Confirel in California: an enthusiastic welcome from Khmer-Americans

Publish date: 10 January 2024 / Agriculture / Author : Veng Thavong

The “SHOWCASE! 2023”, organized last November in Long Beach by the Cambodian Chamber of Commerce of California, was an opportunity for Confirel to test the interest of American consumers in its products and to forge links with potential distributors. San Mono, its commercial director, takes stock of the lessons learned from the company's participation in this event.

FHD.info: How did Confirel come to integrate “Showcase 2023”?

Sen Mono: 15 Cambodian companies were invited. The number one goal of this exhibition was to increase the distribution of products made in Cambodia to the American market. Therefore, only Khmer companies ready to export to this market were invited, but only 4, among the 15, including Confirel were completely prepared.

Being ready means offering quality products that meet American standards in this area and having the capacity to supply the market.

FHD.info: What was your main goal in going to Long Beach?

S.M.: As you know, California has a large population of Cambodian origin. In and around Long Beach, there are nearly 20,000 Khmer-Americans, and there are many more in surrounding towns, including Cerritos, Signal Hill, and Bellflower. In total, that's almost 100,000 people. We were confident that they expect products made in Cambodia. It is therefore this market that we have come to attract as a priority.

FHD.info: And you think you have achieved your goal?

S.M.: It seems to me that, among all the products exhibited by the 15 Cambodian companies, ours were among those which aroused the most interest. For two reasons: their attractive packaging and their organic certification for the American market. The overseas Khmers were very surprised to see products of this quality produced in Cambodia. We brought, among other things, our Kiril Modern Prahôk Powder and this also surprised the Khmer-Americans. Many have told us that if our products were available in the USA, they would feel like they were living in their homeland by consuming Khmer products made by Khmer people.

FHD.info: Have you found the same interest among non-Khmer-Americans?

S.M.: Yes, many say they are interested because they are used to consuming Asian products. They asked us a lot of questions about our Thnot organic palm sugar. What is the difference with Indian palm sugar? Does sugar palm cultivation lead to deforestation? Etc.

Khmero-Americans were first attracted by the taste and smell of our products. The others were first interested through our packaging and our certifications. When we explained to them that our products had been exported for a long time to countries like Japan, South Korea or China, they were very interested. Many were wholesalers or large distributors who came with specific objectives and were looking for a lot of information on the history of the company and its founder, on our export customers, etc.

FHD.info: Which Confirel products have been particularly applauded?

S.M.: Overseas Cambodians loved them all. The others had a penchant for pepper and in particular for our Kirum pepper sauce, which goes very well with salads and barbecues.

Did this event allow Confirel to begin discussions likely to lead to commercial agreements?

This allowed us to start talking with six companies from California and Chicago. And some customers would like to come here to Cambodia to visit our plantations and our production site.