Hillkoff - กาแฟที่เป็นมากกว่ากาแฟ l Ceemeagain

Summary

This transcript tells the story of a coffee company in Northern Thailand that has revolutionized the local coffee industry through innovation and sustainability. Starting as the first to process Arabica coffee in the region, the company has developed unique products such as coffee cherry infusion tea, concentrated extracts, and balsamic products, all while prioritizing quality and safety. Supported by research and government initiatives, the company aims to expand into the health-conscious functional beverage market. Their motto, 'Jump out of the cup,' reflects their commitment to pushing the boundaries of traditional coffee and driving global competitiveness with sustainable practices.

Takeaways

• 😀 Coffee first emerged in the 6th century, and by the 13th century, people started drinking it regularly.
• 😀 Roasted coffee became a highly profitable commodity, with significant economic impacts, especially in Thailand starting in 1973.
• 😀 The speaker's family was the first in Northern Thailand to process Arabica coffee beans, starting as part of an initiative to replace addictive crops.
• 😀 The family aims to maximize the economic value of coffee resources passed down from the speaker's father.
• 😀 Coffee is seen as a tool for promoting sustainability and improving the country's competitiveness by developing value-added agricultural products.
• 😀 They carefully inspect coffee beans for quality, testing for contaminants like heavy metals before processing.
• 😀 A special research grant helped develop a unique machine that preserves key compounds in coffee beans during processing.
• 😀 The first product developed from coffee was an infused tea made from coffee fruit, which won an award for innovation.
• 😀 They also developed a concentrated coffee extract product, supported by research, that has been well-received in the market.
• 😀 The company expanded into balsamic products made from coffee, which won another award at the Hong Kong Innovation Food event.
• 😀 The company's growth is fueled by research and support from various programs, allowing it to scale and explore new markets, positioning itself as a leader in sustainable coffee innovation.

Q & A

What historical significance does coffee hold in the economy of Thailand?

Coffee has had a significant impact on Thailand's economy since the 13th century. By the 1970s, it became a key crop in Thailand's new economic hopes, especially during a period of replacing illicit drug crops with alternative agricultural products.

What is the importance of the speaker's family business in the northern region of Thailand?

The speaker’s family business is the first to process Arabica coffee in northern Thailand. This pioneering effort in coffee processing has played a vital role in developing the coffee industry in the region.

How did the Thai government's initiative contribute to the growth of the coffee industry?

The Thai government initiated a project aimed at replacing drug-producing crops with alternative crops, including coffee. This provided an opportunity for the speaker's family to invest in coffee cultivation and processing, thus fostering the growth of the industry.

What steps were taken to ensure the safety and quality of the coffee processed by the company?

The company conducts rigorous testing of coffee beans to ensure they are free from contaminants, including heavy metals. Only clean and safe beans proceed to the drying and processing stages.

What was the role of research and development in the company’s success?

Research and development played a key role in enhancing the value of coffee. The company focused on developing innovative products, such as coffee fruit tea and balsamic vinegar, both of which received international awards.

What innovative products did the company develop from coffee fruit?

The company developed several innovative products from coffee fruit, including a tea made from coffee fruit, which won an award at a European innovation event, and concentrated extracts, which were used to create balsamic vinegar.

What awards did the company receive for its innovations?

The company received the Excellent Award at both the European Invention event for their coffee fruit tea and the Hong Kong Innovation Food event for their balsamic vinegar product.

How did the company expand its business model beyond traditional coffee products?

The company expanded its business model by moving beyond traditional coffee drinks to offer functional beverages and health-oriented products, positioning coffee as a key ingredient in the wellness and functional drink market.

What does the phrase 'out of the cup' mean in the context of the speaker's business strategy?

The phrase 'out of the cup' refers to the company’s strategy of diversifying beyond just coffee as a beverage, instead innovating with coffee in functional and health-oriented products, and focusing on broader business growth.

What role did funding and grants play in the development of the company?

Funding and grants from various sources, including NA, provided crucial support for the company’s research and product development. These financial resources enabled the business to scale up production and confidently introduce new products to the market.