Introduction

An entrepreneur is someone who takes on the challenge of starting a new business

venture, often investing their own time, money, and effort into it while assuming the risks
associated with it. In return, they have the opportunity to reap the rewards of their
success. According to Hisrich (1990) entrepreneur is characterized as “someone who
demonstrates initiative and creative thinking, is able to organize social and economic
mechanisms to turn resources and situations to practical account, and accepts risk and
failure”. Entrepreneurs plays pivotal roles in coming up with new ideas and making life
better for everyone.

In Bhutan, with the introduction of entrepreneurs many citizens living standard are
increased and made their life better. According to Dolkar (2019) Founder of Azha Pasa,
Kinley Wangchuk, quit his government job as an engineer and entered into
entrepreneurship, Druna Ghu, a business led by the only female entrepreneur at the
season, Chimi Dema and Greener way” The Bhutan’s first Waste Management
Company and aims to manage and recycle waste in an efficient and environment-
friendly manner founded by Karma Yonten are the successful entrepreneurs that helped
many lives in Bhutan.

Therefore, entrepreneurship is more than just a job choice, it’s a way of thinking that is
marked by inventiveness, flexibility, and an unwavering commitment to realizing
aspirations. More than ever, entrepreneurs play a critical role in determining the
direction of business and society as the entrepreneurial landscape changes in reaction
to market dynamics and technology breakthroughs.
The Gedu Farmers’ Sale Outlet, located in Chukha, Gedu, is a significant initiative that
aims to promote and market agricultural and livestock products from the district.
Established on 16th November 2017, this outlet serves as a platform for local farmers to
showcase their organic products and contribute to the economic development of the
region. The construction of this outlet was facilitated by the District Administration, with
funding support from the Food Security and Agriculture Productivity Project (FSAPP)
and the World Bank.

With a membership of 32 individuals, including 9 females and 22 males, the Gedu

Farmers’ Sale Outlet plays a crucial role in connecting farmers with potential buyers and
consumers. The primary purpose of this outlet is to create a market for the district’s
agricultural and livestock products, enabling farmers to sell their produce directly to
consumers, thereby eliminating intermediaries and ensuring fair prices for their goods.

The Gedu Farmers’ Sale Outlet not only benefits the farmers directly involved but also
has a positive impact on the entire community. With products sourced from 11 gewogs,
this outlet contributes to the overall economic growth of the region by promoting local
agriculture and livestock industries. Additionally, by focusing on organic products, the
outlet encourages sustainable farming practices and supports the health and well-being
of both consumers and the environment.

Challenges
Low Awareness of Local Products:

Many consumers may not be aware of the variety and quality of local products
available at the Gedu Farmers’ Sale Outlet. Lack of awareness about the outlet and its
offerings can result in lower foot traffic and sales. Educating consumers about the
benefits and uniqueness of locally produced goods is essential to overcome this
challenge.

Limited Resources for Marketing:

Local farmers often lack the resources and expertise required for effective marketing
campaigns. Without proper marketing strategies and resources, it can be challenging to
reach target customers and promote products effectively. Limited budgets for
advertising and promotion can further exacerbate this challenge.

lack of cold storage facility

Gedu Farmers Sales Outlet does not have enough cold storage facility to store
perishable livestock and agriculture products. This makes it difficult to store a large
quantity of products, leading to some of them decomposing over time.

Agriculture is inherently dependent on weather patterns and climate conditions. Extreme

weather events, such as droughts, floods, or erratic rainfall, can significantly impact crop
yields and livestock productivity. In a region like Gedu, susceptible to such climate risks,
farmers and the sale outlet must adopt adaptive strategies to mitigate potential losses
and ensure the continuity of agricultural production.

Pricing

Consumers often directly compare the prices of local products with similar imported
alternatives available in the market. Imported products, especially those produced in
countries with lower production costs or benefiting from economies of scale, may indeed
be priced lower due to various factors such as cheaper labor, subsidies, or favorable
exchange rates.
Idea to start up

1.Addressing Market Challenges: Before starting the farmers sale outlet many people
depending on agricultural and livestock often face challenges in selling their produce
due to lack of access to markets, limited bargaining power, and price volatility. However,
to solve their issue the farmers sale outlet is being set up so that farmers can directly
sell their produce to consumers without any intermediaries. This eliminates the need for
middlemen and ensures that farmers get a fair price for their produce.

