Cambodian food producers and industry specialists are urging local small and medium-sized enterprises (SMEs) to strengthen product quality, understand customer needs and comply with international standards as they seek opportunities in overseas markets. The recommendations were shared during a workshop organised by Food Standards Advisor (FSA), which brought together food business owners, industry experts and business representatives to discuss food innovation, quality assurance and supply chain readiness.
Held at Khmer Enterprise (KE) to mark FSA's first anniversary, the workshop was titled “A Practical Guide on F&B Innovation and Supply Chain Standards for International Market Readiness.” It also provided practical training for 25 food business owners and SME representatives, including 15 women.
Key Facts
Organiser: Food Standards Advisor (FSA)
Workshop: A Practical Guide on F&B Innovation and Supply Chain Standards for International Market Readiness
Venue: Khmer Enterprise (KE)
Panel discussion date: October 25, 2026
Participants trained: 25 food business owners and SME representatives
Women participants: 15
Main topics: Food safety, quality standards, certification, product development, labelling, shelf-life extension and supply chain logistics
FSA founded: July 2025
Main objective: Help Cambodian food businesses improve product quality and prepare for international markets
Cambodian Food Entrepreneurs Share Lessons from Market Experience
One of the key contributions to the discussion came from Pich Sreinuch, MasterChef Champion and founder of Chef Noch Chicken Powder.
She shared her experience introducing locally produced chicken seasoning powder to retailers, explaining that initially only one or two out of every 10 retailers agreed to try product samples.
Despite the limited initial response, she continued promoting the product through sampling, direct engagement and early marketing activities. These efforts eventually helped the Cambodian-made brand attract major supermarket chains.
Sreinuch said her background as a chef helped generate interest in the product before its launch, while direct engagement with retailers played an important role in introducing it to the market.
Her experience highlighted the importance of persistence, product positioning and building relationships with retailers when launching a new food brand.
Customer Understanding and Trust Are Essential for Food Businesses
Cheu Seanghong, sales and marketing team leader at Kirirom Food Production, emphasised that understanding customer needs and building trust are essential to attracting and retaining clients.
She explained that businesses must understand what customers expect and assess whether they can consistently meet those requirements.
Open communication and listening to customer feedback are also important for maintaining business relationships and improving products and services.
Her recommendations highlight the importance of combining product quality with customer-focused sales and marketing strategies.
FSA Aims to Strengthen Food Safety and Quality Standards
Sea Longsreyneath, CEO and founder of Food Standards Advisor, said the organisation aims to help Cambodian businesses improve food safety and security, develop quality management systems and build sustainable supply chains.
She explained that her mission is to use experience in entrepreneurship, food management and quality systems to strengthen standards compliance and improve the international reputation of Cambodian food and beverage brands.
The organisation's work focuses on technical consulting in three main areas:
Quality assurance and compliance
Food and beverage product innovation and development
Supply chain integration
Founded in July 2025, FSA provides support intended to help local food businesses improve their operational practices and prepare for wider market opportunities.
Industry Specialists Highlight Quality, Innovation and Logistics
The panel discussion also featured:
Chin Sreymom, Quality Assurance Manager at Khmer Foods Group Co Ltd
Pich Mony, Managing Director of BARAY Logistics Asia Co Ltd
Their participation brought together perspectives from quality assurance and logistics, two areas that are important to the development of competitive food businesses.
Product quality and food safety are central to building consumer confidence, while effective logistics and supply chain management help businesses maintain product conditions and deliver goods reliably.
The workshop's focus on innovation and supply chain standards reflected the need for Cambodian food producers to consider the full business process, from product development to distribution.
Workshop Trains 25 Food Business Owners and SME Representatives
Beyond the panel discussion, the anniversary workshop provided practical knowledge to 25 food business owners and SME representatives, including 15 women.
The training covered several areas relevant to improving business operations and preparing products for wider markets:
| Training area | Business relevance |
|---|---|
| Standards and certification | Understanding requirements for product quality and compliance |
| Product development | Improving and developing food and beverage products |
| Labelling | Preparing appropriate product information and packaging labels |
| Shelf-life extension | Understanding ways to improve product storage and durability |
| Supply chain logistics | Strengthening handling, storage and distribution processes |
These topics address practical challenges faced by food producers seeking to improve product consistency and meet the requirements of retailers and potential international buyers.
Angkor Times Analysis: Cambodian Food SMEs Need More Than a Good Product to Compete Globally
Cambodia has food entrepreneurs developing locally made products with potential to reach larger retail networks and international markets. However, the experience shared at the FSA workshop highlights that product quality alone is not enough to build a competitive food business.
For SMEs, international market readiness requires a combination of product development, compliance, customer understanding and reliable distribution.
Three priorities stand out.
First, food safety and standards compliance must become part of everyday operations. Businesses need consistent quality assurance processes, appropriate certification and reliable production practices. These capabilities can help build confidence among retailers, distributors and potential overseas buyers.
Second, product innovation must respond to actual customer demand. The experience of Chef Noch Chicken Powder demonstrates the importance of sampling, market engagement and persistence when introducing a new product. Understanding consumer preferences and responding to feedback can help businesses improve their market positioning.
Third, supply chain management is essential for scaling. As food businesses expand beyond local sales, they must be able to manage storage, shelf life, handling, labelling and distribution. Weaknesses in these areas can undermine otherwise promising products.
The FSA workshop is a useful example of how technical advisory services and practical business training can support SME development. Its longer-term value will depend on whether participating businesses can apply the knowledge to improve operations, meet relevant standards and secure new market opportunities.
For Cambodia's food sector, stronger SME capabilities could contribute to the development of more competitive domestic brands and create a stronger foundation for future export growth. However, the workshop announcement does not report specific export deals, new certifications or measurable business outcomes resulting from the training.
Frequently Asked Questions
What was the purpose of the FSA workshop?
The workshop aimed to help Cambodian food producers and SMEs improve product quality, understand standards and certification, strengthen supply chains and prepare for international markets.
When and where was the workshop held?
The workshop was held at Khmer Enterprise in Phnom Penh. The panel discussion took place on October 25, 2026.
How many people participated in the training?
A total of 25 food business owners and SME representatives participated, including 15 women.
What topics did the workshop cover?
Topics included standards and certification, product development, labelling, shelf-life extension and supply chain logistics.
Who founded Food Standards Advisor?
Sea Longsreyneath is the CEO and founder of Food Standards Advisor.
When was FSA established?
FSA was founded in July 2025.
What services does FSA provide?
FSA provides technical consulting in quality assurance and compliance, food and beverage product innovation and development, and supply chain integration.
Why are international standards important for Cambodian food SMEs?
Standards and compliance help businesses demonstrate product quality and food safety, build trust with buyers and prepare to meet the requirements of larger retailers and overseas markets.