Phan Thiet fish sauce and the journey to maintain the brand

The journey of "fish sauce drops" is proof of the enduring vitality of national heritage.

History

With over 300 years of history, from coastal fishing villages to a beloved national brand, the journey of “fish sauce” is not only a story about a traditional craft but also a testament to the enduring vitality of national heritage. When it comes to Phan Thiet fish sauce, not only people in the country but also foreigners know its special, delicious and rich flavor.

Thanks to the development of fish sauce making, the life of fishermen here has gradually improved in recent years. Although it looks simple, only needing fish and salt without sophisticated machinery, but to create drops of delicious fish sauce, the craftsman must possess extensive experience and his own secrets.

The traditional fish sauce production process is a testament to the patience and skill of fishermen in this coastal area. From April to August of the lunar calendar, anchovies appear in abundance, of which black anchovies and striped anchovies are prioritized by tents and fish sauce production facilities to be purchased as raw materials for fermentation. The anchovies are carefully selected, then mixed with salt in a ratio of 3 fish to 1 salt. Next, the fish sauce makers will ferment the fish sauce in jars, wooden barrels and dry it outdoors for 12-18 months.

Without using chemicals or modern machinery, only thanks to long-standing experience and the breath of the sea, the craftsmen create drops of fragrant, brown fish sauce with a protein content of 30 - 40 degrees. Perhaps thanks to the bright sunshine of Phan Thiet, the delicious, rich flavor of Phan Thiet fish sauce has been famous for hundreds of years.

Tourists taste the flavor of Phan Thiet fish sauce

However, the journey to maintain the Phan Thiet fish sauce brand has also encountered many difficulties. There was a period when the appearance of industrial fish sauces created great pressure on price and quality, causing many traditional fish sauce production facilities at that time to face high costs, fierce competition and the risk of "counterfeiting" brands on the market.

There was a time when the traditional fish sauce making industry in Phan Thiet gradually shrank due to difficulties in purchasing raw materials. Some establishments only focused on processing production for other businesses or selling raw fish sauce, leading to the Phan Thiet fish sauce brand gradually disappearing from the market.

Intangible cultural heritage

However, in 2023, Binh Thuan province (old) officially protected the geographical indication for Phan Thiet fish sauce, helping the product to be recognized as a National Intangible Cultural Heritage. Since then, many fish sauce production facilities in the province have been motivated to change their production methods, invest in technology, labels, bottle designs, marketing, digital advertising, etc., so the bottles of fish sauce that reach consumers are not only of good quality, but also carry many messages promoting local tourism.

Not only that, Phan Thiet fish sauce brand gradually becomes familiar to domestic and foreign consumers and is recognized as a typical rural industrial product, a product that meets OCOP 3-4 star standards.

Mr. Truong Quang Hien - Chairman of Phan Thiet Fish Sauce Association said: On the journey of 25 years of establishment and development, the association has gathered 48 members, including 5 joint stock companies, 29 limited liability companies, 1 private enterprise and 13 family-owned production facilities. Currently, there are 36 enterprises and facilities granted the certificate of geographical indication "Phan Thiet" for traditional fish sauce products.

Members supply the market with 22-23 million liters of fish sauce each year, achieving sales of nearly 1,000 billion VND, creating jobs for 400 regular workers and thousands of seasonal workers. At the same time, they consume about 22,000-23,000 tons of fish, helping fishermen maintain their fishing habit and protect the sea and islands of the Fatherland.

Many fish sauce products with 4-star OCOP certification are highly appreciated by consumers.

In particular, many fish sauce brands are only from small, traditional family establishments but have been inherited through many generations and developed strongly in the market thanks to internal strength such as: Ba Hai fish sauce, Nam Thanh Huong, Con Ca Vang, Toan Huong, Suchi anchovy fish sauce... Mr. Nguyen Huu Dung - Director of Ba Hai Fish Sauce Company Limited (Phu Thuy ward) shared more: "My family has a tradition of producing fish sauce for more than 50 years, but mainly on a small scale.

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We not only make fish sauce but also preserve the soul of our homeland - where every drop of fish sauce is a part of history.
Mr. Nguyen Huu Dung - Director of Ba Hai Fish Sauce Company Limited

Since 2003, following my mother's career, I took over the factory and gradually developed and expanded the market. After many efforts, Ba Hai fish sauce has achieved 4-star OCOP standards and is trusted by many consumers. Phan Thiet fish sauce today is diverse in protein content, each brand is associated with the ups and downs of the craft village that is more than 300 years old. We not only make fish sauce but also preserve the soul of our homeland - where each drop of fish sauce is a part of history."

It can be seen that, through many ups and downs, Phan Thiet fish sauce is not only a spice but also a bridge between the past and the present, a cultural heritage. With the cooperation of the government, fishermen and businesses, the Phan Thiet fish sauce brand is still firmly on the journey to maintain its brand, aiming to export to Europe, America and become the pride of Vietnamese cuisine .

Source: https://baolamdong.vn/nuoc-mam-phan-thiet-va-hanh-trinh-giu-vung-thuong-hieu-393021.html