Crafting Regional Brands: Capturing the Spirit of the Highlands

In the ethereal mist that graces the mountainside, nestled within the remote villages of northwestern Vietnam, lie unique products that encapsulate the flavors of the land and sky. But more importantly, they embody the resilience and aspirations of the ethnic minorities who call this region home. To bring these cultural treasures to the forefront, we need visionary individuals with bold ambitions and a deep respect for cultural identity.

Vietnam Economic News reporter had the privilege of interviewing Nguyen Thi Thanh Huong, Director of Long Dat General Processing and Trading Cooperative in Yen Bai Province. Nguyen Thi Thanh Huong shared her insights on their cooperative’s journey to develop distinctive brands and enhance the value of ethnic and highland products.

Nguyen Thi Thanh Huong, Director of Long Dat General Processing and Trading Cooperative, Yen Bai Province

Awakening Cultural Identity to Forge Sustainable Brands

What has been your primary concern in building brands for ethnic minority products?

My greatest concern has been preserving traditional values amidst the whirlwind of modernization. As we package highland products in a more luxurious and marketable light, I constantly question how much of the old flavor and mountain identity remains intact. It saddens me to see our homeland’s products altered beyond recognition, retaining only their names while losing their souls.

Our cooperative is dedicated to conserving traditional processing methods. With every bite of our smoked buffalo meat, we want consumers to taste the essence of highland cuisine and imagine the misty smoke curling around stilt houses.

No matter where our products travel, whether they grace urban shelves or distant tables, we hope they evoke images of cozy stilt houses, the melodies of love flutes, and the fragrant forests of our homeland.

What difficulties has the cooperative faced in developing ethnic-brand products, and how have you overcome them?

Changing the production mindset of local ethnic minorities has been our biggest challenge. For generations, they have practiced small-scale, subsistence production, creating goods primarily for household use or local sale. Transforming this mindset required patience and perseverance, like a spring gradually soaking into stone.

We started with the basics: raising free-range buffalo in vast forests, selecting the purest ingredients, and maintaining impeccable hygiene standards. Over time, the locals recognized the value of their products, not just in terms of higher prices but also in the love and respect they garnered from customers near and far. They began to take pride in their work, understanding that it carried the honor and dignity of their highlands.

At Long Dat, we believe that a brand is more than a hollow slogan. It is forged from quality and the sincere dedication of its makers. Our smoked buffalo meat is a testament to that, blending sweat, kitchen smoke, and the bold flavors of the mountains. It not only transports people to the Northwestern region but also promises consumers safety and purity in every bite.

Elevating Highland Products

As the director of Long Dat, can you share your personal journey and efforts to enhance the value and brand identity of ethnic minority products?

As a native of the Northwestern mountainous region, I inherently understand how the land and the breeze shape the soul of this area. The products here are more than just a means of livelihood; they are cultural distillations, narrating stories of mountains, hardworking hands, and proud ethnic hearts.

When we established Long Dat, it was about more than just creating products for sale. We wanted to ensure that each item we sent to consumers captured the full spirit of the highlands, from the drifting kitchen smoke to the aromatic flavors that waft through misty mountain passes.

With smoked buffalo meat, a culinary staple of the Mong and Thai people, we preserve traditional tastes while elevating processing standards for food safety, attractive packaging, and commercial viability. We ensure that our product can grace high-end markets without sacrificing its identity.

From selecting free-range buffalo raised on mountain peaks to meticulous seasoning, fire-smoking, and packaging, we approach each step with devotion, embedding a piece of the highlands into every product. We want consumers not just to taste an exotic flavor but to experience the verdant memory of the Northwestern mountains with each package they open.

Each item becomes a silent “ambassador,” conveying the beauty and freshness of the highlands. (Photo: Ngoc Hoa)

In your opinion, what is the key to helping ethnic minority products gain wider reach and establish long-lasting brands?

I firmly believe that sustainability is rooted in pride. When highlanders recognize that their products are not just means of subsistence but treasures passed down from their ancestors, symbols of majestic mountains and waterfalls, they will cherish every batch of meat, every herb, and every drop of sweat that goes into their fields. This mindset is crucial for the survival of traditional crafts and the success of local specialties in larger markets.

However, we cannot embark on this journey alone. We need support from the government and organizations to help our people access modern processing technology and improve preservation techniques, ensuring that forest flavors can be enjoyed by modern consumers without compromising their expectations.

Moreover, branding highland products should be a mission to preserve identity. Attractive packaging is not enough. We must infuse each product with a story, a soul, and a unique cultural imprint, so they become ambassadors of our region’s memory.

Lastly, my greatest worry is breaking down barriers and forging new paths for our people’s products to reach consumers beyond the rugged mountains. When lowland consumers understand, appreciate, and cherish highland goods, our brands will truly touch hearts and find their permanent place.

Thank you for sharing your insights with us!

The products crafted by ethnic minority communities are more than economic commodities; they are embodiments of the mountains and forests’ spirit and the souls of generations who have harmonized with nature. Every ripe tao meo apple, vibrant brocade thread, and aromatic coffee bean tells a story of enduring labor and customs preserved through misty seasons. Preserving and developing the brand of highland specialties is not merely cultural conservation but a means to spread the unique cultural identity of these regions far and wide. It ensures that traditional values shine amidst modern life, and the sounds of the khen (bamboo flute), graceful dances, and fragrant forests of the Northwest forever echo on the path of integration. In this journey, every product becomes a messenger of national pride, aspiration, and resilience. They are silent ambassadors, sharing the beauty and vitality of the highlands, ensuring that with every mountain specialty held, one feels the freshness, purity, and vibrant soul of this majestic region.

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