As OCOP products take shape, cooperatives have begun to focus on trade promotion activities. From exploring markets, engaging in trade, and forming partnerships, etc. Today, cooperatives are shifting toward digital marketplaces by applying IT and embracing digital transformation. By participating in trade promotion activities, cooperatives are increasingly confident in positioning their products on par with those of other organizations and individuals.

Provincial Cooperative Alliance and cooperatives introducing products at trade promotion conferences

The Provincial Cooperative Alliance has recently completed a training course on trade promotion skills for cooperatives across the province. At the training, cooperatives were guided on applying IT and digital transformation in trade promotion; developing effective marketing messages and building sales networks; as well as branding strategies and product promotion through various media channels and social media. They also learned how to gather market demand data, position product brands, and build strategies for distribution channels and pricing. This training is part of the 2025 Trade Promotion Plan currently being implemented by the Provincial Cooperative Alliance to support cooperatives.

According to Mr. Tran Tan Khoa, Director of An Nghiep Agricultural Cooperative (Tuy An District), participating in trade promotion activities has helped cooperative members improve their knowledge. He recalled that during the early days of showcasing Hoa Vang fragrant rice at trade fairs, the cooperative faced challenges in forming distribution partnerships due to poor packaging design and incomplete product and origin information. After redesigning the packaging and investing in automated machinery for packaging processes, the product was positively received by the market. Furthermore, thanks to participating in trade fairs, the cooperative gradually diversified its product range, offering more options for customers and increasing market access opportunities.

According to the Provincial Cooperative Alliance, under the 2025 Trade Promotion Plan, the organization plans to hold two training courses on trade promotion and facilitate the participation of cooperatives in three trade fairs within the province and the region. Not limited to 2025, the alliance also organizes trade promotion activities for cooperatives on an annual basis.

According to Mr. Le Quang Hiep, Vice Chairman of the Provincial Cooperative Alliance, trade promotion activities have been a focus for cooperatives since 2022, as that was also the year when many cooperatives participated in and had products certified under the provincial OCOP program. In that year, the Alliance established a task force on trade promotion, science, and technology to support cooperatives in brand building, logo and packaging design, and promotional materials, as well as in advertising member products on the Alliance's website and newsletter. For cooperatives developing agricultural products in line with the OCOP model, the Alliance actively coordinated with relevant departments and agencies to guide and support them in completing brand registration, labeling, and product traceability documentation. Sixteen cooperatives received support to bring over 30 products to supply-demand connection events and trade fairs in Da Nang and Quang Nam.

By 2024, cooperatives had brought between 30 to 50 product entries to trade promotion fairs organized by the Vietnam Cooperative Alliance in locations such as Hanoi, Ho Chi Minh City, Binh Dinh, and Da Nang. Simultaneously, at conferences and seminars organized or co-hosted by the Alliance, dedicated areas were consistently set aside to showcase cooperative products.

Mr. Dang Kim Ba, Chairman of the Provincial Cooperative Alliance, stated that the Alliance has signed memoranda of understanding and cooperation agreements with cooperative alliances from 10 provinces and cities in the region to promote trade activities, strengthen supply-demand linkages, apply scientific and technological advancements, and advance digital transformation in the collective and cooperative economy during the 2024–2025 period. Specifically with Khanh Hoa province, the Alliance signed a joint program to support the development of the collective and cooperative economy for the 2024–2030 period. Through these initiatives, local cooperatives have had opportunities to showcase, promote, and connect supply with demand; explore markets; establish distribution partnerships; improve product quality, packaging, and labeling; apply high-tech solutions in production; adopt digital transformation; develop geographical indications; and obtain quality certifications such as VietGAP and OCOP. Cooperatives have also been able to expand their market reach through support for participation in trade fairs, local markets, conferences, and exhibitions featuring goods and agricultural products, etc.