Chieng Di organic tea reaches out to the world markets

Years ago, almost no one in Van Ho Commune, Son La Province thought a local tea brand will one day appear in fastidious markets such as Japan, Australia, and the Middle East.

Nguyen Xuan Truong, Director of Chieng Di Tea Joint Stock Company, Van Ho commune (left) with farmers on tea hills. Photo: Quang Dung.

Over 30 hectares for organic tea production

Nguyen Xuan Truong, Director of Chieng Di Tea Joint Stock Company (Van Ho Commune, Van Ho District, Son La Province) is known as the pioneer in bringing the indigenous tea brand to the world markets. The company's tea is produced in a chain, ensuring VietGAP standards and providing a stable income for workers and local farmers.

Mr. Truong said that one of the prerequisites was to change the farmers’ production mindset.

He has mobilized dozens of tea-growing households to apply organic methods in fertilizing and harvesting, without using herbicides and chemicals. The company's two strong products are matcha tea and sencha tea, which meet the OCOP standards and are recognized by Son La Provincial People's Committee.

The company is linking production with 95 tea-growing households, on a total area of over 30 hectares, ensuring the supply of materials, fertilizers, and technical guidance. Before harvesting, tea plants are covered with a black net for 15-20 days to increase their 2-leaf chlorophyll.

If the tea is grown following the normal process, the fresh buds are sold at only about VND4,000 - 5,000/kg after harvest. But if it is grown following the organic standards, the company will purchase them at a price 4-5 times higher. On average, the company annually exports about 300 tons of tea reaching revenue of VND25-30 billion with a profit of about VND300 million/ha/year.

From a start of 7,000 square meters in 2015, up to now, the company's raw material area has reached more than 100 hectares, mainly in Van Ho Commune and Moc Chau Farm town, of which over 30 hectares are produced applying organic methods.

 To encourage tea growers and make them feel secure, the company has had preferential investment policies for planning and developing tea material areas in communes in the district and surrounding regions. The policies are well implemented ensuring benefits for three partners of “State, people and company” and associating the processing facilities with raw material areas.

Combining agriculture with tourism

Mr. Thai Ba Sinh, Head of Agriculture and Rural Development Department of Van Ho District, Son La Province said that the district highly appreciated the tea-growing model of Chieng Di company. The local agricultural official said the model needs to be replicated, contributing to increasing farmers' incomes and gradually improving the local economy.

In addition, Van Ho District is also interested in the "surplus value" of tea hills by combining them with tourism experience tours

Chieng Di is the border area between Moc Chau and Van Ho Districts of Son La Province but the climate there is cooler than in Moc Chau town. As there are many forests around Chieng Di, the climate there is also very fresh. Those conditions along with tea hills and beautiful landscapes have become attractions of more and more tourists.

According to local tourism businesses, visitors often want to admire the tea hills while taking photos, filming, witnessing the tea growing and processing process. They can also enjoy the hospitality and good services at homestays, hotels, and resorts designed in a style that is close to nature.

Chieng Di is now actively developing a tourism model of mountain biking. In Chieng Di, there are many places for tourists to ride bicycles along with the rice fields during harvest seasons. Visitors can also experience working in the field with local farmers. Many famous places have been known and spreading among tourists such as the Hoa Ban tea hill, Arena tea hill, and Tien Tien sub-area...

Matcha is a form of tea powder with special flavor and originating from Japan and made from tea varieties: Yabukita, Saemidori and Meiyoku of Japan grown in Van Ho and Moc Chau Districts on the area with an altitude of over 1,000m above sea level.

Sencha tea is a premium tea made from 100% pure tea buds. Its taste depends on the season and place of production. Soil and climate conditions in Chieng Di highlands have helped create typical Japanese flavor for Sencha tea.

Chieng Di Tea Joint Stock Company has gradually built up a brand for its tea products and a firm stand in domestic and foreign markets. The company annually consume hundreds of tons of tea of all kinds grossing a total revenue of more than VND15 billion /year, with 70% exported to fastidious countries such as Japan, Taiwan, Australia and the Middle East and the remaining 30% sold to large supermarkets nationwide.