“Best Agricultural Newsletter in Hawaii”
Newsletter of the Kona Coffee Farmers Association December 2025
PO Box 5436 Kailua Kona Hawaii 96745 USA www.konacoffeefarmers.org info@konacoffeefarmers.org
Contents
Message from President Petersen
The Role of Gift Coffee in the Holiday Season
Crop Insurance Farm Assistance Webinar
Coffee at a High School Career Day
KCFA Pruning Seminar – January
Co-Ferments vs. Yeast Inoculation
Dubai Launches Coffee that Cost $1,000/Cup
Hawai’i Coffee Labeling Requirements
CLR Resistant Coffee Trees
NCR Applauds Trump’s Removal of Tariffs on Brazilian Coffee
Study Suggests Coffee Protects Against Atrial Fibrillation
What Do Chinese Coffee Buyers and Consumers Want?
Supporting Business: ASHE Industries
Editor – Clare Wilson
MESSAGE FROM PRESIDENT PETERSEN
Fellow Farmers and Friends,
In 2024, the Hawai‘i Legislature took a historic step to protect the integrity of our coffee by establishing new labeling requirements for Hawai‘i-branded coffee. This law was designed to end the deceptive practice of counterfeit coffee being sold as “100% Kona,” a misrepresentation that has harmed our farmers, our reputation, and our consumers for far too long.
As you know, the law requires that blends marketed under Hawai‘i coffee names must contain at least 51% genuine Hawaiian coffee. While this is a victory for authenticity and consumer trust, not everyone is pleased.
Some sellers of blends with less than 50% Hawaiian content have voiced opposition, claiming the market will collapse under the new rules. Rumors have circulated suggesting that requiring more Hawaiian coffee in blends will make them “too expensive” and unsustainable.
The Kona Coffee Farmers Association Board believes that speculation is no substitute for facts. To understand the impact of this regulation — on farmers, roasters, and the broader market — we need statistically valid data. That is why a Department of Agriculture and Biosecurity agricultural economist has developed a comprehensive survey.
This survey is not just another government form. It is a critical tool that will allow us to measure the real effects of the 51% labeling requirement. By participating, you will help ensure that decisions about our industry are based on evidence, not rumor. The results will empower us to advocate effectively for Kona coffee farmers and to safeguard the value of our product in the marketplace.
We will keep you informed about the release date of the survey and provide clear instructions on how to access and complete it. I urge every farmer, processor, and purveyor of green and roasted coffee to take part. Your voice matters, and together we can demonstrate the strength and resilience of the Hawai‘i’s coffee industry.
The Board wishes you Happy Holiday Greetings and a prosperous 2026 coffee year.
Mahalo for your continued dedication to protecting Kona coffee’s legacy. PURE KONA!
President, Kona Coffee Farmers Association
THE ROLE OF GIFT COFFEE IN THE HOLIDAY SEASON
The holiday season is one of the most important times of year for coffee worldwide. Coffee is more than a beverage — it is a gift of comfort, hospitality, and shared experience. Across cultures, gifting coffee has become a tradition, and specialty coffees see a marked increase in sales during November and December.
Coffee as a Holiday Gift
Coffee is practical, consumable, and universally appreciated. It is a gift that fits every occasion — from a thoughtful gesture for a friend to a premium offering for a host. Specialty coffee, in particular, is often chosen as a way to “upgrade” the holiday experience:
- Premium choices for festive occasions: Families and hosts often purchase higher-grade coffee to serve guests during celebrations, elevating the quality of the gathering.
- Luxury appeal: Specialty microlots, rare varietals, and 100% origin coffees are seen as indulgent gifts, much like fine wine or artisan chocolate.
- Personal connection: Coffee carries stories of origin, terroir, and craftsmanship, making it a meaningful gift that connects giver and receiver.
Seasonal Sales Trends
Industry reports consistently show that specialty coffee sales spike in November and December, driven by holiday shopping and festive gatherings. Retailers note:
- Gift sets and sampler packs are especially popular, allowing buyers to share a variety of roasts and origins.
- Limited-edition blends create urgency and exclusivity, appealing to holiday buyers.
