Market Analysis & Development

The Market Analysis and Development project is a strategic initiative under the Hawaiʻi Island Agriculture Partnership (HIAP) aimed at identifying and leveraging Hawaiʻi Island’s comparative and competitive market advantages. This project is critical for fostering the inclusive growth of the island's agricultural economy and enhancing food resilience by strengthening agri-food value chains from production to consumption.

The primary goal of this project is to analyze the demand for new value-added agricultural and food products and develop a shared marketing strategy that can drive economic growth and sustainability. By conducting thorough market analysis, the project seeks to understand local and external consumer preferences, identify high-potential products, and create targeted marketing campaigns that promote these products effectively.

The project’s market analysis will focus on identifying products and value chains with strong growth potential. By better understanding market trends and consumer demands, efforts to increase productive capacity and value-added processing capabilities can be more effectively matched with growing market demand. This alignment will not only boost local sales but also enhance the competitiveness of Hawai'i Island's agricultural products in broader markets, including the rest of Hawai'i, the US mainland, and overseas.

Leveraging the Hawai'i brand is a key component of the project. The island's unique geographical and cultural identity offers a significant marketing advantage. By promoting locally made products that embody the essence of Hawai'i, the project aims to increase local consumer preferences and expand market reach. Collaborative marketing efforts will highlight the quality, sustainability, and cultural significance of the island’s agricultural products, creating a strong brand presence that resonates with consumers both locally and internationally.

The project will involve the collaboration of various stakeholders, including farmers, producers, marketers, and government entities, to develop and implement effective marketing strategies. This collaborative approach will ensure that marketing efforts are comprehensive, data-driven, well-coordinated, and impactful. By targeting specific products and value chains with high growth potential, the project aims to create a ripple effect that benefits the entire agriculture and food cluster in the state.

Expected Project Outcomes

• Increased local consumer preference for Hawai'i Island's agricultural products.

• Expanded market reach and brand recognition for local products in local, US, and international markets.

• Improved alignment between production capacity and market demand, leading to sustainable growth and inclusive opportunities for farms of all sizes..

• Enhanced economic resilience and food security through strengthened agri-food value chains.