Logo of Phnom Penh Post newspaper Phnom Penh Post - Single brand to strengthen market for fragrant rice

Single brand to strengthen market for fragrant rice

Single brand to strengthen market for fragrant rice

Cambodia must focus on building a single recognisable brand for its premium fragrant rice to strengthen its international marketing efforts, Minister of Commerce Sun Chanthol said yesterday.

“Once the consumer recognises our rice brand, as well as the design of the rice package, we will be able to fetch a higher price for our premium rice,” Chanthol said during a roundtable discussion with the British Ambassador.

Cambodia’s Phka Rumduol – a long-grain, aromatic variety of rice – has been awarded the World’s Best Rice at the annual World Rice Conference for three years running. But efforts to market the premium rice variety overseas have stumbled on labeling.

The most prevalent export label, “fragrant rice”, has been deemed too general, while the alternative label “jasmine rice” is also used by Thailand for their premium variety.

While Cambodia’s fragrant rice comes in a number of varieties, such as Phka Romdeng, Phka Romeat, and Phka Rumduol, the commerce minister said all should be marketed under an umbrella brand name.

“We should promote and stick to ‘Phka Romduol’,” he said. “This is what won the contest, so please let’s focus on this name and register it as a trademark or trade name for future use.”

Chanthol said the branding should extend beyond a name and include the packaging, which should incorporate traditional Khmer design elements and his ministry’s seal of approval.

He said a final decision on the sole brand name for the Kingdom’s premium fragrant rice would be made following consultations with the Cambodian Rice Federation and government agencies.

Turning to the issue of quality control, Chanthol rapped some local rice exporters accused of passing off imported aromatic rice as local product. He said consistent high quality was crucial to protecting Cambodia’s reputation as the producer of the world’s best rice.

David Puttnam, the UK Prime Minister’s trade envoy to Cambodia, said more efforts were needed to maintain the quality and consistency of rice exports, and to ensure that shipments of premium fragrant rice were not adulterated by lower-quality varieties.

“The most important thing is the integrity of the product,” he said. “Create the product, get confidence in the product, and then go out and say this is the best in the world.”

Puttnam said quality control was pivotal to landing supply contracts with big buyers. The entire supply chain must be disciplined to prevent its weakest links from destroying the brand reputation the country is working so hard to build, he added.

Rice is Cambodia’s most important agricultural commodity and a staple food item. Milled rice exports reached 387,000 tonnes in 2014, far short of the government’s target of 1 million tonnes a year by 2015.

MOST VIEWED

  • 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

  • Famed US collector family return artefacts to Cambodia

    In the latest repatriation of ancient artefacts from the US, a total of 33 pieces of Khmer cultural heritage will soon return home, according to the Ministry of Culture and Fine Arts. In a September 12 press statement, it said the US Attorney’s Office for the

  • 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

  • Kampot curfew imposed to curb ‘gang’ violence

    Kampot provincial police have announced measures to contain a recent spike in antisocial behaviour by “unruly’ youth. Officials say the province has been plagued by recent violence among so-called “gang members”, who often fight with weapons such as knives and machetes. Several social observers have

  • PM outlines plans to discuss trade, policy during US visit

    Prime Minister Hun Manet is set to meet with senior US officials and business leaders during his upcoming visit to the US for the UN General Assembly (UNGA), scheduled for September 20. While addressing nearly 20,000 workers in Kampong Speu province, Manet said he aims to affirm

  • 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