Coffee is the most valuable and widely traded tropical agricultural product. Thailand is one of the top coffee producers in the world. The country was also ranked third among the coffee producing countries of Asia with the Robusta coffee (Coffea canephora) accounting for 99% of its production. Thus, Robusta coffee is the chief coffee crop grown which provides substantial economic return. Coffee is one of the few types of goods and products that are grown or produced highly correlated with the quality and reputation of the coffee flavor. Geographical indication has similar role as a trademark that is indicative of the popularity or goodwill of the product. It is a powerful tool for building brand for agricultural products using the image and reputation of community. GIs is also the key measures to distribute the coffee to the market.This paper aims to study the possibility to add value to Thailand Robusta coffee through the geographical indications (GIs). In-depth interviews, survey, and literature review were used to gather information on the value chain. We found that the Robusta coffee processed by agricultural groups and community enterprise in southern Thailand had a great potential to be registered as GIs coffee. In addition, to convey the background landscape and culture of southern Thailand as a world-class tourist attraction in advertising or publicity, it would be advantageous and also lead to differentiation of coffee products and market access in the future.
Wassana Suwanvijit, Thaksin University, Thailand
Sompong Promsa-ad, Thaksin University, Thailand
Stream: Economics and Management
This paper is part of the IICSSHawaii2017 Conference Proceedings (View)
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