BEANS Coffee Roaster CEO Chanada Taweethin Launches Customizable Thai Coffee Strategy to Compete with Global Brands
Post Today
Key summary
Chanada Taweethin, CEO of BEANS Coffee Roaster, has transitioned the business from a B2B roasting and distribution model to a direct-to-consumer retail format where customers can customize coffee flavors. The company sources beans from Thailand, Indonesia, Brazil, Laos, and other regions, highlighting a high-scoring Thai honey process bean (over 91 points) purchased at approximately 20,000 baht per kilogram to support local farmers. Currently operating 39 branches with plans to exceed 40 by year-end, BEANS aims for sustainable growth alongside its community rather than rapid expansion for metrics alone. The brand offers coffee starting at around 85 baht and maintains a business philosophy of continuous learning and adaptation, including navigating recent flood disruptions.
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