Interview of the Week: Irma De Spiegeleer, Marketing Manager at Khmer Organic Cooperative
For this week’s interview, EuroCham Communications Intern Henry Henderson spoke with Irma De Spiegeleer, Marketing Manager at Khmer Organic Cooperative, to discuss Cambodia’s growing organic movement. Irma shared insights on consumer awareness, sustainable farming, and the company’s mission to connect farmers and consumers through food that is both healthy and meaningful.
Henry: Can you start by telling us about your professional background? How did you come to work in Cambodia's agriculture sector?
Irma: My professional journey began in social work — I spent several years in the UK’s social healthcare field, where I learned the importance of empathy, inclusion, and improving people’s everyday lives. Later, I pursued an MBA in Paris and shifted toward the hospitality sector, which allowed me to combine management with my lifelong passion for food.
During my time in Montreal, I volunteered with Santropol Roulant, a social enterprise whose urban agriculture program promotes organic, sustainable production and makes healthy food accessible to everyone, regardless of socioeconomic status or mobility. That experience deepened my belief that food can be a bridge between people, health, and the environment.
So, when I moved to Cambodia, it felt natural to look for a place where I could connect all these dots — between farmers, partners, and consumers. Joining the Khmer Organic Cooperative provided me with the opportunity to continue that journey. I knew there would be so much to learn and understand — and even after five years in my role, I can truly say that I’m still learning every day.
Henry: As Marketing Manager at Khmer Organic Cooperative, you play a key role in connecting farmers, buyers, and consumers. How do you translate the farmers’ hard work and values into a message that resonates with today’s urban consumers?
Irma: This is really one of the most enjoyable parts of my work. At Khmer Organic, we believe every product carries a story — of the soil, the season, and the people behind it. We try to bring consumers closer to farm life and often put our farmers in the spotlight so their effort and pride can be seen and appreciated.
My team’s role is to share these stories in ways that feel genuine and close to people’s everyday lives. We take time to understand our consumers — how they shop, what they care about, and what they hope for when choosing food. Storytelling helps us inspire and build trust, while our collaboration with market partners ensures that good, meaningful products are always within reach.
Henry: What do you find most rewarding — and most challenging — about advocating for local, organic food in Cambodia’s fast-evolving market?
Irma: I believe that organic is not just a standard — it’s a mindset. Over the past five years, we’ve seen a very clear shift among consumers toward local and organic products. The growth of modern trade markets reflects that change, as more people are actively looking for healthy and safe food for their families. It’s encouraging to see this awareness growing every day.
At the same time, education remains key. We need to help consumers better understand what organic certification means and why supporting local production matters. From a marketing perspective, organic is still sometimes seen as “expensive” or “niche,” and there’s still confusion between “local” and “organic.” We continue to work hard to build that awareness and keep pace with consumers’ evolving expectations.
Henry: Khmer Organic’s vision focuses on improving both farmer livelihoods and consumer health. How does the company balance commercial growth with its social and environmental mission?
Irma: Our vision is to offer organic food and a better quality of life to everyone — by promoting organic farming and making healthy food accessible to consumers. At Khmer Organic, we see commercial growth and social impact as strongly connected.
For business sustainability, we focus on improving our operations, diversifying our product range, and building meaningful partnerships that help us reach more people. Our agriculture expert team works closely with farming communities to identify and support farmers who are interested in transitioning to organic practices. Our goal is to expand organic production and strengthen local value chains.
Commercial growth allows us to reinvest in farmer development, product innovation, and reaching more markets — creating value that benefits all stakeholders.
Henry: Consumer awareness of organic food is increasing globally. How do you see Cambodian consumers’ attitudes toward organic produce changing in recent years?
Irma: In recent years, we’ve seen a clear shift in how Cambodian consumers think about food. More people — especially young families and professionals — are becoming conscious of what they eat and where it comes from. The pandemic accelerated this change, and today customers are more curious, informed, and ask questions.
We also see many more local brands entering food production, bringing innovation and creativity, along with a strong consumer preference for locally made products. We notice it every day in our shop and at events — people want to know who grows their food, how it’s produced, and what makes it organic.
Awareness is turning into trust and loyalty, and organic food is slowly becoming part of everyday life. We are very grateful for our loyal customers — they motivate us to keep improving, to work harder, and to provide the best quality food every day.
Henry: In your view, what are the biggest opportunities for Cambodia’s organic agriculture sector in the next decade — and what needs to happen to unlock that potential?
Irma: Cambodia has incredible potential to become a trusted source of organic and sustainable food in the region. We have fertile land, rich biodiversity, and passionate farmers — the foundation for a strong organic movement.
To unlock this potential, we need to continue promoting organic certification, invest in value-added processing, and build consistent branding that reflects the true story of Cambodian food. Collaboration across the value chain — between farmers, private companies, and institutions — will be essential.
I believe the next decade will be about growing together: developing quality, building trust, and ensuring that Cambodian organic products can stand proudly both locally and on international shelves. At Khmer Organic, we hope to play an active role in this journey — through innovation, strong partnerships, and by continuing to connect farmers and consumers through good food.
What inspires me most is seeing how food can connect people — from a farmer in the field to a family at their dinner table. That connection gives meaning to my work every day. I’m proud to be part of a community that believes in good food, fair farming, and a more sustainable future for Cambodia.
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