Enhancing the brand name of Lai Thieu mangosteen

The brand name of Lai Thieu mangosteen was announced on June 19^th 2014. This was the result of 3 years (2010-2013) of compliance with GAP’s production process, criteria for fruit weight, sugar, food safety by high quality mangosteen gardens in wards of Hung Dinh, An Thanh, Binh Nham, and An Son commune (Thuan An town).

Since the emergence of Lai Thieu mangosteen collective trademark, mangosteen growers in Thuan An town has connected to organize clubs or economic collectives to have a common production process and uniform fruit quality, building up their name’s reputation in the market.

Mr. Truong Cong Thach, Deputy Head of Thuan An town Economics Office, said, in previous years, Lai Thieu mangosteen was in a fierce price competition with many kinds of mangosteen from other localities. Now, the recognition of Lai Thieu mangosteen is a new business chance for farmers along Saigon River, improves competitive capacity of this Lai Thieu mangosteen over other products.

Currently, Thuan An town has 1,238 hectares of fruits of mangosteen, strawberry, banana, citrus… including 661 hectares of mangosteen. 12 households with a total area of 4 hectares established Lai Thieu mangosteen collective trademark. Although the number of participants is still low, the recognized trademark has contributed to improving the economic value of this product, highlighting local specialty, applying scientific advancement into production, ensuring legitimate rights and interests of local farmers.

Mr. Thach said, owning the brand Lai Thieu mangosteen was only the initial success. The most difficult thing is to maintain and develop the brand, because this is a collective trademark that may lead to the abuse of this trademark, causing adverse consequences.

Apart from employing and managing the brand, Thuan An town Farmers' Association has strengthened the coordination with functional departments to promote science - engineering transfer in production; integrate enterprises into the value chain, pay more attention to product processing after harvest to create the highest value for farmers. The association has also cooperated with competent authorities to promote trade, advertise their brand name.

The building of Lai Thieu mangosteen’s collective trademark has been performed since 2010 by Thuan An town at high quality mangosteen gardens in wards of Hung Dinh, An Thanh, Binh Nham, and An Son commune according to model and criteria of GAP. In August 2013, Intellectual Property Department under Ministry of Science and Technology certified Lai Thieu mangosteen collective trademark with brand owners for 10 years (from the date of issuance). Thuan An town Farmers' Association has the right to use the collective trademark of Lai Thieu mangosteen, and only mangosteen kinds meeting quality standard, grown and harvested in Thuan An town are allowed to use the mark in order for customers to distinguish Lai Thieu mangosteen.

Earlier, in August 2012, Vietnam record book Center (Vietkings) in collaboration with the Institute for Southern fruits, Vietnam Fruit Association and Intellectual Property Department to choose Lai Thieu mangosteen to be on top 50 most popular fruits of Vietnam.

Reported by H.Pham – Translate by Ngoc Huynh

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