Hawaii Food Manufacturers Association

July 2010
A commitment to local sourcing: Conversations with Wholefoods, the Commissaries, and Walgreens

The HFMA welcomed buyers from these three retailers at our June 21 luncheon. They included Claire Sullivan from Wholefoods, Benjamin Wainwright from the 4 Hawaii commissaries, and Scott Framke from Walgreens Hawaii. These three retailers are committed to buying locally produced foods. As diverse as these 3 retailers are, they had many expectations in common. Highest among these is a commitment to quality. Wholefoods is well known for its restrictions on artificial colorings, preservatives and flavors. But the commissaries are also very concerned with high quality, healthy foods. Both of these retailers would like to see a lot more locally sourced foods be certified organic.

To get your product into Wholefoods as well as other retailers, food producers should consider the uniqueness of their product. For example, Wholefoods already has many locally made jams, jellies, spices, and sauces on its shelves so it would be harder for the store to consider more of these. On the other hand, Wholefoods is eager to add more local protein sources such as dairy and meats. Wholefoods also favors products that are not necessarily sold in stores all over town. On the other hand, the commissaries want to provide convenience to its clients and have a full range of popular products available to military family customers so they don’t have to drive to town to get them.

See below for store details, contacts, and links to Wholefoods and others.

Retailer Profiles:

Commissaries:
Customers: Active and retired military families – approximately 17% of the Hawaii population.
Number of local stores: 4
Best Selling Products: Staples such as bread, meats, produce.
Wants to buy more: Organic, healthy, nutritious foods.
Contact:
Benjamin Wainwright Hawaii Zone Manager
Hickam Commissary
20 Hickam Court, Bldg 2093
Hickam AFB, HI 96853-5255
benjamin.wainwright@deca.mil
Ph. 808.448.4669
Fax. 808.449.1930

Wholefoods:
Customers: Health conscious community members
Number of local stores: 2 (Kahala and Maui) 3rd in Kailua opening in Fall of 2011
Best Selling Products: Organic / “clean” produce, staples.
Wants to buy more: Local organic products, local protein (dairy, meats), locally produced products that also use locally sourced ingredients.
Contact: Claire Sullivan
Community & Vendor Relations Coordinator Whole Foods Market
Ph. 808.218.0077
Claire.sullivan@wholefoods.com

Walgreens:
Customers: Primarily from neighborhoods surrounding the store.
Number of local stores: 5
Products: Still working on best mix for different stores. Is willing to talk to local producers to determine fit
Contact: Scott Framke, Category Manager - Hawaii
Wallgreen Co.
3375 Koapaka Street, Suite F238-30
Honolulu, HI 96819
scott.framke@walgreens.com
Ph. 808.836.5050
Fax. 808.836.5078

Organic Certifiers in Hawaii: HOFA (Hawaii Organic Farmers Association) www.hawaiiorganic.org Right now there are very few organic products made in Hawaii and the retailers believe this will be a huge opportunity for local producers.

Wholefoods list of prohibited ingredients: This list can be found on the store’s website at: www.wholefoodsmarket.com. Members who are interested in reformulating their product to meet the growing demand for “clean” foods may contact Dr. Aurora Saulo at the University of Hawaii at 808-956-6564 or aurora@hawaii.edu.

March 2010
Graphic by Design It’s All (almost) in the Packaging
Tuesday, March 2, 2010, 11am - 1:30pm
Dept of Agriculture Offices on Sand Island, 1851 Auiki St.
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Great design plays an important part in brand promotion and can positively impact your business and bottom line. Proper packaging not only protects the product inside but is a powerful tool used for selling. See, feel, and learn from one of the industry leaders in elegant and innovative food-safe packaging.

This workshop will feature Mark Revere, who with his wife, Sally own the Revere Group, a specialty packaging company in Seattle. It is well known for its packaging and labels for candy manufacturers, gourmet food companies, gift shops and departments stores such as Nordstroms.

