In 2019, the district People's Committee built a project on supporting the development of rice production under value chain, linking production with product consumption. Accordingly, the project helped over 1,000 households in Huy Tan and Quang Huy communes conduct intensive farming on 130 hectares of organic rice. The district also coordinated with the provincial Department of Science and Technology to develop the "Phu Yen Rice" brand. To date, "Phu Yen Rice" has been registered for certification mark protection, including rice varieties of BC15, J02 and Dai Thom 8.

Building the "Phu Yen Rice" brand, Quang Huy Agricultural Service Cooperative in Quang Huy commune has gradually converted the rice growing area from traditional methods to organic farming. Its 130 hectares of rice granted an organic production certificate have created high-quality and safe rice products, increasing value by 20-25% compared to rice cultivated by traditional methods.

Phu Yen district is focusing on expanding the rice area; promoting the "Phu Yen Rice" brand to the market; and increasing consumers’ trust in the product, thus contributing to raising the high economic efficiency of the district's key agricultural product.