Consumers

Consumers of local agricultural products in Hawai'i range from individuals seeking fresh, organic, and sustainably produced food to institutions such as restaurants, schools, and hotels. Hawai'i’s consumers are becoming more aware of the benefits of supporting local agriculture, but price sensitivity remains an issue. Many consumers prefer lower-cost imported goods over locally produced foods, especially with the higher cost of living in the state.

Staple Food Commodities

Consumers play a critical role in driving demand for staple food commodities such as fruits, vegetables, and staple crops. However, the higher prices of locally grown produce, compared to imported goods, pose a challenge for broader market penetration. Price sensitivity often limits consumer spending on local foods, despite rising interest in organic and sustainably sourced products. Consumers also face accessibility issues, as many locally produced foods are primarily available at farmers' markets or specialty stores rather than larger retailers. Educational campaigns that emphasize the health and environmental benefits of local food systems, as well as improvements in the availability and distribution of local goods, could increase consumer demand for these products.

Export Commodities

In export markets, consumers are drawn to Hawai'i’s agricultural products for their exotic appeal and sustainability credentials. Export commodities like coffee, macadamia nuts, and tropical flowers enjoy premium status due to Hawai'i’s unique growing conditions and emphasis on quality. International consumers are particularly interested in products that carry certifications such as organic, fair trade, or sustainably sourced, and are willing to pay a premium for these qualities. Domestically, however, price sensitivity continues to limit local consumer access to these high-value exports. Expanding educational efforts to inform both local and international consumers about the environmental and cultural significance of supporting Hawai'i’s agricultural exports could further drive demand.