We will also offer one-on-one design consultations with the exciting Maui based designer, Saedene Ota of Sae Design in Wailuku. Ota is winner of the Hawaii Advertising Woman of the Year by the Hawaii Advertising Federation for her creative advertising of Hawaiian products.

Cost: Free for 1st Manufacturer Member representative, $15 for additional Manufacturer Member representatives and Associate Members, $25 for non-member. Lunch will be included.

Please be sure to RSVP by 5 pm, Friday, February 28, to RSVP@FoodsofHawaii.com or fax to 590-2430, with the names of people coming from your firm.

Agriculture Awareness Day at the Capitol
Wednesday, March 24, 11am - 1:30pm
Hawaii State Capitol Building

The Hawaii Farm Bureau Federation will once again host an Agriculture Awareness Day on Wednesday, March 24, 2010 at the State Capitol from 11 a.m. to 1 p.m. There is no charge to participate in Ag Day. This is an opportunity for the industry to showcase their products and bring awareness to what is being produced and done in agriculture throughout our State.

Agenda/Schedule
9:00-10:30 a.m. Exhibitor set-up - 4th Floor
11:00 a.m. - 1:00 p.m. Ag Day Event - 4th Floor
1:00 p.m. Event ends, exhibitor breakdown
*Subject to change

Exhibitor Info
Exhibitors are asked to provide tabletop display materials (floor displays are okay). 6-foot tables will be provided. Please bring a table cloth or throw and a folding chair, if needed. Power at the State Capitol Building is EXTREMELY LIMITED, so please request power only if it is critical to demonstrate your product or services. Parking and other information will be emailed prior to the event.

RSVP and Contact Info
To participate as an exhibitor, please complete and email this registration form to:
eleanor@hfbf.org by Wednesday, March 10, 2010.

February 2010

Selling It - Getting Down to Specifics
Wednesday, February 17, 2010
11:15am - 1:00pm
Dept of Agriculture Offices on Sand Island, 1851 Auiki St
MAP>>>.

You have a good product . You think you are ready to present it at a trade show or buyer meeting. But do you really know what information a buyer needs to place an order? That’s what product specification and sales sheets are for!

Don't lose a sale because you are unprepared. Have the necessary information BEFORE you meet with a buyer. This workshop is very important for anyone new to the mainland market, or trying to expand beyond small periodic mainland orders.

This Workshop will be presented by Greg Au. Au is a food industry consultant with a broad range of experience in the area of sales and marketing, finance, strategic planning and product development in Hawaii and California. He has headed the international Division of Mauna Loa macadamia Nut Company, Ed & Don's, and Daily Wellness. He was also involved in product development at Lawry's.

Cost: Free for 1st Manufacturer Member representative, $15 for additional Manufacturer Member representatives and Associate Members, $25 for non-member. Lunch will be included.

Please be sure to RSVP by 5 pm, Monday, February 15, to RSVP@FoodsofHawaii.com or fax to 590-2430, with the names of people coming from your firm.

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November 2009
Preparing Products for
Export to Japan
Knowing Japan's Unique Market and How to prepare your product for export to Japan.
Case studies in success.

Tuesday, November 24, 2009
11:30am - 1:00pm, Ward Warehouse Meeting Rooms

This Workshop will be presented by Neal Arakaki, President, Hawaiian Candies and Nuts. Neal has led several export delegations to Japan over the past several years and has worked with many Hawaii companies to help them adapt their product, packaging, and presentation to the Japanese market.

Lunch will be included.

Cost: Free for 1st Manufacturer Member representative, $15 for additional Manufacturer Member representatives and Associate Members, $25 for non-member.

Please be sure to RSVP by 5 pm, Friday, November 20, to RSVP@FoodsofHawaii.com or fax to 590-2430, with the names of people coming from your firm.
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HFMA Distribution Development Projects on the U.S. Mainland to Expand: Let us know if you are interested in participating

The HFMA is working on several projects to move more Hawaii food products into appropriate west coast markets. These include small retailers and restaurants the cater to Hawaii expatriates and those interested in Hawaii and Asian type products.

