Tiếng Anh
“For a Bountiful Harvest” – From a Slogan to a Belief, a Dream, and a Companion of Vietnamese Farmers
(PetroTimes) – With over 15 years devoted to Phu My, having visited countless fields, agricultural supply stores, and farmers across the country, MSc. Nguyen Le Duc Trong – Agricultural Technical Specialist at the Marketing & Communications Division of PetroVietnam Fertilizer and Chemicals Corporation (PVFCCo – Phu My) – has often heard farmers affectionately call Phu My by a simple phrase: “For a Bountiful Harvest.”
Over time, this slogan has grown beyond a mere marketing tagline—it has become a symbol of faith, aspiration, and companionship for Vietnamese farmers.
In his reportage “In Search of the Origin of the Slogan ‘For a Bountiful Harvest’,” Trong retraced both documents and memories to tell the story of how this special slogan came to life—evolving from a creative brand concept into a lasting commitment to Vietnamese agriculture.
A Slogan Born from the Fields
According to Trong, the idea for the article came naturally. Having worked in the fertilizer industry for over 15 years, he frequently “develops markets,” attending farmer workshops and listening to their stories about using products—their joys, worries, and lessons after each harvest. What struck him most was that wherever he went—any field or supply shop—he always saw the Phu My brand side by side with the slogan “For a Bountiful Harvest.”
“Once, a farmer in the Mekong Delta pointed at a Phu My Urea bag and said, ‘When you buy Phu My, you can rest assured—the next harvest will be plentiful.’ That simple sentence spoke volumes,” Trong recalled.
He also recounted how many farmers and shopkeepers would ask for “that For a Bountiful Harvest one,” not even mentioning the product name—proof that the slogan had become inseparable from the Phu My brand in their minds.
Through those encounters, Trong realized that “For a Bountiful Harvest” is not just a slogan printed on packaging—it has come alive in farmers’ daily lives, accompanying their sweat, toil, and joy after each harvest.
From Marketing Words to a Shared Dream
“For a Bountiful Harvest,” Trong observed, goes beyond advertising—it has entered the consciousness of farmers as a symbol of trust and hope for a prosperous future. Many have repeated it like a personal mantra of optimism. Its enduring resonance made him want to trace its roots: Why did such a simple phrase possess such vitality?
“That’s why I decided to write this reportage,” Trong said. “It’s both a journey to rediscover the brand’s origin story and a way to honor those who created this invaluable spiritual legacy for PVFCCo – Phu My and for Vietnamese agriculture as a whole.”
A unique feature of the slogan, he added, is that it never mentions the word “fertilizer”—yet everyone immediately understands its agricultural meaning. While many fertilizer brands use familiar rural imagery (animals, rice stalks, or explicit product names), “For a Bountiful Harvest” takes a different approach—it doesn’t describe the product, but rather speaks directly to what farmers desire most: a rich, fruitful, and abundant harvest.
A Promise in Four Simple Words
Trong likened the slogan to a promise—a message of hope condensed into four words. Farmers don’t need long technical explanations; just hearing that phrase is enough to inspire trust: using this product will lead to abundance.
This simplicity and emotional resonance have made Phu My not merely a brand of fertilizer, but a symbol of reliability and prosperity—a companion on farmers’ journey toward a better life.
“During my marketing courses, professors often cited ‘For a Bountiful Harvest’ as a textbook example of effective branding,” Trong shared. “They said it’s modest and understated, yet it evokes the timeless values of agriculture—prosperity, fulfillment, and hope for abundant seasons.”
Rediscovering the Story Behind the Words
When writing the reportage, Trong dug deep into archives—internal records from the Phu My Fertilizer Plant Project Management Board, and the recollections of early contributors to the slogan’s creation. He spent long hours listening to his senior colleagues’ stories, piecing together fragments: a quick meeting, a list of rejected slogans, or a few restless nights of brainstorming. Those seemingly small details became the crucial threads that wove the complete story.
“The hardest part,” he confessed, “was conveying the original spirit of the pioneers while ensuring the story remained emotionally powerful. But the deeper I wrote, the more I felt I was walking a path home—rediscovering the roots of a spiritual asset that has transcended mere marketing to become a symbol of trust and pride for both the brand and Vietnamese farmers.”
From “For a Bountiful Harvest” to “Sharing Prosperity”
Trong sees “For a Bountiful Harvest” as a humble promise to farmers—those who plant, nurture, and harvest. It focuses on tangible results, the dream of full granaries and thriving fields.
However, as PVFCCo steps into a new stage—striving to become an internationally recognized enterprise grounded in fertilizer and chemical expertise while promoting sustainable value chains—the corporation has embraced a broader, more inclusive slogan: “Sharing Prosperity.”
“The new slogan transcends the fields,” Trong explained. “It encompasses the entire value chain—from the factory to partners, distributors, retailers, farmers, and communities. It speaks not only of harvests but of responsibility, connection, and shared benefit. If ‘For a Bountiful Harvest’ is the seed sown in the fields, then ‘Sharing Prosperity’ is the tree that grows—offering shade and sweet fruit, nurtured and enjoyed by all.”
A Living Flame of Trust
Trong concluded with a heartfelt reflection:
“For a Bountiful Harvest isn’t just a product slogan—it’s a long-term commitment to farmers and Vietnamese agriculture. I see it as a small flame that has quietly burned for nearly two decades, fueling the spirit of those who cultivate the land from North to South. It’s an irreplaceable spiritual heritage—a symbol of faith and companionship.”
Through his reportage, he hoped not only to recount a brand story, but also to express his deep gratitude to Vietnamese farmers—those who, season after season, have turned those four words into a living reality.
“No matter how times change,” he said, “‘For a Bountiful Harvest’ will continue to echo as a steadfast promise—walking alongside Vietnamese agriculture on its path toward the future.”
