Starting July 1, a new set of labeling requirements will come into effect for coffee products bearing the Hawai‘i brand. Enacted as the Hawaiian Coffee Labeling Act 211 in July 2023, these regulations mandate that all coffee items referencing a Hawai‘i geographical origin must disclose the specific location within the state where the coffee was grown. Additionally, the labels must indicate the percentage by weight of coffee grown locally versus coffee sourced from elsewhere.
According to Sharon Hurd, chairperson of the Hawai‘i Department of Agriculture, the law also stipulates that any coffee product claiming to be 100% Hawaiian in both labeling and advertising must be entirely grown and processed within the state of Hawai‘i.
However, Hurd noted challenges in enforcing these new regulations due to the absence of additional inspection staff allocated by the legislation. “Unfortunately, the law did not provide for additional inspection staff so enforcement of the new law will be a challenge given the other statutory responsibilities of the branch,” she stated. In light of this, the department plans to enhance inspections of retail shelves statewide and may rely on enforcement driven by consumer complaints in the immediate future.
The implementation of these labeling requirements aims to provide consumers with clearer information about the origin and composition of coffee products bearing the prestigious Hawai‘i brand, thereby supporting transparency in the local coffee industry.