Building Brands, Expanding Markets

Farmers from A Luoi 5 Commune introducing Aquat cakes to visitors at the fair

Bringing rural flavors to the city

Stalls run by farmers from the mountainous communes consistently draw large numbers of shoppers. Pork, chicken, duck, oranges, guavas and honey – products rooted in the everyday livelihoods of highland communities – are among the items attracting particular interest.

To bring their products from A Luoi to Hue in time for the fair, Ms. Nguyen Thi Quynh, a member of the Farmers’ Association of A Luoi 3 Commune, together with her family members, had to get up at 4 a.m. After slaughtering the pigs, preparing the meat and getting the other goods ready, they set off for the city at around 5 a.m., bringing the produce of the mountains and forests with them.

While quickly portioning meat for customers, Ms. Quynh cheerfully recounted the journey of bringing her products to the fair. “The agricultural products fair gives fresh-food producers like us an opportunity to introduce our products to people from other parts of the city,” she said. “We hope that more people will come to get to know about our products, which may lead to new orders.”

At another stall, Aquat (buffalo horn cake) made by the Pa Ko ethnic community also caught the attention of visitors. Ms. Nguyen Thi Thuy of A Luoi 5 Commune said that Aquat is more than a traditional food for the Pa Ko people; it is part of a cultural memory passed down across generations.

Today, despite the growing variety of modern foods, Aquat continues to hold a special place in Pa Ko culinary culture. It is particularly important in traditional weddings, where it is an indispensable ceremonial offering. The cakes exchanged on these joyous occasions are not merely gifts; they also carry wishes for a happy and lasting marriage.

“Bringing Aquat to the fair also means bringing a part of Pa Ko culture closer to local residents and visitors,” said Ms. Thuy. “From a traditional village food, the cake now has an opportunity to become more widely known as a local specialty with its own story and cultural value, as well as the potential to develop into a distinctive local product.”

Opening new markets for local produce

Highland products are not the only attractions at the fair; fruit, food products and specialties from other localities across the city also have their own appeal. Thuy Bieu pomelos, Nam Dong oranges, papayas, bananas, bird’s eye chilies, bamboo shoots, dried leaves and various teas have all seen strong demand. Though long familiar to Hue residents, these products can gain greater visibility at the fair, which provides a platform for producers to showcase their goods and connect directly with consumers.

Ms. Nguyen Mong Quynh, a resident of Thuan Hoa Ward, said she felt reassured buying food at the fair. Since its first edition, she has regularly come to buy Hue agricultural products and local specialties and has encouraged friends to visit and shop there as well.

With 40 stalls, Hue Agricultural Products Fair 2026 offers a broad showcase of products from across the city. Each stall provides a glimpse into a different aspect of Hue’s agricultural production, from fresh produce to processed foods, and from mountain products to specialties of coastal and lowland areas. Consumers therefore have an opportunity not only to buy products but also to learn where they come from, how they are produced, and the stories behind them. At the same time, the fair allows farmers, cooperatives and producers an opportunity to take a fresh look at their own products.

Hue City Farmers’ Association currently manages 23 branded and trademarked products, which have been transferred to farmers’ associations in communes and wards for management. It also continues to oversee and develop trademarks for local agricultural specialties. Meanwhile, OCOP (One Commune One Product) products are gradually establishing stable markets, gaining a stronger foothold and building greater brand recognition.

According to Mr. Nguyen Chi Quang, a member of the City Party Committee and Chairman of the Hue City Farmers’ Association, the fair is only a starting point. For local agricultural products to achieve sustainable growth, longer-term plans, along with coordinated investment in quality, branding, science and technology, packaging, market development and distribution networks, are needed. Hue City Farmers’ Association will continue working with municipal departments and agencies, including Department of Science and Technology, to enhance the value of OCOP products, gradually turning local agricultural specialties into higher-value commodities that can generate greater economic returns for producers.

“Held annually, Hue Agricultural Products Fair has become an important link between production, consumption, promotion and brand development,” said Mr. Quang. “More importantly, it encourages farmers to change the way they approach production, placing greater emphasis on quality rather than simply pursuing higher output.”