The figures show that Điện Biên’s distinctive agricultural products are gaining greater recognition, but they also highlight the need to maintain quality and secure markets for products already on the market. Without stable raw-material areas, consistent supply and standardized production, it is difficult for these products to enter major retail channels.

The story of the Pu Lau Honey Pineapple Cooperative in Pu Lau village, Mường Nhà commune, illustrates this shift. In the past, pineapple was grown by individual households on a small scale, with output depending on each family. During the harvest season, growers had to find buyers themselves. This made it difficult to maintain a stable supply and meet demand when the market required larger volumes.

The cooperative began tackling the problem at its source - the raw-material area. More than 20 local households have joined production linkages, creating a pineapple-growing area spanning dozens of hectares. Having a larger and stable raw-material area has enabled the cooperative to take greater control of production scale, output and market access.

Thào A Giàng, Director of the Pu Lau Honey Pineapple Cooperative, said the biggest concern for pineapple growers is having a stable market for their produce. With the cooperative coordinating production and sales, pineapples are collected according to a harvesting plan, meaning farmers no longer have to take their produce out to sell individually as they did in the past. A stable market gives farmers greater confidence to continue investing in and expanding production.

Many localities are now moving away from an approach in which each household produces a small amount and production varies from one season to the next. Instead, they are beginning to establish concentrated production areas and link individual households with cooperatives and processing facilities.

Macadamia, coffee, tea, pineapple and other agricultural products in Điện Biên are developing along this model. Alongside establishing stable raw-material areas, businesses and cooperatives are investing in machinery and processing technology, improving production and processing procedures, upgrading packaging, refining product labels and introducing traceability codes.

Raw materials are being processed further to create higher-value products rather than relying entirely on sales of fresh or unprocessed agricultural produce. Consumers are no longer looking only at whether a product is a local specialty; they also care about quality, origin and convenience.

Products with attractive packaging, clear information and traceable origins have greater opportunities to enter supermarkets, specialty stores and e-commerce platforms.

Where products were once sold mainly within their immediate production areas, a package of coffee, a bag of macadamia nuts or a bottle of honey can now reach buyers in another province through an online order. As markets expand and customer expectations rise, OCOP products must maintain consistent supply and quality throughout the distribution process.

This is also the direction set by Điện Biên in its agricultural restructuring policies. Resolution No. 23/2026/NQ-HDND provides support policies for developing concentrated, green, smart and sustainable commodity production, including support for entities participating in the OCOP Program.

During 2026-2030, the province plans to support up to 200 new products, provided they are assessed and awarded at least 50 points by the competent OCOP product evaluation and classification council.

Importantly, the development of new products is being pursued alongside efforts to maintain and improve existing ones. Simply increasing the number of OCOP products does not necessarily mean expanding their markets. Conversely, when products have stable raw-material areas, controlled production processes, reliable markets and opportunities to achieve higher OCOP ratings, the value of the program becomes more evident in producers’ incomes and the benefits it generates for local communities.

Plan No. 5111/KH-UBND on OCOP development for 2026-2030 aims to strengthen production and management capacity, build brands, apply science and technology, and develop value chains linking production with processing and sales.

By 2030, the province aims for at least 50% of OCOP products still valid at the end of 2025 to be upgraded to four stars or higher. At least two potential products are also expected to have their applications completed and quality upgraded for submission for national five-star OCOP recognition.

A project to develop a digital map of Điện Biên’s OCOP products, traditional crafts, craft villages and traditional craft villages for tourism development is also being advanced, with total funding of nearly VND2 billion.

The project focuses on developing a digital database and map of OCOP products rated three stars or higher, allowing users to search by location, product category and star rating.

Once the data are connected, tourists will be able to easily find out what products are available in the places they visit; businesses will be able to identify suppliers; residents will know where products are sold; and authorities will have an additional tool for monitoring and updating information. For OCOP producers, the system will also provide a way to bring their products to markets more quickly and reach a wider customer base.

Alongside developing OCOP products, Điện Biên is focusing on the factors that determine long-term competitiveness, building stable raw-material areas, controlling production processes, expanding deep processing, developing brands, broadening distribution channels and making greater use of digital data.

This approach is taking OCOP beyond a program focused simply on developing individual products and linking it more closely with the restructuring of agricultural production, creating a stronger foundation for the long-term development of Điện Biên’s OCOP products.