30 DAYS OPEN PURCHASEThis cinnamon comes from the Quảng Nam region of central Vietnam, grown at 1,500 metres altitude in the Truong Son forest near the Laotian border. The tree, Cinnamomum loureiroi, originates in this very forest and has been regarded as sacred by the ethnic groups who have lived alongside it for generations. It is known locally as Tra My cinnamon and is a variety that rarely leaves Vietnam, markedly different from the cassia that dominates spice shelves across Europe.
It takes ten years for the bark to mature sufficiently. The tree is then cut at the base, the bark peeled away, rolled and dried for weeks under controlled conditions to preserve the essential oils. The aroma is intense and clear: sharp, sweet and spicy with a depth and warmth that cassia never achieves. Half the amount compared to what you are used to is enough.
Quảng Nam cinnamon is one of the base ingredients in Vietnamese pho broth and works equally well in Chinese five spice, Indonesian rendang and Jamaican jerk. But it is in Nordic bakeries where it truly shines: cinnamon rolls become more balanced and more aromatic with significantly less sugar. One jar is guaranteed to change how you think about cinnamon. For me, one taste was all it took.
