The family of Lường Văn Thành in Mường Phăng currently grows more than 500 Hạ Đen grapevines. This year, his family harvested over a ton of grapes. By mid-July, the grape harvest season had come to an end for Thành and several other households in Mường Phăng. Yet, in markets across Điện Biên Phủ, vendors continue to sell “authentic Mường Phăng grapes”.

“My family finished harvesting around mid-July. But recently, I saw people in Điện Biên Phủ selling grapes labeled as Mường Phăng for only VND 70,000-80,000 per kilogram, while my grapes are priced at VND 150,000 per kilogram. They look similar, but the taste is nowhere near the same. They’re using the Mường Phăng name to sell products that do not match the actual quality. When consumers taste them and find them unpleasant, they will mistakenly think that Mường Phăng grapes are of poor quality, which will seriously damage all the hard work we’ve put into building the brand”,  said Thành.

The Hạ Đen grape variety has been cultivated in Mường Phăng in recent years. Due to the area’s unique soil and climate, the grapes grown here are highly regarded by consumers for their excellent quality: sweet and tangy, with firm, juicy berries and minimal pests. While the grapes do not yet have official geographical indication status, Mường Phăng grapes have gradually made a name for themselves in the local market and have become a favorite summer fruit for many households in Điện Biên.

Thành added that there are currently only three households in Mường Phăng cultivating Hạ Đen grapes, with approximately 2,000 vines. The harvest season lasts only about a month, from mid-June to mid-July. Yet, some are still selling “Mường Phăng grapes” a month later at a cheaper price, causing many to doubt their authenticity.

After discovering the issue, Thành shared his concerns on social media and received a variety of responses from consumers. Nguyễn Thị Ngần, from Thanh Nưa commune, commented: “I saw grapes being sold at the market labeled as Mường Phăng, but they looked completely different: small stems, soft, and not fresh. Last year, I bought genuine Mường Phăng grapes, and they were firm, sweet, and delicious. This year, though, I noticed many sellers with grapes labeled as Mường Phăng, but without clear origins. I was hesitant to buy them for fear of compromising my health.”

Using the “Mường Phăng” brand to sell poor-quality or sour grapes could lead to serious consequences, economically damaging local farmers and tarnishing the hard-earned reputation of the region’s agricultural products. Building trust with consumers has taken significant effort from grape farmers in Mường Phăng, from selecting the right varieties to carefully nurturing the vines and promoting their products. Without proper legal protections in place, the brand remains vulnerable to exploitation. The actions of some individuals falsely marketing their grapes as “Mường Phăng’’ is unacceptable and misleads consumers, making it harder for them to differentiate between authentic and counterfeit products. Phan Thế Chiến, from Điện Biên Phủ, expressed: “Only a few households in the commune grow grapes, and they carefully tend to each vine. Others who don’t cultivate them but fake the brand to sell substandard products will eventually lose the trust of consumers and harm the reputation of Mường Phăng grape growers.”

If this issue persists, it will hurt legitimate grape farmers and put the entire local agricultural brand at risk of losing consumer confidence. To protect the quality products and the hard work of honest farmers, the local authorities in Mường Phăng are focusing on strengthening traceability systems for agricultural products.

In an interview, Trần Văn Tuấn, Chairman of the Mường Phăng commune People’s Committee, shared: “We are aware of the issue where some individuals are using the name “Mường Phăng grapes” to sell grapes long after the harvest season has ended. However, since Mường Phăng grapes have not yet been assigned a planting area code, geographical indication, or clear branding, enforcement is difficult. In the near future, we plan to develop a brand identity system, including packaging design, labels, and a QR code for traceability. Additionally, we are working with grape growers and consulting experts to register brand protection, providing a legal foundation to safeguard their products.”

Aside from brand protection, the Mường Phăng commune is also prioritizing sustainable agricultural practices, using organic fertilizers and avoiding chemicals to ensure that the grapes meet food safety standards. The local government recognizes its role in protecting the rights of farmers and guiding the development of high-quality, sustainable agriculture. Finalizing the brand will not only protect the unique product but also support the livelihoods of the community.

The story of Mường Phăng grapes serves as both a warning to consumers and a reminder of the importance of protecting local agricultural brands. In an era of global integration and competition, every quality product needs clear identification, including traceability labels and geographical indications, to prevent exploitation and counterfeiting. This will build consumer trust and foster sustainable development.