In an ambitious bid to transform the local economy, key stakeholders gathered in Zhemgang on December 26 for a high-level meeting that set the stage for a vibrant and sustainable coffee industry in the region.
The Multi-Stakeholder Platform (MSP) session brought together coffee growers, major buyers, government officials, and community leaders to discuss strategies for bolstering the coffee value chain. With notable participants such as Bhutan Mountain Coffee (Paro), Cottage and Small Industries (CSI) from Thimphu, and Ambient Café (Thimphu) in attendance, the discussions emphasized the creation of a seamless market link between local producers and buyers.
“It’s about building a robust system where everyone knows their role, and the market becomes more efficient,” explained Tashi Phuntsho, Dzongkhag Agriculture Officer, who outlined the potential of the Building Resilient Commercial Smallholder Agriculture (BRECSA) project. This initiative aims to ensure that coffee growers have steady access to reliable markets, while buyers are assured of a consistent supply of quality raw materials.
A key strategy under review was a public-private partnership (PPP) that would merge private sector strengths—such as support for planting materials, infrastructure development, and marketing—with public sector expertise in administration, logistics, and technical training. This blend of support is expected to expedite the growth of the emerging coffee sector.
Speaking on the significance of the initiative, Kesang Jigme, Dzongda of Zhemgang, stated, “Coffee is a high-value crop that suits our climate, is resilient to wildlife interference, and can be managed effectively. Our vision is to develop a thriving coffee industry within the next three to four years, catering to both domestic and international markets.”
Local leaders highlighted both the promise and challenges associated with this new venture. Pema Thinley, Tshogpa of Dhigala Gewog, shared insights from the ground. “Many of our villagers are planting coffee for the very first time. While interest is high, there is a clear need for technical training—from planting to harvesting—and guidance on the right equipment,” Thinley noted. Concerns were also raised over the fixed pricing for coffee beans and the quality of saplings, which he believes will be crucial for successful plantations.
The discussions stressed that quality inputs and structured pricing—Nu 150 for large beans, Nu 130 for medium, and Nu 100 for small—must be managed carefully, particularly considering the three-month harvest cycle and market fluctuations. “Assuring farmers of stable prices and supplying them with quality saplings (ideally at least one foot tall) will be key to our success,” Thinley added.
Representatives from the coffee purchasing and processing sectors were equally optimistic. Galay Tshering, Marketing Officer of Bhutan Mountain Coffee, reiterated his company’s commitment to expanding operations in Zhemgang. “We have already commenced mass planting here and are determined to purchase local coffee over the next three years, not only to serve domestic needs but also to reduce our reliance on imports,” Tshering said. His remarks underscored the mutual trust and the technical expertise that local farmers have placed in the company.
Zhemgang’s strategic vision is reinforced by its natural endowments. With 94 percent forest cover and proximity to three national parks, the area offers an ideal ecological balance that supports both coffee cultivation and wildlife conservation. “Our coffee initiatives are part of a broader conservation and livelihood coexistence model that aims to harmonize agricultural development with environmental stewardship,” explained Phuntsho.
The government’s commitment is evident in its development targets under the 13th Five-Year Plan, which projects the planting of 300 acres of coffee annually, aiming for a cumulative 1,500 acres by the plan’s conclusion. This initiative is expected to not only enhance rural livelihoods but also position Zhemgang as a significant player in Bhutan’s coffee industry.
Community voices are filled with cautious optimism. Zangpo Tshogpa from Goshing Gewog shared, “This is our first foray into coffee farming, and the knowledge we’re gaining could be transformative for our local economy. The potential for new markets and job creation is truly exciting.”
CSI’s General Manager, Sangay Phuntsho, also emphasized the role of value addition. With ambitions to reach production benchmarks of 600 metric tons by 2029 and 900 metric tons by 2033, CSI is investing in local processing capabilities, including an eco-hub in Tingtibi dedicated to roasting and packaging coffee. “Local processing not only boosts value but also strengthens the local economy,” Phuntsho remarked.
As the MSP meeting concluded, there was a palpable sense of energy and forward momentum. Zhemgang’s coffee project, bolstered by coordinated government and private support, appears poised to blend sustainable agriculture with economic empowerment—a recipe for lasting prosperity in this emerging coffee hub.
