The taste and spiciness of the pepper has put it in demand with customers in India, Sri Lanka and Indonesia. Every year, over 93 per cent of the pepper is exported, and 47 per cent of it reaches the American market.

Recognising the pepper’s potential, the Government added Chu Se pepper to the national main trade promotion programme in 2004.

Since then, the pepper has been continuously improved through the assistance of the Viet Nam Pepper Association and the Central Highlands Institute of Agricultural Technology.

"The thing that farmers now want most is technology and capital, and technology is the first priority," said Chu Se’s People’s Committee chairman Nguyen Van Dung.

In order to stabilise the pepper-growing area and avoid pepper plants from becoming old and stunted, local authorities have urged farmers to strictly follow recommended cultivation and production practices.

The district is also considering setting up a seedling centre to provide enough young plants to farmers.

Processing of the pepper, whether it takes place in a plant or at the household level, also has to ensure food safety standards while maintaining product quality.

International marketing efforts have also been recognised as playing an important role in the development of Chu Se pepper. The People’s Committee and Viet Nam Pepper Association are planning a Chu Se Pepper Festival to coincide with a ceremony to announce the creation of a trademark.