This is a preliminary study of problems and obstacles in green coffee beans production and marketing. The data used in this study are collected from journals of agriculture and other related materials as well as interviews with growers and field observation, A more extended study cannot be done at present since insufficient statistics and data are collected to date both by government and private agencies. Because of reduced production in Brazil, where most of the world’s largest coffee supplier, the price of green coffee bean has increased 28.95%. This has given incentive to Thai growers to expand production and caused green coffee bean exports to rise from 50,790 million baht in 1973 to 56,559 million baht in 1978. In Thailand, coffee is planted mostly in the south where 93 percent of total green coffee beans production in found. The provinces which produced most of the green coffee beans are Chumporn, Nakornsrithamerat and Yala. The largest production of green coffee bean comes from Nakornsrithamerat, 90 percent of the green bean grown in Thailand is Robusta, the rest is Arabica which is perennial cultivated along the hill-sides. The type of soil used in loose and sandy soil because it is not only fertile but also does not hold too much water. The yield of the coffee tree begins in the third year but will reach its highest point in the fifth year. The cost of production increases in the third year due to the wages for picking coffee beans and breaking coffee bean shell. The average cost per kilogram of green coffee bean was 17.06 baht whereas the average selling price was 45 baht that left and average profit of 27.92 baht per kilo.
As for marketing of these green coffee beans, the coffee traders who act as middlemen will by the product from growers at local markets or right from the plantations. If the price continues to be at its highest, namely at 45-50 baht per kilo, more growers would be attracted to supply more coffee locally. Green coffee beans production has been promoted since 1954. In the beginning the local output was less than the demand, therefore Thailand had to import great amount of coffee from overseas. The government set up a project to promote coffee growing in the country. However, with production expanded, the problems of distribution and marketing followed. These problems can be solved partly by organizing grower to be cooperator which would act as their representatives in production planning and marketing. The government can help with research and improvement of the kinds of coffee which are suitable for climate and soil conditions in Thailand. Furthermore, it could also provide growers with a long-term capital pricing policy as well as export markets in the future.