Abstract

The strong emergence of competition in the marketing system of rice has a largely positive impact on the role of rice growers in Cambodia. It not only brings a close link between the growers and other entrepreneurs and a strong connection between the agricultural and manufacturing sectors, but also demonstrates the various roles that growers can play in the marketing system in order to modernize their agricultural practice. It also gives them an opportunity to build a strong competitive advantage and enables them to standardize the quality of paddy. The contribution of growers to the marketing system and vice versa has a potential to bring sustainable development to the rural economy by giving mutual benefit within the system.