About
NOB Bhutan Pvt. Ltd.
Founded to modernize Bhutan’s potato and chilli value chain, we provide farmers with fair markets, inputs, and state-of-the-art storage, aligning with the 10X National Industrial Vision.
Our Origins
Founded in 2014
Background
Nob Bhutan Farmers (NBF) was founded in 2014 by Mario Fontana, through the Fontana Foundation and Rinzin Namgay Dorji. With the expansion and acquisition of Happy Chips, the company name was changed to NOB BHUTAN and Nob Bhutan Farmers has become the logistical business in our company.
NBF is currently erecting a large logistics center in Nobding with facilities for reception, grading and packaging of potatoes and storage facilities for both ambient and temperature controlled storage.
NBF is working closely with the farmers to create win-win business situation for the company and the farmers. Besides supplying the inputs, NBF will also invest in training the farmers on best practices in cultivation of potatoes and chilies, use of technology, sorting, grading, packaging, quality management, etc.
The NBF will strive towards supplying high quality Bhutanese potatoes and chilies year-round.
Purpose
The purpose of Nob Bhutan Farmers is to create an efficient logistics center in Nobding, Wangdue Phodrang for high quality fresh and processed products. Initially we are focusing on potatoes, other agricultural products will follow. Modern facilities and state-of-the-art storage conditions will allow us to supply products of high quality to the markets in Bhutan and India. At the same time, we want to innovate the agricultural sector and develop the capabilities of the farmers.
The Purpose of Nob Bhutan Farmers is to establish a leading agricultural company in Bhutan that supports farmers with agricultural and logistical services and access to the markets.
Our Vision
“NOB Bhutan Farmers vision is to establish a leading company in the potato, chili and other vegetable business in Bhutan that supports the farmers.”
Background & Context
Nob Bhutan Pvt. Ltd. (NBPL) was established in 2014 at Nobding, Wangdue Phodrang—the heart of Bhutan's potato growing region—to provide a reliable and efficient partner for farmers in Phobjikha, Gangtey, Dangchu, Trongsa, and Bumthang.
While the COVID-19 pandemic and financial constraints initially stalled operations, we have returned with a renewed focus on agro-processing, leveraging government support to revive the "Happy Chips" brand and introduce new processing lines.
We position ourselves as a market leader in quality and fair trade, focusing exclusively on products made in Bhutan to ensure sustainable agricultural development for our local communities.
Strategic Location
Located at Nobding, Wangdue Phodrang, the geographic and operational heart of Bhutan's potato ecosystem.
Our Revival Goal
To serve as a regional Agrifood Eco-Hub, providing the infrastructure needed for aggregation, storage, and value-added processing—supporting Bhutanese farmers by turning their produce into premium brands like Happy Chips.
Regional Metrics (2024)
Economic Impact
Nu. 539.40 million Export Value
A total of 25,001.67 MT exported in 2024. There is significant potential to increase export figures based on the Government's plans to target new markets such as Thailand and Singapore.
The Strategy
3-PILLAR
BUSINESS MODEL
Aggregation & Storage
Eliminating the burden of transporting goods to Phuentsholing by procuring produce at fair prices. Our 1,800 MT storage capacity allows for off-season release at higher margins, supporting income stability for local farmers.
Value Addition
Reviving 'Happy Chips' to substitute imports and launching frozen French fries with technical support from the National Post Harvest Centre (NPHC). We also process high-potential dried chillies using solar-electric hybrid technology.
Integrated Farming
Operating a mechanized 50-acre commercial farm at Phobjikha (37 acres cultivable across 11 plots). We ensure a reliable raw material supply while testing high-value crops like asparagus, blueberries, and saffron.
Roadmap
FUTURE
PROCESSING
HORIZONS
Potato Starch Production
Utilizing lower-grade produce for industrial-grade starch, serving food processing, textile, and pharmaceutical industries while reducing agricultural waste.
Potato-Based Beverages
Exploring higher-margin utilization of surplus produce through the production of potato-based vodka, gin, and specialty spirits, subject to feasibility and regulations.
Organic Fertilizer Facility
Collaborating with RSPN to develop organic manure production at our Phobjikha farm, supporting the Ramsar site’s environmental sustainability objectives.
Agri-Tourism Initiatives
Leveraging the beauty of Phobjikha to offer structured farm-based experiences, creating additional revenue streams while promoting rural Bhutanese livelihoods.