Dr. Vu Van Tam, Chairman of the Board of Vu Gia Pharmaceutical Co., Ltd., said, “We grow and produce yellow flower tea in Nho Quan (Ninh Binh), which associated with the preservation of rare and valuable medicinal plants is important to the press. Heart. The yellow flowering tea tree variety is an endemic and rare product in Cuc Phuong National Park. So far, hundreds of articles have been written about Nho Quan Golden Flower Tea Park and Vu Gia Yellow Flower Tea products.

“MISSIONER” OF VIETNAM AGRICULTURAL PRODUCTS

According to Mr. Tam, the goal of Vu Gia is to establish a park that preserves all kinds of yellow tea in Vietnam and is a public project for anyone interested to visit and share experiences. Golden Flower Tea products are made following a closed cycle of seed production, cultivation, collection and processing according to GACP-WHO standards and have been certified by the Ministry of Health. The income from the product is fully reinvested in nature conservation.

These factors are the sustainable development process and the motivation to get press support. Many articles have contributed to Vu Gia Yellow Flower Tea’s 4-star rating from the OCOP. The Yellow Flower Tea brand is available not only in the country but also in many markets around the world.

Mai Thi Duyen, owner of a bougainvillea in Gia Lam district, said she planted confetti to sell seven years ago, but the number of customers has been very small. One day, a newspaper reporter happened to be interviewing something about the model, and many people came to her flower shop to inquire and buy paper flowers.

“I’m a farmer, so I hardly have access to social networks. When the flower garden is published in the newspaper with beautiful pictures and reasonable prices, the flower garden suddenly becomes famous. From then on I had the opportunity to expand production. From just growing flowers to selling them, combined with agritourism, I’ve increased profits many times over,” said Duyen.

Mr. Duong Thanh Tung, director of the Bac Giang Ministry of Agriculture and Rural Development, said Bac Giang is an important agricultural province in the country with many important agricultural products. Therefore, the press plays a particularly important role in helping the province move in the right direction.

“Today, Bac Giang lychees can travel long distances, flying high in more than 30 countries around the world. This is something no one dared to think of before. The press has made a very important contribution to this achievement,” said Mr. Tung, reiterating that the agribusiness in Bac Giang sees its shortcomings and limitations through the press. Based on practice, the press has highlighted the benefits of safe agricultural production and product traceability. Since then, the expansion of the cultivation areas with primaries, the raw material production areas with connections and cooperation is the first basis for Vietnamese agricultural products to become wider, wider and larger.

According to Ms. Ngo Tuong Vy, Deputy Director of Chanh Thu Fruit Import-Export Co., Ltd., press and media contribute to building a brand of Vietnamese products, especially at a time when we are facing difficulties due to Covid- 19 pandemic. When the agribusiness transforms from agricultural production to agribusiness, the question of branding each product is very important.

The press and media highlight the potential and benefits, reflecting reality, the current production situation, and pros and cons. From there, ministries and branches have the overview, plan, develop strategies for the agricultural sector in reality, implement them and come to life.

However, Ms Vy recommended that press agencies verify the information so that the information given to the press is realistic and accurate and there are no sensationalist headlines that make the media’s picture more accurate. The brand affect the product. When the headline is false or misleading, it has major implications for producer psychology, corporate branding, the market, and consumer psychology. In the future, the press needs to improve on this problem.

PRESS – ENTERPRISE – EVEN FARMERS “UPGRADE”

Emphasizing the role of the press in the success or failure of agricultural product brands, Mr. Nguyen Minh Tien, director of the Agricultural Trade Promotion Center, said that the center organizes numerous events and fairs, seminars, weekly promotions, launches and sales of agricultural products every year. All events take place with strong support from the media and press.

Thousands of articles covered events and helped agricultural product brands expand their reach both domestically and internationally. Not only does information have power and influence community perceptions, it also changes the perceptions of businesses, farmers, producers in particular and the public in general about the importance of building, protecting and promoting agricultural product brands.

According to Mr. Tien, companies often have to invest in brand promotion costs in order to compete with other competitors. But farmers, cooperatives and agribusinesses with little investment capital are always in the situation of “grabbing bears and shoulders”, so there is no money to promote local agricultural product brands in the domestic market, let alone promote the brand in the international market market. Fortunately, most press agencies and media are always willing to promote local agricultural products and farmers for free.

In order to improve the effectiveness of agricultural product brand propaganda in the press today, many solutions need to be implemented, according to experts. On the part of farms, municipalities and farmers, there is a need to change the perception of the importance of agricultural product brands in a positive direction. In order to ensure the preservation and development of agricultural product brands in a sustainable manner, it is important to constantly improve product quality, build distribution networks and make agricultural product brands accessible to a wide range of consumers.

Agricultural businesses, cooperatives and farmers must strengthen the provision of information and the marketing of brand images of agricultural products in the press. Businesses need to understand that the press is the best information channel to bring products and services closer to consumers. On the other hand, proactively providing information from companies on agricultural product branding issues will help reporters and editors on the issue better understand the issue so that they can effectively disseminate it to consumers and promote Vietnamese agricultural brands in the international market.

According to experts, it is necessary for media agencies to set up a team of reporters specializing in propaganda in the field of agricultural product brands. Every reporter, every journalist has to be familiar with agricultural products in order to have a good orientation for his articles. Journalists also need to stick to the basics and stick to reality. Journalists must understand and internalize the essence of the matter in order to publish correct, successful and effective propaganda articles for the public and the audience. The team of reporters who writes on the subject of agricultural product trademarks must use and use appropriate expertise to have the basic knowledge required for the construction and protection of the current agricultural product trademark and to have a good overview of the market. On the whole, correct writing has a positive effect on the psychology of the audience and readers.

The content of the article was published in Vietnam Economic Review No. 25-2023 on June 19, 2023. Welcome readers to read below The:

https://postenp.phaha.vn/chi-tiet-toa-soan/tap-chi-king-te-viet-nam