BUSINESS MANAGEMENT OF COFFEE FARMERS FOR SOCIETY DOI SAKET DISTRICT CHIANG MAI PROVINCE

Abstract

This research aims to: 1) study the agricultural ecosystem of coffee farmers in Doi Saket district, 2) develop social business management for coffee farmers in Doi Saket district, and 3) promote social business networks for coffee farmers in Doi Saket district. A qualitative research methodology was employed, including in-depth interviews and focus group discussions. A purposive sample of 30 coffee farmers was selected for the business management study, along with 15 experts for the focus group discussions. Data analysis by content analysis.

          The research results found that:

          1) Growing coffee in the highlands of Doi Saket District, Chiang Mai Province is organic farming that does not use chemicals, resulting in high-quality coffee with a unique taste due to the pollination of wild flowers with coffee flowers by bees.

          2) Business management in the form of community enterprises and limited companies focuses on production, processing, and marketing both domestically and internationally, including promoting organic farming, sourcing standard raw materials, using technology and research to develop products. In addition, there is a promotion of social business networks by organizing training.

          3) Promoting community products and public relations through various media to increase awareness of the quality of coffee produced in this area and develop it to the international level.