- Upgraded purchases: Consumers often choose higher-quality coffee for entertaining guests, leading to increased sales of premium grades.
Impact on Kona Coffee
For Kona coffee farmers, this season is a golden opportunity. Kona coffees’ reputation as one of the world’s finest makes it a natural choice for holiday gifting and festive occasions. The Kona Coffee Cultural Festival, held each November, further amplifies visibility and demand, aligning perfectly with the holiday shopping season.
Ideas to Boost Holiday Sales
To help members maximize this opportunity, here are practical strategies:
- Curated Holiday Bundles: Pair Kona coffee with local products such as macadamia nuts, honey, or handmade crafts.
- Sampler Packs: Offer smaller bags of different roasts or microlots, perfect for gift-giving and introducing new customers to your range.
- Festive Packaging: Use holiday-themed labels or eco-friendly gift wrapping to make products stand out.
- Early Online Promotions: Launch specials before Thanksgiving to capture early shoppers and reduce shipping stress.
- Storytelling in Marketing: Share the story of your farm and the authenticity of Kona coffee. Customers connect deeply with gifts that have meaning.
Every bag of Kona coffee gifted carries with it the story of our land, our labor, and our legacy. By leaning into authenticity and creativity, we can ensure that Kona coffee continues to shine as the gift of choice during the holidays.
Sources:
- Greenwell Farms Holiday Gift Guide (2024)
- Big Island Coffee Roasters Holiday Promotions (2024)
- Kona Coffee Cultural Festival press release (2024)
CROP INSURANCE FARM ASSISTANCE WEBINAR
From CTAHR:
We are hosting a USDA FSA and Crop Insurance Farm Assistance Programs Webinar with a Live Q&A session on Thursday, December 4th starting at 8:30 AM.
The presentation schedule covers brief introductions followed by sessions on coffee crop insurance coverages, expectations when filing a claim, Whole-Farm Revenue Protection including the Micro Farm program, subsidies, and USDA’s Farm Service Agency farm assistant programs (NAP, RTCP, etc.). The event concludes with a LIVE Q&A at 9:45 AM.
The pre-recorded videos can be viewed on the Kona Extension youtube channel: https://www.youtube.com/@konaextension1171
The LIVE FSA presentation and question and answer session will follow the pre-recorded presentations starting around 9:30 AM. See the complete agenda for presentation topics and times.
The event flyer is attached below, please share this with your industry & association members that may find this beneficial.
To register visit https://www.hawaiicoffeeed.com/cropinsur.html
Mahalo, Andrea & Matt
— Matthew Miyahira, Kona Cooperative Extension Service,79-7381 Mamalahoa Hwy.
Kealakekua, HI 96750 mnmiyahi@hawaii.edu
COFFEE AND KEALAKEHE HIGH SCHOOL CAREER DAY
KCFA had the privilege to be invited to participate in the Kealakehe High School career day. Mark Petersen and Terry Martin (pictured) spent the time talking story with students that see coffee farming as picking only. Advising them of the full process of a coffee farm including biology, chemistry, mathematics, accounting, and marketing opened their eyes and minds.
Feel free to reach out to the school if you can provide apprenticeship opportunities to these up and coming farmers.
KCFA PRUNING SEMINAR
It’s coming up on that time of year when we will be pruning our trees.
The KCFA education committee is bring back the Bob and Bob show with an onsite demonstration to discuss techniques .
Save the date: Saturday morning January 24th, 2026
CO-FERMENTS VS. YEAST INOCULATION: WHAT’S THE DIFFERENCE?
https://tinyurl.com/4c8js3c5
• “Co-fermented and yeast-inoculated coffees share some similarities that produce flavours beyond the coffee cherry itself.
• Co-ferments are coffees in which external organic substrates (such as fresh fruit pulp, musts, or cacao pulp) are added during fermentation. Yeast inoculation is the process of intentionally adding specific strains of yeast during fermentation.
• Both allow producers to control flavour and sensory profiles, create consistent coffees, and potentially increase value.
• Yet the latter is often considered superior to the former, prompting the question of how different they really are. The main differentiating factor could be the introduction of new sugars and ingredients with defined flavours.
