Jangchub Dorji’s Inspiring Journey with Frozen Potato French Fries
Frozen potato French fries are a popular and convenient food product enjoyed by many, whether as a snack, a side dish, or even a main course. These crispy and delicious fries have become a staple in countless households and restaurants around the world.
However, frozen French fries were once a rarity in Thimphu, with the market dominated by imported products. That was until Jangchub Dorji, 33-years- old, the founder of Kuen-Gha Potato Fingerling, came along and revolutionized fast food.
Jangchub Dorji, a man driven by passion, expertise, and an entrepreneurial spirit, recognized the potential of frozen food as a solution to meet the demands of the modern lifestyle. With a background as an accountant officer in a CSO (Civil Society Organization) for the past five years and two years as a freelance tourist diver, Jangchub found himself jobless when the Covid pandemic struck, severely hampering the tourism industry.
“The Covid pandemic hampered the job markets of the tourism industry, where I was left jobless,” Jangchub recounted. It was during this challenging period that he decided to take matters into his own hands and become an entrepreneur. Inspired by the idea of frozen French fries, he underwent a basic entrepreneurship course and embarked on a journey that would ultimately transform the cuisine in Thimphu.
Starting a frozen French fries production firm in a market saturated with imported products was no easy feat. Jangchub faced numerous challenges, particularly in marketing his brand. “The frozen French fries journey was challenging for me, especially in marketing. In the initial stage, I had a very hard time because the country already had imported products,” he explained.
However, Jangchub’s determination and unwavering commitment to his vision enabled him to overcome these obstacles and establish a strong presence for his locally made frozen potato French fries.
Recognizing the importance of offering high-quality and convenient food options to consumers, Jangchub assembled a talented team that shares his passion for culinary excellence. Together, they continuously work on creating new varieties of frozen potato French fries and other frozen food products, using locally grown potatoes.
When asked about his recipe for success, Jangchub emphasized the need to bring ideas that the people accept, rather than relying solely on personal insights. “Bring in ideas our people accept, not what you crack in your head and keep thinking. Look for ideas, match with the market, and make money,” he advised.
This customer-centric approach has allowed Jangchub to tailor his products to the preferences of Bhutanese consumers and gain widespread acceptance in the market.
Today, thanks to Jangchub’s entrepreneurial spirit and dedication, Kuen-Gha Potato Fingerling has become the leading frozen French fries producer in the Startup center in Thimphu. The company’s products can be found in numerous supermarkets, restaurants, and homes across the country. By tapping into the potential of locally grown potatoes, Jangchub has not only created a successful business but has also contributed to the growth of the agricultural sector.
The impact of Jangchub’s endeavors extends beyond his own company. His success has inspired and motivated other aspiring entrepreneurs in the country, proving that with determination, innovation, and a focus on local resources, even small businesses can thrive and make a significant difference in their communities.
Through his dedication to producing high-quality frozen food options and his unwavering commitment to innovation, Jangchub has not only built a successful business but has also brought the taste, one crispy fry at a time.
By Tendrel Zangmo
