Our Terms & Conditions | Our Privacy Policy
The Cooperative helps farmers secure better prices, reduce reliance on middlemen, and boost the region’s identity
Neten Dorji
Samdrupjongkhar—An initiative to alleviate poverty and create job opportunities, the SAMJONG Cooperative in Samdrupjongkhar is transforming how local farmers market their produce, ensuring better profits and sustainability.
Formed under the aegis of the Samdrupjongkhar dzongkhag administration, the Cooperative brings together farmers from 10 gewogs and 11 young entrepreneurs, pooling resources to sell under the dzongkhag’s official brand, SAMJONG.
Three outlets have already opened in Samdrupcholing, Jomotshangkha, and Samdrupjongkhar town, offering 37 agricultural and five livestock products.
Eleven youth entrepreneurs, trained in processing, marketing, and managing product quality, run these outlets.
This model not only simplifies marketing but also helps farmers secure better prices, reduce reliance on middlemen, and boost the region’s identity.
Karma Wangchuk, an entrepreneur from Dewathang Gewog and a member of the SAMJONG Cooperative, highlighted the lack of recognition for products originating from Samdrupjongkhar despite the region’s production of numerous organic products.
“Through the SAMJONG brand, customers in places like Thimphu and beyond will instantly recognise our products as coming from Samdrupjongkhar,” he said. “This will boost the region’s identity and also help our farmers secure better prices by attracting a broader customer base,” added Karma Wangchuk.
Another entrepreneur, Yejay Norbu, pointed out that most raw materials from Samdrupjongkhar are processed and value-added elsewhere before being sold as finished products.
“These days, a brand isn’t just a name; it is a promise. It builds trust, motivates us to uphold quality, and makes connecting with customers easier,” he said. “With branding, we will be able to market our products more easily.”
Jigme Phuntsho, a 30-year-old who returned from Qatar, joined the Cooperative to share what he had learned abroad.
“Good quality packaging and branding are what outsiders prefer,” he said. “By developing strong brands and obtaining third-party export certifications, we have opportunities for the international markets and position our products for global success.”
Dechen Dorji, a farmer from Martshala gewog, said the new sales outlets will ease marketing challenges. “Selling local products in Samdrupjongkhar was difficult for farmers like us. Now that we have a SAMJONG outlet, we can sell them easily,” he said, adding earlier farmers struggled with low prices and inconsistent buyers.
According to dzongkhag officials, the SAMJONG brand aims to create employment opportunities, especially for rural youth, and consolidate the district’s economic efforts in agriculture, livestock, tourism, forestry, and cottage and small industries.
The innovative model starts by identifying market demand and consumer needs, then works closely with local producers to craft products that meet these expectations.
Sonam Wangchuk, the Economic Development and Marketing Officer (EDMO) of Samdrupjongkhar Dzongkhag Administration, said that the dzongkhag administration is addressing marketing challenges through the SAMJONG brand. “The three marketplaces are designed not only to showcase SAMJONG brand products but also to reflect the essence of the community, its heritage, and its economic strength.”
Samdrupjongkhar ranks second in terms of poverty, following Zhemgang Dzongkhag, and has the highest unemployment rate in the country, with 855 individuals currently unemployed.
The dzongkhag administration is exploring opportunities to address these challenges. The dzongkhag administration is encouraging youth to pursue entrepreneurship and urging farmers from each of the 10 gewogs to introduce at least one unique product, fostering economic growth and self-reliance in the region.
“By establishing small industries related to agriculture, forestry, and livestock, we are directly or indirectly generating employment, reducing the poverty rate, and providing employment opportunities for youths,” said a dzongkhag official.
Launched in 2023 and registered with the Department of Media, Creative Industry, and Intellectual Property, the SAMJONG Cooperative is already making an impact.
“Initiated by the dzongkhag, our main intention is to source raw materials from farmers, add value, handle packaging, and meet the quality standards of international-level products,” said Yejay Norbu. “We also aim to become the best cooperative in the country, learning from the failures of others.”
The group is supported by the dzongkhag administration and non-governmental organisations, including the Ministry of Agriculture and Livestock.
Images are for reference only.Images and contents gathered automatic from google or 3rd party sources.All rights on the images and contents are with their legal original owners.
Aggregated From –
Comments are closed.