A new wellness supplement launched in Malaysia yesterday is putting Bhutan’s organic produce on the international stage while opening fresh economic opportunities for rural farmers.
The product, “Beaubelle Wholistic Plus – Age Joyfully,” was unveiled by Beaubelle Asia-Pacific in Kuala Lumpur. Formulated as a powdered drink to be mixed with water, the supplement promises antioxidant benefits, improved digestion, joint support, and healthier skin. What sets it apart is its unique reliance on ingredients sourced entirely from Bhutan.
From Bhutanese Farms to International Shelves
At the heart of the formula is the Ganoderma mushroom, cultivated in greenhouses by farmers in Gasa and Punakha districts. Menjong Sorig Pharmaceuticals Corporation procured nearly 38 kilograms of the mushroom directly from growers, paying them Nu 3,000 per kilogram. Cultivation was made possible through technical support from the National Mushroom Centre and funding from the Bhutan For Life initiative.
Alongside Ganoderma, Bhutanese turmeric, black turmeric, ginger, and black pepper are also being exported as core ingredients. Officials said this represents not only a commercial milestone but also a sustainable supply chain linking Bhutanese farmers to global consumers.
A Partnership Rooted in Market Access
Tshering Tenzin, chief executive officer of Menjong Sorig Pharmaceuticals, highlighted the significance of the collaboration.
“Through the support of the Department of Agricultural Marketing and Cooperatives, we have been able to collaborate with Beaubelle Company. As many farmers face challenges in selling their produce, this partnership provides an excellent platform for market access,” he said.
Sangay Thinley, chief agriculture marketing officer at the Department, echoed this optimism. “From now on, Menjong Sorig will purchase mushrooms directly from the farmers and make them available here. I believe this initiative will be beneficial for everyone involved.”
Beaubelle’s Commitment to Authenticity
Ruby Siah, managing director of Beaubelle Asia-Pacific, expressed her enthusiasm at the launch event.
“It is a very natural, authentic, and organic product, which I am very impressed with,” she said, noting that the collaboration reflects Beaubelle’s commitment to wellness rooted in purity and sustainability.
Strengthening Bhutan’s Agricultural Future
Officials underscored that beyond health benefits for consumers, the partnership offers Bhutanese farmers a dependable export channel. By creating a steady demand for Ganoderma mushrooms and other botanicals, the initiative aims to strengthen rural livelihoods while positioning Bhutan as a trusted source of natural wellness products.
As Bhutan’s produce makes its way into international markets, farmers in remote districts are hopeful this marks the beginning of a more secure and prosperous future.
