Presented by : Position : Ministry of Commerce 1
1. Introduction 2. Objective 3. Key activities 4. Best Practices 5. Key Challenges 6. Suggestions 7. Conclusion 2
Core team have joined some meeting with IFC and DICO/MoC on the project progress and results through the Main Implementing Entity (MIEs) presentation Recently 2 core team members from milled rice component attended “The 9th China (Guangzhou) International High Quality Rice and Brand Grains Exhibition 2015, June 4-6” Cambodian rice exporters: 10 rice exporters companies joined the event including: Khmer food group Co., Ltd, Golden Rice (Cambodia) Co., Ltd, Hung Hiep (Cambodia) Co., Ltd, City Rice Import Export Co., Ltd, CaviFoods Company Co., Ltd, Nikoline Investment Co., Ltd, Indochina Rice Mill Limited, EangHeang Improt Export Co., Ltd, Golden Daun Keo Rice Co., and Ltd, Lor Eak Heng Sek Meas Rice Co., Ltd. The trip to the exhibition was facilitated and supported by IFC and CRF. 3
1. To strengthen capacities of rice core team on management of trade exhibition, better understand the project and its procedure 2. To identify the situation and stakeholder through event on observation and activity 3. To be shared the lesson learnt from the exhibition to the whole team after attending the exhibition 4. Prepare the report on achieved results of the exhibition 4
During the 3 days exhibition: There were many customers and some buyers visited Cambodia rice booth in the 1 st and 2 nd day than the last day of the exhibition Customer orientation : Chinese Booth’s decoration: Top of the booth decorated as Bayon temple. In addition, underneath there were some sample trophies of the World’s Best Rice were displayed on tables 10 round tables for each company with 2 chairs were arranged in the booth’s compound, as well as two long tables of reception with the decorated light straps surrounded the small woven baskets, which contained samples of rice varieties and card of specification was attached to each rice category for the customers. Brochure and business card were displayed on all reception desks. 2 TV were displayed by the corners of the booth showing the World Rice Conference event with two racks/fold book holders were nearby 5
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Marketing Strategy: Show cast of the World’s Best Rice trophy with TV promotion on and some other promotional materials Two rice cookers were ready to cook for tasting 4 Chinese and English Interpreters were stand by as the receptionist at the reception Customer visit: Percentage shared of Customers others Hong Kongese 5% 15% local people local people 80% Hong Kongese others 7
Type of rice : Many rice varieties were displayed to the customers and the top exported rice varieties are: - Jasmine rice - Premium fragrant rice MOST EXPORTED COUNTRIES - Fragrant rice Europe Russia, China, Malaysia Africa, Australia, USA & others 60% 50% 40% 30% 20% 10% Market’s requirement: 0% 1 Quality, Safety and Purity. 8
The process between sellers and buyers : Cambodia rice exporters provided • detail information and rice samples to the customer for their further consideration Customer feedback for more • information, and some customers have contacted the selected rice millers via e-mail, fax or phone for rice purchase. Buyer expectation : Expected results 20%-30% 70%-80% Real buyers unreal buyers 9
Well-organized with appealing of the booth Full information given to the visitors through promotional materials Good strategy and marketing plan HACCP certified World best rice trophy and best quality of rice have been displayed The communication via practice of Khmer Culture Well managed on group meeting and discussion 10
Internal External Not many customers and The exporter wanted to have their buyers attended this event due own booth based on the bad to THAIFEX (another experienced was occurred in France international rice exhibition in The budget spending for the expo is Thailand) limited Most of customers recognized The bank interest rate is high, which the Jasmine rice belongs to limit the access to credit for the rice Thai rice’s brand millers in buying the rice paddy, Difficult to find the market due while enormous supply from to limited international exposure and promotion farmers have been informally exported to Thailand and Vietnam Logistic and some others documents process is costly High cost of electricity Costly even for loading the rice Rice purity (much broken rice) container into the ship 11
IFC should share the work plan of this project to each core-team Monthly or quarterly meeting with the rice core- team to share the activities and achievements process to be consider. Need the strong support to directly work to the actual field is much more rather than sharing only information in place ( real practices) The output of each progress of project activities should be abided by DICO, then disseminates to other relevant members for reference 12
The programme is crucial to the rice core team in understanding the current status of rice in Cambodia and the rice export orientation, especially the type of rice which have the potential for Cambodia comparative advantages. It was a great opportunity to show and displayed Cambodian rice to international customers and buyers. This is one of the successful pathway in order to encourage continuous growth of rice export in Cambodia, which will help to improve the income for the rice farmers. Also is the form of poverty reduction and contribution to the economic grow in Cambodia. 13
Thank you! 14
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