Bangkok--14 Dec--IR PLUS
Realizing the significance of rich culture and natural resources that belong to Akha hill tribe, Ichitan Group PLC has been committed to supporting Akha tea growers in Chiang Rai for three consecutive years with goals to improve their livelihood and develop tea plantations that yield high-quality produces while promoting Chiang Rai's position as the world's hub of tea.
Since 2016, Ichitan Group has been carrying out a string of corporate social responsibility projects called Ichitan CHArity to build infrastructural and educational facilities for the hill tribe community in Phaya Prai mountains, Mae Fah Luang district, Chiang Rai province, which is home to the largest area of tea plantations in Thailand and a major tea supplier of Ichitan. For this year's Ichitan CHArity project, the company is focusing on allowing the Akha people to enhance tea planting and cultivation by providing them with know-hows on organic farming methods, reusable natural resources and integrated farming system. The community is also encouraged to identify ways to add value to local produces and set up its own tea brand called "Akha Kid".
Mr. Tan Passakornnatee, President and CEO of Ichitan Group Public Company Limited is excited for the next great step of Akha's tea. "To Ichitan, tea is the heart of our business, and the hill tribe community is a big part of our family. Determined to promote a sustainable development among tea planters, Ichitan Group has guided them to leverage their resources and the versatility of tea produces in order to earn higher and more stable income. The Akha Kid brand is based on fresh ideas and modern packaging designs while embodying the rich, long-standing history of Akha hill tribe as a core value," he said.
The Ichitan CHArity workshop session with Akha villagers was joined by leading figures and influencers in the tea agriculture industry, including Dr. Piyaporn Chueamchaitrakul, Head of Tea Institute at Mae Fah Luang University, and Thailand's renowned agricultural philosophers Dr. Krirk Meemungkit and Professor Pinij Phumdaeng. Lee Ayu Chuepa, a young Akha who founded the famous homegrown brand "Akha Ama" also participated as a key speaker.
Dr. Piyaporn Chueamchaitrakul, Head of Tea Institute, Mae Fah Luang University said, "Due to physical and climatic advantages, Phaya Prai hills are one of the best locations to grow tea in Thailand. Therefore, the Akha people are encouraged to leverage the resources and transform the yields into a range of products. Ichitan Group is heading toward the right direction by continuing to generate organic tea plantation in Chiang Rai since organic tea produces from China and India alone do not suffice the increasing global demands. The next thing we need to do is strengthen the collaborations between farmers, businesses and distributors to ensure sustainable development of Thailand's tea industry. This movement is in line with the government's initiatives to promote Chiang Rai into a world-class center of tea and coffee within the next 5 years, attracting tea lovers and tourists from across the globe to visit the area and thus boosting the country's economy."
Thailand's respected agricultural philosopher Dr. Krirk Meemungkit joined the session as a facilitator on the subject of integrated agricultural system for organic tea produces. He revealed, "The Akha is enviable as they are accommodated with abundant natural resources and situated at a favorable location up in the hills. By applying organic farming techniques into the growing and cultivating operation, tea farmers can simultaneously save costs and increase the produce's value according to the rising demand for organic consumption. The organic methods largely involve putting some of natural wastage into good use. For example, fallen leaves can be picked up from the ground and converted into biomass fertilizer, while burned tree branches can be used for chemical-free pest control.
Akha tea farmer Mr. Thongchai Lachee shares his thoughts on the upcoming Akha Kid brand. "The community has learned a lot about agricultural tea development from Ichitan. We have been trained about how to increase productivity and create value-added products that represent the unique characteristics of our hill tribe root. Consumers can be assured that our tea is of high quality and internationally certified. With Akha's tea, we hope that everyone would have a great time taking in and indulging the spirit of Akha hill tribe people, which is something that cannot be experienced from other tea manufacturers."