Co-fermented coffees are still divisive, but they are becoming an increasingly bigger part of specialty coffee. Appearing at more trade shows and on café menus, it’s clear that some industry professionals and consumers are embracing these processing innovations.
As they diversify and become their own category, similar to how we classify different processing methods, the need to formally define co-fermented coffees emerges – especially as confusion persists with infusion processing methods.
There are certain similarities between co-ferments and yeast-inoculated coffees. Both involve using external organic substrates and compounds to produce flavours that terroir alone can’t create; yet, the former is sometimes perceived as more “artificial.”…”
DUBAI LAUNCHES COFFEE THAT COSTS $1,000 A CUP
(entire article below)
A Dubai café is offering a rare coffee that may claim the title of the world’s priciest cup, selling for 3,600 dirhams or about $980.
What sets this brew apart is the Nido 7 variety of Geisha beans, a rare and premium strain grown on the volcanic slopes of Mount Barú in western Panama. Cultivated in tiny micro-lots, each harvest yields only a few kilograms of beans.
The ultra-exclusive coffee is being served by Julith Coffee, which plans to pour out only around 400 cups of the prized beverage.
The beans came from a record-breaking auction in Panama earlier this year, where 20kg (44#s) sold for around 2.2m dirhams ($600,000) after a fierce bidding war involving hundreds of buyers.
Julith ultimately secured the lot after 549 bids, marking the highest price ever paid for a coffee batch.
HAWAI’I COFFEE LABELING REQUIREMENTS
As of July 1, 2024, the Hawaiian Coffee Labeling Act (Act 211) is officially in effect. This law introduces new requirements for how coffee products grown in Hawai‘i must be labeled—whether sold locally, online, or exported. These changes are designed to protect the integrity of our origin and ensure transparency for consumers.
Here’s a quick summary of what’s now required:
Mandatory Labeling Requirements
Applies to: Roasted coffee, green beans, instant coffee, ready-to-drink beverages, and single-serve pods.
1. Geographic Origin Disclosure
o Must state where in Hawai‘i the coffee was grown (e.g., Kaʻū, Kona, Maui).
o If blended, all origins—local and foreign—must be listed.
2. Percentage by Weight
o Must disclose the exact percentage of Hawai‘i-grown coffee vs. foreign-grown coffee.
o Example: “10% Kona Coffee, 90% Foreign-Grown Coffee.”
3. Font Size Requirements
o Origin and percentage must appear on the front label.
o Font size must be at least half the size of the product name (e.g., “Kona Coffee”).
4. Green Coffee Labeling
o Must include grade and region on a tamper-proof tag or printed label.
o Applies to both in-state and out-of-state shipments.
5. Ready-to-Drink Products
o Bottled or canned coffee must also disclose origin and percentage.
________________________________________
Why This Matters
These rules help protect the reputation of Hawai‘i-grown coffee and ensure consumers know exactly what they’re buying.
If farmers are preparing labels, packaging, or marketing materials, they should make sure that it reflect these new standards.
For full details, visit:
https://dab.hawaii.gov/wp-content/uploads/2024/06/HRS-486-120.6.pdf
CLR-RESISTANT COFFEE TREES
Still Available! TISSUE CULTURED ‘Ito’ CLR-Resistant Coffee Trees
Those who have received tissue cultured ‘Ito’ plants can also order more. We have removed the per person limit.
‘Ito’ is a selected Catimor hybrid CLR-resistant variety that we released seedlings and grafted trees of last year and continue to do so. Out of an abundance of caution, we asked that growers receiving ‘Ito’ seedlings and grafted trees to not use these plants to create their own seed materials because of the potential of cross pollination with non-resistant varieties and inferior genetics.
We’ve received numerous requests for cloned ‘Ito’ mother trees over the past year and we now have a limited number of tissue cultured ‘Ito’ trees available. These trees are clones of the original ‘Ito’ trees from which we collected data from 2021-2024 and you would be able to produce your own seed materials from these tissue cultured trees. They are not grafted.
