Ka Wai Ola - Office of Hawaiian Affairs, Volume 39, Number 7, 1 July 2022 — Moloka'i-Style Entrepreneurship is Flourishing [ARTICLE+ILLUSTRATION]

Moloka'i-Style Entrepreneurship is Flourishing

By Cheryl Corbiell Entrepreneurs on Moloka'i are not only challenged by high shipping, production and rent costs, but also with having a limited customer base on an island with a population of just under 7,500. Despite this, motivated Moloka'i entrepreneurs are overcoming these hurdles with creative thinking, family and community support, and the internet. Indeed, Molo-ka'i-style entrepreneurship is flourishing. Moloka'i's micro-economy consists primarily of ag-ricultural-based, family-owned businesses. Before the pandemic shut down such events, Moloka'i consumers, growers, and loeal product producers met weekly at sidewalk markets. Fortunately, nonprofit Sust'ainable Moloka'i stepped in and created an internet-based mohile market to match growers and producers to consumers. Today, locally available products are listed weekly on the mohile market website. Consumers ean choose products from the list and customer groceries are delivered weekly to three island locations - providing a cost-effec-tive and convenient way for entrepreneurs to reach loeal consumers. A great example of this is Nani and Mike Kahinu who successfully launched their small business, Na'ike Kine, whieh features food products - such as their ffuit-based cookies - using the mohile market. The Kahinu family sells prepared healthy entrees, hosts pop-up events, and installed three food-based vending machines at key locations - such as UH Maui's Moloka'i Education Center - to promote their products. When their friends suggested that they consider selling their family recipe for shoyu ehili pepper hot sauce, the Kahinus had the sauce retail certified. To reach eonsumers, they used the mohile market, their homestead store, and online platforms such as Instagram and Facebook.

Strong sales soon proved they had a popular product. To control costs, the Kahinus grow their own peppers or buy from loeal farmers and purchase bulk ingredients through loeal stores to avoid shipping costs. They currently produce and bottle the sauce by hand, but are exploring mechanized production on O'ahu to more cost-effectively produce and distribute the hot sauce to other islands and avoid shipping from Moloka'i. "We keep our eyes open to new customer ideas, work with loeal stores to keep our products affordable, and in turn, the stores and farmers support us and encourage us to expand our presence," said Nani Kahinu. Kanoelani Davis, owner of PoMahina Designs, propelled her business to success with sawy internet skills and long hours. In 2011, Davis was running a part time home-based business ffom her truck. She hand-printed her original designs and sewed fabric into wearable art. When she was laid off from her well-paying job Davis decided to focus on PoMahina Designs. "I was a single parent of four children, and it was nearly impossible to find work. I opted to go full time with PoMahina Designs with the help of my daughters, hula students, and friends. And I relied on my Moloka'i mentality by living and working within my means," said Davis. Her strategy was to create a prominent social media brand plus e-commerce. With revenue from her initial sales, she purchased printing machines and employed loeal seamstresses. As she grew more successful, she expanded her products and switched to off-island production. Her strategy worked. In 2019, Davis was invited to close London Fashion week. Her designs have also been featured in other international shows. In the future, Davis plans to bring her clothing production back to Moloka'i. The first food truck on Kaunakakai's main street was launched in 2018 by members of the Kaholoa'a family. Called 'A Taste of Moloka'i" the food truck soon gained

popularity and high customer demand led to the opening of a second food truck. This fishing family features loeal foods, as well as vegan and fish dishes, at their food trucks. "The community embraced the novelty of the food truck. However, the permitting process was a challenge even though we owned the lot. But we were persistent," said family member Isay Honokaupu. Today the 'ohana serves customers from both trucks six days a week, about eight hours a day. "We listen to our customers to ensure that we offer what they want and incorporate their creative ideas," Honokaupu added. In February 2022, John and Nakita Coelho-Villarimo transformed their online store, HI-Bling, into a brick-and-mortar store based on customers' suggestions. Their online store featured handmade jewelry and Hawaiian wear, but friends encouraged the family to expand into selling affordable Hawaiian gold jewelry, home goods, affordable adult and children's wear, and organizational items such as dressers, bedding and storage eontainers. "Customers dictate the products we carry, and they inspire us to focus on the products they need," said John Villarimo. Meanwhile, for sisters Amber Kaholoa'a and 'Ala Ha-liniak-Kali, a problem turned into a business tyThe sisters had ordered a photo transfer baby shower gift from off-island, but were disappointed that the product wouldn't arrive for a week. The sisters knew photo transfer merchandise was popular, but not timely. A discussion with their business-sawy mother and grandmother convinced the sisters to buy the equipment and start their business: Colorfx LLC, opened a storefront in December 2021. SEE M0L0KATSTYLE ENTREPRENEURSHIP ON PAGE 13

Family business Na'ike Kine sells ū voriety of food products, induding their populor shoyu ehili pepper souce. Pictured (l-r) ore Mykūl, Mike, Noni ond Nozorio Kūhinu, ond their intern Kothy Tancoyo. - Photos: Courtesy

Konoeloni Davis, the CE0, owner, ond creative force behind PoMohina Designs with her youngest daughter, Kuaolomoikekuohiwi Chin. Clothing creoted by PoMohino Designs is mode to order with customers choosing from o variety of fabric options.

Taste of Moloka'i co-owner lsoy Honokaupu with one of the fomily's two colorful food trucks. Offering o mix of stondord "loeal" foods, plus vegon and speciūl fish dishes, they serve hungry customers eight hours o doy, six days ū week.

M0L0KA'l-STYLE ENTREPRENEURSHIP Continued from page 12

Hl-Bling owners John Villarimo and Nakita Coelho-Villarimo have both ū storefront on Moloka'i and ū thriving internet business selling ū voriety of products from jewelry to home goods. They ore pictured ot their store with doughter Niouloni, son Konohokuahiwi, and boby 'Ekolu-Emmoloni. - Photo: Courtesy

The sisters promise speedy product production and have already expanded to provide customized apparel and merchandise such as keychains, decals and labels. "Customers drove the need for affordable products produced in a short time frame. And quick service means customers return for more products," said Halin-iak-Kali. All across the island, innovative, hard-working entrepreneurs are creating self-employment opportunities and finding success in Moloka'i's micro-economy and beyond. Moloka'i nō ka heke! ■