From a Humble Herb to a Rising Brand: One Woman's Mission to Make White Turmeric a Vietnamese Specialty

Born into a farming family, Thuong’s childhood was steeped in the scent of the region’s iconic red basalt soil and the rhythms of coffee, avocado, and durian harvests. After graduating with a degree in Economics from the Ho Chi Minh City University of Agriculture and Forestry, she returned home to a secure position at the Di Linh District Agricultural Center.

But despite the stability, a sense of unease grew. "Our local farmers work so hard, yet their produce is undervalued," Thuong recalls thinking. "Everything is sold raw, subject to volatile market prices. As a young person with an economics degree, why wasn't I doing something to change that?"

That question became the catalyst for a bold leap into entrepreneurship, with white turmeric at its center.

A Pandemic Pivot

The turning point came in 2019 with the onset of the COVID-19 pandemic. As demand for immune-boosting and wellness products surged, Thuong tested the market with her first white turmeric creations. The response was overwhelmingly positive.

"I realized that white turmeric is a valuable crop, but it was still relatively unknown to the broader market," she explains. "If developed with a focus on being green and high-quality, it could absolutely become a signature product for Di Linh, for Lâm Đồng, and even for the entire Central Highlands."

But passion alone wasn't enough. Thuong dedicated herself to learning, studying everything from business administration and marketing to customer acquisition. In 2021, her efforts earned her third prize in the "Initiatives for UN Sustainable Development Goals" program in Taiwan. The experience solidified her belief: for long-term success, her products needed to be standardized, professionalized, and connected to a global value chain.

Building a Business from the Ground Up

By 2025, Thuong had officially founded her own company, starting with a nearly one-hectare plot of white turmeric that she propagated and cultivated herself. From small initial sales, her product line of white turmeric lozenges and soaps began to gain traction, reaching customers nationwide through e-commerce platforms.

"During our peak months, we ship over 1,000 orders," Thuong shares with pride.

Now, she is building a network of local farmers, guiding them to cultivate the herb according to VietGAP standards—a national certification for safe and sustainable agricultural practices. Her ultimate goal is to establish Lam Dong’s first large-scale, high-quality white turmeric growing region.

"I hope that one day, when people think of white turmeric, they'll remember a girl from Di Linh who is dedicated to clean agriculture and has dreams of reaching the world," she says.

For aspiring young entrepreneurs, Thuong’s most important assets are perseverance and a willingness to face challenges. She stresses the need for continuous learning in management and branding, but above all, an innovative spirit. "An idea isn't enough," she advises. "You need the flexibility to adapt to whatever difficulties arise."

From a few rows of white turmeric, Le Thi Cam Thuong is sowing a green dream into the red earth of Di Linh—a dream of clean, branded agricultural products earning their rightful place in the market, driven by a new generation daring to do things differently.