Food experts share strategies to help Cambodian SMEs reach global markets

Food experts share strategies to help Cambodian SMEs reach global markets

When Pich Sreinuch first introduced her locally made chicken seasoning powder to retailers, only one or two out of every 10 agreed to try samples. But her persistence and early marketing eventually attracted major supermarket chains.

She shared her experience at a workshop organised by Food Standards Advisor (FSA) to mark its first anniversary and help local producers improve product quality, meet international standards and access overseas markets.

The workshop, titled “A Practical Guide on F&B Innovation and Supply Chain Standards for International Market Readiness”, was held recently at Khmer Enterprise (KE), bringing together food producers, industry specialists and business representatives.

Sreinuch, MasterChef Champion and founder of Chef Noch Chicken Powder, said her background as a chef helped build interest in the product before its launch, while early marketing and direct engagement with retailers helped introduce the Cambodian-made brand to the market.

Cheu Seanghong, sales and marketing team leader at Kirirom Food Production, said understanding customer needs and building trust were essential to attracting and retaining clients.

She stressed that businesses must understand what customers want and whether they can meet those needs, while maintaining open communication and listening to feedback.

Sea Longsreyneath, CEO and founder of FSA, said: “My mission is to use my experience in entrepreneurship, food management and quality systems to help Cambodian businesses improve food safety and security, build a culture of standards compliance and develop sustainable supply chains. This is a commitment to enhancing the global reputation of Cambodian F&B brands.”

The panel also featured Chin Sreymom, Quality Assurance Manager at Khmer Foods Group Co Ltd, and Pich Mony, Managing Director of BARAY Logistics Asia Co Ltd.

Founded in July 2025, FSA provides technical consulting in quality assurance and compliance, food and beverage product innovation and development, and supply chain integration.

The anniversary workshop also equipped 25 food business owners and SME representatives, including 15 women, with practical knowledge of standards and certification, product development, labelling, shelf-life extension and supply chain logistics.

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