Developing the Muong Lo rice brand.

According to research by the Institute of Soil Science and Agricultural Chemistry, Institute of Agricultural Genetics (Vietnam Academy of Agriculture): The Muong Lo area has an average annual rainfall of 1,400 - 1,600 mm, an average temperature of 23.2°C, humidity of about 80%, and 1,800 hours of sunshine per year.

Notably, the diurnal temperature range of 8-14°C is a crucial factor in promoting photosynthesis and the accumulation of dry matter in rice grains.

These specific conditions have made the Séng cù rice variety distinctly different: its grains are white, sticky, fragrant, high in protein, and rich in nutritional value.

Introduced to Muong Lo by the local people in 1995, Seng Cu rice quickly established itself as a specialty product, especially in 2018 when Muong Lo rice was granted geographical indication protection.

This is not only a recognition of quality but also a "passport" that helps the product enter a wider market. Therefore, local authorities have implemented a comprehensive range of solutions to enhance the value and competitiveness of the product, from planning raw material areas and improving cultivation techniques to boosting trade promotion and brand advertising.

One of the systematic approaches is the implementation of the "Muong Lo Rice" Geographical Indication Management and Development Science Project for the period 2021-2022. The project has established a model for producing high-quality Seng Cu rice on 40 hectares, aiming for a closed-loop process from seed selection and planting to harvesting, processing, and consumption. This is an important foundation for replicating the high-quality rice production model throughout the region, while also building strong consumer confidence.

The role of indigenous knowledge in brand building cannot be overlooked. Through generations of living and farming, the farmers of Muong Lo have accumulated a valuable system of experience, from seed selection and water resource protection to environmentally friendly farming methods.

Traditional practices such as burning rice straw to obtain ash for fertilizing the fields, growing water hyacinth to keep the rice warm, and using green manure instead of chemical fertilizers not only help increase productivity but also contribute to the protection of a sustainable ecosystem. This is the core value that makes up the "soul" of Muong Lo rice - an element that no modern technology can replace.

Practical experience shows that applying cultivation processes according to geographical indication standards has yielded clear results. In An Son residential area, Cau Thia ward, more than 80 households still maintain the cultivation of Seng Cu rice, with the scale expanding.

Mr. Nguyen Quoc Huu's family is one of the households that participated in the model from the beginning, boldly investing and expanding rice cultivation to 8,000 m². According to Mr. Huu, thanks to using high-quality seeds and adhering to technical procedures, productivity has increased by about 1.2 times compared to before, and especially, the output is stable, with traders buying at high prices.

Similarly, Mr. Nguyen Van Trong's family also achieved positive results by participating in the production of purebred Seng Cu rice according to VietGAP standards. Adhering to technical procedures not only increases productivity but also ensures product quality, meeting the increasingly stringent requirements of the market.

Acting as a "bridge" between farmers and the market, the An Son Agricultural General Services Cooperative has been effective in organizing production and product consumption.

Mr. Nguyen Van Tuong, Chairman of the Board of Directors and Director of the Cooperative, said: “We select eligible households to participate and regularly provide technical guidance, from planting and caring for the plants to harvesting and preserving them. As a result, the quality of rice has improved significantly, the selling price is increasing, creating motivation for people to expand production.”

Not content with just the domestic market, Séng cù rice from Mường Lò has gradually expanded into the international market. In 2023, the product was honored to be one of the 10 outstanding agricultural products of the province eligible for export to the United Kingdom. This is an important milestone, not only affirming the quality of the product but also opening up great opportunities for building the brand of Vietnamese agricultural products on the international stage.

In parallel, product standardization according to the OCOP program, application of traceability, and packaging improvements have contributed to increasing added value and consumer confidence.

Currently, Séng cù Mường Lò rice is available in many distribution systems and is being purchased by businesses inside and outside the province, creating a stable market for producers.

However, for the Muong Lo rice brand to develop sustainably, it is necessary to maintain consistent quality across the board, protect the brand from counterfeiting, and enhance deep processing capabilities and expand export markets. This requires the coordinated efforts of the government, businesses, and people, with farmers remaining at the center.

Developing the Muong Lo rice brand is not just an economic story, but also a journey of preserving and promoting local cultural values. Each grain of Seng Cu rice not only contains the essence of nature but also the result of the diligent, creative, and environmentally responsible labor of the farmers here.

Once a brand is established, its value extends beyond just income; it also contributes to enhancing the prestige of Vietnamese agricultural products and spreading regional cultural identity to friends both domestically and internationally.

In the context of deep integration, developing the Muong Lo rice brand in a sustainable, high-quality direction, linked to geographical indications and international standards, is an inevitable path. This is not only a strategy for local economic development but also a testament to the potential of Vietnamese agriculture: from small-scale production to high-value-added commodity production, capable of competing in the global market.

Presented by: Thanh Ba

Source: https://baolaocai.vn/phat-trien-thuong-hieu-gao-muong-lo-post897388.html