Inside those compact cans is not only the fragrant and rich macadamia nuts of the Tuần Giáo land, but also a story of a highly driven startup by a woman who chose a different path: elevating the value of local agricultural products through processing and brand building.

On a morning preparing for the harvest season, the macadamia orchards in Tuần Giáo commune are covered in a lush green. This is the very source of raw materials creating products under the Macca Việt Hà brand - one of the typical local OCOP products. In today’s market, Việt Hà macadamia features various product lines such as roasted in-shell macadamias, macadamia kernels, and convenient canned macadamias. It is easily noticeable that the products receive substantial investment in packaging, making them suitable for daily use or gifts. However, to achieve its current position, the brand-building journey of Vũ Việt Hà was by no means easy.

Stemming from the reality that many local agricultural products are mostly sold in raw form with low added value, Vũ Việt Hà anxiously sought a new direction for macadamia nuts. Her initial idea was simple: how to make the product evolve past being sold by the kilogram and instead become a signature specialty carrying the unique imprint of the Điện Biên land. Thinking turned into doing, and she began researching processing, preservation, and packaging processes. The early days of the startup were a series of challenging times. Limited capital, simple equipment, and a lack of experience caused the finished products to fall short of requirements multiple times.

“There were batches where the entire roast had to be discarded because the quality did not meet expectations. It was deeply regrettable, but if I sold them to customers, I wouldn’t feel right. I believed that to survive in the long run, quality must be placed above all else,” recalled Vũ Việt Hà.

From those initial failures, she continued to tinker and learn roasting, drying, and preservation techniques to perfect the production process. After numerous trials, the facility gradually found the right method to retain the natural flavor of macadamia nuts, ensuring their distinct crispness, rich and buttery taste, and inherent nutritional value. According to Vũ Việt Hà, raw materials dictate the majority of product quality. Therefore, right from the purchasing stage, the facility sets strict standards.

Nuts must be harvested at the correct maturity, with kernels reaching standard quality, free of pests, and unaffected by moisture during storage. After selection, the macadamias undergo preliminary processing, roasting, sorting, and packaging. Every stage is rigorously inspected to ensure that the products reaching consumers retain their optimal flavor. It is precisely this meticulousness that has helped the products gradually earn customers’ trust.

Nguyễn Thị Hồng, a regular customer of the product, stated: “Initially, I bought a few cans to try and use as gifts. Afterwards, my relatives gave excellent feedback, so my family continued to use them. The product is convenient, perfect for gifting and introducing to friends from afar.”

Similarly, Trần Thị Hạnh mentioned that she often purchases the product in large quantities whenever she hosts guests or visits relatives. “What I like is that the product is carefully packaged, easy to preserve, and convenient to use,” shared Trần Thị Hạnh. Beyond focusing on processing, the Macca Việt Hà facility also chose a development path closely linked with local raw material zones. This is considered one of the key factors helping the product maintain stable quality over the years.

Currently, many macadamia acreages in Tuần Giáo have entered the harvesting stage. To secure long-term raw material sources, the facility has signed purchasing contracts with local households while providing technical support for care, harvesting, and post-harvest preservation. Thanks to a stable output, macadamia growers feel more secure investing in their orchards. Quàng Văn My, a household participating in the production linkage, stated that previously, product consumption depended heavily on traders and fluctuating market timing. However, ever since the facility stepped in to guarantee off-take, production has become much more proactive.

“Since the Việt Hà facility started purchasing, we have felt much more at ease. The nuts we produce have a stable consumption outlet, and we no longer worry about price squeezing. Through the linkage, our people are also guided on how to harvest and preserve to achieve the best quality,” said Quàng Văn My.

This link between the processing facility and farmers not only brings economic benefits to individual households but also contributes to forming a value chain for the local macadamia product. This is also the direction being encouraged by many localities to upgrade the value of agricultural products and drive sustainable rural economic development.

Alongside linking with farmers, the Macca Việt Hà facility also creates jobs for many local workers. At the processing workshop, stages such as raw material sorting, packaging, and product quality checks are performed regularly, generating a stable source of income for laborers. Lò Thị Tâm shared that she has worked at the facility for nearly five years. The job is not overly strenuous but demands care and meticulousness in every step. “An average income of around VND 7 million per month helps my family stabilize our lives more. Crucially, having a job right in the locality means I don’t have to work far from home,” shared Lò Thị Tâm.

The results achieved over the past period stand as recognition for the facility’s relentless efforts. In 2022, the Việt Hà dried macadamia product was recognized as a provincial-level 3-star OCOP standard. This marked a vital milestone, enabling the product to access more markets. The facility was also awarded a Certificate of Merit by the provincial People’s Committee for its contributions to the rural economic development movement and new-style rural area building.

According to Quàng Văn Cương, Chairman of the Tuần Giáo commune People’s Committee, Vũ Việt Hà’s model is one of the prime examples of OCOP product development attached to raw material zones. “The facility not only contributes to elevating the value of macadamia nuts but also creates jobs for local workers and expands agricultural product consumption opportunities for residents in the area,” evaluated Quàng Văn Cương.

However, for Vũ Việt Hà, the current results are merely the beginning. What she cares about most is how to continuously perfect the product, better satisfy consumer demands, and reach out to larger markets. In recent years, the facility has continued to invest in improving packaging, upgrading production equipment, and researching new product lines derived from macadamia nuts. Alongside this is the strict maintenance of quality standards to build long-term trust with customers. “I hope that Macca Việt Hà will not only be known in Điện Biên but will also be present in many provinces and cities across the country. To achieve that, we must always maintain stable quality and constantly innovate,” shared Vũ Việt Hà.

From the macadamia nuts harvested on the land of Tuần Giáo, a journey to elevate local agricultural products has been shaped by perseverance, dedication, and a spirit of daring to try new things. The success of Macca Việt Hà lies not only in the products offered on the market but also in the value that the model brings to farmers, workers, and the local community. In a context where many highland agricultural products still struggle to find a standing in the market, Vũ Việt Hà’s story shows that when agricultural products receive investments in processing, brand building, and methodical production linkages, the value generated will extend far beyond individual harvest seasons. This is also the path for the specialties of the Điện Biên land to step-by-step go further, reaching more consumers inside and outside the province.