Logo of Phnom Penh Post newspaper Phnom Penh Post - CRF, KE consider international milled-rice marketing linkup

CRF, KE consider international milled-rice marketing linkup

Content image - Phnom Penh Post
The Kingdom exported 192,495 tonnes of milled rice in the first four months of this year, down by 35.89 per cent year-on-year. Post staff

CRF, KE consider international milled-rice marketing linkup

The Cambodia Rice Federation (CRF) may soon strike a deal with Khmer Enterprise (KE) to work on the marketing and branding of Cambodian milled rice to reach a wider audience at international markets.

The two sides held a first meeting last week via video link to brainstorm ideas for a potential collaborative relationship to boost sales of the main linchpin of Cambodian agricultural exports.

Kim Sreyroth, CRF vice-president and chair of the federation’s Marketing and Export Promotion Executive Committee, said marketing and branding is very important to enhance the reputation and quality of Cambodian milled rice which is becoming increasingly recognised on the international market.

She lauded last week’s preliminary meeting as a positive for the Cambodian rice sector, saying the CRF is keen to work with KE.

“As a work in progress, the CRF will make proposals to KE on specific marketing and branding work, focusing on the main objective of expanding export markets to enhance the reputation of Cambodian products at home and abroad,” Sreyroth said.

KE is a start-up ecosystem support arm under the Ministry of Economy and Finance that helps improve the economic and commercial efficiency and effectiveness of local enterprises.

KE marketing and investment head Kong Somphyvatanak said the discussion was held to explore the possibility of joining forces to expand the Kingdom’s milled-rice export market.

The meeting focused on marketing and branding on the international stage, and delved into how to mainstream the reputation of quality Cambodian milled rice in a highly-efficient way, he said.

KE is very interested in the Cambodian rice market, he said, lauding the CRF’s work on the “Malys Angkor” brand of fragrant rice exports.

CRF secretary-general Lun Yeng, who also attended the meeting, told The Post on May 24 that the discussion merely paved the way for upcoming dialogue, with a formal decision on a partnership yet to be made.

Cambodia exported 192,495 tonnes of milled rice in the first four months of this year, representing a 107,757-tonne or 35.89-per-cent drop from the 300,252 tonnes posted in January-April 2020, according to data from the Ministry of Agriculture, Forestry and Fisheries.

The ministry estimated the value of the exports at nearly $161.7 million.


  • Joy as Koh Ker Temple registered by UNESCO

    Cambodia's Koh Ker Temple archaeological site has been officially added to UNESCO’s World Heritage List, during the 45th session of the World Heritage Committee held in Riyadh, Saudi Arabia, on September 17. The ancient temple, also known as Lingapura or Chok Gargyar, is located in

  • Ream base allegations must end, urges official

    A senior government official urges an end to the allegations and suspicions surrounding the development of Cambodia’s Ream Naval Base, now that Prime Minister Hun Manet has addressed the issue on the floor of the 78th UN General Assembly (UNGA 78). Jean-Francois Tain, a geopolitical

  • Cambodia set to celebrate Koh Ker UNESCO listing

    To celebrate the inscription of the Koh Ker archaeological site on UNESCO’s World Heritage List, the Ministry of Cults and Religion has appealed to pagodas and places of worship to celebrate the achievement by ringing bells, shaking rattles and banging gongs on September 20. Venerable

  • CP denied registration documents by ministry

    The Ministry of Interior will not reissue registration documents to the Candlelight Party (CP). Following a September 21 meeting between ministry secretary of state Bun Honn and CP representatives, the ministry cited the fact that there is no relevant law which would authorise it to do

  • Manet touches down in Beijing for high-level meetings

    Prime Minister Hun Manet arrived in Beijing on September 14 for his first official visit to China, where he is slated to attend the 20th China-ASEAN Expo and meet other leaders including Chinese President Xi Jinping. Upon his arrival, Manet laid a wreath at the Monument

  • Cambodian diaspora laud Manet’s UN Assembly visit

    Members of the Cambodian diaspora are rallying in support of Prime Minister Hun Manet’s forthcoming visit to the 78th UN General Assembly (UNGA 78) in the US’ New York City this week. Their move is an apparent response to a recent call by self-exiled former