First Choice Foods Pvt. Ltd. has launched a state-of-the-art potato processing facility in Siddharthanagar Rural Municipality, Rupandehi District, marking a significant step forward for Nepal’s agro-industrial sector. Developed with European technology, the Rs. 2 billion (approx. USD 15 million) facility spans five bighas and includes a 60,000-square-foot production building.

The company officially introduced its range of frozen potato products during a launch event in Lalitpur, attended by Nepal’s Deputy Prime Minister and Finance Minister, Bishnu Prasad Paudel. “It’s a matter of happiness that the industry is supporting farmers and investing in agricultural research,” said DPM Paudel, expressing optimism that the company’s products would gain traction in international markets.

First Choice Foods produces a variety of frozen potato items, including French fries, with plans to expand into potato tikki, burger patties, smileys, and hash brown wedges. The company has received BRCGS certification for food safety and quality, and is registered with the U.S. Food and Drug Administration. It is currently exporting to India through distributor Pal Frozen Group in Uttarakhand and is preparing for entry into the United States, United Arab Emirates, Malaysia, and Saudi Arabia.

Executive Chairman Krishna Prasad Poudel stated that the company has invested significantly in the domestic potato supply chain. “Over the past five years, we have invested in research for processing-grade potatoes across the Tarai, hilly, and Himalayan regions. This year alone, we purchased 2,000 metric tonnes of potatoes from Nepali farmers,” he said. The company sources raw material from over 19 districts, including Kailali, Nawalpur, Sindhuli, and Kavrepalanchok.

In addition to its processing operations, First Choice Foods has received government approval for potato R&D and seed potato production. Its technical team comprises potato crop specialists, food scientists, disease experts, engineers, and chartered accountants, with a mission to bridge agriculture and technology. It has also initiated training programs for technical personnel in frozen potato processing, aiming to build domestic capacity in this high-value segment.

Despite its progress, the company faces headwinds in the domestic market, including low-quality imports, challenges in consumer perception of local products, and the issue of illegal French fry imports. Policy gaps also remain a hurdle for industrial growth in the sector.

First Choice Foods markets its products under the “Himalayan Crisp” and “Hamro Fries” brands, with domestic distribution across key urban centres including Kathmandu, Pokhara, Chitwan, Butwal, Itahari, Dang, and Nepalgunj. Its national supply network spans five distributors, 12 restaurant chains, 150 suppliers, over 400 restaurants, and 171 modern retail outlets.

The company positions itself as a pioneer in establishing Nepal’s presence in the global frozen potato category. “Our goal is to connect Nepali farmers to markets and elevate ‘Made in Nepal’ to a respected global standard,” Poudel said.