Since most Hawaii manufacturers would have challenges selling to regional or national chains, the HFMA is hiring a representative to take a collection of Hawaii products to specialty stores and distributors.

If you are interested in participating in this project or want to know more, please call Katie at (808) 291-0727.

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Natural Products Expo - March 11-14, 2010
HFMA will have a Booth that members can join

There is still the possibility for participation with HFMA's booth or the adjacent State of Hawaii booths at the Natural Products Expo West in

For more information, contact Katie at hfma@foodsofhawaii.com

October 2009

October Meeting - HFIA Education Event
Also an Opportunity to Present your Product to Local Retailers
and Food Industry Executives

Thursday, October 29, 2009
2:00pm - 4:30pm with Pau Hana to Follow

We thought that the HFIA program this month offered several segments that would be very interesting to HFMA members.

In addition, the Pau Hana will feature local foods and HFMA members have the opportunity to showcase their products on the menu to HFIA's many food retailer and industry executive members. If you would like your foods considered for feature by the chef at the pau hana, please email Katie or call 291-0727 ASAP and no later than Friday, October 16.

PLACE: Anheuser-Busch Facility (Halawa Industrial Park) 99-877 Iwaena Street Aiea, HI 96701 Ph: 487-0055
COST: $10 per person (FREE for HFIA members) RSVP: Paula Aono by Friday, October 23rd Cell: 479-8379 or psalish@ aol.com

2:00 PM Dewey Kim, Jr., Honolulu Liquor Commission Legislation and possible rules amendments for 2010, assistance that Liquor Commission could give to industry, retail ‘rollout’ of the Secret Shopper Program

2:45 PM Hawaii “Buy Local” Campaign, Hawaii State Dept of Ag Growing consumer demand, profitability, quality, food safety certification, and labeling opportunities

3:30 PM “Achieving Sustainability Through Partnerships” by Miles Hakoda, UH CTAHR HFIA’s “Think About It” Series explores the idea of a Hawaii Food Policy Council by looking at the successes achieved in Connecticut.

4:00 PM Lori Hiramatsu, HEDCO Local Dev. Corp. & Shirley Heatherly, U.S.D.A. Rural Development Lori and Heather will share information on the types of SBA and USDA financing available to small and mid-sized businesses under federal economic stimulus and other programs.

4:30 PM HFIA “Pau Hana” with Hukilau Honolulu’s Chef Jason Takemura and Anheuser-Busch. Hukilau Honolulu’s Chef Jason Takemura will serving up ‘local’ fare and Anheuser-Busch will provide an assortment of ice cold refreshments. Come, relax and ENJOY!

September 2009

Call for HFMA Member Product News For HFMA website and Twitter updates
New Products and where to get them
New Places to Buy Existing Products
New exciting ways to use your product

The HFMA has begun updating its website several times a week as well as tweeting daily notes or "nibbles" on Hawaii food products. We need HFMA members to help us keep the updates fresh and interesting.

We are especially interested in new places to get your Hawaii made products such as neighbor island products now available at, say, Foodland on Oahu, or any Hawaii product that has just become available at, for example, Marukai stores in LA. If your new product just became available on your on-line store, we can try to get the word out on that too.

We are also interested in new ways to use your product, if a restaurant is now featuring your product, and any other unique and interesting news about your company. Remember, people want to hear about the very new and different. The more your news meets that criteria, the better chance of its getting published and noticed.

Call Katie at (808) 291-0727 or email us if you have news or questions.

HFMA Promotes Hawaii Products in Oregon
Expats and Hawaii Fans come in Droves to Uwajimaya Beaverton's Polynesian Festival

The HFMA had a booth this year at the Beaverton Uwajimaya Store's Polynesian Festival in August. Many HFMA member products were on sale in the store and HFMA sampled or displayed them. We encouraged festival attendees to buy the products and request the store bring in Hawaii Food products they can't get there. We also met with the store buyer and discussed ways to get more HFMA products into the Uwajimaya store.

