With raw bark exports topping 25,000 tons per year, Vietnam is the world’s third largest producer of cassia cinnamon. More than 100,000 farmers, traders, processors, and sellers depend on the country’s cinnamon trade, and there are currently over 50,000 hectares of land under cassia cultivation. Vietnam’s cassia market is immense, but it is also characterized by cutthroat competition, limited end markets, and undifferentiated demand regarding quality of

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