of Quality Management for Agricultural, Forestry, and Fisheries Products, under the Department of Agriculture and Rural Development, organized a trade promotion program to introduce traditional local products into the supermarket system in Ho Chi Minh City. The featured products introduced to this bustling urban market included Royal Tea, natural essential oils, instant packaged foods such as banh canh ca loc , banh canh ca ro , bun xao nghe , bun bo Hue seasoning, dried foods, fresh seafood from Hue’s lagoon areas, and traditional Thuan An-Hue scad fish sauce. Many of these items are OCOP-certified, with 4- to 5-star ratings. Nguyen Xuan Truong, Head of the Sub-department of Quality Management for Agricultural, Forestry, and Fisheries Products, said: “In Ho Chi Minh City, our delegation carried out trade promotion and market connection activities to introduce Hue’s specialty products to the KingFood Mart supermarket chain. Over 30 products were showcased. KingFood Mart specializes in regional specialty products across Vietnam, operating more than 80 outlets in Ho Chi Minh City and Binh Duong. As a result, 25 Hue specialty products were successfully introduced into the KingFood Mart supermarket system.” Mr. Truong further revealed that an additional 10 to 15 of Hue’s signature products are expected to be integrated into KingFood Mart’s supermarkets in Ho Chi Minh City. This program allows local producers and distributors to engage in direct discussions, make necessary adjustments to meet market criteria and bring Hue’s specialty products closer to Vietnam’s most populated market. Hue City boasts many renowned specialties associated with its imperial past, alongside rustic dishes that have become iconic of this heritage land. Thanks to modern production lines meeting both domestic and international standards, many of these products are now mass-produced with high quality. The growing presence of local agricultural products in supermarket systems has been further supported by promotional efforts. The city's specialty agricultural products have been continuously supplemented through the OCOP program, which fosters rural economic development in alignment with the National Target Program for New Rural Development. A prime example is Quang Tho pennywort tea, which was recognized as a city-level 4-star OCOP product by the Thua Thien Hue Provincial People’s Committee . Since 2015, thanks to investment support, Quang Tho pennywort has been produced under the VietGAP standard and certified as a safe agricultural product. Quang Tho 2 Cooperative has built a processing facility equipped with modern equipment and advanced technology, enabling the production of “Tra rau ma tui loc”, “Tra rau ma say kho” , and “Bot matcha rau ma” for distribution across the country. Hue is home to many outstanding OCOP products, including Vinh Xuan chili sauce, Vinh Hung muskmelons, Thuy Bieu Thanh Tra grapefruit, Quang Thanh vegetables, Huong An scallions, Phong Dien green-skinned pomelos, and An Lo rice, etc. The province currently has 90 OCOP-certified products, including 1 national-level 5-star product, 18 4-star products, 68 3-star products, and four potential 5-star products pending evaluation by the Ministry of Agriculture and Rural Development. Mr. Nguyen Xuan Truong emphasized the significance of the recent trade promotion activities showcasing Hue’s agricultural, forestry, and seafood products in Ho Chi Minh City. "For traditional products to gain a strong foothold in supermarket chains, they must first be incorporated into the product catalogs of each supermarket. Furthermore, these products need to meet OCOP quality standards, be competitively priced, and comply with input quality control requirements. These issues are being addressed by relevant authorities and sectors to strengthen supply-demand connections, share practical insights on operation, production, and business, and proactively establish stable market access for the city’s signature agricultural and aquatic products in the upcoming period.
OCOP prospects