Malagasy Vanilla has transformed its decades-old wholesale business by embracing direct-to-consumer sales through Temu enabling the family-run company to reach customers in 14 European markets while significantly reducing logistics costs.
For years, premium Madagascan vanilla supplier Malagasy Vanilla sold exclusively to restaurants, bakeries and wholesalers because the cost of shipping a single pack to individual customers often equalled the value of the product itself. That changed after the company joined Temu’s Local Seller Program in November 2025.
The Belgian-based business, which sources high-quality vanilla from Madagascar, has leveraged Temu’s logistics network to cut domestic shipping costs by nearly half through a partnership with Belgian postal operator Bnode. The move has enabled the company to enter the retail market for the first time and quadruple its sales within four months.
According to Belinda Rabenandrasana, co-Chief Executive Officer of Malagasy Vanilla, Temu has opened up an entirely new customer segment for the company.
“Temu opened a new avenue for us,” she said. “We were finally able to explore selling to individuals.”
The platform now contributes between five and 10 per cent of the company’s overall revenue.
Expansion into 14 European Markets
Malagasy Vanilla is among businesses participating in Temu’s Local Seller Program, launched in Europe in 2024 to help local merchants expand beyond their domestic markets.
Through partnerships with more than 150 logistics providers across Europe—including Bnode in Belgium, La Poste in France and DHL Group in Germany—Temu offers sellers access to affordable shipping and delivery infrastructure without requiring major investment in logistics.
After successfully establishing direct-to-consumer sales in Belgium, Malagasy Vanilla expanded into 14 European countries, including Germany, France, Spain and Poland.
Rabenandrasana said the logistics support, competitive shipping rates and seller assistance provided by Temu made the expansion possible.
“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,” she said.
She added that Temu also assists sellers in managing regulatory requirements such as the European Union’s Extended Producer Responsibility (EPR) compliance, making cross-border operations easier for small businesses.
Three Generations of Vanilla Expertise
Malagasy Vanilla traces its roots to three generations of the Rabenandrasana family in Madagascar’s vanilla industry.
Belinda’s grandfather began trading vanilla locally, while her father expanded operations across Madagascar. She launched the company’s international business in 2017, supplying premium Madagascan vanilla to European restaurants, pastry shops and food wholesalers before establishing operations in Belgium in 2023.
The company partners with growers and producer associations in Madagascar, where between 20 and 40 workers oversee the six- to 10-month curing process that transforms green vanilla pods into premium black vanilla.
Operations in Belgium focus on packaging, quality assurance and distribution.
Customer Reviews Drive Growth
Under its Lavani brand, Malagasy Vanilla sells gourmet-grade whole vanilla pods targeted at both professional chefs and home baking enthusiasts.
Rather than relying heavily on paid advertising, the company has benefited from Temu’s product discovery tools and customer reviews, helping the niche brand gain visibility organically.
According to Rabenandrasana, strong customer feedback has played a significant role in increasing traffic and boosting sales.
The brand currently maintains a customer review rating exceeding 99 per cent on the platform.
Future Plans
Looking ahead, Malagasy Vanilla plans to expand its European footprint further by establishing a warehouse in France and increasing sales across the continent.
The company is also developing new products, including vanilla extract and vanilla sugar, while planning to open a physical retail and production facility in Belgium later this year.
In addition, it intends to launch a social-impact initiative aimed at supporting vanilla-growing communities in Madagascar.
Reflecting on the company’s evolution, Rabenandrasana said the business continues to build on her family’s legacy.
“My grandfather worked locally, my father expanded nationally, and now we are building internationally,” she said.
