ABK will become a large if not the largest and best value chain intermediary in Cambodia with a reputation for high standards in quality of services and products, fair trade, flexible leadership and trust in its people and clients.

Its vision will be achieved through:

• Transparent management
  
  • The managers are visible and accountable
  • The decisions are explained and defended
  • The criticisms are considered and answered
• Responsible staff
  
  • Staff are offered and accept responsibility
  • Performance is rewarded
  • Laziness is unacceptable
  • Loyalty is expected
  • Trust is critical
• Compliance with the law
  
  • Honesty in all transactions
  • No corrupt practice (giving, receiving or soliciting)
  • No fraudulent practice (misrepresent facts to get an advantage)
  • No collusion (working with others to deceive)
  • No coercion (threatening someone to get an advantage)
• Strong business networks
  
  • Associations with other reputable businesses in the value chain
  • A leader and role model in best business practice
• High quality services to clients – in the first instance the clients are farmers
  
  • Extension of good agricultural practice
  • Supply of true to label inputs – seeds, fertilizer, chemicals
• Production of high quality products for the market
  
  • Aromatic rice in the first instance
  • Domestic market in the first instance