Jakkapong Mongkhonkeeree

Ashoka Fellow
Fellow Since 2012
Huay Pla Lod Agricultural Cooperative, Ltd.


This profile was prepared when Jakkapong Mongkhonkeeree was elected to the Ashoka Fellowship in 2012.
The New Idea
Jakkapong is aggregating a network of highland producers in isolated forests across Northern Thailand, formerly exploited for their access to valuable natural resources, to create a market-based solution to ethnic discrimination in Thailand. Through the Museu Mountain Market, Jakkapong is building a regional supply chain system that is owned and operated by highlanders. In addition to the supply chain, Jakkapong is working with highlanders on developing a brand of sustainable agroforestry products such as organic, forest grown coffee beans, and creating cooperative and retail markets for these producers to capture additional value.

Through his recognition of the economic and environmental viability of the highland geography, Jakkapong is eliminating the threat of eviction for highland communities, whose forests have been declared state property. In 2008 the Department of National Parks, Wildlife and Plant Conservation recognized Museu community as a model village for new forestry. Jakkapong aims not only to establish livelihood security for highlanders, but also to encourage the return of young highlanders, thus restoring the family unit and cultural heritage. Jakkapong’s work is establishing a place in society for a new generation of highlanders as guardians of national park land and as equal members of the Thai economy.

Jakkapong’s organization, Museu Mountain Market, is low cost and self-sustaining. The not for profit model includes a monthly membership fee that Jakkapong uses for custodial services. Income and profits belong to individual members. Because the organization is low cost and self-sustaining it will be easily replicable. Jakkapong plans to scale to other regions in the Highlands and throughout Thailand.
The Problem
The Strategy
The Person

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