In the context of global integration, new-generation free trade agreements have been signed, requiring Vietnamese agricultural products to be improved in quality, branding in order to position in domestic and international markets. .
Vietnamese fruits have been exported to a number of countries in the world. Photo: The Vinh
Modest numbers, faded names
In recent years, along with investment in improving the quality of agricultural products, many localities in the country have been focusing on developing and building brands and brands for agricultural products. Director of the Department of Agriculture and Rural Development Chu Phu My said that until now, Hanoi has built more than 40 collective trademarks to protect agricultural products. These products are being consumed stably, reaching high value in Hanoi and other provinces and cities.
Some key agricultural products of our country rank high on the world export map but the export price ranking is very low. Specifically, pepper ranked first but export price ranked only 8th; cashew ranked first but export prices ranked 6th; rice and coffee stand in the 2nd and 3rd groups but the export price is only 10th. Director of Agro Processing and Market Development Department (MARD) Nguyen Quoc Toan |
However, compared with the strength and potential, the number of registered agricultural products is still very modest. According to statistics of the Ministry of Agriculture and Rural Development, the country has more than 800 specialty agricultural, forestry and fishery products of high economic value, but only 60 agricultural products have successfully registered protection in the form of geographical indications and approximately 160 specialty trademarks registered for rights and legal protection. According to the statistics of the Ministry of Industry and Trade, only about 15% of the more than 90,000 trademarks registered for protection in Vietnam are owned by domestic enterprises and more than 80% of Vietnamese agricultural products are sold. World market through foreign brands.
According to the Minister of Agriculture and Rural Development Nguyen Xuan Cuong, the branding of agricultural products has great significance in asserting quality and raising the value. After branded products, agricultural products usually have a value of 2-3 times higher than non-branded products. However, the fact shows that many businesses and localities have not really focused on this issue but also run on the number of export orders.
Tighten the link
According to many enterprises, the registration of intellectual property protection for foreign agricultural products still faces many difficulties, even for trademarks or geographical indications. The reason is partly due to the relatively large cost of registration, the cost for local lawyers, intellectual property agencies to appraise applications, market research / surveys. While our agricultural enterprises are mainly in small and medium scale, financial costs for these issues are not easy.
In order to remove difficulties and promote branding of agricultural products, the Government and ministries and branches are trying to implement many solutions. For example, brand development programs of the Government, programs to support the development of local specialties of provinces and cities under central government, programs of intellectual property development in the period of 2016 – 2020. Currently At present, the National Office of Intellectual Property (Ministry of Science and Technology) is cooperating with Trade Promotion Department (Ministry of Industry and Trade) to seek intellectual property registration for some key and specialty products in major markets: North. America, Western Europe, Japan. The Ministry of Agriculture and Rural Development is also focusing on branding for 5 items with strengths, including: Mango, dragon fruit, tea, coffee, and tra fish. In particular, recently, the Ministry of Science and Technology, the Ministry of Agriculture and Rural Development and the Ministry of Industry and Trade have signed the Regulation on coordination on construction, management and geographical indications.
However, to build and develop agricultural product brands, in addition to the efforts of ministries, branches and localities, it is necessary to join hands of enterprises. Many experts recommend that, in order to build a brand, businesses need to invest in deep processing of products in parallel with the production association, sticking to standards, quality requirements, and food safety of export markets. . In addition, it is necessary to help customers identify and distinguish Vietnamese products from other countries through trade promotion activities in order to promote Vietnam's agricultural products to the international market.
Ngoc Anh
Source: Urban Economics
