Direct trade cinnamon eliminates the middlemen who have long controlled Vietnam’s cinnamon supply chain. By connecting farmers directly with consumers worldwide, direct trade ensures better prices for growers and fresher, higher-quality cinnamon for buyers.
Vietnam is one of the largest cinnamon producers in the world. But the farmers who grow it often earn the least from it. This is the problem I am trying to solve.
The Chain Between Farm and Kitchen
In most cinnamon-producing areas, raw bark passes through many hands before reaching consumers: local collectors, regional traders, processing facilities, export companies, importers, and finally retailers.
Each step adds cost β and much of it is legitimate. Turning raw bark into a retail spice requires cleaning, grading, packaging, quality testing, certifications, and international shipping. I understand that. The price gap between farm and shelf is not purely exploitation.
But the farmer β who planted a tree, waited seven or more years, and hand-peeled the bark on a mountainside β still receives the smallest fraction of the final price.
Why Farmers Cannot Sell Directly
The answer is simple and difficult at the same time.
Our village only got reliable internet coverage in the last few years. Many farming families still do not use a bank account β let alone international payment platforms like PayPal or Stripe. Most farmers speak Vietnamese and their local dialect. The concept of building a website and shipping packages overseas is completely outside their experience.
So when a trader arrives and names a price, there is no real negotiation. The farmer sells because there is no visible alternative.
Large Companies
Big companies have brought employment to our region, and that genuinely helps. But they also set the terms. Farmers become suppliers in someone else system β producing raw material at prices they do not control, unable to process or export independently. The physical work remains in the village. The economic value concentrates elsewhere.
What I Am Doing About It
I grew up in this system, left for the city, and learned how e-commerce works. Now I am trying to use that knowledge to create a shorter path between our village and the people who use our cinnamon.
I am starting small β one person, one website, direct sales to individual customers. But I am not pretending this is the finished product. As the brand grows, I intend to register properly: business license, food safety certifications, export documentation. I want Vietnam Cassia to meet international standards, not just rely on a good story.
The longer-term vision is a cooperative β a structure where farming families can collectively process, brand, and sell their cinnamon products at fair prices. A reason for young people to build careers in the village rather than leave.
I know I am young. I know this is ambitious. But I also know that nothing changes if nobody tries.
What Each Order Represents
- A fairer share of value for the people who do the work
- Fresher cinnamon for you β shipped within weeks, rich in essential oil
- Evidence that direct trade from a small village is possible
- One small step toward a larger vision for our community
How Direct Trade Benefits Everyone
Direct trade cinnamon creates a win-win for both farmers and consumers. Farmers receive 2-3 times more for their cinnamon compared to selling through traditional middlemen networks. Consumers get fresher, higher-quality cinnamon at competitive prices because the markup from multiple intermediaries is eliminated. In our experience, cinnamon that reaches consumers through direct trade is typically harvested within weeks, not months or years like bulk commodity cinnamon.
The Future of Vietnamese Cinnamon Trade
The internet and global shipping have created new opportunities for small Vietnamese cinnamon farmers to reach customers directly. What was once impossible β a family in Lao Cai province selling directly to a baker in New York or Berlin β is now a reality. We believe this direct connection between producer and consumer is the future of the spice trade, and we’re proud to be part of this movement. Visit our online shop to experience the difference that direct-trade Vietnamese cinnamon makes in your cooking.