Developing Phu Yen Tuna brand

Phu Yen Province’s offshore fishery has experienced strong growth since 1994. In particular, the number of boats participating in tuna fishing has steadily increased.

Thanks to Japanese experts who deployed modern machinery and equipment and applied new technologies in exploitation, processing and storage, tuna fishing has become a provincial asset, increasing socioeconomic development and improved living conditions for local people. In addition, offshore fishing has also contributed to protecting national sovereignty on islands and territorial waters.

Phu Yen Tuna products have had competitive advantage and have needed adequate investment in the processing sector in commensurate with potential. Tuna is a fresh dish popular in many countries around the world such as Japan, the US, France, Chinese-Taipei and Saudi Arabia. Phu Yen Province’s tuna fishing reaches about 10,000-15,000 tonnes per year.

From the development of a deep understanding, the study of dynamic factors, the physical properties of exploitation, pre-processing and processing as well as demand for tuna products from foreign countries such as the US, Japan and France, the Phu Yen Provincial People's Committee approved a project on applying techniques and management processes in order to improve their product value and build the Phu Yen Tuna collective mark in 2013. This project was considered a breakthrough in constructing a development engine for Phu Yen Tuna products in the international market.

In 2011, Phu Yen was the first province in the country to be granted a collective trademark for tuna by the National Office of Intellectual Property of Vietnam. These collective trademarks allow the promotion of the Phu Yen Tuna brand, which while strong domestically still requires much more work abroad.

Collective marks owned by the Phu Yen Tuna Association whose members can use the collective mark to market their products. Collective marks often develop a set of standards for the use and allow members to use the mark if they meet these standards. Collective marks can be seen as an effective form of members in the association in advertising and marketing to consumers based on the mainstream channels.

Tuna processing and production based on the value chain is an activity of significant importance, contributing to reducing post-harvest losses and improving the product value. To achieve high efficiency and ensure sustainability in the exploitation, purchasing, processing, consumption and exports in accordance with potential and production capacity; to meet market demands and trends; to help fishermen understand their role in improving exploitation efficiency, reducing post-harvest losses and keeping tuna in good condition; to raise awareness of collectors, processing and export businesses, the province needs to make further efforts. The province also needs to adopt appropriate solutions to promote productivity, product quality and value in order to improve the Phu Yen Tuna brand

 (Source VEN)