Page 319 - Social Enterprise A New Business Paradigm for Thailand

3. The study of the coffee production chain reveals that coffee generally yields high returns
across most segments, with the exception of the processing stage. However, since the
amount of coffee used per cup is fixed, the income earned by farmers per cup remains

relatively constant. In contrast, the price of a cup of coffee is influenced by downstream
investments, particularly those related to enhancing the shop’s atmosphere. Fortunately,
the technology required to deliver coffee to consumers does not demand significant capital
investment, which presents an opportunity for farmers to increase their earnings
significantly. When tourists visit highland coffee-growing areas, for example, ethnic
communities can establish their own coffee shops, thereby generating substantial income
and employment within the local community.

4. Sustainability is expected to become a defining issue in the future of the coffee industry.
Consumers are increasingly aware of the industry’s environmental impact and are placing

greater importance on environmentally and socially responsible farming practices. This
includes ensuring fair compensation for farmers and supporting those who cultivate coffee
using methods that conserve or restore the environment or minimize ecological harm. On
the business side, roasters and coffee shops may adopt biodegradable or reusable
packaging and source certified products that verify both environmental stewardship and
fair trade practices. Collectively, these efforts will contribute to a more sustainable coffee
industry across the entire supply chain.

5. Recommendations for the government include supporting farmers and community

enterprises in forming strong, well-organized groups capable of producing high-quality
products. In addition, the government should promote understanding of marketing
practices, trademark registration, geographical indication (GI) certification, and franchise
business development tailored to farmers and local enterprises. These efforts could be
pursued in tandem with tourism initiatives to help promote Thailand’s local coffee varieties
alongside regional travel experiences.

285