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I'd like to talk about my cousin Trang, who is thirty-three and runs a dried fruit business in Da Lat that has done far better than anyone in our family expected. Seven years ago she was an accountant at a bank and thoroughly bored. Her parents grow persimmons on a small hillside farm, and every autumn they had to sell the fruit to traders for almost nothing, sometimes as little as five thousand dong a kilo. Trang had read about the Japanese method of drying persimmons by hanging them in the wind, so one season she kept back two hundred kilos and tried it on the balcony. Half of that first batch went mouldy. Her father was not impressed and told her, 'You have a desk and an air conditioner, why do you want to be a farmer?' She carried on anyway, quit the bank a year later, and started selling through Facebook with photos she took on her phone. Today she has a proper drying house, employs twelve local women, and ships about fifteen tonnes a year, including to a few shops in Singapore. I think she's succeeded for two reasons. First, she's obsessive about quality; she'll throw away a whole tray if the colour is wrong. Second, she's honest with customers in a way that's surprisingly unusual online. If a batch is less sweet than last year's, she says so in the post. People trust that, and they keep coming back. Whenever I go up to Da Lat she puts me to work peeling persimmons for free, which I suspect is another reason the business is so profitable.