This case study focuses on MDI, a young family-owned company that specializes in equitable trade of Vietnamese agricultural products, including coffee, green tea, jasmine tea, snow mountaintea and cashews under the trademark ‘Betterday’. MDI works with farmer groups to help improve quality of production and achieve Fair-trade and organic certification. The report describes the market and location context, the business model, including the financial model and value creation and distribution, constraints, relationships of the business as well as the results.