The Ways to Raise Coffee Products of the Upstream Agriculture Community Enterprises to commercial benefits, Pa Pae Subdistrict, Mae Taeng District in Chiang Mai Province

Abstract

The objective of this qualitative research is to find out ways to commercialize coffee products of Pa Pae upstream agriculture community enterprise group, Mae Tang District, Chiang Mai Province. Using purposive sampling technique, the sample was selected from conducting in-depth interviews and focus groups with those who were involved in the process of commercializing products. The sample group consisted of 10 people namely 5 representatives of Pa Pae upstream agriculture community enterprises, 1 representative of Greater Food Company Limited, 1 representative of Chiang Mai Genetics Laboratory Co., LTD., 1 representative of Okrd Farm Limited Partnership and 2 representatives of Bachelor of Business Administration Program (Entrepreneurship) in the faculty of Management Sciences, Chiang Mai Rajabhat University. Content analysis method was used to analyze the data and the result revealed that the community enterprise group had the potential to develop roasting coffee products in the form of a portable bag that meet high-quality standards. With supports from external organizations, the limitations of budgets required in the development of production process can be minimized. Furthermore, there is a possibility of maximizing the value of roasting coffee products by turning those that were previously sold at 1.2 baht per kilogram into drip bag coffee which can be sold at 3.5 baht per kilogram. In order to commercialize the community enterprise group’s products, it was recommended that they create their own character, content and identity on social media platforms designed specifically for coffee lovers and learn from other coffee community enterprise groups’ success stories. By doing this, they could attract more customers and raise awareness of their coffee products. In addition, they should also create a distribution channel in the online marketplaces so that customers could able to find and continuously order their coffee products.