In 2025, the exceptional collaboration between the German aromatherapy and natural cosmetics pioneer PRIMAVERA and the Kingdom of Bhutan will be honored with the Special Award of the International German Sustainability Award (IDNP). Under the theme “Companies for the 2030 Agenda,” the award recognizes partnerships of equals between German enterprises and actors from the Global South that make significant contributions to achieving the UN Sustainable Development Goals.

A Partnership with Model Character

The roots of this partnership go back to 1990, when PRIMAVERA founders Ute Leube and Kurt L. Nübling first traveled to Bhutan. In search of high-quality lemongrass oil, they discovered a pristine, culturally rich country guided by the philosophy of “Gross National Happiness,” which places the balance of economic development, environmental protection, cultural preservation, and good governance at the center of national policy. After 14 years of collaboration between PRIMAVERA and the Ministry of Agriculture, Dr. Irmela Harz, Karma Yangzom, and Ugyen founded Bio Bhutan — a pioneering local enterprise for ecological agriculture. From these early encounters grew a partnership based on trust, respect, and shared growth that continues to this day.

Bhutan — the “Land of the Thunder Dragon” — became the first country ever to receive the German Sustainability Award in 2016. The jury was convinced by the country’s major achievements in sustainability: Bhutan is the first CO₂-negative country in the world; its constitution mandates that at least 60 percent of the country must remain forested for all time; and more than half its land is designated as protected national parks. Bhutan continues to pursue ambitious environmental goals for the future, including 100 percent organic agriculture by 2035, “zero waste” by 2030, exclusive use of renewable energy, and the development of “Gelephu Mindfulness City” — a new southern city setting global standards in sustainable urban planning.

Since 1990, PRIMAVERA has supported these goals with concrete projects and, since 2023, through its newly established subsidiary “Terra Himalaya.” The work of Terra Himalaya aligns with the vision of the Bhutanese King and government to shape the country’s future through sustainable transformation.

Shared Success for People and Nature

For over 30 years, wild lemongrass — and since 2024, branches of the aromatic Himalayan pine — have been harvested by hand. The resulting high-quality essential oils are key products in PRIMAVERA’s portfolio. Value chains for special medicinal and aromatic plants from high-altitude regions are currently being developed. Just two years after its founding, Terra Himalaya is already working with more than 165 farming families. Knowledge transfer, collaborative research, building local manufacturing capacity, and expanding rural value creation underline Terra Himalaya’s strong commitment.

Pioneering Work for Sustainable Development

PRIMAVERA itself received the German Sustainability Award 2022 in the category “Biodiversity.” With the recognition of the Bhutan partnership as part of IDNP 2025, a collaboration is being honored that shows — over more than three decades — how entrepreneurial engagement, ecological responsibility, and intercultural cooperation can go hand in hand. This partnership embodies the spirit of the 2030 Agenda and stands as a shining example for companies worldwide.