At the Heavenly Hawaiian coffee farm in Holualoa, just 15 minutes from downtown Kona, workers are busy harvesting fresh coffee beans while the field coordinator takes advantage of the sun’s drying power.
Hawaii’s coffee industry, which produces half of its coffee in Kona, is undergoing significant changes due to a new state law. Act 198 mandates that any coffee labeled as Hawaii-grown must contain a minimum of 51% of coffee beans from that origin by 2027.
“If you’re going to call it Kona, Ka’u, Kauai, or Maui coffee, it must consist of at least 51% from that region,” explained David Bateman, a representative from the Hawaii Coffee Association.
For decades, the integrity of the renowned Kona coffee bean has been compromised, as blends containing as little as 10% Kona could still be marketed under that name. “What you’re getting is a fake flavor. It’s not Kona; it’s from Brazil or Vietnam,” Bateman added.
While the coffee industry largely supports the new legislation, many stakeholders express concerns that it could negatively impact business. “We did the right thing for Kona and for Hawaii, prioritizing the interests of farmers. However, doing the right thing can still have adverse effects, and this is driving demand down,” stated Bill Myers, CEO of Heavenly Hawaiian.
The new law follows a lawsuit filed by Hawaii coffee farmers last year, targeting counterfeit Kona coffee. Myers noted that this legal battle has left big-box buyers wary of purchasing Kona. “They’ve become hesitant because they feel exposed to these lawsuits,” he said.
Experts predict that after reaching historic highs, Kona coffee prices may drop by 20% from their peak two years ago. However, Myers remains optimistic about market stabilization, suggesting that for coffee enthusiasts, now is a favorable time to enjoy Kona coffee. “If you love a cup of Kona coffee in the morning, this is great news for you because it’s becoming more affordable,” he concluded.
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