Mai Thị Hoàng Loan, owner of Ba Loan sticky rice cake facility in Trà Cuôn craft village, prepares the filling for bánh tét Trà Cuôn. Photo dantocmiennui

VĨNH LONG – In the southern province of Vĩnh Long, Trà Cuôn sticky rice cake (bánh tét Trà Cuôn) from Vinh Kim Commune has gradually gained a foothold in both local and regional markets, thanks to the tireless efforts of producers to improve product quality and packaging.

What began as a traditional dish linked closely to the culinary and cultural life of the southern Vietnamese people has now become a key contributor to rural economic development, providing a stable livelihood for hundreds of families.

The village’s sticky rice cake – known as bánh tét – was originally made to serve community events such as festivals, weddings and New Year celebrations.

In 2011, the Trà Cuôn craft village was officially recognised by the People’s Committee of Trà Vinh Province, marking a new chapter for the specialty.

One of the village’s most prominent producers is the family of Mai Thị Hoàng Loan, owner of the Ba Loan brand.

Starting in 2007 with just 20–30 bánh tét rolls per day—mostly traditional, single-coloured variants—she gradually expanded her offerings to meet changing tastes.

In 2011, she was among the first to introduce the now-iconic three-colour bánh tét, using naturally dyed glutinous rice with magenta leaf. The product quickly won consumer favour.

Today, her facility produces 50–80 cakes per day and employs four full-time workers.

During Tết (Lunar New Year), output surges to over 2,000 cakes daily, requiring more than 30 seasonal workers.

Similarly, Nguyễn Ngọc Thảo’s Anh Thư brand, also launched in 2007, now produces 60–70 cakes daily and fills custom orders year-round.

During the festive season, his facility also employs over 30 temporary workers to meet demand.

Both Ba Loan and Anh Thư brands were awarded three-star ratings under the One Commune, One Product (OCOP) programme in 2019 and received VNĐ50 million (around USD1,960) each to build dedicated product display spaces.

Nature-crafted quality

According to seasoned bakers in Trà Cuôn, the cake’s unique taste lies in the careful selection of soft glutinous rice, savoury pork belly filling, rich salted egg yolk, and natural colourings made from magenta leaves, bitter gourd leaves, or gac fruit.

No artificial colouring or preservatives are used, ensuring food safety.

The cakes are cooked for nine to 10 hours using firewood or electric ovens, preserving their distinctive chewiness and flavour.

Producers also focus heavily on presentation. Vacuum-sealed packaging, eye-catching labelling, and food safety certifications have become standard, elevating the product’s appeal in competitive markets.

As a result, more than 75 per cent of the village’s output was sold outside the province in 2024, with HCM City being the largest consumer market.

Trà Cuôn currently has seven active production facilities, delivering approximately 255,500 bánh tét rolls to market annually.

Retailing between VNĐ50,000–100,000 (US$2–4) per roll, depending on type, each facility earns an average of VNĐ1.6 billion (about $62,700) annually.

The village provides stable jobs for nearly 100 local workers, with average monthly earnings of around VNĐ5.9 million ($230). This number surges significantly during Tết.

OCOP uplifts rural brands

After six years of implementation, the OCOP programme has proven its effectiveness, helping traditional products gain higher value and broader market access.

It has become a key driver of rural job creation, poverty reduction and income growth, contributing meaningfully to new-style rural development efforts across Vĩnh Long Province.

To date, the province has recognised 1,083 OCOP products with three stars or higher, produced by 625 certified businesses, cooperatives and households.

Alongside state budget allocations, authorities have mobilised various resources and leveraged national and international development programmes to support small producers in upgrading facilities, enhancing product quality, and expanding distribution networks.

OCOP-certified producers benefit from access to multiple support mechanisms, including subsidies for packaging design, storytelling development, showroom leasing or construction, machinery acquisition, and brand upgrading.

They also receive training in marketing and are invited to trade fairs and promotional events hosted by ministries and provinces across the country.

Chiêu Thanh Phong, Vice Chairman of Vinh Kim Commune’s People’s Committee, noted that Trà Cuôn now boasts 11 OCOP-certified bánh tét products—three rated four stars, and the rest three stars.

Many of these items feature QR codes for traceability, improved packaging and are gradually entering supermarket chains and even international markets.

Product lines have also diversified to meet evolving consumer preferences, including bánh tét with bitter gourd leaf, banana fillings, three-colour combinations, and multi-flavoured varieties.

After being wrapped, the bánh tét are boiled for nine to 10 hours. Photo dantocmiennui

Towards lasting recognition

After achieving OCOP recognition, the village’s brand reputation has seen a marked improvement.

Trà Cuôn bánh tét is now a sought-after gift and a symbol of local pride.

However, Phong admitted that despite its popularity, the product still lacks an official certification mark linked to its geographical origin.

This has led to frequent cases of counterfeiting and misuse of the brand name, damaging consumer trust and the product’s market value.

In response, the commune has registered the “Trà Cuôn” certification mark with the Intellectual Property Office of Việt Nam, which has approved the application.

Phong urged authorities to expedite the issuance of the certification and extend support in terms of preferential access to credit, modern equipment and commercial promotion.

He also proposed additional investment in vacuum sealers, electric cooking ovens, and cold storage facilities to boost production capacity, ensure food safety, and reduce environmental impact.

He called for efforts to help producers upgrade from three-star to four-star OCOP ratings, thereby strengthening market competitiveness and clarifying brand identity.

With the backing of local authorities and the dedication of villagers, bánh tét Trà Cuôn—a humble dish that embodies the soul of southern Vietnamese culture—is steadily making its way beyond the bamboo hedges of its homeland, on a path to becoming one of the Mekong Delta’s most recognisable and trusted regional specialties. – VNS