Trade Show at Uwajimaya

Tuesday, September 15

Join us for a very special and fun HFMA workshop!!

Ward Warehouse Conference Rooms, 2nd Floor
11:00am - 1:00pm Workshop
1:00pm - 3:00pm Private Meetings (10-15 minutes per professional)

Lunch will be included.

Pricing, Distribution, & Marketing Presentation and
Four One-On-One Sessions
(pricing, distribution, label check, product photography)

The Price is Right?
A successful business requires an understanding of one's costs as well as the marketplace. If you want to be able to compete not only locally but globally, this workshop will help you learn the intricacies of pricing and marketing your products. Experienced industry leaders who are familiar with Hawaii's unique business climate will lead this workshop.

You can sign up for a one-on one meeting after the formal portion and lunch to discuss confidential issues regarding your products. Space is limited to eight meetings for Greg and Marty and 12 meetings for Nina and Jose. These include:

Recalculating your product pricing - by Greg Au
Understanding your distributor and marketing techniques by Marty Parisen
Reviewing food labels for regulatory compliance by Nina Tanabe
Professional photos of your Product for the HFMA website and your use (bring product for photo) - by David Murphy (http://davidmurphey.com/category/food/). We will use these shots for our website and members will be emailed the proofs. If additional shots are wanted – David can be hired by the individual companies.
You only have 10 minutes with David which = 2-3 shots per company only (sorry, no multiple sessions for one company)

11:00am – 11:15am Welcome
11:15am – 11:45am, Greg Au
11:45am – 12:15pm, Marty Parisen
12:15pm – 3:00pm – Private Meetings by Appointment
15 minutes with Marty, 15 minutes with Greg, 10 minutes with Nina, 10 minutes with the photographer & lunch

Cost: Free for 1st Manufacturer Member representative, $15 for additional Manufacturer Member representatives and Associate Members, $25 for non-member ***No Extra Charge for
One-on-One Sessions***

Please be sure to RSVP by 5 pm, Thursday, Sept 10, to RSVP@FoodsofHawaii.com or fax to 590-2430, with the names of people coming from your firm.

You need to also indicate if you will sign up for one or more private sessions and which ones. Time slots will be given on a first come first served basis.

To maximize one-on-one sessions, participants must bring relevant product information. A list will be sent with your enrollment confirmation.

Workshop Presenters:
Marty Parisen, formerly of Hawaii and now based in Oregon, is the owner of Kestrel Growth Brands, inc. As an entrepreneur for the past 22 years he developed new businesses or turned around failing businesses. Marty is primarily involved in marketing value-added agricultural products in the US and abroad. He has experience in launching products internationally by setting up distribution and understanding how to overcome international regulatory hurdles.

Gregory Au is a food industry consultant with a broad range of experience in the area of sales and marketing, finance, strategic planning and product development in Hawaii and California. He has headed the international Division of Mauna Loa macadamia Nut Company, Ed & Don's, and Daily Wellness. He was also involved in product development at Lawry's.

Nina Ann Tanabe, a consulting food scientist with Pacific Food Technology, has extensive experience in product development. Her area of expertise is in applied product development including regulatory compliance, scale-up and process improvement.

Jose Roces, a professional photographer, brings out the best of a subject. His concentration on photographic lighting makes his images perfectly clear and sharp. He will compose simple photographs for the HFMA website and email proofs directly to you.

My first order of business: I want to thank John Tsukada and the entire 2007 - 2009 Board of Directors and Katie Anderson for performing an outstanding job these past two years. The team directed us to new marketplaces and joint ventures that I will continue to expand this term.

