Phetchabun: Nangua doesn't just have cocoa. It all started from the farmers' pain. James-Praphan Soros, a director of the Nangua Cocoa Community Enterprise in Phetchabun Province, recounts that about 5-6 years ago, most farmers in Nangua Subdistrict, Phetchabun Province, who primarily grew tobacco, rice, and corn, were persuaded by outsiders to cultivate cocoa. They were promised that their produce would be bought and processed in a factory. However, when harvest time arrived, those outsiders disappeared, leaving the farmers stranded and unsure how to sell their produce. This prompted Ton-Prasert Kainok, the group's founder, who had returned home, to see an opportunity. He began researching the possibilities. His research revealed that cocoa can only be grown in equatorial regions, meaning European countries import it entirely, resulting in high global demand. To gain community trust, Ton and his team started by doing the work themselves, researching the industry, and entering cocoa beans into various competi tions, eventually winning national awards. This success became a turning point, leading community leaders and various organizations to provide support, ultimately resulting in the establishment of the Nangua Cocoa Community Enterprise.
According to Thai News Agency, the key elements are quality and the ecosystem. James further explained that Cocoa Nangua emphasizes integrated management, from upstream to downstream. Upstream efforts involve conducting field visits to promote ecological planting methods, enabling trees to be self-sustaining, reducing the need for fertilizers and water, thereby lowering farmers' expenses and workload. In the midstream process, knowledge of microbiology and fermentation science, learned from experts both domestically and internationally, is utilized to obtain dried seeds of consistent quality. Downstream focuses on producing craft chocolates with complex and unique local flavors, distinct from ordinary chocolates that are merely sweet treats.
James aims to make Nang Hua a "Chocolate City," inspired by Uji, Japan, the city of green tea. His goal isn't just for everyone to make chocolate, but to build a strong community brand. When cocoa excels, other local crops will benefit as well. Furthermore, cocoa is positioned as an alternative cash crop for young people wanting to return to their hometowns, as it's harvested monthly and has a wide market, not limited to confectionery but also extending to beverages and medicine.
Marketing born from reality has been vital for Nang Hua Cocoa. The best marketing is to produce high-quality ingredients so that customers will spread the word. When consumers support the products, every baht circulates back to the farmers in the community, helping them earn more income and improve their quality of life. Those interested in supporting the products or visiting the production process can contact the Facebook page "Group Cocoa Nang Hua" or sample the drinks at their shop on Khao Kho, Phetchabun Province.