HCM CITY — Saigon Co.op has signed an agreement with Toàn Thắng Bắc Giang Agricultural Production and Service Cooperative to buy and distribute Lục Ngạn lychee through its more than 800 sales points across the country.

The purchase volume is expected to be 20 per cent higher than last year.

In addition to fresh fruit, Saigon Co.op will also buy lychee-based processed products that have a longer shelf life.

To boost demand, it will run promotions, introduce the lychee across its entire distribution network and collaborate with media partners to promote Vietnamese agricultural products.

At the signing ceremony, Nguyễn Đức Hiền, chairman of the Bắc Giang Cooperative Alliance, said: “Saigon Co.op serves as a vital bridge in bringing high-quality OCOP products and agricultural goods to consumers.

“In Bắc Giang, since 2018 the retailer has helped distribute thousands of tonnes of lychees from Lục Ngạn District through its nationwide retail system, supporting local economic development and creating hundreds of jobs.”

The deal was signed on May 27 at Co.opmart Bắc Giang as part of Saigon Co.op’s “Journey of Happiness” campaign, a major initiative that spans 50 locations across the country and aims to spread meaningful and touching stories about Việt Nam’s history, culture and regional identities ahead of the 80th anniversary of National Day.

Its largest campaign of the year seeks to foster customer engagement and create a new national record by creating an online map of Việt Nam made up of 50,000 “happy photos” of customers with the national flag.

For every “happy photo” submitted, Saigon Co.op will donate VNĐ5,000 to a social project at the War Invalids Nursing Centre in Nghệ An Province.

During the event in Bắc Giang, hundreds of customers took part in cultural and artistic events, including interactions with quan họ (love duet) folk singers.

Visitors had the chance to sample local specialities, explore OCOP items and participate in setting a new national record with the 50,000 photos.

Speaking at the event, Nguyễn Ngọc Thắng, deputy general director of Saigon Co.op, said: “With a vast network and loyal customer base, Saigon Co.op is a leading Vietnamese retail brand dedicated to community service.

“The ‘Journey of Happiness’ marks a continuation of our 35-year journey alongside Vietnamese families.” — VNS