Despite obtaining certification, many OCOP products still struggle to penetrate the international market due to a lack of brand recognition, investment capital, and professional outreach strategies.
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After more than 6 years of implementing the "One Commune One Product" (OCOP) program, Vietnam has over 14,600 products achieving 3-star standards or higher. This result demonstrates the efforts of local areas in exploiting the potential of local products, promoting rural economic development, and enhancing the added value of agricultural products. Although favored in the domestic market, many OCOP products still struggle to find a way to reach international consumers. Mr. Lu Nguyen Xuan Vu, General Director of Xuan Nguyen Group Joint Stock Company, said that the company currently has 6 products with 4-star OCOP certification and are of interest to many domestic consumers. However, exporting remains challenging due to the lack of product identification and professional communication strategies. For example, in the US, Vietnamese honey is sold for only 3-5 USD/kg, while Australian or American honey is consumed at prices ranging from 80-100 USD/kg. "It is not that the quality of ...