Elevating community products from local wisdom to the identity of coffee in the Pang Hai village community, Thep Sadej sub-district, Doi Saket district, Chiang Mai province

Abstract

This research aims to: 1) study the evolution of coffee production in the Ban Pang Hai community and 2) identify strategies to elevate Ban Pang Hai's community products to an international level. The target population consists of 10 households in Ban Pang Hai, Village No.7, Thep Sadet Subdistrict, Doi Saket District, Chiang Mai Province. The sample includes 10 individuals, one from each household, all of whom are farmers. Data were analyzed from in-depth interviews, with responses transcribed, organized, and categorized based on the interview questions.

The findings reveal that increasing economic competition has led to a rise in community resources and products; however, these products lack sufficient promotion and development. This has resulted in reduced exports and lower product prices. There is a pressing need to enhance community products by improving their quality and promoting marketing and export initiatives. Such efforts would increase awareness of these products, making them more widely recognized and adding value to the community's resources.