CRF explores expansion opportunities in US market, Chhun Hour says

CRF explores expansion opportunities in US market, Chhun Hour says

Direct market research helps the Cambodian private sector better understand market trends and strengthen relationships with importers, distributors, and market owners in the United States.

The Cambodian Rice Federation (CRF) has sought to understand the demand of milled rice in the US market following its successful participation in the Summer Fancy Food Show in New York City held recently.

The CRF delegation led by its president Lay Chhun Hour conducted study visits on July 1 to the markets in Long Beach, California, USA, focusing on the distribution network and opportunities to expand the rice market within the Cambodian community and the broader US market.

The delegation visited Chaktomuk Market, a marketplace that supplies a wide range of Cambodian and Asian products, including Cambodian rice. The delegation inspected the product display, packaging quality, selling price, and customer response to Cambodian rice compared to rice from Thailand and Vietnam.

The visit was important to understand the real needs of consumers in the United States so that Cambodian rice exporters can improve product quality, packaging, brand building, and marketing strategies in line with the needs of consumers and importers, said Chhun Hour.

The US market is a high-potential market for Cambodian rice, especially premium fragrant rice, which is recognised for its quality in the international market, he said.

“Direct market research will help the Cambodian private sector better understand market trends and strengthen relationships with importers, distributors, and market owners in the United States,” the CRF president said.

The visit was part of the CRF’s strategy to expand export markets, enhance the recognition of Cambodian rice brands, and boost rice exports to the US market for future growth.

During this visit, the team found more than 10 brands of Cambodian rice that were packaged and distributed in the US market.

Specifically, in the first half of 2026, Cambodia exported more than 7,300 tonnes to the US.

During their stay in Long Beach, the delegation met with Kim Chha Hout, honorary consul general of Cambodia and President of the Cambodian Chamber of Commerce in California, and discussed measures to strengthen cooperation in expanding markets and promoting Cambodian rice exports to the US.

The two sides exchanged in-depth views on the rice market situation in the US, consumer demand trends, competition with rice from other countries, and opportunities to increase the presence of Cambodian rice in distribution networks and supermarkets.

The two sides also expressed their commitment to further strengthen cooperation, organise activities to promote Cambodian products, business matching programs, and promote direct connectivity between producers, exporters, and importers to increase the value and enhance the reputation of Cambodian rice in the US market.

khmertimeskh