From familiar products of the mountains and seas, through modern distribution channels, local specialties are gradually expanding their markets. The journey bears the mark of entrepreneurs driven by love for their homeland, the dynamism of businesses, and the support of the government in assisting production and trade promotion, bringing “gifts from the forest and sea” to a wider market.

When mentioning Dak Lak specialties, coffee is always a prime example. During the recent years, many organizations and businesses in the province have strived to bring local coffee to the international market. A prime example is EDE Farm Trade and Service Company Limited with its MISS EDE coffee and chocolate brand - a pioneering enterprise in Dak Lak exporting processed coffee under its own brand through official channels. In 2025, with the support of various organizations and units, MISS EDE brand participated in many major international exhibitions, contributing to promoting Vietnamese Robusta specialty coffee and expanding its distribution system. As a result, MISS EDE’s finished coffee products were officially exported to many markets, including the United States, becoming the second finished coffee brand from Dak Lak province to achieve multi-market export capability.

Representatives of MISS EDE participating in the signing of a memorandum of understanding on trade of Vietnamese Robusta specialty coffee into the Korean market

Continuing the traditional craft passed down from their ancestors, after many years of preservation and development, the Long Thuy traditional fish sauce village now has more than 50 production facilities of all sizes, with 8 fish sauce products achieving 3-star OCOP certification, such as Ngan My A and Hong Gia Phuc. Ms. Nguyen Thi Huong, owner of the Hong Gia Phuc fish sauce production facility, said: “Delicious fish sauce is difficult to make a living from if it can't reach a wider market. Therefore, to aim for sustainable and long-term development, in addition to preserving the traditional fish sauce making techniques, I have invested in machinery and actively applied science and technology to production to improve quality and efficiency. Thanks to this, traditional fish sauce products are increasingly meeting the needs of consumers in many provinces and cities nationwide and reaching international markets”.

Opening the market

A common point in the journey of bringing “gifts from the forest and sea” to a wider market is the transformation from small-scale production to producing goods according to market demand. Producers are increasingly focusing on quality standards, packaging, and brand storytelling, thereby conveying values about origin and local culture to create differentiation.

Along with the efforts of businesses is the active support of all levels of government, organizations and units. Through perfecting mechanisms and policies, improving the investment environment, supporting for trade promotion and market expansion, Dak Lak province has created favorable conditions for distinctive products to leverage their advantages and gradually assert their position in the market. Many programs supporting businesses in technological innovation, brand building, and OCOP product development have been effectively implemented, becoming an important foundation for production and consumption activities.

According to the Chairman of the Provincial Business Association, Mr. Huynh Van Dung, in 2025, the Association organized many business delegations to participate in programs such as supply chain connection and participation in domestic and international trade fairs and exhibitions. At the same time, the Association also supports businesses in building brand, training skills, disseminating market information, connecting retail outlets, and applying technology and digital transformation to bring goods farther and enhance the competitiveness of local businesses.

Translated by TRINH THUY