Tan Lap Dong, an agricultural-services cooperative in Ea Ning, Dak Lak province, is seeking a path where durian (s\u1ea7u ri\u00eang) does not end at 'sell and done.' It manages 40 households and about 50 hectares of export-grade durian orchards under four growing-area codes, layering orchard tourism onto standardized production. For a Japanese importer who wants to confirm the region's story and quality control with their own eyes, it becomes a candidate counterpart that can be verified all the way to the field edge.<\/p>\n
What Tan Lap Dong puts forward is an orchard-tourism-type model that layers scenery, production transparency, the region's story, farm experiences and processed goods onto fresh-fruit shipment. Merely harvesting durian and wholesaling it leaves the price swayed by the market. By drawing people to the field and showing the scenes of cultivation and grading, it seeks to give brand value to the region itself.<\/p>\n
The cooperative has worked with companies since 2022 to build a stable supply network. Current sales are mainly fresh fruit, and processed and high-value goods are still limited. Tourism and processing are the next move to broaden that fresh-fruit bias.<\/p>\n
With its strong aroma and large fruit, durian is a fruit whose regional scenery itself readily becomes a tourism resource. The experience of walking the field in harvest season and catching a fully ripe fruit as it falls from the tree stays in the memory of both urban consumers and overseas buyers. Merely wholesaling fresh fruit hands that experiential value over to the trading partner. A model that draws people to the field is also a mechanism by which the region keeps the return on the experience for itself.<\/p>\n