Kirum prahok powder sends media into a frenzy

A flood of articles and video reports devoted to Kirum prahok powder created by Confirel flooded traditional media and social networks in the country last month.

This media tidal wave followed the “Media Roadshow to CAPFish-Capture: Post-Harvest Fisheries Development Project” organized by UNIDO - United Nations Industrial Development Organization - and the Capfish program that it finances with the European Union for the development of the country's fisheries and the compliance of their production with a view to entering the international market.

This “Media Trip” led officials from Unido/Capfish, the Ministry of Agriculture and the Fisheries Administration, the European Union and around thirty journalists and influencers to visit the production and processing sites of the companies involved in this program that benefit from the financial and technical assistance of the project.

Thus, on July 15, the Confirel showroom at the Chom Chao production site was literally invaded by cameras and journalists who were able not only to film but also to taste culinary preparations of high gastronomic quality highlighting Kirum prahok powder, thanks in particular to the talent of the team of the Penh House hotel.

“A new local product – Khmer prahok powder – is about to make its debut on the European market. The innovation has recently been presented in gourmet preparations to highlight its culinary potential and appeal,” Hong Raksmey wrote for the Phnom Post, clearly enchanted by the product. "These carefully prepared preparations presented a fusion of Western culinary techniques and Southeast Asian flavors. Prahok, a fermented fish paste known for its bold and distinctive taste, was skillfully incorporated into these elegant presentations in its new powdered form, demonstrating its versatility and appeal beyond Cambodian cuisine. The plates, adorned with dollops of colourful sauces and garnished with delicate edible flowers, showcased the chefs’ sophistication and creativity. The initiative aims to introduce the unique flavours of Khmer prahok to European palates, promising an exciting culinary and cultural experience.”

In entering international markets, including the European Union, Cambodian fish producers face, in addition to the challenges of quality standards and traceability, strong competition from neighbouring countries such as Thailand and Vietnam, which are already well established in international markets with their own traditional products, such as Vietnamese nuoc mam and Thai fish sauce. “However, Khmer prahok has unique qualities that can set it apart,” said Hay Ly Eang, CEO of Confirel and creator of the powdered prahok, in the presence of Shetty Seetharama Thombathu, Chief Technical Advisor of Unido, of Im Rachna, Undersecretary and Spokesperson of the Ministry of Agriculture, Forestry and Fisheries, and of Bryan Fornari, Head of Cooperation at the EU Delegation to Cambodia.

Dr Hay explained that the project to create the powdered prahok aims to convert traditional Khmer prahok – a staple of Khmer cuisine – into a high-quality and easy-to-storage product.

With its technical expertise backed by numerous international certifications, the company ensures the preservation of this traditional delicacy while improving its palatability, ease of use, hygiene and versatility, making it suitable for both Khmer and international culinary applications.

“The implementation of a digital traceability system, as part of the project, ensures transparency and quality control from production to the end consumer, thus strengthening the credibility and marketability of Khmer prahok globally. Its distinctive flavour profile, combined with the convenience of a powdered form, offers something new and exciting for European chefs and consumers,” he noted. However, for Confirel, this new product is not just about convenience. It is about preserving a crucial element of Cambodian heritage while making it accessible and attractive to international consumers, thus fully in line with the company’s philosophy.