Bill raises content requirements for 'Hawaii' coffee

HONOLULU — A bill that would require that coffee labeled or advertised with a Hawaii geographic origin contains at least 51% of coffee (by weight) from that region passed the state Legislature on Wednesday.

Under current law, coffee advertised as being from Kona, Kauai or other highly regarded growing areas only needs to contain 10% of coffee actually grown in those areas.

“This initiative is about protecting Kona’s world-renowned coffee and ensuring that local farmers receive the prices they deserve for their products, and that dollars stay in Hawaii’s economy,” said state Rep. Nicole Lowen, who introduced the measure. “The percentage of Kona coffee required for it to be labeled Kona should be 100%, but given that this is the first progress made on this in more than 30 years, it’s a huge win.”

Two years ago, the Legislature passed Act 222, which requested that the Hawaii Department of Agriculture study the impact of coffee labeling laws on coffee farmers and determine the economically ideal proportion of Kona beans in products marketed as Kona coffee.

The resulting report asserted that increasing the minimum amount of Kona coffee from 10% to either 51% or 100% would benefit local farmers, with greater increases resulting in greater benefits. The report projected that proposed labeling changes could result in a price increase for Kona coffee but minimal impact on quantities grown or sold.

“By gradually implementing an increase in minimum standards, this bill protects the integrity of all regional coffee brands in Hawaii, like Kona and Kau, and supports our local farmers,” said Rep. Kirstin Kahaloa.

Beyond economic concerns, supporters said House Bill 2298, Conference Draft 1, also preserves the value and integrity of locally grown coffee.

As the bill itself notes, “despite existing labeling laws that include specific requirements for font sizes and disclosure of blend percentages, the simple inclusion of a geographic origin name on a product effectively misleads consumers into believing that the product is representative of the specialty product of that region, even though, for example, in a coffee blend that is 10% Kona coffee, the flavor of the Kona coffee is often undetectable at such low concentrations. Consumers are then deceived into paying a premium for a ‘Hawaii’ product that does not represent the name on its label.”

“HB2298 CD1 is a pivotal advancement in our ongoing commitment to safeguarding the integrity of Hawaii’s cherished agricultural industries,” said Senate Majority Leader Dru Mamo Kanuha. “By requiring a majority percentage of coffee from the specified geographic region in labeled products, we’re not only protecting our farmers’ livelihoods but also ensuring that consumers receive authentic, high-quality coffee synonymous with our beloved regions like Kona and Kau. This legislation reflects our dedication to fostering a sustainable and transparent agricultural sector, one that honors our traditions while promoting economic prosperity for generations to come.”

The bill has been transmitted to Gov. Josh Green for final approval.

Michael Tsai covers local and state politics for Spectrum News Hawaii. He can be reached at michael.tsai@charter.com.