Communication Strategies of Akha Ama Coffee Social Enterprise for Mobilizing Business and Developing Life Quality of Akha Farmers

Abstract

This qualitative research aims to study the communication strategies of Akha Ama, coffee social enterprise based in Maejantai, Chiang Rai, to succeed in business profit and improve quality of farmers. Data in this paper collected by participated and non-participated observation, in-depth interview of 11 interviewees and study of 46 documents. Akha coffee farmers in Maejantai, Chiang Rai, were encountered the problems from a middleman. They were marginalized and voiceless in coffee business chain. On the one hand, Akha Ama uses brand essence to promote the equity for Akha farmers and uses empowerment marketing to make consumer realize their role. On the other hand, the networking strategies is used to improve life quality of the Akha farmers. People in the network come from various background in coffee business. This network play a vital role in developing farmers’ potential. Therefore, Akha Ama connects farmers, coffee business and consumer to be a new communication network which enhance the coffee farmers life. They create knowledge about coffee quality development to be in line with the needs of consumers. And transfer that knowledge to farmers. So many farmers have the production of The Single Origin coffee which has a higher trading value than general coffee. Which those products were bought and distributed by the coffee businesses in the network. Demonstrated the effort to create equity for farmers in terms of knowledge and exploitation in the coffee business according to the goals of Akha Ama Coffee.