04/08/2015 13:57:18 PMHibiscus: new product - new development in Tuan Giao (Dien Bien)
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The “Sustainable livelihood
for women in north Vietnam Project” is implemented by Community Finance
Resource Center (CFRC) in the Tuan Giao district of the Dien Bien
province. Dien Bien is situated in the northwest of Vietnam, and is the
poorest in the country. M7 microfinance services have been provided to
poor and ethnic minority women here since 1998. However there have been
indications of the locals needing more support in order to move up the
economic-wellbeing ladder.
At the beginning of the
project, CFRC conducted a market assessment to identify potential areas
where the impact of an intervention would be tangible. The research
showed that agriculture accounts for a major proportion of the local
economy. Nonetheless, traditional crops such as rice, corn and cassava
yield low productivity and income. As an example, farmers usually earn
USD 350-400 per hectare of cassava and USD 750-800 per hectare of corn
(in terms of revenue).
After working with Thao Moc
Co., the leading company in producing and selling Hibiscus products, the
Business development unit of CFRC was able to develop a new cooperation
between Thao Moc, CFRC and farmers in Tuan Giao to grow and sell
Hibiscus. In the cooperation, farmers serve as producers. They are
responsible for their own production costs such as fertilizers, tools
and labor. Thao Moc Co. provides seeds, technical know-how and
counseling. Mdme. Mai Thi Tan, director of Thao Moc Co., who are the
first person to develop Hibiscus and Hibiscus products in Vietnam,
directly give technical training to the farmers. The company has also
pledged to buy raw Hibiscus calyxes grown by the farmers. CFRC
facilitates the process between the suppliers (farmers) and the buyer
(Thao Moc Co.). CFRC also sponsors technical training and provides
business training to Hibiscus farmers so that they know how to start and
manage their business. More importantly, CFRC will also help farmers
with the development of a new business model and the subsequent
establishment of a brand: Tuan Giao Hibiscus tea. In this process, CFRC
will help farmers with packaging, marketing and sale of the tea.
Mdme. Mai Thi Tan and Hibiscus farmers agrees to cooperate
Eight families, out of which seven are from the Thai ethnic minority,
volunteered to pilot on a total land area of 1.6 hectare in Tuan Giao
Township, Quai To Commune, Chieng Sinh Commune and Quai Cang Commune.
Four households was currently living under national poverty line i.e.
having average income per person lower than VND 400,000 (USD 19) per
month. The farmers started to plant in May 2013. During five months, the
project officer responsible paid regular visit and provided technical
and business advice. Aiming at providing a quality and clean tea product
to consumers, farmers used cattle manure as fertilizers and used no
chemical pesticide or herbicide.
Technical training workshop
In late September, when hills
were covered by color of Hibiscus blossoms, the time came to prepare for
a new business season. A package design and marketing tools were
developed for two products: fresh Hibiscus calyxes and dried Hibiscus
tea. CFRC also employed different communication channels to promote the
product (website, social network activity, newsletter, newspaper and
TV).
Hibiscus blossoms
Fresh Hibiscus calyxes in Tuan Giao
Dried Hibiscus tea packaged by CFRC
On the 26th and 27th
of November, CFRC organized “Tuan Giao Hibiscus Festival” to make an
official introduction of the product to the local government and
community. Apart from product display and sale, many activities were
carried out including a launching ceremony, blood pressure measuring
(Hibiscus is known to reduce blood pressure), traditional dance and
games in order to attract visitors. More than 30 representatives from
the Foreign Relations Department, Tuan Giao People’s Committee, and 6
communes attended the launching ceremony. In his speech, Mr. Nguyen Van
Hanh, Director of Dien Bien Foreign Relations Department, thought that “Hibiscus
was a potential product and highly appreciated initial achievements of
the project. The project should be further developed in a sustainable
way to help more families improve their life”. In two days, more
than 800 people visited the Festival and bought Hibiscus products for
their own consumption and as a souvenir to friends in other areas.
Tuan Giao Hibiscus Festival
In the next few months, a BDS shop will be opened to promote Hibiscus tea as well as products of other M7 microfinance members.
By
the end of October, the 8 families sold more than 5 tons of fresh
Hibiscus in total, earning them more than 100 million dong (USD 5,000).
Beside the economic improvement, the farmers could directly participate
in promoting and selling Hibiscus, as well as opening a cash book to
track their incomes and expenses, thus becoming more confident
entrepreneurs.
Representatives of CFRC, Thao Moc, Foreign Relations Department of Dien
Bien and People's Committee of Tuan Giao hosting the "tea ceremony"
Hibiscus farmers expressed thankfulness to CFRC and Thao Moc Co. for bringing them life-changing opportunity
Products of both farmers and Thao Moc Co. were displayed and sold at the festival
Free blood pressure measuring for clients
A traditional dance with bamboo sticks attracted many clients
The Hibiscus farmers were introducing products to clients
..and giving detailed information and advice
Children are really fond of Hibiscus drink for its nice taste and beautiful color
Lien Pham
10.2013