Nowadays, Dak Lak people and businesses are gradually raising the value, rewriting a "new story" for agricultural "brands", carrying pride in quality and origin of the Central Highlands standards to conquer domestic and foreign markets.

When mentioning Dak Lak, it is impossible not to mention the world-famous product: coffee. With an area of ​​over 210,000 hectares and an annual output of over 520,000 tons, Dak Lak has become the “capital” of coffee in the country.

In particular, Robusta coffee beans here are famous for their distinctive rich flavor that cannot be found anywhere else. This characteristic has made Buon Ma Thuot Coffee famous - a protected geographical indication, not only in Vietnam but also in many other countries around the world. The geographical indication of Buon Ma Thuot Coffee is not just a name, it is a guarantee of origin, quality and reputation built over many generations.

Besides Robusta, Arabica coffee is also gradually asserting its position in areas with suitable altitudes, adding to the diverse flavor picture of coffee in the Central Highlands.

In addition to coffee, pepper was once considered "black gold" in Dak Lak, with nearly 28,000 hectares, an estimated output of 74,827 tons, accounting for about 43% of pepper output in the Central Highlands. Despite many ups and downs in the market, Dak Lak pepper, especially in areas such as Cu Kuin, Krong Nang, and Cu M'gar, still maintains its reputation for quality thanks to its characteristic spicy taste.

Application of sensor technology in durian cultivation in the durian material area of ​​the Clean Agricultural Service Cooperative (Ea Yong commune, Krong Pac district).

The fertile basalt land has proven suitable for many valuable fruit trees. Among them, durian has emerged as a new staple crop with particularly high economic value.

Dak Lak durian is famous for its superior quality, rich sweetness, and unique aroma thanks to the region's unique soil and climate.

Besides durian, avocado, lychee, longan, etc. and other citrus fruits are also being focused on quality and brand building. The application of advanced farming standards such as VietGAP, GlobalGAP, and organic orientation is helping Dak Lak fruits to be more confident when approaching demanding markets.

Some localities have begun to build collective brands for their typical fruits, such as Krong Pac durian, Cu M'gar durian, Krong Nang macadamia... to more clearly identify the origin and quality for consumers.

Following the development trend of the market, Dak Lak has made strong steps forward. In particular, Dak Lak coffee today is striving to reach new heights to increase its value.

Enterprises and cooperatives have boldly built raw material areas that have achieved international certifications such as: 4C, UTZ Certified, RFA and FLO. In particular, Dak Lak is the first coffee region in the country as well as in the world to achieve 4C - EUDR Certification (European Union Regulations on Deforestation and Forest Degradation).

At the same time, invest in deep processing: from pure roasted coffee, instant coffee to specialty coffee processed by Honey, Wet-Hulled methods...

Many local roasted coffee brands with eye-catching packaging and meaningful stories have been born, bringing Dak Lak coffee beans to consumers with higher value, carrying the "soul" of the land and people of the highlands.

Mr. Nguyen Ngoc Con, Chairman of the Board of Directors of Thai Hai Agricultural and Fishery Production and Service Cooperative (right) visits the unit's rice material area.

Not only coffee, facing challenges in prices and increasing market demands, pepper growers and businesses have focused more on clean production, standardizing processes, building growing area codes and traceability. Processed products such as white pepper, dried green pepper, or pepper spices also contribute to product diversification and value addition.

In addition, the high-value fruit - Dak Lak durian - has been officially exported to large markets such as China in recent years, marking an important milestone, affirming its internationally recognized quality. Efforts to comply with standards, control quality and build raw material areas with growing area codes are the first solid steps to shape and elevate the Dak Lak durian brand in the potential international market.

Along with the main industrial crops that have made the reputation of the highlands, rice in Dak Lak (about 110,000 hectares, accounting for about 34.98% of the province's annual crop growing area) has also quietly affirmed its important position, not only in ensuring food security but also gradually becoming a high-quality commodity product.

With efforts to innovate in production, Dak Lak rice is nurturing great potential to build a brand and conquer demanding markets. Notably, many rice production models are moving towards good agricultural practice standards such as VietGAP and even organic production.

The application of clean and safe production processes not only improves the quality of rice grains, protects the health of consumers and the environment, but is also a key factor in increasing the value and building trust for the Dak Lak rice brand in the market. A typical example is the Thai Hai Agricultural and Fishery Production and Service Cooperative (Buon Triet Commune, Lak District) with the brand "Thai Hai Clean Rice" which has achieved 3-star OCOP certification.

Mr. Nguyen Ngoc Con, Chairman of the Board of Directors of Thai Hai Agricultural and Fishery Production and Service Cooperative, said that in order to increase the value of local rice grains, the Cooperative has developed rice according to VietGAP standards, thereby developing the brand "Thai Hai Clean Rice".

At the same time, the cooperative invested in more machinery and equipment, innovated high-quality rice varieties, and limited the use of pesticides... to keep up with consumers' trend of consuming clean food. Thanks to that, the cooperative's rice yield always reached 11 - 12 tons/ha, and was purchased by traders at a price 5,000 - 10,000 VND/kg higher than the market price depending on the time. This success not only brought higher and more stable income to cooperative members, but also affirmed the potential of Dak Lak rice when invested in the right direction.

It can be affirmed that Dak Lak - the origin of famous agricultural products - is continuing its journey to write the story of agricultural product brands. It is a journey that not only relies on natural advantages but also on human intelligence, creativity and persistent efforts.

Source: https://baodaklak.vn/kinh-te/202505/noi-khoi-nguyencua-nhung-thuong-hieu-nong-san-51d0af3/