| Abstract: |
| Son tra is an indigenous forest tree species that grows primarily in forest areas populated by Hmong people, hence its local name: ‘Hmong apple’. Son tra (Docynia indica (Wall) Decne) belongs to the Rosaceae plant family, along with other well-known fruit tree species such as apple (Malus domestica Borkh.), pear (Pyrus spp.) and quince (Cydonia oblonga Mill.). Fresh fruits are preserved in syrup or vinegar or added to alcoholic beverages. Recent government reforestation programs increasingly promote son tra as a multi-purpose species because it can offer both environmental services and income generation for farmers. Market demand for son tra has also increased in recent years. This document aims to support the design of a marketing strategy which ensures son tra producers a greater, more secure market share by reviewing current market conditions and elaborating on existing marketing options for son tra producers. The ideal strategy should be flexible and context-specific, with consideration of market knowledge and local customs and capacities of Hmong farmers. The study suggests some aspects should be focused on: (1) Improving product quality and diversity - fresh fruits grading, price differentiation, product quality improvement (planting materials, cultivar, management techniques), brand development, packaging etc; (2) Optimizing son tra sales: collective marketing; (3) Identifying strategic markets for son tra - provincial markets, high-demanding markets, processors (4) Product promotion through relevant channels and PR tools, communication on health benefits, product safety, poster leaflets, and events. |
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