Shaoulee was founded as a response to Bhutan’s increasing reliance on imported grains and the declining viability of farming in rural areas. For decades, farmers received low returns for their crops, discouraging cultivation and accelerating rural–urban migration.
By paying significantly above market rates and offering stable purchase commitments, Shaoulee restores dignity and opportunity to farming communities. The enterprise champions indigenous crops—many of which are climate-resilient and nutrient-rich—to protect Bhutan’s agricultural heritage and strengthen long-term food self-reliance.
Above all, Shaoulee places social and environmental responsibility at the center of its business model, inspired by the philosophy of Gross National Happiness.