Page 39 - Regional_rice_report_with_full_bookmarks

PROJECT “NETWORK FOR AGRICULTURE AND RURAL DEVELOPMENT
THINK-TAKS FOR COUNTRIES IN MEKONG-SUB REGION” (NARDT)

(Seila et al., 2012). Different rice kinds are grown and consumed by Cambodians in
different zones. Cambodia is separated geographically into four agro-climatic zones:
plain, Tonle Sap, coastal, plateau and mountain. Previous research has confirmed the
diversity of rice types farmed and consumed in Cambodia, as well as a high level
of rice variety awareness. Consumer preferences for rice types and the reasons for
selecting specific varieties vary by population. According to Seila et al. (2012), Neang
Minh, Phka Kagney, Phka Malis, Neang Khon, Phka Tean, and Bei Katam are the most
popular kinds in all zones. In Lao PDR, the significant characteristics affecting buyers’
decisions are price, taste, and texture.

Glutinous is preferred by most of the Lao people, and practically all glutinous rice
produced in the country is consumed domestically (90% people using glutinous rice).
Laotians prefer to eat sticky rice with non-soupy dishes, rather than with just curries
and sauces. There are two main reasons contributing to the consumer’s preference
for glutinous rice. Firstly, sticky rice is associated with the religious traditions across
Lao PDR, Buddhism. For ceremonies relating to plantings, rains, harvests, and death,
Laotians prepare sticky rice delicacies, particularly Khao Tom, a fusion of sticky rice,
coconut, banana, and mung bean. Besides, Glutinous rice takes longer to digest than
other rice kinds, which is a desirable trait in a nation where malnutrition is common.
Although Viet Nam and Thailand show a preference over white rice, the
choice of brand/quality varies among countries due to domestic’s supply. Thailand
prefers medium quality, whereas Vietnamese prefers milled rice from agents, retail
stores, and wet markets or place orders through a long-standing relationship in rural
areas. Most of the rice being used in Thailand is medium quality. According to Oxford
Business Group (2017), medium-quality rice accounts for approximately 50-60% of
total rice consumption and is used for both human consumption and animal feed.
Whereas, high-quality rice, especially fragrant rice, accounts for another 10-15% of
total rice consumption, with low-quality rice making up the balance.

When it comes to buyers’ requirements of rice, the quality and safety of rice
are the main attributes of buyers from this region. However, the behaviors responding
to this attribute is different in countries because of socio-demographic factors.
Particularly, Lao PDR prefers to buy new rice, which has been harvested recently
(indicating freshness) rather than old rice, which has been kept for a long period and
may influence palatability (Chialue & Moustier, 2018). Organic rice is becoming more
popular in Lao PDR since this feature has the highest relative relevance in customer
views of food quality and safety, followed by the place of origin and packaging qualities.
Besides, Lao PDR prefers buying rice in wet markets to buying in supermarkets or
minimart because supermarkets are not associated with higher food safety standard,
in contrast to observations in other countries (Chialue & Moustier, 2018). According
to Chialue and Moustier (2018), minimarts commonly sell rice imported from Thailand
rather than local rice, so uncertainty regarding production practices is high. Such rice
has also been stored for a long time compared to local rice. In Cambodia, people also
buy rice locally instead of supermarket, with the majority obtaining rice from market
stores and price being a big influence in rice selection. Only a small percentage of
respondents said they bought rice from a supermarket. (Seila et al., 2012). In terms of
potential health effects, individual households may have a restricted selection of rice
that they routinely consume.

Thailand, on the other hand, Supermarkets and hypermarkets are found to
account for the majority of rice purchasing channels in the urban areas (Beisiegel,

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