OCOP: From Certification to Market Expansion
In recent years, the "One Commune One Product" (OCOP) program has helped inject new vitality into Lam Dong's rural economy. It has increased the value of agricultural products and supported their integration into modern value chains. Yet behind the province's nearly 950 OCOP-certified products, challenges remain in building lasting market confidence.
Pride and Persistence
Nguyen Xuan Quang, an official in Lang Biang - Da Lat Ward, has a strong attachment to local OCOP products. Whenever he visits Hanoi or Ho Chi Minh City, he looks for Lam Dong specialties in major supermarkets. "Seeing products made from our agricultural produce on supermarket shelves fills me with immense pride," he said.
Yet that pride is tempered by concern over their relatively modest sales. Quang's experience reflects a broader reality: OCOP certification is only the first step.
In reality, even in the heart of Da Lat—a bustling tourist city—the situation is hardly any different. On the same specialty display counter, two products bearing the 3-star OCOP label create completely contrasting impressions. One features refined, elegant, clear and attractive packaging that draws tourists in, while the other looks rather monotonous, rudimentary and easily overlooked. This stark contrast raises a crucial question: How can all OCOP products genuinely serve as a lasting guarantee of quality rather than just a title valid at a single point in time?
The Momentum of the OCOP Movement
Nonetheless, the momentum generated by OCOP is undeniable. Le Quang Dan, Deputy Director of the Department of Agriculture and Environment and Standing Vice Chairman of the Provincial OCOP Evaluation Council, said the program has attracted a large number of participants and helped shift thinking from agricultural production to agricultural economic development.
With about 527 participating entities and 941 recognized products as of July 2026, OCOP has become a key driver of new-style rural development, stable livelihoods and value-chain formation. Products such as coffee, tea, dragon fruit and passion fruit have also reached international markets, strengthening Lam Dong's market presence.
Nguyen Huu Thanh, a passion fruit farmer in Duc Trong, said: "Thanks to OCOP, producers' awareness and mindset have improved significantly. The key challenge now is maintaining consistent, sustainable quality and securing stable markets that reward farmers' efforts." His remarks highlight a central issue: OCOP certification does not automatically guarantee market success.
Enhancing the Value of OCOP Configuration
The number of OCOP products has grown rapidly in recent years. However, rapid expansion has also exposed weaknesses in packaging, production standards and, most importantly, the ability to maintain product quality after certification. These challenges largely stem from differences in producers' operational capacity.
An official from Lang Biang - Da Lat Ward said: "The ward currently has 43 OCOP products, but many households still rely on small-scale, fragmented production. Some producers have dozens of OCOP products, yet output for each remains low, making it difficult to develop them into key local products."
Nguyen Dac Viet, Vice Chairman of the People's Committee of Lac Duong Commune said: "The commune has a considerable number of OCOP products, but quality remains uneven. We are encouraging producers to join cooperatives to achieve sufficient scale while strengthening training in production management and quality control."
For consumers, the OCOP label carries expectations of quality and food safety. Most are less concerned about whether a product has three or four stars than whether it tastes good and is safe. A small number of substandard products can therefore undermine trust in the OCOP brand as a whole.
Lam Dong is shifting its OCOP strategy from broad expansion to deeper development, with greater emphasis on quality, market viability and sustainability rather than sheer numbers.
Enterprises and OCOP producers are also calling for stronger support from local authorities. Their proposals include a centralized provincial OCOP promotion center and more effective digital marketing to replace fragmented, inefficient promotional activities.
Over the past period, several cooperatives and producers have established local OCOP introduction and sales points to bring products closer to tourists. However, few of these models have become financially self-sustaining.
Ultimately, OCOP products should serve as key drivers of quality improvement, helping agricultural products strengthen their market position and value. Stronger support policies are therefore needed to help small-scale producers not only meet OCOP standards but also maintain and improve them, enabling more products to become high-value local specialties. After all, the true value of OCOP lies not in the number of certified products, but in consumer trust.