The COVID-19 pandemic affected many industries in Hawaii, even coffee.
“Like many industries, the effects of the COVID-19 pandemic have caused supply chain and labor force disruptions, and accelerated a shift that places an emphasis on retail and online sales,” Chris Manfredi, president of the Hawaii Coffee Association (HCA), told Big Island Times.
As if the human pandemic was not bad enough, Hawaii’s coffee crop has experienced its own disease problems, Manfredi said.
“We are responding to the discovery of Coffee leaf rust in Hawaii – a devastating disease,” he said. “The HCA has been hosting weekly conference calls among numerous government agencies and private sector stakeholders to marshal all available resources and coordinate the response.”
Leaf rust is “ the most destructive coffee disease in the world,” the association said on its website. It can kill an entire farm “in a matter of weeks,” the group said.
The pandemic also affected the industry’s marketing efforts, Manfredi said.
“In a typical year we participate in U.S.-based and international trade shows, as well as hosting our annual conference and cupping competition,” he said.
The HCA was last able to host a physical conference in 2019.
“We hosted the first Hawaii Coffee Champs events on Oahu that included a series of barista competition,” Manfredi said. “These are designed to educate on Hawaiian coffees and encourage ambassadorship in Hawaii’s coffee shops.”
During the pandemic, the marketing efforts have shifted to social media.
“This year we have embarked on a targeted social media marketing campaign featuring a ‘Grown in the USA’ theme,” Manfredi said. “Our activities are shared via our social media, press release and earned media.”
There were about 8,200 acres planted in coffee plants as of 2007, the fourth highest of any crop in the state, the association said. Coffee was fifth-ranked crop in the state in terms of value of production.
On June 24-25, the association will present a free webinar featuring coffee industry leaders, researchers and educators. Register here.
The public can help promote Hawaiian coffee, Manfredi said.
“Carry the message of the outstanding quality of Hawaiian coffee, and the uniqueness of Hawaii’s various coffee growing regions,” he said. “Support your local coffee farmer.”