Maui County "Fine and Fresh" program to promote local farm products

Lynn A.S. Araki-Regan
Economic Development Coordinator
County of Maui

Wailuku, Nov. 3, 2006 - The County of Maui Office of Economic Development, the Maui County Farm Bureau, the Moloka'i Chamber of Commerce, and the Moloka'i Farm Bureau launched "Maui County Fine and Fresh," a new partnership program designed to encourage residents and visitors to buy local, Mayor Alan Arakawa announced today.

Under the banner "Maui County Fine and Fresh," the new effort is an umbrella program bringing together the many groups with an interest in supporting agricultural diversity, the mayor said. "By watching for the Maui County Fine and Fresh, Grown on Maui or Moloka'i Made in Hawaii signs in grocery stores and restaurants, consumers will be able to better identify our County grown fruits, vegetables, flowers and other farm products," Arakawa said. "The local products are often so fresh
they were picked the day you buy them in contrast to imported products that can be weeks old by the time they reach our grocery shelves and dining tables. We're very proud of our agriculture and want it enjoyed."

The new program consists of the following County initiatives:

A new, continuously maintained Web site, www.mauicountyfinefresh.net, featuring a farm product Source Guide that lists farmers, crops they grow and seasons when these are available. This site can be used as a major information source by the community, visitors, food stores, farmers markets and restaurants. Farmers can sign up for a listing for free.

A new symbol - a triangular shaped logo depicting the volcanic origins of the islands, red soils, green fields, ever-present sun, and gentle clouds - to promote "buying local" generally and Countywide.

Banners and signs for participating food stores to draw the attention of shoppers to the local farm products sold there as well as the Maui County Fine and Fresh symbol to use in advertising.

Maui County Fine and Fresh symbols for display at entrances of participating restaurants and for menus.

An Events Guide for food related celebrations and a listing of farm tours.

As part of the partnership program, the Maui County Farm Bureau is spearheading the retail aspect targeting grocery stores on Maui. The effort will rely heavily on in-store promotions and co-operative advertising to raise awareness of Grown on Maui products. It is purposefully designed to acknowledge retailers who buy, sell and promote Grown on Maui, to help consumers identify locally grown produce and, most importantly, to increase sales and develop new markets for local farmers.

"We are confident the new program will provide consumers with the greatest diversity of choices and allow our local farmers to increase their market share," said Warren K. Watanabe, president of the Maui County Farm Bureau. The Farm Bureau also will work with restaurants, hotels and other businesses to promote Grown on Maui. "By nurturing and developing new business relationships with our restaurants, hotels and business community, we feel we can increase sales for local farmers and truly support agricultural viability in Maui County," Watanabe added.

Barbara Haliniak, President of the Moloka'i Chamber of Commerce, said that she is particularly excited about how Maui County Fine and Fresh can help the farmers on her island. "We are delighted this is a Countywide program that can make a difference to our economy on Moloka'i. We're looking forward to gaining more exposure for the products we grow on Moloka'i both for our local population and for sale on the other islands."

Donald Maum, president of the Moloka'i Farm Bureau noted, "Anything that encourages outlets for our produce is to be embraced. As an organization, the Moloka'i Farm Bureau has spent considerable effort stabilizing agriculture on Moloka'i and its time to look at ways to encourage agricultural growth. Maui County Fine and Fresh certainly goes a long way to help us advance that goal."

Lynn Araki-Regan, coordinator of the Office of Economic Development sponsoring the new program, said the name Maui County Fine and Fresh was picked because of "the uniqueness of our County grown produce and meats. "Our rich volcanic soils, abundant sun, and micro agricultural climate mean that our farm products are some of the most flavorful and colorful in the world," she said.

Appearing with the Mayor at the announcement press conference were three strong supporters of local agriculture and users of Maui County Fine and Fresh products recently awarded Friends of Agriculture Awards by Mayor Arakawa and the Maui Chamber of Commerce.

Winners included: Hotel Hana Maui, named Hotel of the Year for using locally grown and caught products that frequently represent 95 per cent of the products he keeps in house, represented by General Manager Doug Chang; Hula Grill, named Restaurant of the Year as the purchaser of more than 3,000 pounds of local produce, fish, and cheese weekly, represented by Peter Merriman; and Pukalani Superette, a neighborhood store, Retailer of the Year, for the special emphasis it places on buying from local farmers, ranchers and flower growers, and featuring these products in their store, represented by Aric Nakashima.

All farmers in Maui County are eligible to sign up for free for the Maui County Fine and Fresh program by filling out the form provided on the "how guide" on the Web site at mauicountyfinefresh.net or by contacting County Agricultural Specialist Kenneth Yamamura at 808-270-7203 or kenneth.yamamua@mauicounty.gov. A starter group of nearly 20 farmers from Maui and Moloka'i already appear on the site. Food stores and restaurants interested in participating can contact Yamamura or call the Maui County Farm Bureau, the Moloka'i Chamber of Commerce, or the Moloka'i Farm Bureau to start the process rolling.

On Lana'i, farm products currently are grown only for local use. The County hopes to work with the community to help them gain access to markets on Maui and the other Hawaiian islands.