Agricultural Business Building a Career Through Passion, Challenges and Growth in Cambodia Kazuhiro Okuda General Manager | S.E.A.T.S Farm, Agribusiness in S.E.A.T.S Inc. December 19, 2025
S.E.A.T.S Farm - General Manager Responsible for whole agribusiness from production to distribution. Leading the team to produce high-quality crops like Kampot Pepper, Japanese melons, and sweet potatoes, and bridging local production with global markets. Career Journey Nagoya University (Agricultural Sciences) Bachelor & Master degree Food Trading Company Food Safety & Global Logistics Food Venture Company Business Development & Export S.E.A.T.S Inc. (Cambodia) Realizing the Dream Key Interests (The "Why") Agriculture Food Distribution Japan x Cambodia Business Creation Kazuhiro Okuda General Manager, S.E.A.T.S Farm Phnom Penh, Cambodia S.E.A.T.S Inc.
WITH US” Creating people, things, and ideas from Cambodia to compete in the world S.E.A.T.S Farm is Agribusiness in S.E.A.T.S Inc, Japanese trading company established and operating in Cambodia. Company name: S.E.A.T.S Inc. Establishment: July 2013 Director & CEO: Kosuke Mineshima Capital: 100,000 USD Business: 1. Food import & distribution (LOKA JAPANESE FOODS & BEVERAGE) 2. Agribusiness (S.E.A.T.S Farm, Japan Farm Products) 3. Digital Marketing (NOVA MARKETING) Employee: 90+ CORPORATE PROFILE
We import fresh ingredients from Japan, Thailand and other neighboring countries and deliver them to restaurants, hotel, retail stores, etc in Cambodia. We are particularly strong in providing fresh fish, also responding to products not available locally and unique local challenges as Japanese company operating in Cambodia. Logistics from Japan ・Air cargo: 8 to 10 flights / month (Fresh fish, fruits, vegetables) ・Reefer container: once every 2-3 months (Fishery products, livestock products) ・Chilled container: Every month (Agricultural products, sake, seasonings) Logistics from neighboring countries (Thailand, Vietnam, Malaysia) ・Land transport: Weekly ・Dry container: Monthly ・Chilled container: 1 shipment /2-3 months Main sales channels: restaurants, retail shops, online seller in Cambodia Clients: active 250+ / SKU: active 500+ Main category: seafood, meat, fruits & vege, condiments, liquor, etc
Phnom Penh: Head office, processing & delivery 2. Agribusiness (S.E.A.T.S Farm, Japan Farm Products) We grow vegetables in our own farm and also cooperate with production partners by contracting farming and provide to retail shops and restaurants in Cambodia. We also cultivate Kampot pepper in our own farm in Kampot and started to export to other countries especially to Japan. Kampot pepper Contract farming Oba (sushi leaf) ← Our products for retail by our own brand “Japan Farm Producs” Main products (domestic sales): - Domestic: leafy green (lettuce, Oba), Okra, Bitter gourd, etc - Import: Japanese sweet potato, tomato, melon, etc In order to sustainably develop the agricultural business from Cambodia, we are involved in the entire agricultural value chain from market development through trading to domestic production in Cambodia, including import, domestic production and sales, and export. Our location (own farm & office)
fruits & vegetables and provide to domestic client by our own brand - trying to increase domestic production also by starting from creating market with import item - currently we’re trying to develop Japanese kinds of vegetables by cooperating with some stakeholders ▪ major clients established 7 net house in our farm (Oba & Japanese melon) → ↓ image in sales place
04 05 University Years First encounter with Cambodia and lessons from research failure. First Career Building business fundamentals at a major food trading company. Venture Experience Learning by doing: Developing true field execution skills. Challenge in Cambodia Realizing the dream: Struggles and growth in agribusiness. Career Lessons Key principles for building a unique and valuable career.
contribute to society by leveraging biology and creatures. Enrolled in Nagoya University School of Agricultural Sciences. Ordinary Student Life Immersed in music activities with the music club. Spent ordinary days enjoying campus life before the turning point. Seeking Direction While enjoying student life, constantly searched for a concrete way to connect academic interests with real-world impact. "I just wanted to be useful to the world through creatures - a simple yet driving thought."
