July 23, 2024
Phnom Penh – A new local product, powdered Khmer Prahok, is set to make its debut on the European market. The innovative product has recently been used in gourmet dishes, highlighting its culinary potential and appeal.
The carefully presented meal was a fusion of Western cooking techniques and Southeast Asian flavours.
Prahok, a fermented fish paste known for its rich and distinctive flavour, is cleverly incorporated into this elegant presentation in a new powder form, showcasing its versatility and appeal beyond Cambodian cuisine.
Drizzled with colorful sauces and garnished with delicate edible flowers, the dish showcased the chefs’ sophistication and creativity.
The export initiative aims to introduce the unique flavours of Khmer Prahoc to European palates, providing an inspiring culinary experience that bridges cultural tastes.
Shetty Seetharama Tombatu, principal technical adviser at the United Nations Industrial Development Organisation (UNIDO), said prahok flour was processed with utmost care.
“at first, [Eang and I] “We thought of using milk powder to eliminate the smell of prahoc or as a base to make powdered products,” he said.
“But we [realised] “We warned that milk powder may cause reactions in some consumers, so we decided to use rice flour which is definitely suitable for consumers,” Tombatu said.
Introducing prahoc to the European market brings both opportunities and challenges.
Cambodian producers face stiff competition from neighbouring countries such as Thailand and Vietnam, which have already established a presence in the international market with their traditional products.
For example, Thai fish sauce and Vietnamese nuoc mam are well-known and widely used in cuisines around the world.
“But Khmer prahoc has its own unique qualities that set it apart,” said Hae Lee Ean, president and chief executive officer of Comfirel Co., the developer of the dry mix.
“Its unique flavour combined with the convenience of a powdered form offers something new and exciting to European chefs and consumers,” he added.
Local products were displayed at the Confirel Hall during the CAPFish-Capture: Media Roadshow for Post-Harvest Fisheries Development Project on July 15. Photo: THE PHNOM PENH POST
Moreover, Prahoc Powder has met strict certification processes and quality standards such as Hazard Analysis and Critical Control Points (HACCP) and Cambodian Quality Seal (CQS), ensuring it is a safe and reliable product in the international market.
Ministry of Agriculture, Forestry and Fisheries spokesman Lim Rakna said 28 companies have benefited from the Value Chain Investment Support-Fast Track Scheme (VCIS-FTS), with 17 companies achieving CQS certification.
She said four ventures with EU export potential were being supported to implement HACCP and digital tracking systems.
“The Ministry is working with relevant agencies and partners to actively promote CQS-certified products in the international market,” she stressed.
Tombatu noted that for these processed products to be sold in Europe, they need to be granted CQS and comply with pending procedures under European law.
Although there are many local brands on store shelves in Europe, it will be some time before Cambodian seafood products are officially exported to the EU.
From tradition to innovation
Prahok has been a staple in Cambodian kitchens for centuries and is known for its rich flavour and abundant nutritional value.
Traditionally made from fermented fish, prahok is an essential part of Khmer cuisine and is often referred to as “soul.”
Despite its deep-rooted cultural significance, it is little known outside of Southeast Asia.
Confirel staff introduced the delicacy to journalists at the CAPFish-Capture: Media Roadshow for Post-Harvest Fisheries Development Project on July 15. Photo: Phnom Penh Post
But that’s set to change with the introduction of this innovation by Confirel, a Cambodian company committed to rural development and promoting local products globally.
Founded by Ean in 2001, the company aims to uplift the country’s rural communities by bringing the best of local products to the world.
“Prahoc is not a new product. Research shows that Khmer prahoc has been used since the 7th century,” says Ly Ean. “Unfortunately, because of the war, Cambodia did not develop a product that embodies Cambodian identity.”
He said the prahoc powder processing project aims to transform traditional Khmer prahoc, a staple in Khmer cuisine, into a premium, easy-to-storage product.
Through this initiative, the company aims to preserve the deliciousness of this traditional delicacy while enhancing its tasting, ease of use, hygiene and versatility, making it suitable for both Khmer and international cuisines.