Unless funding is sought and received to produce more tissue cultured ‘Ito’ trees, this is a one-time offer. As such, orders are on a first come, first serve basis. You will be required to complete and sign a waiver form prior to or upon receipt of the trees.
If you are interested in purchasing tissue cultured ‘Ito’ trees from the Kona Research Station, click here.
NCA APPLAUDS PRESIDENT TRUMP’S REMOVAL OF TARIFFS ON BRAZILIAN COFFEE
https://www.comunicaffe.com/nca-applauds-president-trumps-removal-of-tariffs-on-brazilian-coffee/
“NEW YORK, USA – The National Coffee Association (NCA) issued the following statement in response to President Trump’s decision to remove tariffs on certain imports from Brazil. NCA President and CEO Bill Murray commented:
“Two-thirds of American adults drink coffee each day, and every cup will cost less thanks to President Trump’s decision to remove tariffs on coffee imports from Brazil – the world’s largest coffee producer.
Tariff-free trade of America’s favorite beverage will ease cost-of-living pressures, keep a healthy diet choice affordable, and strengthen coffee’s enormous contributions to the U.S. economy.”
STUDY SUGGESTS COFFEE PROTECTS AGAINST ATRIAL FIBRILLATION
https://tinyurl.com/32tedfba
“Drinking a daily cup of caffeinated coffee was linked to a 39% lower hazard of atrial fibrillation (a-fib) recurrence in older adults recently treated for the disorder, according to a study published in the Journal of the American Medical Association (JAMA).
In practical terms, for roughly every six people who kept drinking coffee instead of quitting after a-fib treatment, one extra person avoided a recurrence, according to the findings.
“The results were astounding,” first author Christopher Wong of the University of California San Francisco and the University of Adelaide (Australia) said in an announcement of the publication. “Doctors have always recommended that patients with problematic a-fib minimize their coffee intake, but this trial suggests that coffee is not only safe but likely to be protective.”…”
WHAT DO CHINESE COFFEE BUYERS AND CONSUMERS WANT?
https://tinyurl.com/mvfhtdt4
• China’s coffee consumption has grown by 150% in the last 10 years
• Green coffee traders are racing towards this opportunity, trying to break into this promising market
• Imports from Brazil and Ethiopia are soaring – Brazilian coffee exports to China rose 186.1% year-on-year in 2023-24
China, with its rapidly increasing coffee consumption, sheer scale, and flexible buyer profile has caught the attention of coffee traders worldwide. They want to understand how to enter this emerging and still relatively unknown market.
Domestic consumption has reportedly been growing at more than 15% a year, over five times the International Coffee Organisation’s reported global average for 2023/24. China’s consumption has grown by almost 150% in the last 10 years, from just over 2 million bags in the early 2010s to over 6 million bags today….”
SALUTE TO SUPPORTING BUSINESS: ASHE INDUSTRIES
ASHE Industries began with the goal of producing a simple 10 lb capacity fluid bed coffee roaster for use on small estate coffee farms in the Kona Coffee district of Hawaii. Our founding partner, Ken Sheppard, owned and operated Dragon’s Lair Farm in south Kona for over 10 years. It is here where Ken developed the prototype ASHE Air Roasters between 1995 and 2004. All of these early prototype roasters are still in operation in the Kona coffee district and serviced by ASHE.
In 2005, ASHE Industries, LLC was formed to begin commercial production of our signature fluid bed air coffee roaster. Since 2005, we have continued to advance the art of Fluid Bed coffee Roasting which now includes our newest AIRPRO 11 lb (5kg) standard roaster and AIRPRO 22 lb (10 kg) high capacity roaster. We also provide a purpose-built chaff collection system for use with in-door roasting operations and specialty roasters for Cacao and Hazelnuts.
To contact ASHE:
davehart@ashellc.com
www.ashellc.com 844-722-4968
RECIPES WANTED If any of you have recipes that you would like to share, please submit them to the editor: clarewilson98@gmail.com
LET US KNOW WHAT YOU THINK! >> Write to us. We welcome Letters to the Editor up to 150 words. We reserve the right to edit for clarity and length. Include your name and email address >> Email: info@KonaCoffeeFarmers.org with SUBJECT: Commentary.
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