Coffee planting in Doi Muser began more than 40 years ago as part of a Thai Royal initiative to eradicate opium cultivation in the highlands. While many areas later transitioned to corn farming, mono-cropping has created long-term environmental and economic challenges.

Corn cultivation has contributed to soil erosion, biodiversity loss and chemical contamination of surrounding ecosystems. At the same time, farmers face unstable incomes due to crop failures, fluctuating market prices and reliance on intermediaries.

The environmental degradation has also affected the cultural identity and wellbeing of hilltribe communities whose livelihoods have traditionally been closely connected to forest ecosystems. Without sustainable alternatives, communities risk losing both their economic stability and their natural environment.

Shade-grown coffee has emerged as a promising solution. By cultivating coffee under forest canopy, farmers can restore biodiversity while earning more stable income. However, expanding production requires better processing capacity and access to capital to purchase fresh beans.

Muser Coffee Hill purchases shade-grown coffee from hilltribe farmers at fair prices while building a sustainable agroforestry value chain that restores forests and strengthens rural incomes.

Founded in 2008, Muser Coffee Hill works with hilltribe communities in Doi Muser to encourage the transition from corn farming to shade-grown coffee cultivation. The model promotes agroforestry practices by integrating coffee plants beneath native forest canopy, which improves soil quality and helps rehabilitate degraded highland landscapes.

The enterprise purchases beans directly from farmers and processes them for retail distribution, creating a more stable market while reducing dependence on middlemen. Farmers also receive guidance and training on converting to shade-grown cultivation methods.

To strengthen the brand’s market position, AirAsia Foundation later connected Muser Coffee Hill with marketing and communications specialists Young & Rubicam Malaysia. Through the agency’s pro bono CSR programme, the company received a refreshed brand identity, new packaging and communication materials that highlight the social and environmental values behind its coffee.

The redesigned products are now easily identifiable in the market and emphasise the heritage of the Muser hilltribe community as well as the environmental benefits of shade-grown coffee.

AirAsia Foundation’s grant expands Muser Coffee Hill’s production capacity while supporting farmers transitioning to sustainable shade-grown coffee cultivation.

• Purchase an automated coffee roaster capable of tripling roasting capacity
• Establish a revolving fund to purchase larger quantities of fresh coffee beans from farmers
• Provide small loans to farmers converting to shade-grown coffee cultivation

The revolving fund allows income from roasted coffee sales to be reinvested into purchasing new harvests, creating a sustainable financing cycle that supports both production and farmer participation.