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During 2007 - 2009, Doi Chang After Doi Chang Coffee was estab- Thailand Coffee Industry
Coffee ran into many obstacles in over- lished, the walls between the people melted From the perspective of Pitsanu-
seas market since the brand didn’t have away, and if you ask an Akha or Lisu people chai, the future of Thailand coffee in-
certificates such as Fair Trade, USDA, who they are, they would say they are dustry the looking good as the domestic
etc. These obstacles allowed Doi Chang Doi Chang people. They are proud to be a demand is growing steadily. “In term
Coffee to learn and grow to be an inter- part of the movement that put Doi Chang of business opportunity, the industry is
nationally recognized brand. on the world coffee map,” Panachai conti- definitely growing, and I think café busi-
Leading the Market nued. Pitsanuchai also added that the nesscasn grow as high as 35 - 40% per year.”
company has evolved to be the heart of Panachai also commented on the café
Doi Chang Coffeef ocuses on both the community. boom that, “From my point of view, I’m
Thailand and overseas markets. The long not concern about the business side of this
experience in overseas markets is an issue. Instead, I feel bad that some café
advantage in helping the brand grows owners see consumers as easy target and
domestically. Doi Chang Coffee has a think that consumers know nothing about
presence in 2 western regions, including coffee. These owners add marketing value
Europe and North America, and the focus to their product instead of serving quality
is in retail coffee beans for home brew. As product. Is it the right way to do business?
for Asian market, the brand leans to- It is if you want to be all about business,
wards opening cafés with local partners. but as a coffee producer, it is wrong.”
Employing Master Franchise concept,
Doi Chang Coffee grants supervision The Future
over a country to a business partner who
will be managing the shops across the Although Doi Chang Coffee is
country. With the help of local partners, already quite successful, it continues to
the brand also developed different system find ways to improve its coffee and the
and menu that suit each country. “The community involved in producing it. “As
feedbacks in overseas markets are great. I’ve mentioned, we have grown in a sense
As for Thailand market, we previously that we have quality coffee farms produc-
had around 300 cafés using our coffee, ing quality GI product, which is sold out
including indy cafés and cafés that already every year. Our plan is to build sustain-
use the name Doi Chang Coffee. Now we ability for the community and product
are trying to implement the franchise quality, as well as sustainability in fair
ystem. If a café meet our franchise require- trade, because quality is our first priority,”
ment, then we’ll develop it to be our Pitsanuchai and Panachai concluded and
franchise shop. On the other hand, if it added that they want everyone to recog-
doesn’t meet the requirement, they can nize Doi Chang Coffee as the company
still continue using our product and we’ll for people; it wants Thailand to be on the
give them a certificate for customers to coffee map as one of the best coffee
easily identify that the café uses Doi Chang Besides happiness and better qua- producers and that’s the future plan of
coffee,” Pitsanuchai explained. lity of life, Doi Chang Coffee also pro- Doi Chang Coffee.
What makes Doi Chang coffee inter- motes education to the community. Doi Chang has a humble beginning
nationally recognized is its single origin Doi Chang Academy of Coffee is the and it has grown to become one of the
quality. No matter where you are in the center for learning all about coffee and most recognized coffee origins in the
world, the coffee beans will have the also doubles as the community center. world. It’s the role model for many coffee
same quality. The only difference is the A part of the profit from business opera- businesses, both in Thailand and around
roast profile that fits the preference of tion will also goes to Doi Chang Coffee the world. All of this is possible because
each country. For example, Japan and Foundation which was established to the commitment of the people of
Korea use light roast profile while Thai- build facilities like schools, hospitals, and Doi Chang who continue to push forward
land uses darker roast profile. children day care to support coffee and stand proud in the international
farmers on Doi Chang. stage.sa
The Pride
Being internationally recognized
with fans across the world who love the
unique taste of Doi Chang coffee is just
a part of the success. Panachai said, “We
are proud that our effort helped strengthen
coffee farmers. We are delighted to be the
driving force in improving the community
and Doi Chang itself.” The evidence of the Special Thanks
success can be seen on the smiles on the Mr. Pitsanuchai Kaewpichai, Chief Advisor
villagers on Doi Chang. “A decade ago of Doi Chang Coffee Original Co.,Ltd.
coffee farmers from different ethnic mino- Mr. Panachai Pisailert, Managing Director
rities barely talk to one another. of Doi Chang Coffee Original Co.,Ltd.
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