Doi Chaang Coffee

Doi Chaang Coffee

Doi Chaang Specialty Gourmet Coffee

Direct Trade with Akha Hill Tribe Farmers

100% Single Origin. 100% Arabica.

Certified Organic. Going Beyond Fair Trade.

THE AUSTRALIAN COFFEE MARKET

Australia is a coffee importer and there is a good market for coffee imports. Australian companies import coffee from over 65 countries, in a number of forms (green bean, roasted, roast and ground and retail packaged).

Green bean is the most common coffee import (by volume) and is largely regarded as a commodity to be used in the manufacture of instant coffee, coffee products and for blending. In 2006, Vietnam supplied the largest amount to Australia, with 17,123 tons. Papua New Guinea was the second largest supplier with 10,298 tons.

Roast and ground coffee (which is the high quality blended, branded and packaged product) is mainly supplied by internationally recognized companies.

In 2006, the leading companies supplying this market were Italian companies with 2,796 tons and German companies with 397 tons. Of the Pacific Island countries, Papua New Guinean companies exported 24.26 tons and Vanuatu 100kg. This means that imported coffee does not necessarily compete with Australian coffee because local Australian coffee growers do not produce enough coffee to meet the total Australian coffee market demand. Australia is expected to increase its coffee production to over 2,000 tones by the year 2010.

AUSTRALIAN PURE COFFEE MARKET TRENDS

Overall, the Australian coffee market is very competitive, brand loyal (they stick to a particular brand), sophisticated and increasingly differentiated. Although the coffee market in Australia is not growing significantly (the total demand is not increasing at a high rate) it is changing in terms of consumer or customer tastes and the types of coffee products that are being consumed.

Recently, consumers have shown an increased interest in Fair-Trade or organic coffee. This relatively new market segment represents only a small percentage of coffee drinkers however many of the major brands in Australia are interested in further exploring this new consumer interest.

In 2004, sales of Fair-Trade coffee in Australia increased by 240 per cent, and in 2005 sales increased by more than 480 per cent. Organic and Fair-Trade coffee is currently sold by most major and independent Australian supermarkets as well as being served at cafés throughout the country

Doi Chaang Target group

Base on Australian coffee market trends DOI CHAANG will divided our target into 2 'segments' and this is based on the different types of consumers.

* The food service industry. This includes cafés, restaurants, hotels, coffee vendors and other outlets where people buy or drink prepared or 'ready to drink' coffee products.

The popularity and number of cafés in Australia has grown rapidly over the last 50 years and so have consumer expectations. Most food service outlets in Australia serve high quality fresh coffee and an increasing number of them are blending and roasting their own coffee bean blends on the premises.

This market segment requires green bean, roasted or roast and ground coffee.

* The in-home consumer. This group includes people who buy coffee and coffee products from a shop or supermarket to prepare and drink at home or in the office. As The 'café style' roast and ground coffees are becoming more popular and coffee manufacturers are focussing on trying to create a café experience at home. A wide range and variety of machine are now available in Australia.

O U R C O F F E

Doi Chaang coffee is an exclusive, world-class, single-estate Arabica. It is 100% natural, forest canopy grown, handpicked, fresh water processed, sun dried, hand sorted and freshly roasted to ensure the highest possible quality for each cup of Doi Chaang coffee. Naturally low in caffeine, it has a complex and flavor full profile, which is enhanced and released through detailed cultivating, processing and roasting methods.

Doi Chaang Coffee is cultivated and processed in the remote Doi Chaang Village of Northern Thailand. Our coffee is grown in small family owned gardens nestled inside old forest growth and surrounded by fresh flowing spring water and scenic beauty. Rich fertile soil, high elevations and ample rainfall make Doi Chaang village one of the premium coffee growing regions of the world. We naturally cultivate a variety of Arabica plants under a canopy of sun filtered plum, peach, pear and macadamia nut trees in altitudes between 1200 and 1600 meters above sea level. The fallen leaves from our various fruit and nut trees create nutritious mulch for our coffee plants, providing a subtle fruit and nutty taste to our coffee. The shade and high altitudes slow the growth of our coffee cherries creating a more complex, dense and intensely flavored bean.

O U R R O A S T S

S I N G L E - E S T A T E D A R K

We give our Doi Chaang premium beans a long slow roast to create a dark, exotic cup with an intensely bold richness. Vibrant with an ear thy fragrance, our single-estate dark roast has a heavy body with a pleasant, slightly tar t acidity. A sweet taste with a hint of smoky flavor, it finishes with a hint of caramel and macadamia nut.

S I N G L E - E S T A T E D A R K M E D I U M

Our Doi Chaang premium beans are roasted to a full medium to produce a fruity, sweet cup with a pleasant flower y fragrance. Well-balanced with a delicate body and rich undertones, it offers an exceptionally

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