This research aims to evaluate the perception and productive efficiency of agricultural cooperatives in Hau Giang province Vietnam. The main contribution of this paper is the comparison between two types of cooperatives including fruit cooperatives (jackfruit, lemon) and rice cooperatives representing new and conventional forms, respectively. The primary data in this research was obtained by directly interviewed 50 cooperatives. Descriptive statistics, t-test, financial indicators, Likert scale, and SWOT matrix were employed to analyze the data. Descriptive statistics and comparative methods were first employed to assess the current state of cooperatives through criteria such as capital resources, age of cooperatives, number of members, age, education level of the cooperative head. Likert scale was then employed to identify perceptions and desires in order to enhance cooperative activities through several suggestions combine with SWOT matrix analysis. The analysis of the current situation identifies that the cooperative is increasing in quantity and quality, creating more job opportunities for its members and diversifying services. However, the weaknesses of cooperatives include organizational capacity, infrastructure conditions, unstable output prices and export markets, and poor competitiveness. The comparison results reveal that fruit cooperatives are more effective than rice cooperatives, but the differences are not statistically significant. The SWOT matrix analysis proposes some innovation strategies for agricultural cooperatives, including focusing on diversifying forms of activities and organizing market linkages with businesses, supporting product output; increase operational capital through capital mobilization, infrastructure investment, market consolidation, and technical development, as well as capacity building of cooperatives through training.