Quang Tri boosts reach of Vietnamese brands

In Quang Tri, clean agricultural stores may not flaunt flashy signs or wide storefronts, but they are quietly becoming trusted places where consumers find safe, high-quality Vietnamese goods. From bundles of organic vegetables to bottles of traditional fish sauce, from local rice to clean meat, Vietnamese products are steadily carving out a place in people’s hearts—starting with modest but sincere and quality-driven shops.

One such example is Xanh Xanh Clean Food Store, which prioritizes high-quality local goods with clear origins. Each product is carefully selected not only for safety and taste but also for its cultural and community value.

Vietnamese goods take the shelves

Early each morning at the clean food shop run by Quoc Nguyen Agricultural Production and Services Company (Nguyen Huu Canh Street, Dong Hoi Ward), owner Le Thi Thuy diligently records the origin of all produce and newly delivered items. She explains, “Today’s consumers are very careful. They are not just buying food—they are buying peace of mind. If I don’t do this properly, they won’t come back.”

Thuy’s store specializes in sourcing clean produce from certified safe farming areas across the province. Her shop has become a regular stop for locals who care about food safety and traceability. All of her inventory is Vietnamese-made, with 70% to 80% produced by local farmers in Quang Tri. From vegetables, fruits, seafood, and rice to fish sauce, bamboo chopsticks, and honey, each product is selected from rural areas with verified production processes.

The store works with more than 30 local cooperatives and enterprises, including Thanh Son Organic Agricultural Cooperative, Tuan Linh Clean Mushroom and Agricultural Cooperative, Bac Tien General Agricultural Cooperative, and Tan An Sesame Cake Village Cooperative. Every item on the shelf is not only a commercial product but also a reflection of the producer’s dedication and the trust shared between seller and buyer.

Another rising name in clean, locally made products is Xanh Xanh Clean Food Store, operated by Nguyen Thi Ngoc Ly Ly on Phan Boi Chau Street. Although the shop opened recently, it has quickly earned the affection of its customers.

The store is small, with a simple layout, but every product is carefully chosen. The focus is on locally sourced specialties like Hai Ninh dried sweet potatoes, Tuan Linh clean mushrooms, Ngoc Bien fish sauce, and Anh Minh sugarcane molasses. Ly Ly does not chase after high-end foreign goods. Instead, she insists on sourcing honest local products with verified origins.

“Today’s consumers are smart,” she says. “They don’t need something expensive. They want something trustworthy and transparent. That’s why every item I bring in is clearly labeled, with verified ingredients and origin. I prioritize OCOP products from within the province.”

OCOP, which stands for “One Commune, One Product,” is a nationwide initiative that promotes local specialties through quality certification.

A transparent and local value chain

Xanh Xanh is not alone. Across Quang Tri, clean food stores are becoming more professional in their operations. Product sourcing, origin verification, and producer relationships are increasingly transparent. These changes create a stronger and more visible value chain for Vietnamese goods.

Nguyen Thi Hong Ha, Vice Chairwoman of the Quang Tri Women’s Union, supports these efforts. “We always encourage local women to open small shops to create a market for local agricultural products,” she says. “They are the closest connection between Vietnamese goods and Vietnamese consumers, helping spread awareness of healthy, responsible consumption.”

Vietnamese goods—especially those made in Quang Tri—are now more visible in local supermarkets, OCOP stalls, and food shops. This growing presence marks a shift from imported products to trusted domestic brands.

The campaign “Vietnamese People Prioritize Vietnamese Goods” is no longer just a slogan. It has gradually become part of consumer habits in Quang Tri. In food—an essential part of daily life—there is a clear return to domestic products. This trend is driven by the reliability of ethical producers and honest sellers. Small choices made by individuals are evolving into a broader social movement.

“I don’t buy Vietnamese goods just to follow a campaign,” says Tran Thi Hong Duyen from Dong Hoi Ward. “I choose them because I see their quality improving. Local produce is fresher, I know where it comes from, and the prices are reasonable. I feel safer cooking for my family.”

Nguyen Thi Huyen Trang from Dong Thuan Ward shares the same perspective. “I used to prefer imported goods, thinking they were cleaner or better. But after using local products for a while, I’ve realized our homegrown food is just as good, sometimes even better—fresher and more familiar in taste. Buying Vietnamese helps local farmers and keeps our culture alive.”

This is not just a personal trend. Many public agencies now encourage staff to choose domestic products. Businesses are making commitments to feature Vietnamese goods in their distribution chains. Clean food shops, OCOP stalls, and small supermarket networks in Quang Tri are actively participating in programs to promote Vietnamese products.

Campaigns like “Vietnamese Goods for Rural Markets” are held regularly to bring local goods to remote and mountainous areas. These mobile fairs not only boost access to clean products but also create awareness and trust. The province also hosts frequent OCOP trade fairs, which highlight the commercial potential of local specialties and serve as bridges between producers and consumers.

In each of these activities—whether it’s an individual choosing clean rice or a shopkeeper promoting safe vegetables—there is a deeper social meaning. Behind every consumer choice is not just a belief in quality but also a sense of responsibility and love for local culture. It is about raising the profile of Vietnamese goods and keeping traditions alive.

The clean food shop owners who promote these products every day are vital to this movement. They build trust not with slogans, but with their integrity, consistency, and genuine commitment to quality. They are helping shape a culture of responsible consumption and pride in local goods.

Tam An - Ngoc Mai