One year after Dak Lak and Phu Yen merged into the new Dak Lak province, the transformation is evident not only on the administrative map but also in the journey of OCOP products.

Local specialties are reaching more distant markets, broadening their market presence, alongside benefiting from newly established linkages, creating fresh momentum to enhance their value and competitiveness.

At Le Son Coffee Trading and Production Co., Ltd. in Ea Kar commune, production facilities have been upgraded with modern equipment along with improved processing lines. The company's products have retained their 3-star OCOP certification and, in early 2026, obtained HACCP certification for food safety.

Ms. Nguyen Thi Dung, the company's representative, said that Le Son coffee had already been available in the former Phu Yen market for many years and had been well received by consumers. Since the administrative merger, market access has become more easier, opening up novel opportunities for the company to scale up production while pursuing long-term development.

The company currently maintains a 4-hectare VietGAP-certified raw material area and collaborates with Company 721 to expand its supply base. Building on this foundation, it is developing the "Le Son Civet Coffee Ecosystem", combining coffee production with indigenous cultural experiences. According to Ms. Dung, the greatest advantage of the novel Dak Lak lies not merely its expanded geographical scale but its ability to connect forests with the sea, alongside agriculture with tourism, enabling businesses to invest with greater confidence in value-added business models rather than simply marketing products.

Hung Mien OCOP products showcased at an agricultural conference.

While the story of Le Son Coffee reflects a shift in investment strategy, Hung Mien brand, owned by Mr. Nguyen Duy Hung in Song Hinh commune, has witnessed its consumer market continue to expand. Products such as sun-dried beef, smoked beef, pepper-salted chicken as well as smoked pork are no longer sold only in the former Phu Yen province but are now distributed through an expanding network across the new Dak Lak province.

According to Mr. Hung, enterprises currently have greater opportunities to build partnerships, strengthen distribution networks alongside promoting their brands. As the provincial economic space continues to expand, OCOP producers are also benefiting from greater opportunities to exchange experience in brand development, improve packaging, enhance product quality while developing modern distribution channels.

The province currently has 764 OCOP products, rated from 3 to 5 stars, produced by 372 participating entities. While these figures reflect the programme's continued expansion, the more significant transformation lies in the producers' evolving mindset. Instead of focusing on individual products, numerous enterprises and production establishments are investing in integrated raw material areas, deep processing, brand development as well as market expansion.

Programme administrators also see novel opportunities after one year of operating within the expanded administrative area. Mr. Ho Van Nhan, Deputy Chief of the Dak Lak Provincial New Rural Development Coordination Office, said that the greatest advantage lies in the substantial expansion of raw material areas. Better-connected production regions are creating favourable conditions for products to be developed through larger-scale value chains, providing a stronger foundation for improving quality and progressing towards 4-star coupled with 5-star OCOP certification.

Expanding commercial connectivity is creating favourable conditions for OCOP products to access broader markets, increase their value and strengthen their market position, contributing to sustainable livelihoods for local communities while reinforcing the distinctive identity of the new Dak Lak province.

Translated by KHUONG THAO