Coffee is a globally significant economic crop and a major commodity in international agricultural trade. In Northeastern Thailand, Loei Province has emerged as a primary hub for Robusta coffee cultivation, contributing to local economic resilience as farmers pivot from traditional crops like sugarcane and rubber. This research investigates farmer profiles, production management practices, and market channels of Robusta coffee farmers in Loei Province. The study utilized a survey of 39 farmers, revealing that the majority are experienced practitioners (average age 51 years) who primarily cultivate coffee as a secondary occupation (82.10%). Financial investment is largely self-funded (71.80%), while knowledge acquisition relies heavily on peer-to-peer advice (54.80%). Strategic motivations include income generation (18.60%) and the utilization of vacant land (15.50%). Regarding production management, the study identifies a significant reliance on rainfall (79.50%) and a high prevalence of pest infestations (87.20%), particularly stem and berry borers. Furthermore, a critical gap in quality control was observed, as 87.20% of farmers do not measure moisture content, leading to a 64.5% defect rate in coffee beans. In terms of marketing, most produce is sold as green beans (91.0%), with a notable price disparity between middlemen (65 THB/kg) and community enterprises (120 THB/kg). The findings suggest that while Loei holds strong potential, policy interventions are required to improve irrigation infrastructure, enhance pest management, and strengthen community-based value chains to meet national productivity targets and international quality standards.
