The Department of Agricultural Marketing and Cooperatives (DAMC), under Bhutan’s Ministry of Agriculture and Livestock, has officially launched “Taste Bhutan in Singapore,” a collective brand created to market Bhutanese agricultural produce under a unified identity. In partnership with Singapore-based retailer DIA Natural, the initiative aggregates premium local offerings—including chilli paste, organic honey, specialty teas, spices, ready-to-cook meals, and herbal wellness products—under a single recognizable label rather than selling them through fragmented individual suppliers. Following a market exploration mission led by Minister Lyonpo Younten Phuntsho, officials identified significant demand among Singaporean consumers for authentic, high-quality, and sustainably produced foods, though market entry had been hindered by limited brand visibility. Supported by the JICA Bhutan Office, the brand strategy focuses on positioning Bhutan’s high-value, small-volume agricultural goods as safe, premium, and story-led exports. Furthermore, the Food Corporation of Bhutan Limited pledged domestic marketing backing across its retail network. By establishing a unified international presence, DAMC aims to help Bhutanese farmers navigate local challenges such as climate impacts and fragmented land holdings by securing higher export margins and diversifying trade beyond traditional markets in India and Bangladesh.
