Development of an Organic Hawaiian Herbal Tea Industry

It is believed that the future of Hawaii's agricultural diversification and sustainability efforts have great economic potential and continues to evolve as social and economic factors change. As part of Hawaii's agricultural diversification, sustainability, and community development effort, Kini Po-Po Creations, Inc. has chosen to compete in the organic herbal tea market, utilizing traditional Hawaiian healing herbs. The company has popularized the use of the mamaki and the kookolau plants in the development of a unique Hawaiian herbal tea that is grown organically on a commercial scale to support the local and tourists on the islands. However, a critical component of success and for growth outside the islands is Kini-Po-Po's ability to develop a sustainable marketing strategy that allows it and other small family farms to become and remain competitive in the domestic and international tea and organic herbal tea marketplaces. The goal of this effort is to improve the livelihoods of rural people in Hawaii in an environmentally friendly, equitable, and sustainable manner by giving people control of their resources and a lifestyle they are used to. This proposal aims to determine appropriate marketing strategies for Kini Po-Po to pursue and to position itself in the global marketplace as a major cooperative producer, manufacturer, and marketer of organic Hawaiian herbal products in niche markets.