Brand Development
Through the OCOP (One Commune One Product) Program, traditional fish sauce products are being researched and developed by local households to meet the program’s criteria. These standards focus on producing high-quality products that cater to the domestic market while also aiming for export opportunities.
The traditional fish sauce product has been awarded the OCOP 4-star certification. (Image: N. Lân)
Mr. Nguyen Huu Dung, Director of Ba Hai Co., Ltd., shared: “To make the rich and intense traditional fish sauce, selecting the right anchovy is very important. Fortunately, Bình Thuận has a rare upwelling area, so the anchovies harvested are always the best quality; combined with a secret fermentation method and a fermentation period of 12 to 15 months, Phan Thiết fish sauce stands out compared to others from coastal regions. Bà Hai fish sauce not only meets the OCOP 4-star standard but also holds ISO certification and meets the requirements for export to markets such as the U.S., Canada, and South Korea. Through the OCOP program, Bà Hai fish sauce has become more well-known and trusted among domestic consumers. The company is currently completing the necessary procedures to export to other demanding markets.”
The production facilities always prioritize food safety standards. (Image: N. Lân)
Similar to Bà Hai fish sauce, Cá Đen fish sauce, which was established in 2019, is gradually establishing its brand with a product that also meets the OCOP 4-star standard. Mr. Huỳnh Văn Dung, Director of Cá Đen Co., Ltd., shared: “We use 100% fresh, fatty anchovies, with no mixed fish and no chemicals to prolong the shelf life or alter the taste. Apart from fish and salt, we don’t use any colorants, thickeners, or MSG. We are currently researching and exploring the demand of potential markets such as Europe and Canada.”
Many tourists visit and learn about the traditional fish sauce-making process.
Exporting Remains Limited
Recently, the first official shipment of traditional “Làng Chài Xưa” fish sauce from Phan Thiết was exported to the U.S., further confirming the quality and value of the product. After two years of completing the necessary legal procedures, Seagull Co., Ltd. exported its first shipment to the U.S., which included three types of fish sauce, including vegetarian fish sauce and anchovy fish sauce made from golden anchovies, which are only harvested in July and August each year.
Exporting fish sauce requires compliance strictly with each market’s standards
In recent years, provincial authorities have supported fish sauce producers with OCOP 3-star and 4-star certifications by helping them promote their brands, attract customers, and expand distribution networks. As a result, Phan Thiết fish sauce appeared on many e-commerce platforms and in supermarkets, both large and small, across the country, reaching customers from North to South. However, the export market for fish sauce remains limited. Fish sauce producers note that the domestic market is still highly promising, with stable prices and limited supply, while exporting requires registering geographical indications and meeting strict market standards, which has led to hesitation among businesses.
Currently, authorities are assisting several companies in completing the necessary procedures to ensure their OCOP-certified products meet export requirements. Once these steps are completed, Phan Thiết fish sauce will become more widely available in the daily meals of overseas Vietnamese.
Today, Phan Thiết has many fish sauce products with OCOP 4-star certification highly rated by consumers both in and outside the province, such as Bà Hai fish sauce, Tĩn fish sauce (Seagull Co., Ltd.), Phan Thiết Mũi Né fish sauce, and Suchi anchovy fish sauce (Phan Thiết – Mũi Né Fish Sauce Processing and Export Co., Ltd.); Toàn Hương fish sauce (Toàn Hương Phan Thiết Co., Ltd.); Cá Đen fish sauce…
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