Sowing aspirations in highland soil

Once arid and rocky, the rolling limestone hills of Hoa Binh Province’s Cao Phong District are now blanketed with lush, fruit-laden orange orchards. Renowned for their distinctive flavor, Cao Phong oranges boast a sweet, juicy taste, thin aromatic skin, and have long been recognized as a standout specialty of Vietnam’s Northwestern region.

However, transforming these locally treasured fruits into a national brand that can compete in major domestic and international markets has required tireless efforts. Leading this transformation is Cao Phong 3T Agricultural Product Cooperative, known as 3T Farm, whose journey exemplifies the determination to elevate native produce to new heights.

Founded with the mission to enhance the value of local specialties, 3T Farm did not stop at simply growing and selling oranges. Instead, it embarked on a bold path: developing a product brand deeply rooted in the cultural identity of ethnic minority communities.

The journey to build a brand for Cao Phong oranges has paved the way for other agricultural products from ethnic minority and mountainous regions. (Photo: Ngoc Hoa)

From the outset, Vu Thi Le Thuy, Director of 3T Farm, was clear in her vision: “To produce sustainable agricultural goods, it’s not enough to have a good product, it needs a soul. That soul comes from the land, the people, and the cultural identity.”

With this vision, the cooperative has pursued a professional approach to branding Cao Phong oranges. Cultivation areas have been scientifically planned to meet VietGAP standards, with a roadmap toward GlobalG.A.P. certification. Each product batch is traceable through origin codes and transparent sourcing. What truly sets 3T Farm apart, however, is the incorporation of Muong cultural elements into its branding.

Packaging is elegantly designed with patterns inspired by traditional brocade. Each product batch is accompanied by a story about the land of Cao Phong and the hardworking Muong farmers who have devoted their lives to cultivating oranges on rocky hills. From fresh fruit, 3T Farm has diversified into value-added products such as orange essential oil, candied orange peel, and orange peel tea. These products are rich in the essence of the mountains and forests, enhancing value and extending brand longevity.

Reaching beyond the domestic market, 3T Farm has brought its products to international trade fairs and targeted demanding markets such as Japan and the Republic of Korea. The presence of Cao Phong oranges on the shelves of major retailers like AEON (Japan), BigC, and VinMart has opened new doors and affirmed the standing of highland agricultural products on the global stage.

More than just a success story about oranges, 3T Farm has sparked inspiration for other highland specialties such as Shan Tuyet tea, plum, and hawthorn apples. Embracing the philosophy “going far by going together,” 3T Farm has led local Muong farmers in Cao Phong away from fragmented, small-scale production toward integrated value chains that connect products with brand and cultural identity.

Thanks to this effective business model, households participating in 3T Farm’s production chain now earn over VND100 million per hectare annually. Beyond improved incomes, local farmers receive training in modern farming techniques, brand management, and the use of e-commerce in product marketing.

“Brand building is not just about selling, it’s about affirming the value of those who create the products. It’s the pride of ethnic minorities to see their products displayed in prestigious markets and luxury stores,” said Vu Thi Le Thuy.

Advancing the reach of highland brands

The journey to build a brand for Cao Phong oranges has paved the way for other agricultural products from ethnic minority and mountainous regions. Despite challenges in scale, competitiveness, and integration, the initial success of 3T Farm’s model is a testament to the highland people’s big dreams, resilience, and ability to master the market.

As oranges are beautifully packaged and infused with the sweet essence and proud stories of the Muong people, the Cao Phong brand is taking flight, emerging as a symbol of prosperity from once barren, rocky land.

Cao Phong Oranges are not only a celebrated specialty of Hoa Binh Province, but also a symbol of the aspiration to establish a recognized agricultural brand from ethnic minority regions. (Illustrative photo)

A key factor in the journey of Cao Phong oranges and other ethnic minority products is the vital support of the Ministry of Industry and Trade (MoIT). This support acts as a foundation upon which businesses and cooperatives can implement, scale, and sustain their innovative ideas.

In recent years, the MoIT has directed the Vietnam Trade Promotion Agency (VIETRADE) and the Agency for E-commerce and Digital Economy, in coordination with the Hoa Binh Department of Industry and Trade, to implement a range of practical support programs. These include organizing domestic and international exhibitions, inviting export enterprises, and offering training courses on brand management, packaging design, and traceability.

According to Nguyen Thi Thu Ha, Head of the Trade Management Division of the Hoa Binh Department of Industry and Trade, Cao Phong oranges are a key product prioritized in national trade promotion programs. They have been featured at Vietnamese Goods Week events at major supermarket chains like AEON (Japan) and Lotte (Republic of Korea), gradually building a structured export brand.

“For Cao Phong oranges to develop sustainably, it is crucial to improve product quality, adopt international standards, invest in preservation technology, and strengthen branding tied to Muong cultural identity,” Nguyen Thi Thu Ha emphasized.

Notably, under the National Target Program on Socioeconomic Development in Ethnic Minority and Mountainous Areas, the MoIT is implementing various projects that integrate production with the development of distinctive, region-specific and ethnic-specific brands. These policies are transforming highland farmers from small-scale producers into brand owners, true stakeholders in their native land.

From the sweet taste of Cao Phong oranges to the culturally rich products of Vietnam’s highlands, building agricultural brands for ethnic minority regions is not just an economic endeavor. It is a journey of cultural affirmation and a pursuit of legitimate prosperity. When policies and willpower align, products infused with the spirit of the Northwestern mountains will soar even farther, contributing to a new chapter in the nation’s economic narrative, where highland voices resound on both domestic and global stages.