Visited Royal University of Agriculture (RUA) through Nagoya University partnership program during 3rd year student. Shock of the "Developing World" Pre-AEON/Grab era. Unpaved roads, strong energy, and heat that I had never experienced in Japan. A New Perspective Realized there was a vast world outside Japan. The excitement of being in a rapidly developing nation left a lasting mark. "It wasn't just a trip; it was the first time I felt the strong energy of growth and opportunity that defines Cambodia." At Royal University of Agriculture (2011, Cambodia) Field survey in rural area in Cambodia (2011)
rural villages and debated with Khmer students, but struggled to discuss effectively in English. A Fueling Regret The impatience and regret of not being understood became a powerful motivator to change and grow. Realizing things that I don’t know "I realized I needed to step out of my comfort zone, see the world on my own terms, and make my own decisions." The impatience and regret of not being understood became a powerful motivator to change and grow. Group discussion until late night Group presentation
the theme "Establishment of Goat iPS Cells" for its novelty and potential wide application as a model for livestock animals, rather than using rats or mice. Intensive Research Process Read massive amounts of research paper and conducted numerous experiments. Spent days, including holidays, caring for animals and cell cultures. Learning through Failure Although iPS-like cells were observed, final establishment was not achieved. Gained invaluable experience in the scientific process and resilience. "The result wasn't success, but the process taught me the difficulty and joys of tackling the unknown." Chose laboratory dealing with animal like cattle and goat not like mouse and rat, desire to contribute to the society more closely.
focus to identifying neural network controlling livestock reproduction using light stimulation. Learned advanced techniques like viral vector injection and brain sectioning. English-First Environment Mandatory English presentations in the lab. Overcame initial language barriers and developed confidence in communicating complex ideas. Cultural exchanges Engaged with international students and researchers from diverse fields, fostering a global perspective and adaptability. "Research days and international environment taught me resilience and the joy of working across cultures."
Assistant Participated in the short-term training program again, this time supporting undergraduate students as a Teaching Assistant (TA). A New Perspective Observing Cambodia with slightly more experience and maturity allowed for a deeper understanding of the country's potential and challenges. Solidified Ambition The experience transformed a vague interest into a concrete goal. The desire to engage in agricultural business in Cambodia became a firm conviction. "I want to work in agricultural business in Cambodia in the future. This became my clear mission."
Int'l Development Consultant Direct path to overseas projects - Immediate assignment to overseas frontline projects - Work directly in international stakeholders & development sector Why not chosen: Realized I could pursue this later as a professional after gaining specific business experience first. - Focus on sustainable value creation through business activities - Gain practical skills and professional foundation first - Interested in profit generation & distribution model over aid/grants as sustainable business activity *if we can gain profit from business activity, we can allocate properly for any contributions Business person in private sector Acquire practical skills first Decision: Joined a food trading company with strong logistics to learn how to deliver value directly to overseas customers. SELECTED VS
Found a unique Japanese company with over 20 logistics bases for food distribution in North America over 100 years through research paper. Direct Logistics Model Attracted by the capability to deliver directly to overseas customers using own logistics, enabling deep market demand understanding. Value Creation Strategy Business model focused on developing high-profit Private Brand (PB) products based on actual demand in overseas branches to drive sustainable profit, plus cooperated to food manufacturing both in Japan and overseas to realize the model. "I chose a business where I could directly see customer value and build a sustainable profit model"
President's Direct Department Assigned to Food Safety Management. Despite being a fresh graduate, which had authority to issue instructions to all departments. Massive Input & Information Sharing Overcame lack of knowledge by studying extensively beyond working hours and sharing relevant info to become a resource for others. Building Trust through Service Gained trust from senior colleagues by proactively taking on tasks and refining communication to support busy teams. "I learned that even without experience, you can build capacity and trust by becoming the valuable person to the others. = give & take mind"
factory (image) observation of production area in China CHAPTER 2: FIRST CAREER Global Experience & Learning On-Site Audits Supplier audits for factories and farms. Gained deep understanding of production sites. Factory Farm China Global Operations Supported overseas bases and collaborated with US HQ. Experienced international business firsthand. USA Australia Hong Kong Singapore Key Insight Inspired by Overseas Branch Managers. "I admired their freedom, flexibility, and decision-making power. It sparked my desire to work abroad."
