Success Stories
Coffee Grower and Processor
Hawaii
The company is Hawaii’s largest coffee grower, with
3,400-acres under cultivation.. Founded in 1988, the
company’s growth is based upon the growing,
processing and selling of high-grade 100% Arabica
coffee to commercial and consumer customers
worldwide.
The company has invested in all aspects of coffee
growing and processing to be at the leading edge of
coffee production technology. However, over the24
month period ending Dec. 31, 2000, low cost foreign
imports increased 15.8%, while world unit price
dropped 40.8%. As a result, in 2000, the company
lost sales to low cost Costa Rica and Columbia
imports. Coffee production decreased 44.9% and
employment downsized 7.8% to 166.
The company, with assistance from the University of
Southern California’s Western Trade Adjustment
Assistance Center (Western TAAC) became certified as
trade impacted by the US Dept. of Commerce, Economic
Development Administration in April of 2001.
Western TAAC and the company's management developed
a strategy to be the premier producer of 100%
Hawaiian grown coffee products through the
utilization of modern technology, innovative
thinking, and skilled employees. This strategy
focuses on establish itself as a low cost coffee
producer, while capitalizing on opportunities to
improve profitability by developing and expanding
value-added products.
Four years after beginning participation in the
Implementation phase of the TAA Program for Firms,
the company, with Western TAAC assistance
successfully implemented 7 production engineering
projects related to expanding its roasted coffee
program, and improving crop management. They also
completed phase 1 of its information system projects
to enhance its internet based worldwide sales, and
phase 1 of its marketing, sales and promotion
project to expand its retail roasted coffee sales.
Since beginning its public/private sector
partnership working relationship with the TAA for
Firms Program, sales increased 13% to $10M and
productivity increased 176% to $147,059 sales per
employee.
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