For real Hawai'i goods, check label
By Dan Nakaso
Advertiser Staff Writer
State agriculture officials yesterday unveiled separate green and gold prototypes of new logos that could appear on products grown and manufactured in the Islands to set them apart from wannabe Hawai'i goods.
Eugene Tanner • The Honolulu Advertiser
Yesterday's presentation at the agriculture department's plant quarantine branch was part of a statewide series of meetings to get more input on a program that began in 2002 and is expected to be finished by January 2005.
Agriculture official Donna K. Shima displays a basket of locally grown fruit and vegetables, and the proposed "Seal of Quality" labels. The labels distinguish Hawai'i goods from those produced elsewhere.
Many issues still have yet to be resolved, such as the cost of a potential annual fee to Hawai'i businesses that may want to use the so-called "Hawaii Seal of Quality" labels.
The fees would help cover administrative costs, as well as expenses to crack down on businesses that improperly use the logos, said Matthew Loke, administrator of the state agricultural development division.
Daniel Bulatao, operations and marketing manager for Dave's Ice Cream Inc., liked what he heard yesterday about distinguishing products that are truly made in Hawai'i.
When he sells Dave's Ice Cream in California, Bulatao said, customers "always ask first thing, 'Did this really come from Hawai'i?' They want something that comes from Hawai'i and they're willing to pay a premium for it.
"I think it's a great program if they can get it off on the right foot. I think it'll be good for Hawai'i."
The program was designed to replace the state's "Made in Hawai'i" seal and was supposed to begin last year. But it has been delayed by lack of agreement on a logo, as well as disagreements about the quality and content standards for processed foods.
Representatives from The Brand Strategy Group, which is working on the project, passed out green "Hawai'i Grown" logos and gold "Hawai'i Premium Quality" logos that could go on products that meet an even higher standard for using local ingredients.
For information on the program, call the Hawai'i Department of Agriculture's market development branch at 973-9465.
Reach Dan Nakaso at dnakaso@honoluluadvertiser.com or at 525-8085.
