A total of 128 respondents was selected for this study, 48.4% came from The Sae district while 51.6% came from Sawee district in Chumphon province. Tha Sae district registered the highest coffee production in the province, while the more famous coffee came from Sawee district. From the total number of respondents (Table 1), 46.1% of them were female and 53.9% male. The responsibilities were not specifically assigned by gender within their own families because coffee cultivation process does not need high skill labor incentives. Their ages ranged from 31 to 60 with 29.7% of them in the 51 – 60 age groups, followed by those in the 31 – 40 age groups. About 38% of the respondents have more than 20 years of coffee cultivation, 34.4% with 11 – 20 years of experience while 28.1% had 1 – 10 years of experience. About 75% attended primary school and did not progress to higher educational levels. Most of the respondents were smallholder farmers with 42.2% owning less than 10 rai per family (1 rai = 0.16 ha), while about 28% having larger farms of 11 – 15 rai per family.