In a bold move to tackle poverty and unemployment, a new cooperative initiative is transforming how local farmers bring their produce to market. The SAMJONG Cooperative, launched under the guidance of the Samdrupjongkhar dzongkhag administration, is uniting farmers from 10 gewogs with 11 young entrepreneurs to create a distinct brand identity for the region’s high-quality, organic products.
The cooperative, which operates three retail outlets in Samdrupcholing, Jomotshangkha, and Samdrupjongkhar town, offers a diverse range of goods – featuring 37 agricultural products and five livestock items – all marketed under the SAMJONG banner. The initiative aims to empower local producers by cutting out middlemen, ensuring better prices at the source, and ultimately fostering sustainable growth in the region’s economy.
A New Brand for Local Pride
Karma Wangchuk, an entrepreneur from Dewathang Gewog and an active member of the cooperative, spoke passionately about the importance of a unified brand. “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.”
For many local farmers, the cooperative represents a lifeline. Dechen Dorji, a farmer from Martshala Gewog, noted the longstanding challenges of finding consistent buyers and fair pricing for local produce. “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, highlighting the direct impact the initiative is having on everyday livelihoods.
Empowering Youth and Driving Innovation
Eleven youth entrepreneurs are at the forefront of running the new outlets, having undergone extensive training in processing, marketing, and quality management. Yejay Norbu, one of the young leaders, emphasized that modern branding is more than just a name—it is a promise. “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 explained. His view reflects the cooperative’s broader goal: to position local products not only in domestic markets but also to meet international standards.
Jigme Phuntsho, a 30-year-old entrepreneur who recently returned from Qatar, stressed the importance of packaging and international certification. “Good quality packaging and branding are what outsiders prefer,” he remarked. “By developing strong brands and obtaining third-party export certifications, we have opportunities for the international markets and position our products for global success.”
A Model for Economic Revival
The SAMJONG Cooperative is a critical response to the high unemployment and poverty rates that have long challenged Samdrupjongkhar, which now has the highest unemployment count in the country with 855 individuals out of work. Dzongkhag officials have underscored the importance of such initiatives to not only boost the regional economy but also to generate employment among rural youth.
Sonam Wangchuk, the Economic Development and Marketing Officer of the dzongkhag administration, pointed out that these marketplaces are designed to reflect the community’s heritage and economic strength. “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,” he noted.
Launched in 2023 and officially registered with the Department of Media, Creative Industry, and Intellectual Property, the cooperative is supported by non-governmental organizations, including the Ministry of Agriculture and Livestock. Its innovative model begins by identifying consumer demands and closely working with local producers to craft products that meet evolving market expectations—a strategy that promises a more resilient and self-reliant local economy.
In an environment where raw materials from Samdrupjongkhar have traditionally been processed elsewhere, this pioneering cooperative model stands as a promising testament to local ingenuity. By encouraging each of the 10 gewogs to contribute a unique product, the SAMJONG Cooperative is not only simplifying marketing efforts but also forging a path towards economic transformation for one of Bhutan’s most challenged regions.
As the SAMJONG Cooperative continues to grow, its success could well serve as a blueprint for other regions seeking sustainable economic revival through community-based entrepreneurship and innovative branding.