contributing, felt the limitations of being just one part of a massive organization. The sense of individual impact was too small. Lacking "Field Presence" Working in administrative management meant limited direct interaction with outside stakeholders. This distance from the market made me feel as my weakness. Decision to Pivot Prioritized gaining hands-on, end-to-end business experience over stability. Decided to change the job to a small food venture company. "I started to think I needed to be where the decisions meet the customer - on the front lines." Me outside stakeholders
Used holiday time to visit Cambodia alone, driven by personal will rather than company orders. Connecting with the Field Met with agricultural business owners, visited local farms and markets to understand the reality on the ground. Clarifying Long-term Vision Solidified the goal: "Agriculture in Cambodia" became the clear long-term target to work towards. "This trip transformed a vague interest into a concrete long-term career objective."
graduate to skilled business person Food Safety Expertise Mastered strict quality control standards and auditing processes for international food trade. Global Supply Chain Understood complex logistics flows from overseas production sites to retail shelves. Trust Building Learned to build credibility across departments and with senior stakeholders through reliable information sharing. Business English Transitioned from academic English to practical negotiation and professional communication skills. Moving to the Next Stage: Venture Challenge Decided to move to a small food venture company to seek an environment with greater discretion and ownership, moving away from the stability of a large enterprise. Chose uncertainty over stability to gain the strength to survive anywhere.
the culture of moving things forward even if imperfect. "Done is better than perfect" became the daily norm. Ownership Beyond Roles Roles didn't define boundaries. If something was needed for the business, I did it—from strategy to menial tasks. Speed & Discretion Enjoyed immense discretion but carried heavy responsibility. Decision-making speed accelerated compared to the life in a large enterprise. "In a venture, there are no 'someone else's problems.' You build the plane while flying it."
Airport) ▪ last one mile delivery in Singapore ▪ export from Japan (image) Market Research Direct purchase from market wholesalers and local research to understand needs. 1 Scheme Building Creating export logistics structure and supply chain from scratch. 2 Export Execution Establishing regular export operations for food products to Singapore. 3 On-site Support Frequent business trips to support weak local structure and operations. 4 Overseas Operation Handle whole operation from Japan to Singapore including last mile delivery to clients 5 VENTURE EXPERIENCE Establishing Export scheme from Japan to Singapore
Next Challenge Diverse Experience Handled everything from driving trucks to strategic planning. Gained a holistic view of how business actually works. Problem Solving Learned to build systems from scratch and find creative solutions in chaotic environments without established rules. "Can Do" Mindset Overcame countless hurdles alone. Built unshakeable confidence that with effort and action, obstacles can be cleared. Ready for Challenge At 28, armed with skills and grit, I felt prepared to leave my comfort zone and stake my career on a major mission. Transformation Complete !! These 3.5 years turned me from a "cog in the machine" into a self-sufficient driver, giving me the courage to leap into Cambodia. "By handling every single step of the supply chain myself—from paperwork to driving the delivery truck—I gained an unshakeable, comprehensive understanding of field operations."
