- The Industrial Development of Cambodia through directly challenging the current industrial standards, not only at Cambodia’s national level, but also at the international level. To help to produce and promote 100% Khmer products that have a high standard of hygiene and quality, giving Cambodians the ability to compete in today’s and tomorrow’s global economy.

- The Helping of Underprivileged Cambodian Men and Women by providing a safe and supportive work environment that allows them to take care of themselves while on their road to recovery. To provide on-the-job training to these men and women, so they will gain confidence in themselves and their work, later benefitting them in their search for a good job.

- Providing the Best Quality Products to Responsible Consumers by making sure that every step of the coffee roasting process, from bean to bag, is at, or higher than, the top of the industry’s standards: from the agricultural sector, where we cooperate with farmers, using the direct trade model, to help them produce premium grade coffee beans; to the production sector, where we double, and triple, check our coffee as a part of our regular routine.