From cinnamon forests located at an altitude of about 1,500m amidst the vast mountains west of Da Nang, Trà Leng is gradually building a development strategy to make Quế Trà Leng an endemic agricultural product brand of the mountainous region. With an orientation for the 2025 - 2030 period, the locality expects to enhance product value through geographical indications, deep processing, brand building, and expanding modern distribution channels.
Advantages from the specialized highland cinnamon region
Quế Trà Leng has long been known as one of the cinnamon regions with outstanding quality due to its unique natural conditions. The cool climate year-round, large day-night temperature swings, and frequent fog cover help cinnamon trees grow slowly but produce thick bark, high essential oil content, and a distinctive aroma. According to local people, the cinnamon forests not only bring economic value but are also closely associated with the life and culture of the Ca Dong people for many generations. Planting cinnamon under the natural forest canopy also contributes to maintaining the ecosystem and protecting the forest resources of the highlands.
Currently, Quế Trà Leng has been protected by geographical indication since 2011 and has achieved OCOP certification, creating an important foundation for building the brand of local specialty agricultural products.
Brand positioning through deep processing and modern distribution
In the development orientation for the 2025–2030 period, Trà Leng not only focuses on expanding raw material areas but also emphasizes enhancing product value through deep processing and brand development. Many Ca Dong households are currently being supported to transition from selling raw cinnamon to producing value-added products such as cinnamon essential oil, cinnamon powder, scented candles, cinnamon soap, and handmade cinnamon products.
According to the locality, this is a sustainable direction to increase income for the people, while limiting short-term exploitation and preserving the traditional cinnamon region.
Notably, the launch of the Mountain Harvest brand has opened up a new approach for Quế Trà Leng products through a modern distribution system, helping the products gradually reach consumers in major cities as well as international markets.
Towards sustainable development for the highlands
According to the local orientation, the development of Quế Trà Leng in the coming period will be associated with a green economic model, forest resource conservation, and mountainous community development.
Besides economic factors, cinnamon is also considered a product carrying the cultural value and identity of the Trà Leng highlands. From there, the locality expects to combine agricultural product development with experiential tourism, promoting indigenous culture and characteristic OCOP products. Positioning Quế Trà Leng as a mountainous agricultural product brand not only opens up economic development opportunities but also contributes to improving people's lives, preserving the generational cinnamon forests, and creating sustainable development momentum for Trà Leng in the future.
