{"id":19437,"date":"2025-09-19T08:30:05","date_gmt":"2025-09-19T08:30:05","guid":{"rendered":"https:\/\/www.koktailmagazine.com\/?p=19437"},"modified":"2025-09-19T10:43:02","modified_gmt":"2025-09-19T10:43:02","slug":"friday-future-lister-brewing-community-through-coffee-and-cocoa-in-nong-khai-with-jackrich-aun-kanbutr","status":"publish","type":"post","link":"https:\/\/www.koktailmagazine.com\/th\/2025\/09\/19\/friday-future-lister-brewing-community-through-coffee-and-cocoa-in-nong-khai-with-jackrich-aun-kanbutr\/","title":{"rendered":"Friday Future Lister: Brewing Community Through Coffee and Cocoa in Nong Khai With Jackrich \u201cAun\u201d Kanbutr"},"content":{"rendered":"

Jackrich \u201cAun\u201d Kanbutr is reviving Nong Khai through coffee, cocoa, and community-driven farming. From agrotourism to organic cultivation and social enterprise, his work connects heritage, sustainability, and people\u2013turning his farm into a living story of culture.<\/strong><\/h2>\n\n\n\n

<\/p>\n\n\n\n

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Courtesy of Minority Caf\u00e9<\/figcaption><\/figure>\n\n\n\n
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Courtesy of Minority Caf\u00e9<\/figcaption><\/figure>\n<\/figure>\n\n\n\n

When people are thinking of Thailand\u2019s agricultural scene, cocoa and coffee might not be the first crops that come to mind. Yet a visit to Nong Khai reveals a farm that is rewriting that story. With its misty and tranquil landscapes, this border province is a destination where farming meets culture, offering visitors a look into a side of Thailand too often overlooked as the land itself becomes a storyteller.<\/p>\n\n\n\n

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Courtesy of Minority Caf\u00e9<\/figcaption><\/figure>\n<\/figure>\n\n\n\n

Through cocoa and coffee, Jackrich \u201cAun\u201d Kanbutr is telling a story of community and heritage. As he spoke to us over a cup of his signature \u201cAmericaco,\u201d a blend of robusta coffee and cocoa grown entirely on his farm, served without milk to let the ingredients shine, we discovered how he celebrates local identity while inviting travellers to experience Thailand through a richer lens.<\/p>\n\n\n\n

After more than 20 years working in hotels, Aun decided it was time to return home to Nong Khai. At first, he planned to grow rubber, seeing how many people in the area made a steady income from it. But once he tried, he realised the truth: rubber prices were unstable, profits shrank, and the risks outweighed the rewards. That pushed him to diversify and experiment with other crops. <\/p>\n\n\n\n

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\u201cWhile I was planting rubber, I often thought it was such a waste,\u201d Aun reflects. \u201cOur land is so beautiful, with its mist and stunning views. When I went to Chiang Mai to research coffee and cacao beans, I saw how high-altitude gardens attracted travellers, and it struck me. Maybe coffee and cocoa could be the key to bringing visitors to Nong Khai. If plants become the doorway, people will discover even more of my hometown.\u201d<\/p>\n<\/blockquote>\n\n\n\n

He added,<\/p>\n\n\n\n

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\u201cSomeone told me, on your drive back from Chiang Mai, stop at the coffee shops along the route. You\u2019ll find so many hidden gems like caf\u00e9s that value not just the beans but also the culture of their region. Visiting them gave me the experience and inspiration I needed to see what coffee could mean for us here in Nong Khai.\u201d<\/p>\n<\/blockquote>\n\n\n\n

His perspective expanded further from a piece of advice he received along the way.\u00a0<\/p>\n\n\n\n

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Courtesy of Jackrich \u201cAun\u201d Kanbutr<\/figcaption><\/figure>\n<\/figure>\n\n\n\n

This led him to establish an agrotourism farm, an organic garden, and a caf\u00e9 called Minority Caf\u00e9. Aun, who began with no prior knowledge, threw himself wholeheartedly into learning. He bought books, visited plantations, and researched every detail of coffee and cocoa cultivation. While he isn\u2019t the first to grow coffee in Nong Khai, he has set both himself and his plantation as an example of success for other farmers, sharing his knowledge and encouraging them to try planting coffee as well.<\/p>\n\n\n\n

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\u201cMy family laughed at me at first, saying it was crazy to grow coffee here. Every farmer who tried had given up and cut the trees down. But I believed the problem was that they hadn\u2019t used the right beans for our landscape, and perhaps hadn\u2019t had access to the right knowledge and processes. That\u2019s why I turned fully to farming and committed myself to learning. When I succeeded, it became a way to encourage others to try again, so the community could gain new sources of income.\u201d <\/p>\n<\/blockquote>\n\n\n\n

