Supporting Truth‑in‑Labeling for Kona Coffee
Event Overview
KCFA proposes hosting a community‑centered trail running event—offering a 5K, 10K, and Half Marathon—to raise funds and awareness for the ongoing effort to clarify and strengthen Kona coffee labeling enforcement through the FDA for application the United States. The event will highlight the authenticity, heritage, and agricultural importance of Kona coffee while engaging residents, visitors, and athletes in a uniquely Kona experience.
The race would be positioned as an annual signature fundraiser, strengthening KCFA’s visibility, expanding community partnerships, and creating a sustainable revenue stream to support advocacy and education.
Event Concept
Event Name (working options)
- Run for Real Kona
- Kona Coffee Country Trail Run
- Run for the Bean
- 100% Kona Truth Run
- PURE KONA
Purpose
- Raise funds to support KCFA’s policy and legal work on Kona labeling enforcement.
- Educate the public about the importance of truthful origin labeling.
- Strengthen community engagement with Kona farmers and local businesses.
- Create a recurring, high‑quality athletic event that becomes a Kona tradition.
Proposed Date
- Late summer or early fall (dry season, fewer competing races, better trail conditions).
- Conflicts with picking Ugh
- Saturday morning start to maximize participation and volunteer availability.
Location
- A West Hawai‘i trail with safe access, parking, and scenic value.
- Candidate areas may include:
- Coffee belt trails across farms…north or south Kona
- Dryland forest preserves
- Farm, ranch or agricultural lands with owner permission
Distances
- 5K – accessible to families and casual runners
- 10K – intermediate runners
- Half Marathon – competitive runners and visitors seeking a destination race
Target Participation
- Year 1: 250–300 runners
- Year 2+: 400–600 runners with growth in sponsorship and tourism visibility
Event Features
- Professionally managed chip timing (JTL Timing Systems)
- Scenic, well‑marked trail courses
- Aid stations every 2–3 miles
- On‑site EMT or medical support
- KCFA educational booth and coffee refreshments
- Locally sourced awards (1 pot coffee packets, farm products, medals)
- Optional race shirts or merchandise
- Post‑race community gathering with music and refreshments?
Community & Marketing Strategy
Free or Low‑Cost Promotion
- Big Island Running Company calendar & in‑store flyers
- Local running clubs and triathlon groups
- West Hawai‘i Today and Tribune‑Herald community calendars
- Radio PSAs (free nonprofit announcements)
- Social media via KCFA, member farms, and partner organizations
- Flyers at gyms, coffee shops, schools, UH campuses, and visitor centers
- Cross‑promotion with other race organizers (Kona Marathon, Dry Forest Run, etc.)
- Email outreach to KCFA membership and allied agricultural groups
Budget Summary (Year 1 Estimate)
Assumptions
- 250–300 runners
- 3 race distances
- Moderate sponsorship support
- Mix of donated and rented equipment
Estimated Expenses
| Category | Estimated Cost | Notes |
| Chip Timing & Results | $2,500–$4,000 | JTL Timing Systems or similar |
| Permits & Land Use Fees | $500–$1,500 | County, DLNR, private land |
| Insurance | $600–$1,200 | Event liability + participant accident |
| Portable Toilets & Sanitation | $600–$1,000 | 4–6 units |
| Tents, Tables, Chairs | $400–$800 | Rentals or donated |
| Course Marking & Supplies | $400–$800 | Flags, signs, cones, radios |
| Aid Station Supplies | $500–$900 | Water, ice, electrolytes, snacks |
| Medical/EMT | $400–$800 | On‑site medical support |
| Marketing & Printing | $200–$500 | Flyers, banners |
| Awards & Merchandise | $800–$2,000 | Coffee, medals, shirts |
| Contingency (10–15%) | $800–$1,500 | Buffer |
Total Estimated Expenses:
$7,700 – $14,000
Projected Revenue
| Source | Estimate | Notes |
| Entry Fees | $13,000–$15,000 | Avg. $50–$60 per runner |
| Donations at Registration | $500–$1,000 | Optional add‑on |
| Sponsorships | $3,000–$5,000 | Local businesses, farms, gear shops |
| Merchandise Sales | $500–$1,500 | Shirts, mugs, coffee bundles |
Total Estimated Revenue:
$17,000 – $22,500
Projected Net for KCFA
$3,000 – $8,000 (Year 1)
With strong sponsorship and donated supplies, the net could be higher. Year 2 typically sees a 20–40% increase in participation for well‑run inaugural events.
Next Steps for KCFA Board Consideration
- Approve concept and authorize formation of a Race Planning Committee.
- Solicit membership volunteers
- Identify preferred location
- Contact JTL Timing Systems for a formal quote.
- Begin outreach to potential sponsors and community partners.
- Establish a race date and open registration 4–6 months in advance.