Contacted an business owner met during the solo trip in my second year, sparking the reactivation of my original ambition. Discovering S.E.A.T.S Inc. Learned about S.E.A.T.S Inc., which had recently started an agricultural business besides its main food import operations. Shared Passion Connected immediately with the CEO. We hit it off instantly, sharing a mutual vision for the future. The Decision Visited Cambodia for an immediate observation. Quickly decided on the spot to join the company starting October 2019. "It was the moment all the dots connected—my past experiences, my skills, and my long-term dream." 2019
the pandemic to rebuild the business. From struggling operations to a profitable global entity. 3-4X SALES GROWTH ACHIEVED PROFITABILITY EXPORT EXPANSION
Culture Gap Faced differences in working standards and decision criteria. Struggled with an oral-communication culture. The Language Barrier Navigating complex business discussions where English was a second language for both sides led to misunderstandings. COVID-19 Outbreak Arrived in Oct 2019, shortly followed by the pandemic. Had to support existing business and develop new ventures amidst chaos. "Adapting to local ways while maintaining business standards was the first real test of my commitment."
Context 2017 Kampot Pepper Production Started Initial agricultural venture foundation 2020 Brand Integration Integrated "Japan Farm Products" brand March 2021 Become General Manager Mission Turnaround the business from minus to profitable business while establishing sustainable sales growth. Profitability Gap Analysis Visual representation of the financial challenge at appointment CURRENT STATUS Deficit Struggling profitability TARGET GOAL Profitable Sustainable growth model FINANCIAL STATUS: CRITICAL
with Cultural Reality First Management Excessive standards Heavy Text Communication: Detailed instructions and strict confirmation protocols exhausted the team. Hiring Mismatch: Hired agricultural students, but role required supply chain & sales flexibility not in farm. Strict requirement: high-speed/quality demands without qualified members or onboarding/training. Result: Team fatigue and a gap between expectations and execution capabilities. Cultural Barriers Communication & mindset gaps Saving Face: Reluctance to say "I don't know," leading to hidden problems and unresolved issues. Language Wall: English as a second language for both sides caused nuance loss and information blockage. Culture Mismatch: Previous hires aligned with different values than the new aggressive growth direction. Result: Information black boxes and lack of proactive problem reporting.
Person Current Farm Manager joined In July 2023, we hired our current Farm Manager. This critical change marked the beginning of true reform at the Kampot farm and our team, shifting from chaos to structure. Accelerated development in our own farm Operations improved dramatically. With the right expertise on the ground, we rapidly implemented net houses and standardized cultivation methods (cultivate what we can provide value to client). "People Change Business" I realized that no amount of strategy can replace the right person on the field. When the right people are in place, the business transforms. "It wasn't just about farming techniques; it was about having a positive mind set which could execute the vision on the ground. People are the engine of business growth."