With a wide range of products from palm sugar to Kampot pepper, Comfirel has built a strong reputation for quality and sustainability.
“We were the first company in Cambodia to obtain HACCP certification and have also obtained several international organic certifications,” said Eang.
HACCP and CQS certification ensures that Prahoc Powder complies with high safety and quality standards, making it suitable for export to the European market.
“The introduction of a digital tracking system as part of the project will ensure transparency and quality control from production to end consumers, enhancing the credibility and marketability of Khmer prahoc globally,” he said.
The company is building a new facility for prahoc powder production and is one of 50 companies receiving Value Chain Investment Support (VCIS) from CAPFish-Capture, which is also supporting it with a digital traceability system to ensure product quality.
Brian Fornari, Head of Cooperation at the EU Delegation to Cambodia, enjoys a gourmet treat made with powdered Khmer Prahok. Photo: THE PHNOM PENH POST
The unique charm of Khmer Prahok
This powder is a big step up from the traditional paste, retaining the piquant flavour of prahoc in a form that is easy to store, use and incorporate into a variety of dishes.
“By making it in powder form, the strong odor will be reduced, making it more appealing to a wider range of people,” Eang said.
“Prahoc powder comes in different consistencies and flavours, such as lime and galangal, to cater to diverse culinary tastes,” he said.
The product is not just about convenience: it aims to preserve key elements of Cambodian tradition, while making them accessible and attractive to international consumers.
The development of this mixture is supported by the CAPFish-Capture initiative, a collaboration between UNIDO and the Fisheries Agency (FiA) and funded by the EU.
The project aims to revitalize the country’s post-harvest fishing sector, create jobs, increase incomes and promote food safety standards.
The company has made significant investments in equipment, technical assistance and training to ensure its prahoc powder meets the strict food safety standards required in the international market.
Market Challenges
Thailand’s food exports, including fish paste products, are on the rise, driven by an improving economy and expanding markets.
“Food exports are projected to reach 1.31 trillion baht (more than $36 billion) in 2023 and grow further in 2024. China remains Thailand’s largest market, but exports to Europe have also grown significantly,” according to Nation Thailand. [overbillion)withaprojectedincreasein2024WhileChinaremainsThailand’slargestmarkettherehasbeensignificantgrowthinexportstoEurope”accordingtoNationThailand
Key to the expansion, sources said, was the ability to meet the strict quality and sustainability standards required by the EU.
Kanphirel president and CEO Hay Lee Eang adds Kampot pepper to a powdered prahok delicacy for Agriculture Ministry spokesman Lim Lakna. Photo: Phnom Penh Post
Vietnam has also made great strides in exporting fish paste and other agricultural products to Europe, boosted by the EU-Vietnam Free Trade Agreement (EVFTA), which came into effect in 2020.
“In 2022, Vietnam’s total exports to the EU will reach $46.83 billion, up 16.7 percent year-on-year,” the WTO Centre said.
However, Vietnamese exporters will need to adhere to strict EU standards on quality, renewables and food safety to maintain and expand their market presence.
Khmer Prahoc to be launched in Europe
Confirel is optimistic about the market potential of the powder and participated in a business matching event organised by CAPFish-Capture in Paris in October 2023, where it received positive feedback to promote the product as unique to Cambodia.
“This approach aims to attract not only Cambodian expats but also Europeans looking to explore new flavours,” Eang said.
“In addition to prahoc powder, Confirel plans to expand its product line to include other fish products such as fish sauce and dried fish,” he said.
Eang stressed that the products are sourced from local post-harvest fisheries and are reprocessed, packaged and distributed at the company’s facility in Phnom Penh.
This cluster development approach aims to foster small and medium-sized enterprises and create more profitable opportunities for local farmers and processors.
To maintain a stable supply of prahoc paste, the company has adopted a two-pronged supply chain model: in the short term, it purchases CQS-certified prahoc paste and “semi-finished products” from processors, and in the long term, it sources raw materials directly from producer groups, mostly led by women.