Since 2018, vermicelli produced by Gioi Phien Vermicelli Production and Trade Cooperative has penetrated into major supermarket chains after the cooperative signed contracts with distributors. Annually, the cooperative produces and sells 100 tonnes of vermicelli, 30 of which is sold in Big C supermarkets.

The vermicelli is one of 13 outstanding agricultural and aquatic products, and specialties have hit the shelves of major supermarkets such as Big C, VinMart, Hapromart in the North. Besides, the province's Luc Yen bamboo shoots and potatoes, Suoi Giang honey and tea, and Van Chan oranges have been also sold in supermarkets.

To be put on sale in supermarkets, the province has paid attention to developing the markets and carry out promotional activities in parallel with ensuring quality and food safety of the products.

The provincial Department of Industry and Trade, and the Center for Industry Extension and Trade Promotion have carried out different initiatives as well as various projects to boost the consumption of key agricultural products.

The department has organised a biannual product introduction week at Hanoi's major supermarkets such as Big C, Lotte, Hapro and arranged product introduction events at networking conferences organised by the Ministry of Industry and Trade, the Vietnam Trade Promotion Agency, and the provincial Departments of Industry and Trade.

It has also organised business delegations to introduce products in some Southeast Asian countries; and invited foreign businesses and importers to Yen Bai to directly introduce products and businesses to promote product consumption.

In the time to come, the agriculture sector is planning to restructure itself, and zone off raw material areas to ensure sufficient output to meet the market's needs.

The trade sector will combine trade promotion programmes with agricultural promotion programmes, and organise programmes to put more OCOP products on sale at supermarkets in Hanoi.