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AMIT COMPANY PROFILE | 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 | 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 | 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 | 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 | 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 | 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 herbal-
und 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 | 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 | 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 | 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
AMIT Product Display in Thailand
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 COMPANY PROFILE | 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 | 12
AMIT COFFEE GROUP Co. LTD
99/435 Moo5 Soi6 T. Sansainoi, A. Sansai
50210 Chiang Mai Thailand
CONTACT: Tel.: +66 861155852 Email: [email protected]