𝐋𝐨𝐜𝐚𝐥 𝐅𝐫𝐮𝐢𝐭𝐬 𝐋𝐨𝐬𝐞 𝐆𝐫𝐨𝐮𝐧𝐝 𝐭𝐨 𝐈𝐦𝐩𝐨𝐫𝐭𝐬 𝐚𝐭 𝐂𝐞𝐧𝐭𝐞𝐧𝐚𝐫𝐲 𝐅𝐫𝐚𝐦𝐞𝐫𝐬 𝐌𝐚𝐫𝐤𝐞𝐭

…𝒇𝒂𝒓𝒎𝒆𝒓𝒔 𝒂𝒏𝒅 𝒗𝒆𝒏𝒅𝒐𝒓𝒔 𝒄𝒂𝒍𝒍 𝒇𝒐𝒓 𝒈𝒓𝒆𝒂𝒕𝒆𝒓 𝒄𝒐𝒏𝒔𝒖𝒎𝒆𝒓 𝒔𝒖𝒑𝒑𝒐𝒓𝒕 𝒕𝒐 𝒓𝒆𝒅𝒖𝒄𝒆 𝒘𝒂𝒔𝒕𝒆 𝒂𝒏𝒅 𝒔𝒕𝒓𝒆𝒏𝒈𝒕𝒉𝒆𝒏 𝒓𝒖𝒓𝒂𝒍 𝒍𝒊𝒗𝒆𝒍𝒊𝒉𝒐𝒐𝒅𝒔

By Kezang Choden

Despite it being the peak season for oranges, imported fruits continue to dominate the fruit section at the Centenary Farmers Market (CFM), raising concerns among local growers and consumers alike. A visit to the market shows that many of the oranges on display are brought in from outside the country, while locally grown produce struggles to find buyers. This trend is discouraging, especially at a time when orchards are yielding fresh and good-quality fruits.

Many local growers invest months of labour in cultivating oranges and other seasonal fruits, relying heavily on the market to sustain their livelihoods. However, limited demand and competition from imported fruits have made it increasingly difficult for them to earn fair returns. Traders also note that imported produce is often supplied in large quantities and marketed more aggressively.

Farmers stress that locally grown fruits are fresher, require less transportation, and support the rural economy. Experts point out that choosing local produce not only benefits farmers but also strengthens food security and reduces dependence on imports. Supporting local fruits during their peak season can help ensure sustainable farming practices and preserve traditional orchards across the country.

As the orange season reaches its height, farmers are appealing to consumers to look beyond imported options and support homegrown fruits. They say that a simple choice at the market can make a meaningful difference to farming communities and the future of local agriculture.

Chali Maya from Tsirang Dzongkhag, who has been selling local produce and fruits at the CFM for nearly 21 years, says the market has changed greatly over the decades. Having spent most of her working life at the market, she has witnessed shifts in customer preferences as well as a steady rise in the number of vendors selling similar products. She recalled that before the COVID-19 pandemic, business was stable and dependable. Customers regularly visited the market and showed a strong preference for local fruits and vegetables, appreciating their freshness and quality.

“Before COVID, business was very good,” she said, adding that daily sales were consistent and provided a reliable income for her family. In recent years, however, she has noticed a steady decline in sales. One of the main reasons, she explained, is the increasing number of people engaged in the same line of business at the market. With many vendors selling similar produce, competition has intensified, making it difficult for long-time sellers to earn as they once did.

Chali Maya also expressed concern about unsold local fruits that often remain at the stalls by the end of the day. These fruits eventually spoil, leading to direct losses for vendors who depend entirely on daily sales for their livelihood. She said such losses have become more frequent, adding to the financial strain faced by small-scale sellers.

Despite these challenges, Chali Maya continues her work with determination, bringing locally grown produce to the market each day. She hopes that stronger public support for local farmers and vendors, along with greater awareness of the importance of buying local produce, will help protect livelihoods and ensure that traditional market practices continue for future generations.

Tshering Yangki from Trashiyangtse Dzongkhag is facing similar challenges as other local fruit vendors at the CFM in Thimphu. She has been in the business for only eight months and said the initial period was especially difficult. At the beginning, she lacked a clear understanding of customer preferences, which resulted in losses. Over time, she learned from experience and now orders local fruits in smaller quantities to reduce wastage. Despite offering affordable prices, she said local produce continues to struggle against imported fruits.

“We sell kiwi at Nu 250 per kilogram, while imported kiwi is sold at Nu 600 per kilogram,” she said, adding that many customers still prefer imported varieties. This imbalance has made it difficult for new vendors like her to sustain their businesses. To avoid throwing away unsold fruits, vendors have begun collecting produce before it rots and donating it to nearby dratshangs on a rotational basis. While the practice helps reduce waste, vendors said it also reflects the growing hardship faced by those selling local fruits. They called for greater public support and awareness to ensure that locally grown produce receives fair recognition in the market.

Lhendup Tshering, a resident of Tsirang, has been involved in the orange contract business for the past 10 years, supplying oranges based on the demand of vendors at the Centenary Farmers Market. Over the years, he has observed a growing preference among consumers for imported fruits. According to him, imported fruits attract more buyers mainly because of their larger size and brighter appearance.

“I think consumers prefer imported fruits because of their size and colour. Although our local oranges are smaller and may look less appealing, they are more nutritious and healthier for our bodies,” he said.

Lhendup Tshering also highlighted the broader benefits of supporting local produce. He explained that choosing locally grown fruits helps strengthen the rural economy and reduces the country’s dependence on imported fruits.
“If people buy local fruits, it directly supports farmers and traders and also helps minimize imports,” he added. He further pointed out that price differences are evident even during auctions, where the rates vary depending on the size of the oranges. Larger fruits often fetch higher prices, while smaller local oranges are sold at lower rates despite their quality and taste. They stress that supporting local produce is not only beneficial for health but also essential for sustaining livelihoods in rural communities.

Some daily customers come and prefer local fruits and other locally grown produce, said Rada Wangmo, one of the vendors at the CFM. She explained that the challenge is not limited to oranges alone. Other locally grown fruits also often remain unsold and eventually rot on the shelves. With no proper alternatives for storage or processing, vendors are left with little choice but to discard the produce. Wangmo said that when the fruits are close to spoiling, it is better to give them away rather than see them wasted.

Despite these difficulties, she pointed out that there is a group of informed and conscious consumers who deliberately seek out local produce. Such customers, she said, come directly to vendors selling Bhutanese fruits and vegetables, choosing them for their freshness, nutritional value, and their contribution to supporting local farmers. Vendors believe that greater awareness among consumers, along with better market support, could help reduce wastage and strengthen the demand for locally produced fruits, benefiting both farmers and traders in the long run.

The growing dominance of imported fruits and vegetables in local markets is emerging as a serious concern for farmers and the long-term sustainability of the agricultural sector. Imported fruits and vegetables often attract consumers due to their larger size, uniform appearance, and attractive packaging. However, this preference comes at a cost. Local farmers, who invest time and effort in producing seasonal and nutritious crops, struggle to secure fair prices for their produce. Many are forced to sell at low rates or discard unsold goods, resulting in financial losses and food wastage.

Supporting local produce is essential for building a resilient and sustainable economy. Encouraging consumers to choose locally grown produce can help strengthen farmers’ incomes, reduce wastage, and keep money circulating within the local economy.