Highlight: Community Development and Social Collaboration

Driving Business

This is Our Giving Priority

OR identified Corporate KPIs to measure performance in participatory social and community development. The aim is to promote the implementation of social and community development activities in a participatory, tangible and effective manner. This is integrated in the Executive KPIs with details of related indicators as follows:

Improving the quality of life and creating liveable communities (5%)
Creating growth and distributing wealth to stakeholders (5%)

More information on the Social and Community Development Strategy is available in the ‘Community and Social Collaboration’

Opportunities and Challenges

OR prioritizes community engagement due to its business operations being closely embedded in society and local communities. By aligning operations with OR’s vision of Inclusive Growth and maintaining its Social License to Operate, OR focuses on strengthening community relationships and mitigating risks from opposition or operational disruption. At a broader level, OR collaborates with the public sector, private sector, and civil society organizations (CSOs) to jointly develop initiatives that reflect this commitment. Such collaboration enhances OR’s image as a retail brand valued by consumers and trusted by communities, while strengthening OR’s ability to attract employees, customers, and investors through shared value creation. OR seeks to apply this approach across all business groups to support society, reduce inequality, enhance quality of life, and strengthen community economies, ultimately creating shared value for all Stakeholders in a balanced and sustainable manner.

Operational Strategy

OR advances social initiatives from a CSR to a CSV approach by integrating social and community development into its corporate vision and strategy, creating projects that deliver positive impacts for both society and the business. OR promotes employees’ volunteer through CSR initiatives, including the How to waste less and give more project, the Caring Rubber Stretch Band Project, the Sustainable Coffee Project, Café Amazon for Chance, Thai Det, and the TOGETHER Project: Rak at Tha Sao, with a focus on achieving OR SDG targets. In this regard, OR has set up a system to survey the opinions and expectations of the community and society, designed projects with an emphasis on cooperation between the company and the community, and used the company’s resources, such as financial resources or employee expertise, effectively to achieve the highest social results. In addition, it conducted tangible measurements to assess good practices and identify areas to be expanded, as well as areas for further.

Long Term Targets

Projects and Outstanding Achievements

“How to waste less and give more” Project

The “How to waste less and give more” Project was initiated by OR in recognition of the growing environmental challenges and the continuous increase in waste generation. OR therefore encourages employees to participate in shifting the mindset from “discarding” to “sustainable giving” by promoting volunteerism and starting with unused personal items. The project also supports the reduction of greenhouse gas emissions toward Net Zero, in line with the OR 2030 Goals. The project aims to enable employees to donate unused personal items instead of discarding them, thereby adding value and passing them on to those in need. This initiative generates benefits for both society and the environment under the concept of “Empowering All toward Inclusive Growth.” The project has three key objectives: fostering and supporting volunteerism among employees, reducing waste through reuse and value enhancement, and extending opportunities to those requiring assistance.
OR accepts donations of unused items such as cosmetics, medicines, footwear, and clothing. Donations are collected from March to December 2025, with donation categories adjusted on a monthly basis. Throughout 2025, the project helped reduce waste prior to entering the waste management system by more than 4,262 kilograms and delivered donated items to a total of38 organizations.

Caring Rubber Stretch Band Project
As Thailand is transitioning into an aging society, the national agenda has set a goal to promote Active Aging, or quality aging, among older persons. At the same time, the number of patients with muscle weakness and those requiring physical rehabilitation has continued to increase. Recognizing the importance of promoting the well-being of older people and supporting patient rehabilitation through safe and accessible physical activity, OR initiated the Caring Rubber Stretch Band Project in 2020, providing an opportunity for both OR employees and the public to participate.
The project enables employees and the public to jointly produce elastic exercise bands, which are then distributed to older people and patients who require such equipment for physical rehabilitation. As a result of the project’s implementation, more than 2,562 volunteers participated, producing over 5,723 exercise bands, which were delivered to more than 22 organizations across16 provinces.

TOGETHER Project: Rak at Tha Sao
The TOGETHER Project: Rak at Tha Sao is part of the long-term TOGETHER initiative implemented by OR in the Songkhla Petroleum Terminal area during 2022–2025. The project’s primary objective is to strengthen the Ban Tha Sao community by enhancing self-reliance in a stable and sustainable manner through three key activity streams: fish conservation, fisheries for livelihood creation, and community product development to generate decent and sustainable income. The project builds on existing community capital and local potential, while fostering collaboration among OR, the community, and relevant stakeholders. It also promotes volunteerism and knowledge transfer to continuously expand positive impacts to other groups.
Over more than one year of implementation, key outcomes have included the development of fish hatchery and aquatic nursery facilities, value-added processing of local products, and the development of eco-tourism destinations. The project has received support from the Songkhla Coastal Aquatic Animal Research Center and local authorities. As such, the initiative serves as a model for integrating business and community efforts under the concept of balanced and mutually supportive growth, reflecting OR’s conviction that “business sustainability lies in growing together with communities and society.”

