Doi Chaang Coffee: A Sufficiency-Based Community Enterprise for Sustainability

Abstract

From the royal initiative of His Majesty King Bhumibol Adulyadej the Great, who initiated the Royal Project to encourage hill tribe people in various highlands to reduce forest clearance and turn to growing cash crops instead of opium cultivation.  Farmers in Ban Doi Chang area were therefore encouraged to grow Arabica coffee but found pressure to lower coffee price by the middlemen. Subsequently, Khun Wicha Phromyong, Co-Founder of Doi Chaang Coffee Original Company Limited joined forces with the new generation of Akha community leader, Mr. Adel - Mr. Panachai Phisailert, and experienced businessman - Mr. Phitsanuchai Kaewpichai, in developing quality organic coffee varieties and marketing them internationally until Doi Chaang coffee is accepted in the international market. By sharing knowledge with community members, it has helped to expand the production of quality coffee, as well as helping the majority of Doi Chaang residents to be certified as Thai, while reducing conflicts between the Akha and Lisu tribes within the village. Since Arabica coffee grows well in the shade of trees, as a result, the forest that has been degraded in the past has been restored to a fertile forest with a total agricultural area of more than 30,000 rai. These resulted in generating income for the Doi Chang community, with revitalizing pride in ethnicity and dignity of Thai hill tribe people.  Doi Chaang Coffee is therefore regarded as a case of community enterprise that adheres to the Sufficiency Economy Philosophy, progressing with balance and aiming for sustainable development relentlessly.