 Son La’s farm produce have been introduced, promoted, and consumed across the nation. (Photo: Le Hanh) |
With 82,000 hectares of fruit and son tra (docynia indica) trees—63,200 hectares of which are being harvested—Son La’s fruit yield totals 379,000 tons annually. Despite harsh weather this year, including prolonged heatwaves, drought, and hailstorms, local farmers have maintained quality of their fruits by applying modern agricultural techniques to ensure their produce meets both domestic and export standards.
By early May, Son La had sold 40,000 tons of fruit, earning 28.8 million USD. The most popular fruits are strawberries, bananas, early-season plums, longans, and mangoes. Much of the fresh fruit is purchased by businesses and cooperatives and supplied to clean produce stores and supermarket chains across Vietnam, and export markets.
In Son La, the March 26 Green Agriculture Cooperative stands out with its 13 hectares of cultivation. The cooperative delivers 30-40 tons of fruits and vegetables monthly. To sustain sales, it embraces a multi-channel strategy—from maintaining vendor stalls in local markets to securing long-term supply contracts with institutional kitchens and expanding distribution to northern supermarket and wholesale networks.
Hoang Thi Tham, Deputy Director of the cooperative, said, "We distribute our products through many channels. Social media platforms like Facebook, Zalo, and e-commerce have proven very effective. In addition, we sell directly through our own stores."
 Son La’s farm products are available across Vietnam. (Photo: Le Hanh)
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To ease the pressure during peak fruit consumption seasons, Son La is stepping up efforts to diversify its offerings with dried fruits, fruit chips, juice concentrates, fresh juices, and longan preserves. This strategy adds value, meets rising consumer demand, and further opens domestic and global markets.
Nguyen Thanh Cong, Vice Chairman of the Son La provincial People’s Committee, emphasized a comprehensive approach, "First, we focus on domestic sales through wholesale markets and supermarkets across the country, especially for mangoes, plums, and soon, longans.” “Second, fruit processing, which is essential to handle oversupply during peak season by transforming fresh produce into higher-value processed goods. Third, coordinating efforts across production, processing, and promotion, and closely monitoring market trends," Cong noted.
Son La is ramping up trade promotion to increase the prices of its fruit products and bring local specialties closer to consumers—setting the stage for new market opportunities.
During the peak harvest period for plums and mangoes from mid-May to late July in key growing areas like Thuan Chau, Muong La, and Yen Chau commune, Son La has coordinated packaging and transportation of Ruby Hau plums by selected cooperatives for delivery to Vietnam Airlines Catering Services. Son La has also partnered with companies like Minh Khai Import-Export in Lao Cai and Sun Liang Import-Export in Yunnan, China, to distribute mangoes.
 At the ceremony to launch a distribution campaign introducing Son La’s plums to Saigon co.op’s retail chains nationwide. (Photo: Le Hanh) |
On June 10, Son La provincial People’s Committee teamed up with Vietnam Airlines, Saigon Co.op, Go!, and WinCommerce to launch a distribution campaign introducing Son La’s plums on airline flights and placing them in retail chains nationwide.
Business Development Director Vo Tran Ngoc of Saigon Co.op said, "This partnership is a premise in bringing Son La’s fruits to consumers in Da Nang and central Vietnam, and into supermarkets in Ho Chi Minh City and the Mekong Delta."
Local authorities and enterprises in Son La are fully engaging in national initiatives like the “Son La Fruit and Agricultural Product Week” to boost consumer interest and broaden the locality’s market presence, especially in southern regions. These concerted efforts have increased the value of Son La’s agricultural products, improved farmers’ incomes, and helped its produce meet the demands of increasingly discerning international markets.