PTG Energy Public Company Limited and Punthai Coffee are reinforcing their ESG-driven business direction through a partnership with the Tourism Authority of Thailand under the Village to The World project.
The collaboration brings Punthai Coffee experience in promoting highland Arabica cultivation to Doi Balae Highland Agricultural Development Station in Omkoi district, Chiang Mai. The project supports forest and ecosystem conservation in line with the royal initiative of Her Majesty Queen Sirikit The Queen Mother.
More than 16,000 coffee seedlings for 40 rai
On May 29, 2026, the project delivered more than 16,000 Arabica coffee seedlings across more than 40 rai of land, supporting 24 local farming households in the area.
The goal is to create stable careers and income through fair-trade coffee purchasing, helping strengthen the community, reduce migration to large cities and add sustainable economic value to the highland watershed area.
Shade-grown coffee and ESG Tourism
PTG and Punthai Coffee have promoted shade-grown Arabica coffee on highland areas in Chiang Mai and Mae Hong Son, covering more than 10,000 rai. The model helps protect watershed forests, reduce forest burning and ease PM 2.5 haze pressure.
The project also introduces the Doi Omkoi eco-tourism route, using ESG Tourism to attract travelers who want to experience nature-based local lifestyles while distributing tourism income directly to the community.
Max Card member benefits
Max Card members who spend at least 100 baht per receipt at Punthai Coffee receive double Max Point, limited to the first 5,000 redemptions during the campaign from June 1 to July 15, 2026 under company conditions.
Customers who want to support the farming community can register through the brand online campaign system and take part in the initiative that connects upstream coffee cultivation with Punthai Coffee stores.
Bangkok Motorhaus Perspective
Shade-grown coffee is not a new sustainability tool, but PTG and Punthai Coffee are using it with a deeper business structure in 2026. By linking the project with TAT and the Doi Omkoi ESG Tourism route, the company is building a value chain that does not end with coffee-bean purchasing.
The forest story becomes a travel destination and a consumer touchpoint. That gives the brand a more powerful way to engage younger customers who care about sustainability, local communities and transparent sourcing.
The challenge is execution. Punthai Coffee must maintain Arabica quality over the long term as climate conditions become less predictable, while also managing logistics from a remote highland area to a national retail network.
If coffee from Doi Balae can prove distinctive enough to become a true single-origin product for Punthai Coffee stores, this campaign could move beyond short-term CSR and become a durable brand asset in Thailand cafe market.
