From Cambodian rice fields to Australian supermarkets: the international rise of Kroya™ fragrant rice

Cambodian rice has reached a new milestone in its quest for global recognition. The Kroya™ brand – which specialises in “អង្ករក្រអូប” (angkor kra'orb), a fragrant rice renowned for its delicate aroma and silky texture – is now available in Coles supermarkets across Australia.

A symbolic but significant breakthrough, reflecting both the rise of Cambodian agriculture and the growing appetite of international consumers for authentic, high-quality products

A commercial and diplomatic success

Kroya™'s arrival on Australian shelves is no coincidence. It is the result of several years of investment in quality, traceability and branding. By establishing itself in one of the most competitive distribution networks in the Australian market, Kroya™ offers Cambodian rice an unprecedented showcase.

According to data from the Cambodia Rice Federation (CRF), the kingdom exported nearly 650,000 tonnes of rice in 2024, with an increasing share of fragrant rice. Australia, which imports more than 200,000 tonnes of rice each year, is therefore a strategic market, both premium and demanding in terms of health standards.

Cambodia's soft power: rice

While Angkor Wat remains Cambodia's leading cultural symbol, fragrant rice is becoming its economic flagship. Several local varieties – notably Phka Rumduol, which has been named ‘Best Rice in the World’ several times at the World Rice Conference – are recognised for their organoleptic characteristics, which are superior to those of their regional competitors.

In this context, Kroya™ is part of a ‘nation branding’ dynamic: associating the flavour of a premium agricultural product with the image of a modern Cambodia, concerned with sustainability and quality exports.

Economic and social benefits

Beyond its presence on Australian shelves, the implications are manifold. For Cambodian producers, it means a stable and profitable market, which is likely to boost the entire sector.

For the national economy, where agriculture still accounts for around 20% of GDP and more than 30% of employment, each new trade agreement in the rice sector strengthens resilience in the face of global uncertainties.

This boom also comes with challenges: securing the supply chain, complying with international standards (traceability, absence of pesticides, organic certifications), and maintaining competitiveness against Thai and Vietnamese giants. But initial sales in Australia clearly show that the gamble is paying off.

The future of a grain of ambition

The arrival of Kroya™ at Coles marks a turning point: Cambodian rice is no longer just a regional export product, it is becoming a global player on gourmet shelves. This momentum could also inspire other Cambodian products – Kampot pepper, cashews, tropical fruits – to conquer Western markets with a strong identity.

As a Cambodian agronomist points out, ‘every packet of rice sold abroad not only brings in foreign currency, it also spreads the name of Cambodia’. In other words, behind every grain of Kroya™ rice is a national ambition that is being nurtured and an entire country telling its story to the world.