Adapting with agility

With over 1.2 hectares of Korean shine muscat grapes cultivated under VietGAP standards, each harvest season, the Thảo Nguyên high-quality agricultural cooperative (located in Mường Thanh ward) yields around five tons of premium grapes. Beyond production, the cooperative has embraced digital tools to expand its market reach. Instead of relying solely on local customers, it has developed multiple online sales channels via platforms such as Facebook, Zalo, and TikTok. This approach has significantly broadened product visibility and enabled access to buyers across provinces and cities nationwide.

“Thanks to promotions and social media exposure, customers from Hanoi and other regions have started buying our grapes”, said Lương Đức Sơn, Chairman of the Thảo Nguyên cooperative. “Currently, about 70% of our grapes are sold through online platforms. Both revenue and customer base are seeing steady growth.”

In Pu Lau village (Mường Nhà commune), over 140 hectares of pineapples are in harvest, yielding approximately 1,500-1,600 tons. With favorable soil conditions and stable market prices ranging from VND 8,000-12,000 per kilo, pineapples have become a key crop, generating solid income for locals. To improve product quality and expand market access, the Mường Nhà pineapple cooperative was established in 2022 with 22 members committed to organic production and strict technical standards from seed selection to harvest. As a result, the pineapples are consistent in quality and appearance, meeting the demands of high-end markets.

Recognizing new opportunities, in April 2025, the cooperative signed an unlimited quantity supply contract with F&G Vietnam Food Co., Ltd. Companies from Ninh Bình, Nghệ An, Thanh Hóa, and beyond have also come to source pineapples, creating a stable output channel and boosting farmers' incomes.

Thào A Giàng, Director of the Mường Nhà pineapple cooperative, noted: “We're aiming to further improve product quality while seeking export opportunities. This requires large volumes and high standards, so we’re working closely with technical agencies to meet the strict demands of international markets.”

Strategic support

Alongside cooperative and business efforts, the province has rolled out various practical solutions to support local agricultural sales. A standout initiative has been placing Điện Biên’s specialty agricultural and OCOP products on e-commerce platforms like Postmart, Voso, and Shopee, helping to expand reach and boost the value of local goods.

In partnership with producers, Điện Biên post office has set up an OCOP product display booth, featuring honey, coffee, rice, vermicelli, and more, at its main transaction office in Điện Biên Phủ ward. The unit has also ramped up online sales through livestream sessions and social media promotions, resulting in promising sales figures and strong consumer response.

“It’s convenient to have local products displayed right at the post office counter”, said Trần Chi, a resident of Điện Biên Phủ ward. “It makes it easy for us to discover, recognize, and purchase high-quality local items. I often stop by each month to check out and buy products for my family.”

Since the beginning of the year, Điện Biên has actively launched trade promotion programs to support enterprises and cooperatives in boosting sales. The province has provided timely market updates, trade fair invitations, and information on promotional campaigns to producers, while also organizing product showcases at major events both inside and outside the province. These include the 2025 Ban flower Festival, the 8th Điện Biên provincial cultural, sports and tourism Festival, the 9th Buôn Ma Thuột coffee Festival and OCOP Fair, the 2025 Red River Delta - Quảng Ninh OCOP Fair, and regional e-commerce development events in Lai Châu province, among others.

In tandem, Điện Biên is also focused on strengthening producers’ capabilities. Several specialized training workshops have been held on topics such as online selling techniques, brand building, and digital transformation, helping cooperatives, businesses, and farmers gradually adapt to modern commerce trends and boost competitiveness.

Vũ Hồng Sơn, Director of the Department of Industry and Trade affirmed: “In the coming time, we’ll continue advising the provincial People’s Committee on both domestic and international trade promotion programs to better market Điện Biên’s signature agricultural products. We’re also supporting producers in linking up with e-commerce. In collaboration with the Department of E-commerce and Digital Economy (Ministry of Industry and Trade), we’ll implement tech-based solutions for production and sales, creating new opportunities for Điện Biên’s farm goods to go further.”

By combining high-quality agricultural production, robust trade promotion, and modern sales channels such as e-commerce and social media, Điện Biên’s agricultural sector is seizing new opportunities. These efforts are not only enhancing product value but also reshaping business mindsets, toward greater proactivity, flexibility, and market responsiveness, paving the way for sustainable agricultural development and improved livelihoods for local communities.