Pavillon Holdings Ltd. is pleased to highlight its interest in GroundTruth, a specialty coffee company dedicated to premium coffee from the highlands of Nujiang, Yunnan.
GroundTruth represents a distinctive addition to Pavillon’s food and beverage interests, complementing the Group’s existing presence in restaurant operations through Thai Village Restaurant.
Built around the character of Nujiang’s highland terroir, GroundTruth focuses on specialty coffee shaped by iron-rich soils, mountain climates, and slow cherry ripening. Its approach is grounded in careful end-to-end stewardship, from cultivation and processing to roasting and packaging.
This disciplined approach allows GroundTruth to preserve the natural character, clarity, and depth of its coffee while building a brand centred on quality, provenance, and long-term value.
For Pavillon, GroundTruth reflects the Group’s continued interest in distinctive consumer brands with strong growth potential, clear market positioning, and a commitment to quality. As consumer preferences continue to shift towards premium, origin-led products, GroundTruth offers an opportunity to participate in a category where craft, consistency, and brand trust are increasingly important.
Pavillon looks forward to supporting the development of GroundTruth as part of its broader food and beverage portfolio.