table of content amit leadership 5 strategic pillars 7...

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


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 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.


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


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.


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.


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.


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 .


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.


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 COFFEE GROUP Co. LTD

99/435 Moo5 Soi6 T. Sansainoi, A. Sansai

50210 Chiang Mai Thailand

CONTACT: Tel.: +66 861155852 Email: [email protected]

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