Previously, most households in Minh Hoa mainly produced agricultural goods for self-sufficiency. Combined with geographical limitations, many local specialties had little opportunity to access broader markets. Today, thanks to proactive digital transformation in promotion and marketing, the stories of production and consumption of local farmers have changed significantly.
Formerly an officer of the Farmers’ Association in Xuan Hoa Commune, Mr. Dinh Tien Dung, now Director of Xuan Hoa Agricultural Cooperative, deeply understands local farming practices and the difficulties farmers face, particularly in product promotion. Over the years, he has devoted considerable effort to developing the cooperative, focusing on its flagship product – Xuan Hoa honey.
Instead of concentrating solely on production, Mr. Dung has encouraged cooperative members to invest in packaging, labeling, and product traceability. By applying safe production processes, Xuan Hoa Honey has been certified as a 3-star OCOP product, gradually building trust among consumers. Notably, Mr. Dung frequently livestreams the beekeeping, care, harvesting process, and product introductions.
According to Mr. Dung, livestreaming allows consumers to directly observe the entire production process, helping build trust and attract attention to the cooperative’s honey products. This marketing approach has significantly increased product awareness and boosted the number of orders compared to previous years.
A livestream session selling agricultural products for local farmers organized by the Vietnam Fatherland Front Committee of Minh Hoa Commune
Currently, Xuan Hoa Agricultural Cooperative supplies around 3,500 liters of honey annually to the market. To expand sales channels, cooperative members actively promote and sell products on digital platforms such as Facebook and TikTok, gradually connecting with customers across many provinces and cities. This also provides a foundation for the cooperative to link with local beekeepers and purchase their products for distribution.
Recently, the Vietnam Fatherland Front Committee of Minh Hoa Commune coordinated with relevant organizations to organize an online livestream program titled “Online market session” on its fanpage, aiming to promote and sell local OCOP and agricultural products.
During this “digital market session,” many typical local products were introduced, including Xuan Hoa honey, Nong Viet peanut oil, Yen Hoa broom grass brooms, Roong oranges and pomelos, among others. The livestream attracted thousands of viewers, helping local specialties overcome geographical barriers and reach consumers more effectively.
Mr. Dinh Minh Tuan, Chairman of the Vietnam Fatherland Front Committee of Minh Hoa Commune, said that although this was the first time the “Online market session” was organized, it has opened new opportunities for local agricultural products to access broader markets. In the coming time, the commune plans to maintain the livestream market twice per month to support farmers in selling their products.
The application of digital transformation in agricultural consumption—and agriculture in general—is gradually shaping a new mindset in production and business in rural Minh Hoa. This approach helps increase product value, expand markets, and improve competitiveness. With continued support from local authorities and the proactive innovation of farmers, the agricultural sector in this mountainous commune is expected to achieve sustainable development in the future.
IPA