Trademark registration for agricultural products to heighten brand reputation

Trademark plays an important role in the economy. In recent years, Binh Duong province has developed many agricultural collective trademarks, such as Lai Thieu mangosteen, Bach Dang pomelo, North Tan Uyen orange and pomelo... In addition to preserving characteristics of provincial agricultural products, to have a certified trademark also brings economic benefits to members.

Delegates visit oranges and pomelos of North Tan Uyen at the ceremony of collective brand announcement. 

Building brand name of "Binh Duong agricultural products"

According to provincial Department of Science and Technology, Intellectual Property Office under Ministry of Science and Technology granted a certificate of trademark registration to agricultural products in the province including Lai Thieu mangosteen, Bach Dang pomelo, North Tan Uyen orange and pomelo, Danh Le Thanh An rice paper and Dat Thu orchids. Particularly, regarding Dau Tieng mangosteen, provincial authorities completed procedures to request for trademark certification.

Nguyen Thuy Minh Chi, Chairman of Thuan An Town Farmers’ Association – the owner of Lai Thieu mangosteen’s trademark, said that since 2014, they had appraised and allowed 18 households to use the stamp of Lai Thieu mangosteen. Lai Thieu mangosteen is competitive in terms of price. Household members united and applied a common production process to improve evenly fruit quality, being appreciated by consumers.

Doan Minh Chien, the owner of Doan Minh Chien Farm (North Tan Uyen District), said that his farm had implemented VietGAP production process. After bring certified, North Tan Uyen oranges and pomelos have been wel-known and more convenient for export.

It can be said that after being granted a collective brand certificate, many agricultural products of Binh Duong have been proved its good quality as well as origin, thereby increasing the revenue for members using collective brand. "Previously, we did not have our own packing and label, 10 Bach Dang pomelos were sold for between VND 300,000 and 350,000. After having the trademark, 10 are pomelos sold for an average price VND400,000 - 450,000”, said Nguyen Van Tan, Chairman of Bach Dang Commune Farmers' Association.

Le Tan Cuong, Deputy Director of Department of Science and Technology, affirmed that the development of collective brand was one of measures to prevent and combat infringement of intellectual property rights, protect the legitimate rights and interests of farmers and consumers, and community. The certification contributes to improving the reputation of Binh Duong agricultural products and is in line with the province’s development orientation of high-tech agriculture, application of advanced techniques.

To innovate for further development

Due to agricultural sector's innovation demand and international economic integration process, agricultural brands do and will play an important role in determining innovation orientations, improving the efficiency of agricultural production and trade activities. Up to now, management units of collective brands and households using collective brands in the province have taken steps to innovate.

According to leaders of Thuan An town Economic Chamber, besides economic benefits when being protected, the maintaining of collective brands is also a challenge to brand owners and authorities. Trademark ownership is only an initial success; the most difficult thing is protecting and developing the brand later, because this is the common bank of all members. Therefore, in the coming time, local authorities will strengthen the management of packing and labels, prevent abuse of trademarks.

"Although we have collective brand for orchid, many members of Binh Duong Orchid Club have not stuck our stamp on products for some reasons. Therefore, in the coming time, the club will encourage members to stick collective stamp on products to prove product origin, quality to create competitive advantages to orchids imported from Thailand and China”, said Le Van Dat, Chairman of Binh Duong Orchid Club.

Mr. Chien said, Binh Duong was one of the localities with official address for pomelo, orange and tangerine. During a recent working trip in Japan, Vietnamese Embassy in Japan informed that the demand for green-skin pomelos in Japan was very high, but the export of this fruit from Vietnam to this market still encountered some obstacles. This market requires trademark registration, barcodes, traceability of origin (requirements when exporting), and must ensure no residues of pesticides. Binh Duong fruits are qualified for export to this country. However, in order to have a good supply, we need more standardized production areas.