pepper in our own farm which is located in Kampot and its size 6.5ha, and export to Japan (also other country) Net house x7 (Oba x3 / Japanese Melon x4)
Starting from importing valuable product & service to Cambodia and create market. Then develop domestic ability and replace with domestic production = “market-in approach” Case 1: Cooperation with AEON Cambodia and NIA: National Institute of Agriculture (agribusiness ecosystem) AEON Cambodia Market creation & sales NIA Research & development S.E.A.T.S Inc. (S.E.A.T.S Farm) Product development & distribution (domestic / export) Sustainable development of Cambodian agriculture together with Japan Export & overseas activity (future) Farm manager teaches to our farmers Premium Japanese melon, “one tree, one fruit” Brix (sugar contents) 14+ sweet and aroma “さくら Sakura Melon”
We directly purchase from Japanese sweet potato farm company in Japan and ship by reefer container “cold chain” to Cambodia. Very sweet Japanese sweet potato “Beni Haruka” from Japan Introduce Japanese sweet potato to Cambodian market Install baking machine brought from Japan for the best Yakiimo
limited areas of Kampot Province in the southwest of Cambodia (PGI: Protected Geographical Indication). - Following the guidelines of the Kampot Pepper Promotion Association, it is cultivated using traditional farming methods that do not involve the use of pesticides or chemical fertilizers (certified by France’s international organic certification body, Ecocert). - The variety is the Khmer breed, which differs from others grown in different regions (most other varieties are mainstream Malay or Indian breeds, which have higher yields and are easier to cultivate). - Kampot Pepper is a rare pepper accounting for about 1% of Cambodia’s total pepper production (approximately 150–200 tons out of 15,000–20,000 tons). *It is said that during the peak in the early 20th century, about 8,000 tons of Kampot pepper were exported annually to Europe. PGI area in Kampot (green) Khmer breed Certificates for Kampot Pepper KPPA code: P4-004-001 (S.E.A.T.S Farm)
harvest Selecting by color Dry under the sun after boiling Traditional dried Kampot pepper (black, white, red) after selecting Harvest slightly young pepper and mix with Kampot sea salt Our salted Kampot pepper Pepper tree
peppercorns are carefully selected, harvested, and pickled in salt. The raw materials used are only "our fresh Kampot pepper" and Kampot sea salt. You can eat whole part of salted Kampot pepper unlike dried pepper which needs grinding. *40g/pkt = 500-550 peppercorns/pkt (as rough indication, not guarantee) Our salted Kampot pepper - black & green Black: boil fresh pepper and mixed with natural Kampot sea salt, and then fermented and aged for a short time to give it a black color, a mellow taste, and a deep pungent flavor. Green: freshly harvested pepper is processed on the same day, preserving the fresh taste, aroma, and green hue of fresh pepper. It is characterized by its popping texture and fresh stimulation. Mellow taste & deep pungent flavor Popping texture & Fresh stimulation
also distributor in Japan, we’re telling our product, story, potential of Cambodia even to final consumer in Japan. We aim to develop Cambodian agriculture by being responsible for entire value chain. Workshop for introducing our activity/product, Kampot pepper and potential of Cambodian agriculture in Osaka, Japan Food pairing with our salted Kampot pepper & craft beer using our Kampot pepper
(13 Apr - 13 Oct) - Our Salted Kampot Pepper has been sold at Cambodia Pavilion in Osaka EXPO 2025 → total sales reached to 10,000 pkt+ !!! - We had tasting activity at Cambodia Pavilion and joined Cambodia National Day on 5th July - cooperated with World Onigiri (riceball) project organized by Osaka University of Arts → much contributed to the higher presence of S.E.A.T.S Farm both in Cambodia & Japan World “Onigiri” Project by Osaka University of Arts Lok lak Onigiri from Cambodia with our salted Kampot pepper Sold at Osaka Restaurant Association Hall (11 Jun - 15 Jul) by Zojirushi supported by Nico Nico Nori ↓Our Salted Kampot pepper at Cambodia Pavilion
to Expansion Sales Growth Achieved significant business scale with 3-4x revenue increase compared to 2021 levels. Financial Turnaround Successfully transitioned from minus to surplus through strategic reforms. Global Reach Expanded market from local focus to international exports targeting Japan and the USA. Production Capacity Expanded modern agricultural facilities from 0 to 7 net houses to ensure stable supply. The business has shifted from a recovery phase to growth phase
Approach Identify demand first, then supply. Small Start Minimize risk, learn quickly. Daily Cash Flow Secure revenue for sustainability. Strategic Roadmap 1. Import Import missing products to Cambodia. Test market demand directly. 2. Market Establish sales channels and build customer base within Cambodia. 3. Produce Switch to internal production or local partners. Improve margins. 4. Export Deliver high-value Cambodian products to Japan & USA. 5. Global Expand value creation from Cambodia to the world stage. "Strategy is execution."
