𝐅𝐚𝐫𝐦𝐞𝐫’𝐬 𝐒𝐚𝐥𝐞𝐬 𝐎𝐮𝐭𝐥𝐞𝐭 𝐎𝐩𝐞𝐧𝐬 𝐈𝐧 𝐉𝐨𝐦𝐨𝐭𝐬𝐚𝐧𝐠𝐤𝐡𝐚 𝐓𝐨 𝐒𝐭𝐫𝐞𝐧𝐠𝐭𝐡𝐞𝐧 𝐑𝐮𝐫𝐚𝐥 𝐄𝐜𝐨𝐧𝐨𝐦𝐲

…𝒕𝒉𝒆 𝒏𝒆𝒘 𝒇𝒂𝒄𝒊𝒍𝒊𝒕𝒚 𝒂𝒊𝒎𝒔 𝒕𝒐 𝒆𝒏𝒉𝒂𝒏𝒄𝒆 𝒎𝒂𝒓𝒌𝒆𝒕 𝒂𝒄𝒄𝒆𝒔𝒔 𝒇𝒐𝒓 𝑺𝒂𝒎𝒋𝒐𝒏𝒈-𝒃𝒓𝒂𝒏𝒅𝒆𝒅 𝒑𝒓𝒐𝒅𝒖𝒄𝒕𝒔 𝒘𝒉𝒊𝒍𝒆 𝒆𝒎𝒑𝒐𝒘𝒆𝒓𝒊𝒏𝒈 𝒍𝒐𝒄𝒂𝒍 𝒇𝒂𝒓𝒎𝒆𝒓𝒔 𝒂𝒏𝒅 𝒚𝒐𝒖𝒕𝒉 𝒕𝒉𝒓𝒐𝒖𝒈𝒉 𝒕𝒓𝒂𝒊𝒏𝒊𝒏𝒈 𝒂𝒏𝒅 𝒄𝒐𝒎𝒎𝒖𝒏𝒊𝒕𝒚-𝒅𝒓𝒊𝒗𝒆𝒏 𝒊𝒏𝒊𝒕𝒊𝒂𝒕𝒊𝒗𝒆𝒔

By Tashi Tshewang

A step forward in supporting rural livelihoods and promoting local enterprise was marked on May 20 with the official inauguration of the Farmer’s Sales Outlet in Jomotsangkha, Samdrup Jongkhar. The outlet, inaugurated by a member of the Dzongkhag Tshogdu Committee (DTC), is expected to serve as a dedicated marketplace for Samjong-branded products such as butter, cheese, and eggs, produced by local dairy groups.

The initiative also seeks to diversify the range of products available at the outlet, which will include other regional goods aimed at improving market access, boosting local economic activity, and enhancing the community’s standard of living.

The opening of the outlet aligns with the Dzongkhag’s broader goal of strengthening agricultural marketing and encouraging homegrown enterprise. By providing a centralized space for the sale of local products, the facility aims to reduce dependency on imported goods, increase local earnings, and instill a stronger sense of value in domestically produced items.

Local officials and community members have expressed optimism about the potential of the outlet to contribute to the region’s sustainable development goals.
Guman Singh Gaylal, Gup of Langchenphu Gewog, explained, “Our Gewog Administration is empowering local farmers and youth by facilitating training, capacity building, and market access under the Samjong brand. We want to make sure everyone benefits, so we promote inclusive participation through awareness programs and help add value to our local products.”

He added that the administration has established a community-based management committee and introduced transparent financial systems to ensure sustainability and build community trust. “We also work closely with relevant agencies to receive technical and logistical support. To monitor progress, we plan to conduct periodic assessments using surveys, community feedback, and sales data. We focus on impact indicators like income generation, employment rates, and improvements in local livelihoods. Going forward, we aim to diversify our products by including eco-tourism services, traditional handicrafts, and processed goods,” he said.

This approach is intended to build a foundation for long-term development, where direct involvement of local farmers and youth ensures that those most affected by the initiative are equipped with the resources and skills they need. Monitoring mechanisms are designed to identify areas of improvement and to track outcomes related to income, employment, and overall quality of life.

Tshewang Tenzin, Gup of Serthi Gewog, said, “We are committed to empowering our local farmers and youth by actively involving them in the Samjong brand initiative. Through regular training sessions on organic farming, product packaging, branding, and entrepreneurship, we equip them with essential skills. Additionally, we provide access to improved seeds, tools, and technical support to enhance production quality.”

He said that the Gewog Administration has introduced targeted programs such as small-scale financing and mentorship to encourage youth to venture into agri-businesses. “To ensure the long-term success of the Farmer’s Sales Outlet, we have implemented several key strategies. The outlet is managed by a community-based cooperative, ensuring local ownership and accountability. We have developed clear business guidelines and a financial plan to maintain transparency and reinvest profits into the outlet and its members. Collaborations with NGOs, government agencies, and private sector partners provide ongoing support, including training, funding, and market linkage. A dedicated committee oversees daily operations, ensuring quality control of the products sold under the Samjong label,” he said.

These strategies reflect the administration’s focus on strengthening community ownership, encouraging self-sufficiency, and creating structured support systems. The involvement of external partners is expected to enhance long-term viability.

Jangsa Tshogpa reiterated that the Gewog is actively supporting training, capacity building, and awareness programs to improve the quality and marketability of local products under the Samjong brand. “We have also established a community-based management committee, introduced transparent financial systems, and encouraged regular engagement with stakeholders. Our Gewog plans to conduct periodic assessments using surveys, community feedback, and sales data analysis,” he said.

He further noted that income generation, employment rates, and improvements in local livelihoods would be used as indicators to evaluate the program’s impact. “We also aim to diversify the product range to include eco-tourism services, traditional handicrafts, and processed goods, further enhancing the outlet’s role in supporting the local economy,” he added.

Local farmers echoed similar views. Norbu Tshering, a farmer from Jurmey village, said, “The Farmer’s Sales Outlet is a great initiative for those involved in dairy farming. It provides a dedicated space for selling products like butter and cheese, which is a significant help for dairy farmers in our community.”

However, he pointed out that vegetable farmers face a different set of challenges. “In our village, many small-scale farmers struggle to sell their produce due to limited local demand and inadequate infrastructure. Often, a large portion of the harvest goes unsold and ends up spoiling. I manage to sell about 70 percent of my produce, but the remaining 30 percent is usually wasted because there aren’t enough buyers.”

Tutu Rai, a farmer from Namchazor, also shared his experience. “The establishment of the Farmer’s Sales Outlet has been transformative for our local farming community. By reducing reliance on middlemen, farmers can now retain a greater share of their profits. Direct sales of perishable products like butter, cheese, and eggs have reduced spoilage, ensuring fresher goods reach consumers.”

He added that several strategies are being considered to expand the initiative’s reach and improve its effectiveness. “Investing in eco-friendly packaging and promoting the ‘Made in Bhutan’ identity with local storytelling and QR code-based traceability can help elevate our brand. We are also exploring the development of a mobile app or online marketplace to access customers in Thimphu, Phuentsholing, and possibly even export markets. Cold storage and refrigerated transport would maintain product quality, especially for dairy and eggs. Regular training on hygiene, quality control, and food processing will improve competitiveness. We also hope to integrate agro-tourism experiences with Samjong-branded products, offering guided visits or tastings to attract more interest,” he said.

The Farmer’s Sales Outlet in Jomotsangkha represents a community-led model with a strong focus on sustainability, capacity building, and inclusive growth. By strengthening local production and marketing systems, the initiative hopes to lay the foundation for resilient and self-sustaining rural economies.