Sustainable Coffee Project
OR aims to elevate coffee cultivation and production standards for farmers while serving as a sustainable procurement channel through the Sustainable Coffee Project, which has been continuously implemented since 2014. The project is carried out in collaboration with multiple organizations, including the Ministry of Agriculture and Cooperatives, the Department of National Parks, and the Office of the National Land Policy Committee, as well as other partner organizations. The initiative focuses on expanding cultivation areas, promoting value-added processing, conserving forests and biodiversity, and enhancing farmers’ quality of life in accordance with the Café Amazon Standard, under the Bio-Circular-Green Economy (BCG Economy) approach. It also incorporates Fair Trade pricing mechanisms and Digital technology for procurement and product traceability.
In parallel, OR has developed Café Amazon Park in Lampang Province as a comprehensive coffee business learning center covering the entire value chain, from upstream to downstream, and as a research and development center for suitable coffee varieties. The project applies modern and environmentally friendly agricultural practices. From 2015 to 2025, OR procured more than 7,500 tons of coffee from farmers and communities, generating income of over Thai Baht 1,500 million for more than 1,600 farmers. The project has fostered farmer aggregation, strengthened community resilience, reduced social challenges, and contributed to environmental protection, while also ensuring a stable supply of high-quality raw materials for the Café Amazon business and mitigating long-term risks associated with climate change.

Thai Det Project
In 2025, OR conducted an assessment of the social impact and social return on investment (SROI) of the Thai Det Project, one of OR’s flagship initiatives launched in 2018 through collaboration between OR and partner organizations. The project aims to enhance quality of life and strengthen Thailand’s community economy by curating local products from farmer groups and community enterprises, while providing marketing support and expanding comprehensive distribution channels.
Sales channels for Thai Det products have continued to grow steadily, including Thai Det shops and product corners at PTT Station and Café Amazon, as well as the online channel ThailandPostMart. Currently, the Thai Det Project features more than 1,300 products, with participation from over 500 communities and small-scale entrepreneurs.
The Thai Det Project has generated tangible social, economic, and environmental benefits, such as job creation and income stability, improved quality of life for people in communities and surrounding areas, and the promotion of chemical-free agricultural raw materials in certain areas. The SROI assessment for 2025 recorded a ratio of 1.19 times, indicating that for every 1 Thai Baht invested by OR, 1.19 Thai Baht of social value was returned to communities.
At the community level, several case examples clearly demonstrate the project’s potential, including Nong Nueng Fried Curry Puffs in Phatthalung Province and the Montmaxx DIY Bag in Samut Prakan Province, which generated social returns as high as 9.8 times and 2.4 times, respectively. These outcomes reaffirm the project’s success in increasing income, expanding employment, and stimulating a truly circular local economy.
Building on these achievements, Thai Det has become a strong example of effectively integrating social value into business strategy and has expanded to the regional level through a Memorandum of Understanding (MOU) with the Ministry of Industry and Commerce of the Lao People’s Democratic Republic (Lao PDR) under the “Outstanding Lao Products” initiative. This regional expansion reflects OR’s role as a business organization driving sustainable growth across the region, while sharing knowledge and empowering communities toward long-term shared growth.

Café Amazon for Chance Project
The Café Amazon for Chance Project is designed to foster a supportive and inclusive society by creating employment opportunities for socially disadvantaged groups through job placements at Café Amazon stores. At present, the project has been implemented across 464 branches, with a total of 477 participants, encompassing older people, people with disabilities, and underprivileged youth.

Award and Recognitions

In 2025, the Café Amazon for Chance Project received the Excellent Organization Award for Promoting Employment and Income Opportunities for Older Persons from the Ministry of Social Development and Human Security. The project also partners with YoungHappy Plus, an online platform connecting retirees with job opportunities, to expand income-generation opportunities for older persons.

- - In 2025, the Thai Det Project received the BEDO Award on Biodiversity & Sustainability from the Biodiversity-Based Economy Development Office in recognition of its