For African producers, the distance between growing a world-class product and selling it directly to global consumers has always been the hard part. Malagasy Vanilla, a family business rooted in Madagascar’s vanilla trade for three generations, has closed that gap — moving from wholesale-only supply to direct-to-consumer sales across 14 European markets through Temu’s Local Seller Program.
Malagasy Vanilla, a Belgian supplier of Madagascan vanilla to European restaurants, bakeries, and wholesalers, is now selling directly to consumers for the first time after joining Temu’s Local Seller Program in November 2025.
Direct retail had long been out of reach for specialty food businesses like Malagasy Vanilla due to logistics costs – a single pack can cost as much to ship as the vanilla inside it. Temu’s partnership with Belgian postal operator Bnode changed that. Malagasy Vanilla’s domestic shipping costs fell by nearly half, and the company quadrupled its sales within four months on Temu. The platform now accounts for 5% to 10% of revenue, said Belinda Rabenandrasana, co-CEO of Malagasy Vanilla.
Temu “opened a new avenue for us,” she said. “We were finally able to explore selling to individuals.”
From Belgium to 14 markets
Malagasy Vanilla is part of Temu’s Local Seller Program, which launched in Europe in 2024 and is active in more than 30 markets. The program enables local sellers to scale their businesses and expand their reach.
To support that growth, Temu connects sellers to a network of more than 150 logistics partners across Europe, including national postal operators such as Bnode in Belgium, La Poste in France and DHL Group in Germany, alongside regional carriers. Rather than requiring sellers to build their own delivery infrastructure, the network gives smaller businesses access to competitive shipping rates and operational capabilities.
For Malagasy Vanilla, the partnership with Bnode first made direct-to-consumer sales viable in Belgium by reducing shipping costs. As the company grew, the same Temu-enabled logistics network helped it expand beyond its home market.
Today, Malagasy Vanilla sells directly to consumers in 14 European markets, among them Germany, France, Spain and Poland.
“Without Temu and its partnership with Bnode, it would have been very difficult for a small business like ours to start selling directly to consumers,” Rabenandrasana said. “The logistics costs are competitive, the visibility is much stronger, and the support from the seller team has helped us grow with confidence.”
Temu also helps sellers manage cross-border requirements, including registration and payments under the EU’s extended producer responsibility (EPR) system, allowing a small business like Malagasy Vanilla to reach multiple markets and navigate each country’s rules.
A family trade in vanilla
Belinda Rabenandrasana, co-CEO of Malagasy Vanilla, oversees packaging and shipping in Belgium
Three generations of Rabenandrasana’s family have worked in vanilla. Belinda’s grandfather operated locally in Madagascar and her father grew the trade across the country. She began international business in 2017, building Malagasy Vanilla into a supplier of Madagascan vanilla to European restaurants, pastry shops and food wholesalers. They opened in Belgium in 2023.
The company works with local producers and grower associations in Madagascar for cultivation and collection. Depending on the season, between 20 and 40 people oversee the six-to-10-month curing process that turns green pods into premium black vanilla.
In Belgium, Rabenandrasana and her business partner handle packaging, quality control and shipping. The company is planning a physical store and production space in Belgium and intends to hire by the end of the year.
Earning visibility through reviews
On Temu, Malagasy Vanilla sells gourmet-grade Madagascan vanilla under the product brand Lavani, whole pods aimed at professional chefs and home bakers who value premium ingredients.
Building visibility for a niche product usually requires substantial advertising spend, Rabenandrasana said. On Temu, customer reviews and product discovery tools do more of that work, giving smaller sellers a route that doesn’t depend on large marketing budgets.
“If the product is good and customers leave strong reviews, visibility can grow naturally,” Rabenandrasana said. “We have been able to get more traffic and increase sales.” The brand holds a positive review rate above 99% on Temu.
New markets, new products
Rabenandrasana is broadening what Malagasy vanilla offers and where it sells. She wants to reach several thousand sales across Europe and is looking at a warehouse in France to support that growth.
At its Belgian facility, Malagasy Vanilla is developing a vanilla extract and vanilla sugar. A social-impact arm to support grower communities in Madagascar is also in the works.
“My grandfather worked locally, my father expanded nationally, and now we are building internationally,” Rabenandrasana said.
Malagasy Vanilla employees prepare the dried vanilla pods.
Malagasy Vanilla sells gourmet-grade Madagascan vanilla in whole pods.
Raw green vanilla pods before the months-long curing process begins.
