The Scent of Cinnamon Awakening a Dream from the Mountains
Not every entrepreneurial journey begins with formal business knowledge. Some start with something far more instinctive—a scent. For Ms. Nguyễn Thị Hồng Lê, founder of the Minh Phúc Trà My Cinnamon Cooperative, her enduring bond with cinnamon traces back to a childhood spent in the forests of Trà My. The warm, spicy aroma of cinnamon—at once a cherished memory and a powerful motivation—became the force that inspired her to take action.
Refusing to accept the continued raw export of such a valuable natural resource, Ms. Lê boldly established a small, manual cinnamon essential oil distillation facility. The early days were fraught with challenges: rudimentary equipment, low productivity, and products that failed to meet quality standards. Yet she persisted. Recognizing the greater potential ahead, she rallied partners, formally established a cooperative, and invested in more advanced machinery. From that point, Minh Phúc’s journey of developing cinnamon essential oil products officially began.
From Forest Cinnamon to an OCOP 4-Star Brand
In its very first year of operation, Minh Phúc achieved OCOP 3-star certification (OCOP – One Commune One Product). By 2021, its cinnamon essential oil was upgraded to OCOP 4-star status, emerging as one of the cooperative’s key competitive advantages. More than a certification, however, this milestone stands as evidence of a steadfast journey to elevate local value through dedication and perseverance.
From a single initial product, Minh Phúc has since developed four core product lines: extracted essential oils (30%), hanging essential oils (35%), cinnamon oil (10%), and multi-purpose spray products (1%). Notably, through in-depth mentoring under the “Women Cooperate – Creating the Future” program, Minh Phúc successfully launched a premium cinnamon bark essential oil, which has been warmly received by the market.
Step by Step, Reaching Consumers’ Hearts
Without a background in marketing or business management, Ms. Lê has never stopped learning. Thanks to training and mentoring activities provided by the program, she gradually built a more effective business strategy—identifying key products, improving fanpage content, refining the website, strengthening customer care, and increasing participation in trade fairs and exhibitions.
The results have been tangible: rising revenues, steady orders, loyal returning customers, and a growing influx of new ones. Today, Minh Phúc’s products are available in 29 out of 63 provinces and cities nationwide, distributed through platforms such as Shopee, Postmart, QNB Mart, as well as provincial and national trade fairs. Quảng Nam and Đà Nẵng remain the cooperative’s two main markets, where the familiar scent of hometown cinnamon continues to spread further afield.
Preserving Cinnamon Forest Values through a Vision of Impact
For Ms. Lê, this journey is not merely about product development but also about safeguarding livelihoods and cultural heritage. She believes that restoring the value of cinnamon will gradually reduce poverty in her community, improve living standards, and encourage more responsible forest protection.
This spirit earned her the program’s “Spreading Impact” Award, recognizing the project with the greatest community influence. Yet for Ms. Lê, the most meaningful reward lies elsewhere—the opportunity to fully commit, to share her love for cinnamon with an ever-wider audience, and to witness the satisfaction reflected in her customers’ smiles.
“I am deeply grateful to the program for giving Minh Phúc Trà My Cinnamon Cooperative this opportunity—one that encouraged me to be more proactive, to engage wholeheartedly, to communicate more consistently, to improve our products, and to help the scent of cinnamon travel even farther,” she shared.
