Most products recognized under the OCOP program originate from local production advantages and indigenous culture. These are also products with the potential to establish unique hallmarks of the Tủa Chùa region and have gained broad consumer market awareness. Initially, producers have progressively shifted their consumption approaches and accessed new promotional methods. While products were formerly sold mainly at periodic markets, night markets, via intermediate traders, or transported to the commune center and neighboring areas, several products have now begun reaching modern sales channels.

The 3-star OCOP product Solanum procumbens tea from the Tủa Chùa Solanum Procumbens Cooperative is one of the locality’s few OCOP offerings listed on e-commerce platforms. The Sâm Điêu chẩm chéo of the Điêu Thị Sâm Household Business in Mường Báng village has also engaged in trade promotion activities, opening additional opportunities to access customers outside the locality. However, these positive signals have yet to form a widespread trend.

Through reviewing and assessing agricultural and OCOP product consumption demand in the area, the commune observes that the market for most products remains reliant on traditional channels. Products are sold mainly through small merchants. Several items such as Diệp thanh tea, climbing nightshade tea, and honey are initially known to tourists, yet sales volumes remain unstable. Many producers lack digital platform sales skills and do not know how to promote products online. Certain producers have conducted promotions, but their effectiveness remains low. Meanwhile, 100% of surveyed producers have needs for off-take linkages and desire market expansion. This reveals that the current bottleneck facing Tủa Chùa OCOP lies not in a shortage of products, but in the capacity to organize production and deliver products to the market.

Small-scale, household-level fragmented production is also curbing competitiveness. Establishments lack investment resources, governance and market development capacities remain limited, and product supply is erratic. The locality has no large-scale processing facility, and many products still stop at manual preliminary processing or are sold as raw materials, resulting in low added value, which represents a common hurdle for many local agricultural specialties. Some products still lack distinctiveness, failing to create unique hallmarks compared to identical product categories in other localities. This reality requires Tủa Chùa to alter its approach, starting from market demand, raw material strengths, and the competitive capacity of each product.

According to Hoàng Thị Toàn, Vice Chairwoman of the People’s Committee of Tủa Chùa commune, the locality will focus on perfecting mechanisms and policies and mobilizing resources to support producers in upgrading production capacities, formulating business plans, and acquiring market knowledge and corporate governance. Concurrently, the commune encourages household businesses and cooperatives to take part in trade fairs, exhibitions, and supply-demand connection programs within and beyond the province, while assisting in listing products on e-commerce platforms and organizing training on sales skills and promotions across digital platforms.

Alongside market expansion, Tủa Chùa identifies brand building as an essential stage. Producers need assistance regarding merchandise trademarks, packaging, traceability stamps, product quality enhancements, and meeting relevant standards. This serves as a prerequisite for products to increase recognition, build consumer trust, and progressively broaden markets.

In particular, the commune orients OCOP development in tandem with raw material zone establishment. The locality has selected focal, potential products to form stable raw material zones, prioritizing items such as macadamia, coffee, climbing nightshade, livestock, poultry, and advantageous agricultural produce. Production is encouraged to adhere to VietGAP, GlobalGAP, HACCP, organic methods, and relevant quality benchmarks, strengthening origin traceability, food safety, and environmental protection, while steadily setting up planting and farming area codes when conditions are met. Once raw material zones are systematically organized, products standardized, and target markets clearly mapped, linkages between farmers, cooperatives, and enterprises will secure favorable conditions to take shape. This establishes the cornerstone for Tủa Chùa to transition from fragmented production to commodity manufacturing, raising agricultural produce value and generating stable off-take outlets.

During the 2026 - 2030 period, Tủa Chùa commune strives to develop about 12 newly recognized OCOP products rated 3 stars or higher, raising the total number of OCOP products to 26 or more by 2030. At least 50% of OCOP producers with products rated 3 stars or higher will be cooperatives and small and medium-sized enterprises; at least 50% of OCOP entities will be managed and operated by women. With an orientation placing quality, markets, and value chains at the core, Tủa Chùa is progressively laying the groundwork for highland products to move beyond periodic markets and local shops, reaching closer to broader markets. When each product is backed by a stable raw material area, strictly controlled quality, a recognized brand, and connected off-take channels, OCOP will become a practical pathway to upgrade agricultural produce value, expand livelihoods, and fuel economic development momentum for the people.