February 4, 2015

A move to Organic and Organic Plus strategies in food production is how Hawai‘i food producers take back the power of the Hawai‘i brand.

By Joshua Willing, Student, AG100, Introduction to Agricultural Sciences.

Rows of lettuce.
A field of certified organic lettuce grows at Robb Farms in Waimea, Hawai‘i Island. Photo courtesy of The Kohala Center.

Food production in Hawai‘i sits in the middle of a great paradox, at once a lush natural paradise with a perfect climate for growing things, yet isolated, leading to inflated costs for Hawaii’s producers. The future of the Hawai‘i food industry will depend on producers’ ability to navigate a way that respects these inherent costs while utilizing the many benefits of the islands. Producers must decide on a model that best suits the economy.

My argument here is that this model already exists, and by using branding–in this case the brand of Hawai‘i itself–we will mitigate many unavoidable costs while at the same time enhancing the desirability of Hawai‘i’s food products. This will rely heavily on the Hawai‘i food industry as a whole moving toward an “Organic Plus” strategy (going beyond current organic standards), the goals of which coincide nicely with the natural boons of Hawai‘i’s food production.