Speciality coffee prospects brewing nicely

As aficionados become increasingly selective when it comes to their cup of Joe, this provides an opportunity for Thai coffee producers to step up to the mark, writes Kuakul Mornkum

- Kuakul Mornkum

As consumers become increasingly sophisticated about their cup of Joe, this trend may create opportunities for niche segments such as speciality coffee.

While Thailand is not a major coffee exporter, its coffee market is valued in the tens of billions of baht. The country has the ability to set itself apart on the international stage by focusing on the speciality coffee sector.

According to the Specialty Coffee Association (SCA), coffee products with a variety of characteristics may influence buyers.

Some of these traits are intrinsic such as the chemical composition, physical structure, appearance and sensory qualities, while others are extrinsic and require additional information to be revealed.

When it comes to selecting coffee, extrinsic attributes include traceability and certification, which cover where and how the coffee was produced and by whom, the variations on offer, the method of processing, and the impact of the production process on the environment and local people.

The SCA defines speciality coffee as a coffee or coffee experience recognised for its distinctive qualities, resulting in a higher market value.

SIGNS OF THE TIMES

Ayu Chuepa, the founder and owner of Akha Ama, a social enterprise coffee brand in Chiang Mai, said Thailand may not produce a sufficient volume of coffee to compete with the world's leading exporters such as Brazil, Colombia, Vietnam, Honduras and Indonesia, but there is certainly an opportunity for Thailand as the trend in terms of global demand is leaning towards quality coffee.

Mr Ayu said if Thailand focuses on improving every aspect of its coffee production from cultivation, soil quality and farming practices to the people involved, and incorporates innovation along the way, it will be able to elevate the value of Thai coffee and provide new opportunities in the global market.