Development of the Coffee Supply Chain in Pa Pae Subdistrict, Mae Taeng District, Chiang Mai Province

Abstract

This study aimed to examine the coffee supply chain and coffee quality development strategies of the Pa Pae Upstream Coffee Community Enterprise and Ecotourism in Pa Pae Subdistrict, Mae Taeng District, Chiang Mai Province. Qualitative research methods, including informant selection, triangulation, and content analysis, were employed through in-depth interviews with 13 community members. The results revealed that the coffee supply chain in the area can be categorized into four formats: (1) primary raw material growers (61.5%), (2) growers and collectors who distribute to processors (7.7%), (3) collectors only (15.4%), and (4) growers, processors, and distributors (15.4%). These formats contribute to high costs and unfair pricing. Development approaches include establishing entrepreneurial networks, improving logistics, and enhancing management skills to increase production efficiency, reduce costs, and upgrade quality to meet premium market standards. However, challenges such as high logistics costs, a lack of management systems, and limited application of technology in the production process were identified. Proposed development strategies emphasize sustainability by integrating environmental, social, and economic dimensions, together with the promotion of ecotourism. These approaches aim to strengthen local communities and expand into other coffee-growing areas, thereby contributing to the overall development of the Thai coffee industry.