To start your coffee brand in Thailand, choose your model (OEM/white-label, in-house roasting, or ready-to-drink) and align permits, labeling, and distribution. Register a Thai limited company with the DBD, add VAT when annual revenue exceeds THB 1.8 million, and secure GMP-compliant production (your roastery or a certified contract manufacturer) plus food premises approval. Roasted beans/ground coffee are general foods: no pre-market approval, but Thai labels are mandatory (product name, ingredients, net weight, lot, best-before, manufacturer/importer address, and allergen statements); RTD coffee needs Thai FDA formula/label approval and product registration, and sugar content may trigger beverage excise. Importing: register as a food importer, clear plant quarantine for green beans, expect 0% duty on green coffee but up to 30% on roasted, plus 7% VAT. Sourcing: work with Chiang Mai/Chiang Rai farms (Nov-Mar harvest), target 10-12% moisture and SCA 84+, and lock roast profiles via cupping. Quality: keep water activity <0.60, nitrogen-flush with one-way valves, and store 18-24 C, <60% RH. Go to market via Shopee, Lazada, and LINE Shop; add cafes and modern trade once you can meet GS1 barcodes and >95% fill rates. Typical pricing: THB 250-450 per 200-250 g; iced cups THB 60-120. Aim for gross margins above 60%.
