Changing the Face of Doi Chaang Hill Tribes

CHIANG RAI -The income of hill tribe farmers has doubled from an average of Bt35,000 per rai per year to Bt70,000 per rai per year, Panachai Pisailert, the head of Doi Chaang Village in Chiang Rai province, said.

“We’re proud to be Doi Chaang hill tribes as we also have unity although we are from different tribes,” he added.

Panachai, who hails from the Akha hill tribe in Doi Chaang, founded Doi Chaang Coffee Original Co Ltd with Wicha Promyoung in 2003. It was aimed at developing the quality of life of hill tribes who stay at Doi Chaang, comprising three tribes – Akha, Lesu, and Chin Hau.
Ardel or Panachai Pisailert, an ethnic Akha and managing director of Doi Chaang Coffee

Ardel or Panachai Pisailert, an ethnic Akha and managing director of Doi Chaang Coffee

“In the past, most Doi Chaang hill tribes grew coffee and other fruits and vegetables and sold them through a middle man at a price that did not do justice to the quality of the agricultural products. As a result, the quality of life of the hill tribes was below standard, most children had no opportunity to study at a school and most of the aging people had access to only low-quality healthcare,” Panachai said.

But Wicha, who passed away some years ago, was interested in promoting the Doi Chaang coffee when he learned that the premium quality of the coffee differentiated itself from other coffee beans in the market, and it could compete in the global market. Because of Doi Chaang’s location – between 1,000 and 1,700 metres above sea level – it was suitable for growing quality Arabica coffee beans.


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