Apart from farming, Aun also serves as president of the Coffee and Cocoa Social Enterprise in Nong Khai district. The group was originally founded with the aim of supporting and promoting the community, but needed to operate under the framework of a social enterprise. Today, it continues to play a key role in driving the growth of the local organic market. <\/p>\n\n\n\n

Minority Caf\u00e9: A Space to Share Knowledge, Culture, and Connection <\/strong><\/h2>\n\n\n\n

By opening his own agri-tourism farm and caf\u00e9, Aun has created a space to share knowledge, culture, and connection. Aun explains that his farm\u2019s activities often highlight the hidden potential of plants we take for granted. For him, cacao and coffee is also a gateway into culture, tradition, and community wellness. <\/p>\n\n\n\n

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Courtesy of Minority Caf\u00e9\u00a0<\/figcaption><\/figure>\n\n\n\n
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Courtesy of Minority Caf\u00e9\u00a0<\/figcaption><\/figure>\n<\/figure>\n\n\n\n
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\u201cThailand has such a wealth of herbs with countless properties. If I hadn\u2019t studied cacao in depth, I would never have realised that what we usually consume is only the pulp, while the oil can be used in cosmetics or even medicine. There\u2019s quite a lot of research showing cacao\u2019s cooling, therapeutic qualities.\u201d<\/p>\n<\/blockquote>\n\n\n\n

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Courtesy of Minority Caf\u00e9\u00a0<\/figcaption><\/figure>\n<\/figure>\n\n\n\n

This realisation sparked an idea: why not connect the richness of Thai massage culture with the organic produce grown on his land? Today, visitors to his farm can experience treatments using cacao oil as well, a practice that feels both refreshing and rooted in Thai wisdom. What began almost as a joke soon turned into something bigger.<\/p>\n\n\n\n

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\u201cI remember telling a colleague, half-jokingly, \u2018Why don\u2019t we do facials?\u2019 I\u2019d seen hotels charging thousands for similar treatments. But then I thought this could be something real, organic, and accessible. It\u2019s about helping locals see the potential in what they already have.\u201d <\/p>\n<\/blockquote>\n\n\n\n

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Courtesy of Minority Caf\u00e9\u00a0<\/figcaption><\/figure>\n\n\n\n
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Courtesy of Minority Caf\u00e9\u00a0<\/figcaption><\/figure>\n<\/figure>\n\n\n\n
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Courtesy of Minority Caf\u00e9\u00a0<\/figcaption><\/figure>\n<\/figure>\n\n\n\n

In combining cacao into experiences like facials and massages, Aun has found a way to safeguard more than crops. He\u2019s protecting the wisdom, rituals, and spirit of his community.<\/p>\n\n\n\n

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\u201cAt the time, I was really into Avatar<\/em> (2009). The story of guardians protecting their land and that spirit resonated with me. I related to that sense of stewardship of wanting to protect the land and our cultural heritage.\u201d <\/p>\n<\/blockquote>\n\n\n\n

His activities on the farm don\u2019t stop there. Aun also takes visitors through every stage of his crops from harvesting the fruit to exploring what coffee and cacao beans can become. It\u2019s his way of showing that Nong Khai holds its gems, and that Thai farmers have something special to offer.<\/p>\n\n\n\n

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Courtesy of Minority Caf\u00e9\u00a0<\/figcaption><\/figure>\n<\/figure>\n\n\n\n

By helping people in the community to understand their own land, he shows farmers how to choose the right crops for their soil, avoiding problems of oversupply. In the past, Thailand\u2019s fertile land made cultivation seem easy, but Aun believes farmers deserve more than just good fortune. With so much rich farmland across the country, he wants to inspire them to truly understand proper cultivation, rather than simply following trends. Today, Aun continues to refine his products and conduct research, as shifting weather patterns bring fresh challenges. The seasons no longer follow the same rhythms\u2013rains come early, the cold is not always cold enough, and it falls on him to monitor his crops to secure the best quality. <\/p>\n\n\n\n

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Courtesy of Minority Caf\u00e9\u00a0<\/figcaption><\/figure>\n<\/figure>","protected":false},"excerpt":{"rendered":"

Jackrich \u201cAun\u201d Kanbutr is reviving Nong Khai through coffee, cocoa, and community-driven farming. From agrotourism to organic cultivation and social enterprise, his work connects heritage, sustainability, and people\u2013turning his farm into a living story of culture. When people are thinking of Thailand\u2019s agricultural scene, cocoa and coffee might not be the first crops that come […]<\/p>\n","protected":false},"author":27,"featured_media":19441,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[51,53],"tags":[],"class_list":["post-19437","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lifestyle","category-living"],"acf":[],"yoast_head":"\nFriday Future Lister: Brewing Community Through Coffee and Cocoa in Nong Khai With Jackrich \u201cAun\u201d Kanbutr<\/title>\n<meta name=\"description\" content=\"Jackrich \u201cAun\u201d Kanbutr is reviving Nong Khai through coffee, cocoa, and community-driven farming. 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