July 6, 2021

Exposure visit encourages market & product diversification

New connections unlock a multitude of exciting opportunities in the longan subsector. 

Uncertainty regarding standards, quality and packaging creates challenges in the fresh and processed longan sector. To address these issues and expand distribution, longan actors require a better understanding of market expectations in terms of quality, quantity, and production requirements.

Observing these challenges, Feed the Future Cambodia Harvest II “Harvest II” organized two events for longan actors to learn, observe, and develop connections in potential markets. Harvest II assembled 16 longan actors including processors, exporters, suppliers, a logistics company, and agricultural cooperatives (AC) from Battambang province to discuss collaboration opportunities. Harvest II recruited a consultant to assist these actors to increase competitiveness and unlock access to export markets by identifying and exploring target markets. The meeting established new connections and resulted in the members forming a Telegram group to share market and technical information, raw material supply, and logistics arrangements. 

Longan actors visit KCCV Plantation’s market to gain a better understanding of product expectations and requirements.

 Following the meeting, Harvest II organized and conducted a two-day exposure visit to Phnom Penh for 12 longan actors from the newly formed group. Sessions with experienced market actors focused on three areas of growth:

1.    Encouraging the adoption of good manufacturing practices (GMP), hazard analysis critical control point (HACCP), and food processing standards, certified fruit processing companies CSL Enterprise and KCCV Company shared their experiences, provided guidance, and advice to participants.

2.    Promoting value-added longan products, Harvest II introduced the participants to food processing experts at the Institute of Technology of Cambodia (ITC) and Phnom Penh Packaging Company (PPPC) to discuss processing, product packaging and branding.

3.    Facilitating market distribution expansion, introductions and meetings were held between longan actors with buyers, wholesalers, and premium markets.

The visit employed active learning and knowledge sharing to advance the longan sector, promoting improved production standards, value-adding, and diversification. Mr. Uy Chhengheng, co-founder of Navita shared what they learned from the visit, “Navita now knows about Lucky market’s requirement on their new products, that helps Navita improve their products by themselves to be able to sell at Lucky in the future.”

A visit to Chip Mong premium market during the exposure visit resulted in a partnership with CSL.  

Harvest II continues to support increased prosperity and sustainability across Cambodia’s horticulture sector. Working with market actors, Harvest II connects and assists in forging critical partnerships and strategies to improve production practices, strengthen the supply chain and diversify distribution networks.


A chain reaction, beginning with the initial meeting and continuing with the exposure visit, produced a multitude of fruitful partnerships for the longan actors. New market diversification partnerships include KCCV selling Agro Nature’s products in their Phnom Penh markets and CSL Enterprise successfully introducing and launching their new products in AEON, Lucky and Chip Mong premium markets. Engaging product diversification, wholesaler Chheng Sreyleap now supplies fresh dragon fruit to fruit processor Navita for processing. Further agreements facilitated by these events include Yim Bunthoeun supplying fresh longan to KCCV and AC Ponleu Pichenda supplying fresh longan to Chheng Sreyleap and KCCV. Additionally, the group formed Telegram groups with PPPC to share packaging advice and with ITC to access technical information for processed products.

Harvest II continues to support increased prosperity and sustainability across Cambodia’s horticulture sector. Working with market actors, Harvest II connects and assists in forging critical partnerships and strategies to improve production practices, strengthen the supply chain and diversify distribution networks. 

 

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