Macadamia Nut Grower and Processor
The company is engaged in the growing,
purchasing, processing and marketing of macadamia
nuts. As of March 2000, the company was the third
largest marketer in Hawaii and in the top ten
worldwide. However, beginning in 1998, foreign
imports (primarily from Australia) began to have a
significant impact on the company’s business. As a
result, the dramatic price decrease, shell macadamia
nut sales decreased and employment decreased 23% to
58 by December 31, 2000.
The company with the 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 (EDA) in May 2001.
Western TAAC and the firm's management developed a
strategy to focus on markets in which raw bulk
foreign macadamia products cannot compete
effectively, and which the two major U.S. producers
choose not to serve. The strategy focuses on
establishing world-class macadamia processing
capabilities, minimize growing and processing costs,
and focus on its targeted niche markets to improve
profitability by expanding product offerings.
The Company has successfully completing its 5th year
in the implementation phase of the TAA Program.
During this period the company with Western TAAC
assistance, implemented its information technology
project, phase 1 of its marketing, promotion
projects, and 8 of its production engineering
projects. During this period these projects
contributed to the company’s increasing export sales
to Japan, a targeted market offering premium profit
margins. Since beginning its public/private
sector partnership working relationship with the TAA
for Firms Program, sales increased 126% to $7M,
productivity increased 244% to $140,000 sales per
employee, and achieved its most profitable year.