In Bhutan, transitioning from staple cultivation to high-value crops (HVCs) is high on the government's agenda to enhance agricultural profitability and attract young farmers, especially given the aging rural population. This transition is crucial for addressing Bhutan’s interconnected challenges, including climate change, limited arable land, and rural–urban migration. Employing a discrete choice experiment (DCE), this paper elicits farmers' preferences for HVCs, disentangling and quantifying the contribution of production, marketing and policy-related attributes, which may act as constraints or catalysts for the adoption of HVCs. Results indicate that the most binding constraint to the adoption of HVCs in rural Bhutan is the time between the first sowing or planting of a crop and its first marketable harvest.