Table of content. The meaning of AMIT 3 INTRODUCTION 4 AMIT LEADERSHIP 5. VISION and MISSION 6 STRATEGIC PILLARS 7 COFFEE TRADING 8 TEA TRADING 9
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2 Table of content The meaning of AMIT 3 INTRODUCTION 4 AMIT LEADERSHIP 5 VISION and MISSION 6 STRATEGIC PILLARS 7 COFFEE TRADING 8 TEA TRADING 9 SPECIALITY COFFEE 10 AMIT FRANCHISE 11 CONTACT 12 AMIT COMPANY PROFILE 2
3 In the Buddhist/Hinduist culture, it is one of the 108 venerable names of the Hindu god Lord Ganesha who is recognized by his elephant head. Hence we chose the elephant head holding the cup of fresh coffee or tea as our logo. Similar to his ancient Greco-Roman diety Bacchus or Dyonysus counterpart, Lord Ganesha Is known for his love for fine arts and delicious cooking. In Hebrew, amit means friend. In Arab language, amit means beeing highly praised and beloved. Our intention is to achieve this status through excellent service, moderate pricing and delicious food and drink products. AMIT COMPANY PROFILE 3
4 AMIT Coffee group Co. LTD was founded in 2010 being active first as a trading company while developing our working concept. In 2013 Our pilot shop in Promenada Shopping Mall Chiang Mai opened it s doors and is since then in daily operation AMIT is nowadays a recognized Coffee and Tea company active in trading and franchising throughout Asia. AMIT COMPANY PROFILE 4
5 At Amit Coffee Group we believe in leading through setting an example. This means in order to reach the next level in the orgnisation one must understand and master all disciplines of the current position because awise decision requires profound knowledge of the matter at hand and the people involved. Mr. Andreas Doegel President Ms. Phenphat Doegel Senior vice president AMIT COMPANY PROFILE 5
6 The long term vision of AMIT is to become a globally recognized brand in the food and beverage industry which provides top level nutrition for reasonable prices. The aim of this step is to evolve our company from a local company into a regional player delivering products throughout Asia and becoming a recognized brand in the high end tea and coffee business. AMIT COMPANY PROFILE 6
7 Coffee trading Our coffee trading department is working closely with our farms in Thailand and Laos. Our coffee beans find many applications from speciality coffee to 3-in-1 coffee. We are a supplier of green coffee beans as well as roasted coffee to the industry and to the trade worldwide. Our own warehouse provides a controlled climate to keep the coffee beans safe of the high humidity- and heat-peaks of the Southeast-Asian summer and monsoon season Tea trading Our tea trading department is specialized in finding the best ingredients for classic tea products as well as for herbalund fruit-teas. While the classical tea products include Green Tea, Black (Red) Tea, White Tea and Oolong tea which all come from the same type of tree, our herbal tea selection includes a broad spectrum of many herbs that are even beneficial to the health. For reasons of protection our tea is stored in the same controlled environment as our coffee but in a separate area to avoid infusion. Speciality Coffee & Franchise This versatile department takes care of our roasting and blending of our own coffee brand, of the central speciality kitchan and all aspects of operating a coffee franchise chain. Continous strive for improvement and customer satisfaction are the core elements of this department. AMIT COMPANY PROFILE 7
8 Our Coffee trading department is constantly working with the coffee plantages to find the best quality coffee for our clients. This includes routinely inspection of stock and warehouse, cupping and quality control procedures. Once a coffee is approved as AMIT coffee, it is moved to our own warehouse where we keep the parameters such as heat and moisture under control. This ensures best quality up to two years after harvest. AMIT COMPANY PROFILE 8
9 INTRODUCTION AMIT Throughout history the hills of Asia have been home to tea plantations and the precious leafs were traded worldwide through the ancient silk road. This long tradition is part of the magic of Asian tea. White tea, Black tea, green tea, oolong tea Thailand provides a wealth of tea farms with a very big selection of different teas, from classic black- and green tea to a huge selection of herbal teas and fruit teas. Tea leaf The most classic teas are produced from the tea tree and different processing techniques determine whether it becomes black tea, white tea, green tea or Oolong tea. Another interesting market is the herbal teas such as jiagoolan, camomile, peppermint teas and similar products. Thailand with its vast number of herbs is an ideal place for the production of this kind of teas. AMIT COMPANY PROFILE 9
10 Each type and size of beans can now be roasted according to its individual character to its optimal roast level. This is one of the most important steps in the production process. Coffee beans in husks ideal for storage hulled coffee beans ready to roast Coffee beans roasted to different levels from light cinnamon roast to dark Vienna roast In order to obtain the best roast result, the roasting machine itself should provide an even heat distribution throughout the roasting drum and offer an optimal control over the heat output so the roast master can reproduce the same roast profile several times if required. AMIT Product Display in Thailand AMIT COMPANY PROFILE 10
11 The AMIT Coffee shops provide top experience of coffee and tea enjoyment with contemporary European and Asian snacks and sweets in a relaxing atmosphere for our clients. Our franchise system enables even unlearned and unexperianced staff to create an extraordianry experience for our clients. This is the result of the implementation of top of the line machines which are programmed and adjusted by our head baristas so even staff new to the world of coffee are able to reproduce the results obtained by our headbarista. On the other hand, constant training and learning is an integral part of our concept so that the franchisee fully understands all aspects of the business. AMIT COMPANY PROFILE 11
12 AMIT COFFEE GROUP Co. LTD 99/435 Moo5 Soi6 T. Sansainoi, A. Sansai Chiang Mai Thailand CONTACT: Tel.: AMIT COMPANY PROFILE 12
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