A number of standout OCOP products from the province have gradually established a foothold in the market and gained consumer trust, including dried buffalo meat from Mường Chà district, khẩu xén rice crackers and upland sticky rice from Mường Lay, Mường Chà pineapples, Tủa Chùa tea, and Điện Biên rice.

The Lò Duyên processing facility in Mường Chà town, Mường Chà district, is among the pioneers in turning local specialties into high-value OCOP products. The owner has made bold investments in modern facilities while focusing on brand development.

Lò Thị Duyên, owner of the facility, shared: “In 2022, our dried buffalo meat product was certified as a 3-star OCOP item. To improve quality and credibility, we place great emphasis on sourcing raw materials and ensuring food safety throughout the production process. The packaging is professionally designed, with clear information on product origin and expiration dates to help consumers feel secure in their purchases.”

While some OCOP products are systematically and efficiently developed, the majority in the province are still largely handmade, produced on a small scale, and somewhat spontaneous. Their quality and packaging often fall short of market expectations, making them less competitive. Many products lack comprehensive branding strategies and clear quality certifications, while struggling to find stable distribution channels.

Some products, even after earning a 3- or 4-star OCOP rating, have quickly faded from the market, forgotten by consumers. This highlights a deeper issue: many OCOP products are developed more as a formality or in pursuit of accolades, rather than being based on real market research, consumer behavior analysis, or sustainable production capabilities. Some producers focus heavily on meeting certification requirements but lack a long-term strategy for distribution, marketing, packaging innovation, or improving production management.

A notable example is the upland sticky rice produced by Tâm Thiện cooperative, which was awarded a 3-star OCOP rating in 2022. Despite its high quality and strong consumer appeal, the cultivation area has dropped sharply in recent years from 1,061 hectares in 2020 to just about 400 hectares today, resulting in an unstable annual output of only 300 - 500 tons. This decline in raw material availability makes it difficult to maintain consistent production.

Similarly, the Tìa Dình winter melon, certified as a 3-star OCOP product in 2023, is at risk of losing its rating due to an unstable supply chain. Though distributed within Điện Biên and neighboring provinces, challenges in maintaining production scale and quality have made it difficult to uphold certification standards. Additionally, farmers involved in production do not always adhere to technical guidelines, and breaches of supply agreements have occurred due to pricing discrepancies between contracted buyers and local market rates.

Another key obstacle to sustainable OCOP development is the limited focus on commercial promotion, particularly the application of digital technologies and e-commerce.

Most OCOP producers are small cooperatives or individual households, with limited capacity to adopt digital tools or participate in online marketplaces. Many lack the resources or skilled personnel to implement product management software, proper labeling, traceability systems, or digital sales channels. As a result, promotional efforts are weak, and OCOP products often miss opportunities to reach broader markets via online platforms.

For the 2021- 2025 period, Điện Biên province has outlined goals to integrate OCOP development with tourism and service sectors, prioritize potential products for focused investment, support training, expand supply chains, and adopt technology in production. By 2025, the province aims to have 90 - 100 provincially certified OCOP products rated 3 -4 stars, 5 -7 nationally recognized 5-star products, and 100% of products traceable by origin. Beyond numerical targets, the core principle remains developing OCOP products in a meaningful and practical way aligned with market demand, producer capacity, and local cultural identity.

The OCOP program should not merely be about earning titles, it must represent a commitment to quality and a vision for sustainable rural development. To achieve this, a mindset shift is essential: from chasing numbers to improving quality, from short-term gains to long-term investment in branding, marketing, and technology adoption. This is a shared responsibility between local authorities and producers to ensure OCOP truly contributes to the long-term economic growth of rural areas. Only when OCOP products offer real value, build lasting consumer relationships, and maintain a strong presence in the market will the program fulfill its mission of sustainable rural development.