Overview of the workshop

The project titled “Registration for Protection, Development, and Implementation of the Management System for the ‘Son La Pineapple’ certification mark” was approved by the Provincial People’s Committee for implementation starting in 2022, with AMC Vietnam Brand Development and Consulting Co., Ltd. as the lead unit. The project is part of the Intellectual Property Asset Development Program for the 2021–2025 period, with a vision toward 2030. Its objectives are to enhance the competitiveness and added value of Son La’s pineapple products; improve producers’ participation in the pineapple value chain—thereby gradually increasing household incomes; and establish the foundation for the sustainable value chain development of Son La pineapples.

Mr. Nguyen Van Ba, Director of AMC Vietnam Brand Development and Consulting Co., Ltd., presented a report on the operational outcomes of the model.

After the pilot phase, the management and utilization model for the certification trademark has initially yielded many positive results. The model was developed with a focus on simplicity and efficiency, tailored to the specific conditions of pineapple production, processing, and consumption in the province. The management toolkit includes: regulations on trademark usage, quality control standards, a technical handbook, production process monitoring templates, and a range of promotional tools such as a brand identity system, product traceability platform, Facebook fanpage, and TV commercials. These were deployed by the project unit to cooperatives and pineapple-growing households. Accordingly, the project organized eight training courses for 240 officials, farmers, and production facilities, while also supporting the preparation of certification trademark registration dossiers for 59 organizations and individuals. Following the evaluation, two exemplary cooperatives — Dan Dam Agricultural Cooperative (Quynh Nhai) and Huoi Mo Agricultural and Forestry Cooperative (Song Ma) — were granted the right to use the certification trademark. Both units maintain stable pineapple supplies for processing enterprises and fully meet the criteria for product quality and traceability.

In addition, activities supporting quality control, monitoring the use of the certification trademark, and promoting trade have also been effectively implemented. Two pilot sales points in Son La and Moc Chau received positive consumer feedback, with rapid sales and prices about 10% higher than the market average.

At the workshop, delegates shared insights on ensuring the effective operation of the model, emphasizing the need to combine state management with agricultural trademark management to sustain and develop the “Son La Pineapple” certification trademark. Departments, sectors, and localities were urged to coordinate in granting trademark usage rights in line with the realities of production. For localities, cooperatives, and individuals with pineapple cultivation areas within the designated geographical zone, continued support will be provided in trade promotion, product marketing, and technical assistance for digital transformation, aiming to maximize the value derived from the “Son La Pineapple” certification trademark.

Based on the feedback received, the project’s lead agency will refine the project documentation and continue to enhance product promotion via social media platforms, aiming to expand market presence for the “Son La Pineapple” and thereby increase product value and generate economic benefits for farmers.

Anh Nguyet

Translated by Huyen Vu