2.Promoting Local Agriculture: Around 80% people depends on farming and growing
crops. However, due to less communication and linkage it makes less demanded and
people are being demotivated. Therefore, Farmers sale outlets can also promote local
agriculture by providing consumers with fresh, locally grown produce. This can help
reduce the carbon footprint associated with transporting food over long distances and
support the local economy.

Way Forward

1.Promoting local organic products in whole Chukha Dzongkhag means encouraging

and supporting the use of organic farming methods in the region. This involves
promoting the cultivation of crops without the use of synthetic pesticides or fertilizers,
and encouraging farmers to adopt sustainable farming practices. By doing so, we can
ensure that the food produced is healthier and free from harmful chemicals

.2.Using technologies and digital platforms to promote products with high quality means
utilizing tools like social media, websites, and online marketplaces to showcase and sell
organic products. This allows farmers and producers to reach a wider audience and
highlight the quality and benefits of their products. By leveraging technology, we can
create more awareness and accessibility for consumers to choose organic options.

3.Encouraging people to take organic products for the long term and for a healthier life
means educating individuals about the benefits of consuming organic food. Organic
products are grown without the use of synthetic chemicals, which can have negative
effects on our health and the environment. By choosing organic, we can support
sustainable farming practices, reduce our exposure to harmful substances, and promote
overall well-being.

Strengths:

Local Agricultural Products: The outlet offers locally grown and produced agricultural
and livestock products, which are often fresher, healthier, and more environmentally
sustainable compared to imported alternatives.

Community Support: The outlet fosters a sense of community among farmers and
consumers, promoting social cohesion, collaboration, and shared economic interests
within the community.

Direct-to-Consumer Model: By selling products directly to consumers, farmers can

retain a larger share of their profits and have more control over pricing and marketing
strategies.

Promotion of Sustainable Practices: The outlet promotes organic and sustainable

farming practices, supporting environmental conservation and biodiversity conservation
efforts in the region.

Weaknesses:

Limited Cold Storage Facilities: Inadequate cold storage facilities limit the outlet’s ability
to store perishable goods effectively, leading to product spoilage, wastage, and potential
financial losses for farmers.

Market Competition: The outlet may face competition from other market players,
including supermarkets, grocery stores, and online retailers, which offer a wider variety
of products and convenience to consumers.
Limited Market Reach: The outlet’s location in a rural area may limit its accessibility to
consumers from urban centers or other regions, potentially impacting sales and market
penetration.

Opportunities:

Infrastructure Development: Investing in infrastructure improvements, such as

expanding cold storage facilities and improving transportation networks, can enhance
the outlet’s capacity to store and distribute products efficiently.

Diversification of Products: Introducing a wider variety of products, including value-

added goods such as processed foods, artisanal products, and handicrafts, can attract
a broader customer base and increase revenue streams for the outlet.

Market Expansion: Exploring opportunities to expand market reach through online sales
platforms, partnerships with tourism agencies, and participation in regional trade fairs
and exhibitions can help the outlet reach new customers and markets beyond its
immediate vicinity.

Threats:

Changing Consumer Preferences: Shifts in consumer preferences towards

convenience, affordability, and branded products may pose a threat to the outlet’s
market share and competitiveness.

Climate Change and Environmental Risks: Climate change-related events, such as

extreme weather events, droughts, and floods, can disrupt agricultural production,
supply chains, and market dynamics, affecting the outlet’s operations and profitability.
Regulatory and Policy Changes: Changes in government regulations, trade policies,
and agricultural policies may impact the operating environment for the outlet, including
import/export restrictions, taxation, and certification requirements.
Recommendation

1.To combat low awareness of local products, increase marketing efforts through social
media, local events, and influencer collaborations, create informative content, and
collaborate with local retailers to showcase and promote local products in prominent
stores.

2.To address the lack of cold storage facilities, collaborate with local providers, explore
investing in small-scale facilities, or partner with local producers. Optimize supply chain
management to minimize cold storage needs through just-in-time delivery and
production strategies.

3.Identify the special qualities of regional products, give promotional discounts, do a

complete market analysis to comprehend pricing dynamics, and look into partnering
with nearby cafes or restaurants to develop specialized menu items that use regional
products and permit greater pricing.