CONFIREL: Confirel is a Cambodian food and beverage company based in Phnom Penh, Cambodia. It is specialized in producing and distributing traditional products from the Cambodian know-how. Confirel’s started to produce palm sugar based products and its range now include palm sugar, Kampot Pepper, condiments, herbal teas, alcohol beverages and candies. Those products are distributed under 3 main brands: Kirum, Thnot and Jaya. History Confirel has been founded in 2001 by Dr Hay Li Eang, a French educated Cambodian pharmacist, after settling from France back to his home country. The company original aim was to help in the development of the Cambodian countryside, where most of the country population is living, by promoting the use of the local products at a larger scale. At first, Confirel was focusing on producing palm sugar-based products from the Kampong Speu province about one hours driving off Phnom Penh. Then, after acquiring some lands in the Kampot area in south Cambodia, they started to produce Pepper-based products that are now taking a big part of their overall range. Innovation: Confirel’s strategy was always focused on producing some innovative products based on traditional recipes. The aim was mainly to give access of the original basics of the Cambodian cuisine to a larger broad. Products: The 3 main products’ categories are divided in 3 brands: Thnot, Kirum and Jaya. • Thnot: This is the primary brand of Confirel, ranging all the sweet products of the company. It includes several packages of organic palm sugar as well as a range of naturally flavored palm candies, from coconut to Kampot Pepper taste. • Kirum: This brand of condiment products have been articulated around the house production of Kampot Pepper. Among this, the company developed a sauce and a range of herbal teas using the Pepper inflorescence. • Jaya: Jaya is the beverage brand of Confirel. It includes some palm wines and spirits.