South Africa, Aug. 7 -- For Malagasy Vanilla, a third-generation family business rooted in Madagascar's world-renowned vanilla industry, that challenge has taken a different turn.

By joining Temu's Local Seller Programme, the company has expanded beyond its traditional wholesale model to sell directly to consumers across 14 European markets, opening a new chapter in its international growth journey.

From wholesale supplier to direct-to-consumer brand

For years, Malagasy Vanilla supplied premium Madagascan vanilla to restaurants, bakeries and food wholesalers across Europe.

While the company had built a strong reputation among professional buyers, selling directly to consumers remained out of reach.

The economics simply didn't work. ...