Developing the collective brand for Vanh Khuyen persimmon: Helping farmers get rich from specialty crops

(LSO) – As of 2018, the whole Van Lang district has 720 ha of Vanh Khuyen persimmon, with the average annual output of 2,000 tons. With the selling price from 15,000 to 20,000 VND/kg, each year, Vanh Khuyen persimmon tree brings more than 30 billion VND to farmers in the district. Continuing to improve the quality and promote Vanh Khuyen persimmon is one of the solutions to help farmers get rich.

In 2016, Vanh Khuyen persimmon was recognized with the collective brand, however, the brand development was not commensurate with its value and role. Therefore, from June 2018 to March 2020, the Agriculture and Rural Development Division of Van Lang district has built the project of “Collective Brand Management and Development of “Van Lang” for Vanh Khuyen persimmon of Van Lang district, Lang Son province”.

Mr. Dinh Manh Khiem, the officer of the Agriculture and Rural Development Division, the project manager, said “By 2018, there are only 2 households in the district producing according to VietGAP standards, using less branded packaging. Fruit yield is low, productivity is not stable, more than 50% of households surveyed do not know or care about collective brand. The objective of the project is to establish and operate the management mechanism for the collective brand of ” Vanh Khuyen persimmon of Van Lang”; developing trade channels; attaching the use of packaging to Vanh Khuyen persimmon consumption chain; granting the right to use the collective brand for organizations and individuals; organizing promotional activities, introducing products.

Vanh Khuyen persimmon of Van Lang district with its brand identity system

Implementing the project, the District’s Agriculture and Rural Development Division cooperated to organize 26 training seminars to introduce and explain the use of “Van Lang” brand, the process of planting and caring for Vanh Khuyen persimmon for more than 3,100 people in the district. It also encourages individuals and cooperatives to build 6 models of Vanh Khuyen persimmon production according to VietGAP standards, 1 model of organic production with a total area of ​​nearly 263 ha. At the same time, the Agriculture and Rural Development Division presides over the construction of a system to identify Vanh Khuyen persimmon of Van Lang with stamps, boxes, packets … Specifically, the office issues 3,000 leaflets introducing Vanh Khuyen persimmon of Van Lang, printing 40,000 stamp of origin; designing 4,700 boxes, 400 kg carrying bags for retail channels.

Carrying out promotional activities, Agriculture and Rural Development Division coordinated to build reports, news and propaganda articles on the Provincial Radio and Television Station, Vietnam Television Station; participating in the promotion and consumption week of Chi Lang custard apple and Lang Son specialty agricultural products in Hanoi in 2019; participating in Lang Son Culture – Tourism – Commerce Week in 2019. In particular, the division has built four retail channels the cities of Hanoi, Bac Giang, Thai Nguyen. In the province, 10 retail channels have been set up in the districts of Van Quan, Loc Binh, Binh Gia, Chi Lang, and Trang Dinh. After establishing retail channels, Agriculture and Rural Development Division handed over to Na Mo Cooperative to distribute products. In 2019, retail channels sold over 31 tons of products. Regarding the subject to grant the right to use the collective brand of “Van Lang” for Vanh Khuyen persimmon, the Division of Agriculture and Rural Development has selected 10 companies and retailers and requested the District Gardening Association to issue the certificate.

Mr. Hoang Van Hau, Director of Na Mo Cooperative, Tan My Commune, Van Lang District, said: “To raise the value of Vanh Khuyen persimmon, it is inevitable to produce according to VietGAP standards. Therefore, 23/117 households in the village have changed from traditional production to VietGAP and organic way with a total area of ​​over 46 hectares. Its efficiency is increased productivity, product quality, and consumer market expansion.”

Thanks to the proactive application of scientific and technical advances to farming, in 2020, the output of Vanh Khuyen persimmon of Van Lang district doubles compared to the previous years, reaching over 4,000 tons, the total revenue from persimmons reaches more than 60 billion VND. The fact that farmers actively produce according to VietGAP standards together with the efforts of the local authorities in branding, promoting and introducing products are gradually helping farmers get rich from this specialty fruit tree.