Branding agricultural products

The collective trademark " Hau Giang sand mango" is not yet effectively managed and exploited.

Places that make the brand

Since the 1930s, in Hoa Luu commune, Can Tho city, there was a Duc bridge across Cai Lon river, connecting with Kien Giang province (now An Giang province). This was a place for people to travel, exchange, buy and sell goods, including pineapples grown locally. Thanks to suitable climate and soil conditions and the skillful care of farmers, pineapples grown here grow well, producing fruit with a sweet taste and characteristic crispness.

After nearly 100 years of taking root in this land, the Cau Duc pineapple brand has gradually affirmed its position. In 2020, the geographical indication "Khom Cau Duc Hau Giang" was granted a certificate by the Department of Intellectual Property ( Ministry of Science and Technology ). This is the result of the implementation of the project "Building and managing the geographical indication "Khom Cau Duc Hau Giang" for pineapple products of Hau Giang", which is a ministerial-level science and technology task under the Intellectual Property Development Program for the period 2016-2020.

The Cau Duc pineapple growing area of Can Tho City currently has an area of over 3,300 hectares, an increase of about 1,000 hectares compared to before the establishment of geographical indications. According to pineapple growers in Hoa Luu commune, since the pineapple has been branded, especially after the COVID-19 pandemic, the local pineapple price has always been stable at a high level of 8,000-13,000 VND/fruit, ensuring pineapple growers always have profits.

Can Tho City after the merger currently has 3 geographical indications, 8 certification trademarks, 41 collective trademarks, 1 regular trademark that has been granted a valid protection certificate and 1 collective trademark application that has been accepted as valid. In addition to Cau Duc pineapple, there are 2 products with the geographical indication "Vinh Chau" which are Artemia cysts and purple onions. Associated with the place name are also certification trademarks such as Cai Rang floating market, Can Tho rice, Hau Giang snakehead fish, Soc Trang fragrant rice, Thanh Tri resource rice, Phong Nam purple longan... and many other collective trademarks.

The establishment of geographical indications, certification marks, and collective marks for typical agricultural products has helped protect the quality and origin of the products. It has affirmed the unique advantages of the locality in developing and promoting the products. It has formed value chains and expanded the market to improve the economic efficiency of the products. However, the management and use of these brands are also facing many difficulties.

How to optimize branding?

“Hau Giang sand mango” is a collective trademark granted by the Intellectual Property Office for Hoa Loc sand mango products grown in Tan Hoa commune, Can Tho city in 2016. Since 2020, the project “Management and development of the collective trademark “Hau Giang sand mango” for sand mango products of Hau Giang province” has carried out many communication activities to promote this brand such as building a website, documentaries, YouTube channels and articles; designing a brand identity system...

Hoa Loc Bay Ngan Mango Cooperative is the entity that manages and uses the collective trademark “Hau Giang Mango”. The Cooperative currently has 14 members, with an area of nearly 20 hectares, which is decreasing compared to previous years. Mr. Bui Hoang Khai, Chairman of the Board of Directors and Director of the Cooperative, informed: “Most of the cooperative’s mangoes are being purchased by export companies and traders. Since they do not need to use packaging with the trademark “Hau Giang Mango”, we do not use it anymore.”

According to the functional sector of Can Tho City, not only the "Xoai Cat Hau Giang" brand, but also many agricultural product brands associated with geographical indications in the area after being recognized, the subjects have not really paid attention to exploiting and using them effectively. Besides, there are also some products that have not been oriented to exploit, protect and develop the brand closely. Those who use the brand do not really understand their rights and obligations, so they have not paid attention to maintaining and exploiting it properly. Especially after the merger, there are brands with old place names or have changed owners, which somewhat affects the management and use process.

To overcome the above problems, it is necessary to have the joint participation of the subjects managing and using the trademarks, businesses and people, especially the leading role of the local government. Ms. Nguyen Thi Giang, Deputy Director of the Department of Agriculture and Environment of Can Tho City, said: "In the coming time, we will continue to promote the building of brands and trademarks of the city's agricultural products. Support businesses and people to build product quality processes, geographical indications of products and promote product brands so that the city's agricultural products can reach further, even towards export".

Article and photos: DANG THU

Source: https://baocantho.com.vn/xay-dung-thuong-hieu-cho-san-pham-nong-nghiep-a191660.html