In 2017, November Canieso-Yeo founded Plantsville Health, a social enterprise dedicated to saving the endangered Philippine cinnamon species. By working with smallholder farmers, particularly women, Plantsville cultivates cinnamon, purchases their harvest, and creates high-value products, ensuring both environmental and economic sustainability.
Photo courtesy of Plantsville Health
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Before establishing Plantsville, Ms. Canieso-Yeo spent 15 years in the corporate sector. Believing she needed time to learn and grow, she sought a different path. Returning home to Bacolod, she embraced gardening and committed to planting superfoods. Through vlogging and research, she discovered that cinnamon was not only a superfood but also native to the Philippines. Stunned to discover that Philippine cinnamon was nearly 98 to 100% endangered, she saw a major market gap and an opportunity to create both social and environmental change.
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Determined to find cinnamon in Negros, she reached out to the Negros Occidental Provincial Environment Management Office (PEMO), which led her to nearby municipality Don Salvador Benedicto, a natural park. She soon realized that while farmers knew of “kaningag” (the local name), they were unaware it was Philippine cinnamon. Many had been cutting the trees down for charcoal, not realizing its value. Even the mayor was unaware of its significance. This lack of awareness persists nationwide, as Philippine cinnamon is known by at least 14 local names but remains underappreciated.
One of her biggest challenges was shifting farmers’ mindsets to see cinnamon as a renewable resource. The president of a local farmers’ association initially opposed harvesting, fearing depletion. Ms. Canieso-Yeo proposed a different perspective—what if they planted more because there was a market? With local government funding, Plantsville secured Php 500,000 to plant 14,000 cinnamon seedlings. At that time, only 50 trees remained on farmers’ lands.
Photo courtesy of DOST TUPV HIVE
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By 2018, she focused on sustaining operations. She kept costs low by taking public transportation to farms and reselling seedlings while raising awareness through vlogging. As demand grew, customers requested cinnamon bark and leaves, prompting product expansion.
In 2019, she won first place in World Vision’s social innovation challenge, a validation of her enterprise. She later joined the Technological University of the Philippines-Visayas’ (TUP-Visayas) incubator hub, which led her to the Philippine Startup Week. There, she confirmed strong market demand, earning Php 11,000 in just four hours. With Alternative Indigenous Development Foundation, Inc. (AIDFI), an NGO based in the Philippines, she explored distilling cinnamon leaves, discovering a sustainable way to produce essential oils without cutting trees.
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From cinnamon coco sugar, her product line expanded further to create sustainable alternatives due to the limited supply of cinnamon bark. Since cinnamon trees take years to regenerate after their bark is harvested, she aimed to create a product that could be continuously produced without harming the trees. By using cinnamon leaves, which were less studied and explored and usually considered waste, she was able to produce essential oils and hydrosols. During the pandemic, she also developed a cinnamon sanitizer that retained moisture while killing germs. The product saw high demand, ensuring business growth.
Photo courtesy of Plantsville Health
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Photo courtesy of Plantsville Health
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Plantsville continued innovating with cinnamon-based products such as massage oil, sleep aromatic water, and mouthwash. A grant from the United Nations Development Programme (UNDP) helped Plantsville acquire a 100kg distiller, followed by a 200kg distiller and a Food and Drug Administration (FDA)-compliant processing facility through Department of Science and Technology – Philippine Council for Industry, Energy and Emerging Technology Research and Development (DOST-PCIEERD) funding. Support from the Foundation for a Sustainable Society, Inc. (FSSI) further enabled expansion into grocery and export markets.
Today, Plantsville partners with seven (7) farmer associations in Don Salvador Benedicto, engaging around 350 farmers, 76 of whom actively plant cinnamon. As demand increased, nearly all farmers began planting. Plantsville prioritizes sustainability, using cinnamon leaves instead of bark and ensuring no waste. Their operations comply with FDA standards, following strict cleaning and monitoring procedures. The entire process, from education to planting, harvesting, processing, and distribution, remains sustainable and circular.
Photo courtesy of Plantsville Health
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Women play a significant role in the enterprise, with 52 of the 76 planting farmers being female. Ms. Canieso-Yeo, raised in a household that valued gender equality, never doubted women’s capabilities in entrepreneurship. Speaking at a Women’s Month event, she discovered more women cultivating Philippine cinnamon and plans to collaborate with the Province of Negros Occidental, Provincial Council for Women to further integrate women into the cinnamon industry.
Photo courtesy of Plantsville Health
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She found FSSI through social media and initially applied for a program supporting women-led social enterprises. Though her initial application did not pan out, she later secured a no-interest seed capital loan, which was vital for Plantsville’s growth. “FSSI has a good financing facility, provides technical assistance, and has a strong network in the Philippines. I can grow with FSSI because we have shared goals,” she shared.
November Canieso-Yeo, Founder of Plantsville, and Sweet Rose Tanoy, Operations Officer,
with FSSI Partnership Manager Ednie Luceno-Casiller at Plantsville Health
Photo courtesy of Plantsville Health
.Reflecting on her journey, she says “I am most proud that the trees are standing. Before, cinnamon was unknown, disregarded, and only a few trees remained. Now, there are 5,000 to 8,000 trees—an incredible achievement. Not everyone plants trees, but I was able to convince PEMO and the farmers to plant cinnamon. Even when I’m gone, the trees will continue to stand, a true legacy.”
Having a facility that is compliant with both the Philippine and the U.S. FDA, Plantsville is poised for greater expansion. “The market for cinnamon is deep. It’s just a matter of time before we find the right long-term customer.”
Through sustainable entrepreneurship, Ms. Canieso-Yeo has not only revived the Philippine cinnamon but has also empowered farmers, particularly women, ensuring a lasting impact for generations to come. By promoting a circular economy, Plantsville Health ensures that every part of the cinnamon tree is utilized efficiently—harvesting leaves instead of bark, repurposing by-products, and implementing regenerative farming practices. This holistic approach aligns with the triple bottom line (3BL) strategy of FSSI, which balances the bottom lines of people, planet, and profit. By cultivating inclusive economic opportunities, ensuring environmental responsibility, and creating a financially viable enterprise, Plantsville Health exemplifies how sustainability-driven businesses can drive systemic change while securing long-term benefits for both communities and ecosystems.
Learn more about Plantsville Health Products here. You may also check out their online store.
Meanwhile, to learn more about how FSSI supports social enterprise like Plantsville through seed capital investments, please contact our Partnership Unit through Sherwin Celestino at sherwin.celestino@fssi.com.ph or mobile 0969 079 8528.
You may also begin your application through our website and check our list of financial options.
