This study is development of the coffee value chain in small scale of farmers on highland in the upper northern region of Thailand with case study of Pamieng community, Muangpan District, Lampang Province, Thailand. The objective is the use of the value chain model for the value added of product (coffee). The results from objective to conduct in the value chain of Pamiang's coffee bring economic benefits and community based environmental benefits and also show the cost and return of coffee production in the value chain of Pamieng's coffee which found that the farmers have a way to reduce costs in order to increase returns. The most coffee growing is on highland, therefore it is very important to take care of the entire value chain to deliver the highest value to society and customers.