Read the full message here>>>>
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Opportunity to meet with Mainland Broker -
Ted Chen, President, Golden Gate Sales Development
Friday, August 21

We will be setting up meetings with interested members with mainland food broker, Ted Chen, on Friday, August 21. In the morning Ted Chen will be at the Made in Hawaii Festival to meet HFMA members exhibiting there. In the afternoon members who are not at the Made in Hawaii Festival will have the opportunity to meet with Chen at the Ward Warehouse 2nd floor conference room. Meetings will be approximately 15 minutes each.

Chen's company is a full-service sales brokerage and manufacturer's representative firm. He currently represents some HFMA members in mainland markets. Chen is a frequent visitor to Hawaii and is familiar with Hawaii and local products. He has contacts with national chains as well as a a range of wholesale and retail markets. He is interested in seeing a variety of HFMA products and increasing the number of Hawaii food products he represents.

If you are interested in setting up a meeting with Ted Chen on Friday August 21, please email hfma@foodsofhawaii.com. Please be sure to include your website so that Chen can review your product line. Also, please indicate whether you will be wanting to meet Chen at your booth at the Made in Hawaii Festival or in the afternoon at Ward Warehouse.

Social Networking - why businesses are boosting sales with social networking sites and how you can too
Friday, August 28, 11:15am - 1:15pm
Ward Warehouse 2nd Floor Meeting Room
Lunch will be included.
Cost: Free for 1st Manufacturer Member representative, $15 for additional Manufacturer Member representatives and Associate Members, $25 for non-members.

Social networking sites Twitter, Face Book, MySpace and You Tube are being used more and more by businesses to build brand loyalty. This workshop will teach you how and why you might want to be using social networking to promote your company and products.

Presented by Ian Kitajima, Marketing Manager at Oceanit, one of Hawaii's largest high tech companies.

Please be sure to RSVP by 5 pm, Monday August 23, to RSVP@FoodsofHawaii.com or fax to 590-2430, with the names of people coming from your firm.
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Welcome new Officers and Directors
Susan Morita is New HFMA President this coming fiscal year ending June 30, 2010

Thank you to the many members who voted in our recent election of officers and directors. Also, a great thank you to those of you who ran in the election. We know everyone is busy running their businesses and greatly appreciate your willingness to serve the HFMA.

President - Susan Morita, Menehune Mac
Vice President - Lynette Jee, The Pacific Place
Secretary - Les Higa, ITOEN USA
Treasurer - Janis Tanga, For J's
Board Members - Earl Kurisu, Hawaiian Sun, John Tsukada, Aloha Shoyu, Keith Ohta, Hawaii Candy, David Niiro, Hawaiian King Candies, Maria Langcheid, Oils of Aloha.
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HFMA to have a booth at the Natural Products Expo in March 12-14, 2010, Anaheim, California
Members May Join the HFMA group booth

Many HFMA members find that the Natural Products Expo West food show is the most important mainland show for their products. The natural product market continues to grow while other specialty food markets are suffering in this economy. This show is the largest natural, organic and healthy products trade show.

All booths in the main pavilions of Natural Products Exp West are sold out. But HFMA was able to get one 10' x 10' booth next to the Hawaii Department of Agriculture's section in a prime area of the show.

We will be opening the booth to both members who will be on-site exhibiting as well as members who just want to send products and brochures to be displayed at the booth. We are still determining the cost for each type of exhibitor, but we do know that it will be considerably less than if you exhibited at the show on your own. Have you exhibited at the Natural Products Expo West before? If so, please email or call us at (808) 291-0727 with your suggestions.

The HFMA is well aware that just attending a trade show is not enough to be successful in new markets. We are looking at ways to help members make contact with mainland sales representatives and help members improve their ongoing mainland sales strategies as part of this Expo event. Stay tuned for more information.

Welcome new HFMA members

Tropical Dreams Ice Cream John Edney, 888-888-8031, info@tropicaldreamsicecream.com. All of the company's cream comes from Big Island dairies. The company uses as much local friut as possible. See their website here>>