Presented by : Position : Ministry of Commerce 1 1. Introduction - - PowerPoint PPT Presentation

Presented by: Position: Ministry of Commerce

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1. Introduction 2. Objective 3. Key activities 4. Best Practices 5. Key Challenges 6. Suggestions 7. Conclusion

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• 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.

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• 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

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During the 3 days exhibition: There were many customers and some buyers visited Cambodia rice booth in the 1st and 2nd 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

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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:

local people 80% Hong Kongese 15%

• thers

5%

Percentage shared of Customers

local people Hong Kongese

• thers

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Type of rice: Many rice varieties were displayed to the customers and the top exported rice varieties are:

• Jasmine rice
• Premium fragrant rice
• Fragrant rice

0% 10% 20% 30% 40% 50% 60% 1

MOST EXPORTED COUNTRIES

Europe Russia, China, Malaysia Africa, Australia, USA & others

Market’s requirement: Quality, Safety and Purity.

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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.

20%-30% 70%-80%

Expected results

Real buyers unreal buyers

Buyer expectation:

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• 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

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Internal

• The exporter wanted to have their
• wn booth based on the bad

experienced was occurred in France

• The budget spending for the expo is

limited

• The bank interest rate is high, which

limit the access to credit for the rice millers in buying the rice paddy, while enormous supply from farmers have been informally exported to Thailand and Vietnam

• High cost of electricity
• Rice purity (much broken rice)

External

• Not many customers and

buyers attended this event due to THAIFEX (another international rice exhibition in Thailand)

• Most of customers recognized

the Jasmine rice belongs to Thai rice’s brand

• Difficult to find the market due

to limited international exposure and promotion

• Logistic and some others

documents process is costly

• Costly even for loading the rice

container into the ship

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• 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

• ther relevant members for reference

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• 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

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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.

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Thank you!

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