A rising wave of demand from Australia’s Bhutanese diaspora is opening new doors for Bhutanese producers, creating what many describe as one of the most promising export trends in recent years. Dried vegetables, traditional teas, and specialty noodles are quickly becoming staples in Bhutanese-run grocery stores across major Australian cities, signalling a shift from informal personal consignments to more structured, large-scale trade.
At the centre of this expansion is JANS Bhutanese Groceries in Perth, a business that not only operates a bustling retail outlet but also offers packaging services for Bhutanese products. The store sources a significant share of its goods from the Dragon Australia Agri-Enterprise aggregation centre, a growing hub for suppliers eyeing the Australian market.
Sonam Yuden, the entrepreneur behind Dragon Australia Agri-Enterprise, says the early momentum is encouraging. Yet, she is quick to point out emerging concerns. Among them is the troubling discovery that certain herbal teas arriving from Bhutan have been adulterated with cigarette content by unscrupulous suppliers. Yuden stresses that such practices jeopardize the credibility of Bhutanese exports at a time when trust and product integrity are crucial.
These problems were at the forefront of discussions during a recent gathering of ten Bhutanese entrepreneurs working in export. Participants highlighted the maze of paperwork, demanding certification processes, and the absence of a national food testing laboratory that meets international benchmarks. Many agreed that while interest in Bhutanese products is high, the current system remains too fragmented and slow to support sustained commercial growth.
The Department of Agriculture and Marketing Co-operatives (DAMC) has pledged to address these gaps. With new government funding directed at agricultural marketing and certification, the department aims to streamline export procedures and help local producers meet the strict regulatory requirements enforced in countries like Australia.
Tashi Dorji, Director of DAMC, underscored the urgency of raising standards across the entire supply chain. He noted that maintaining quality is not just a regulatory obligation but a competitive advantage for Bhutanese businesses hoping to expand abroad.
The broader initiative seeks to reshape how Bhutan engages with international markets—transitioning from scattered, informal shipments to coordinated, legitimate commercial trade. If successful, it may mark a turning point for Bhutanese agri-products, giving local producers a stable foothold in Australia’s multicultural food market while strengthening Bhutan’s reputation abroad.