power to organizational scale: The path forward for S.E.A.T.S Farm. 01 Player to Team Shifting focus from individual performance to collective impact as team results. Empowering members to take ownership of projects and growth. 02 Hiring & Training Investing heavily in recruitment and education. Bridging cultural and skill gaps to build a workforce capable of managing international quality standards independently. 03 Systematization Preparing for scale by establishing clear SOPs and workflows. Creating a robust infrastructure that maintains quality as production volume increases 5x-10x.
era where the future is unpredictable, balancing an vision for the future with a critical, realistic approach to the present is the key to moving forward. *VUCA: volatility, uncertainty, complexity, and ambiguity 01 Long-term Vision Hold a grand vision and maintain optimism. Believe that "it will work out in the end" even if the path isn't fully clear yet. This mindset provides the direction and resilience needed to endure challenges. 02 Short-term Execution Look at current realities with a critical ("pessimistic") eye. Assume risks, identify gaps, and execute daily tasks with precision. Don't just hope; ensure the groundwork is solid today. 03 Daily Accumulation The bridge between today's reality and tomorrow's vision is daily action. Consistently stacking small achievements and solving immediate problems increases the certainty of future success.
Skills & Ability (What you can do) MUST Duty & Demand (What is required) The Intersection of Career Fulfillment CAREER PRINCIPLE Will × Can × Must A career isn't just about what you want to do. It's about balancing responsibility, capability, and passion to create sustainable value. STEP 1: FOUNDATION Must (Responsibility) First, fulfill your duties. In a team, you have obligations. Delivering on "Must" builds trust. STEP 2: GROWTH Can (Capability) Through doing "Must", you learn and grow. Expand your "Can" to increase your value. STEP 3: VISION Will (Passion) Finally, align with your "Will". When you have the skills and trust, you can realize your true passion. Lesson: Don't just chase "Will" from the start. Build the foundation with "Must" and "Can" first. SWEET SPOT Growth & Fulfillment
Personal Equation Build rarity by combining several distinct domains ex. “Agriculture × Food Distribution × Japan × Cambodia” Follow Joy & Value Don't multiply randomly. Choose areas where you can provide genuine value to customers and find personal joy in the work. "Understand your market value. By multiplying your strengths in areas you love, you become a rare talent that cannot be replaced." Moving away from being a generalist in a large system to becoming a specialist with a unique cross-border skillset. then become irreplaceable.
is just a hypothesis. Execution is the reality. Success belongs to those who have the grit power to see things through. 01 Run While Thinking Don't wait for the perfect plan. In a fast-changing world, you must start running to gather data. Action clarifies what thinking cannot. 02 Adjust Course Strategies are not set in stone. Be agile. Listen to the market and reality. Fix your course while you are moving, not before you start. 03 Persevere to Success Many start but few finish. The difference isn't intelligence; it's "Grit." Having the physical and mental stamina to execute until the end.
wait for the perfect moment. Take the first small step immediately to build momentum. Reflect Frequently Review your actions often. Learn from what works and what doesn't, then pivot quickly. Ask for Help You don't have to do it alone. Leverage the strengths and advice of those around you. Create 1 visible result in the next 3 months.
my career built the necessary foundation for the next. The continuity of experience is what empowers the current success in Cambodia. 01 The Spark University (2009-2015) First encounter with Cambodia ignited the passion. Research years taught me the scientific process and resilience in the face of failure. 02 Foundation Trading Co. (2015-2018) Learned Food Safety, global logistics, and corporate discipline. Understood how to move goods across borders and build trust. 03 Execution Venture (2018-2019) Acquired "field capabilities" by doing everything from zero. Gained confidence to tackle unstructured challenges alone. 04 Realization Cambodia (2019-Now) Integrating all skills to drive S.E.A.T.S Farm's growth. Turning the dream into a scalable, profitable reality connecting Japan and Cambodia.
"From Cambodia to the World with us" Let's build a valuable career leading your life meaningful Please feel free to ask anything about career, business, etc
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