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.

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