Grown on Maui, Maui County Farm Bureau Ag
Grown on Maui, Maui County Farm Bureau Ag

Localicious Maui

Back in September 2011 an idea was born by a group of Maui chefs to feature Grown on Maui salads on their menus to grow agriculture on Maui. They created Localicious, Dine Out Maui, a promotion designed to drive residents and visitors to select Maui restaurants for farm-and-pasture-to-table menus that matter while growing the next generation of farmers and ranchers on Maui.

Presented by the Maui County Farm Bureau in partnership with participating restaurants, Localicious Dine Out Maui invites Maui to enjoy the food that is grown and raised here and prepared by Maui’s talented chefs. When you “Dine Out” at one of the participating restaurants, you celebrate Maui’s good fortunate – fresh and flavorful food – and you support local agriculture.

Grown on Maui at Kumu Farms
Grown on Maui at Kumu Farms

Growing Future Farmers

The founding chefs believe a vibrant dining scene goes hand-in-hand with a thriving, healthy agricultural industry. And, the honest truth is there’s simply not enough product to supply all of the restaurants on Maui. The participating chefs want access to more local produce and proteins, and they decided to do something about it. The answer – Growing Future Farmers!

By featuring a Grown on Maui salad on their menus, the chefs stay true to their philosophy to buy local first and they showcase seasonal, fresh ingredients and further support Maui’s farmers, ranchers and food producers.

The founding chefs’  set out to grow support for Maui agriculture “one salad at a time”.  When Localicious launched there were four restaurants, now there are eight. And, Localicious went statewide with Localicious Hawaii. In March 2014 58 restaurants statewide participating in Localicious Hawaii. The Hawaii program will continue annually in March and Localicious Maui continues as an annual program, 12 months of the year on Maui.

The Maui chefs hope to create a movement. Their dream is for every restaurant on Maui to feature, at minimum, a Grown on Maui salad and for Maui farmers, ranchers and food producers to grow product for these restaurants.

Maui County Farm Bureau fully supports this campaign and is honored to work with Maui chefs to grow the next generation of farmers and ranchers on Maui. Localicious Dine Out Maui allows the Bureau not only to grow ag but to shine the spotlight on Maui’s top locavore chefs and restaurants.

Grand Taste at Maui AgFest & 4-H Livestock Fair
Grand Taste at Maui AgFest & 4-H Livestock Fair

Localicous Dine Out

Tylun Pang, Executive Chef, The Fairmont Kea Lani, Maui – As Director of Food & Beverage and Executive Chef of The Fairmont Kea Lani, Maui, Chef Pang oversees banquet and catering operations, as well as the resort’s three restaurants including Kō plantation inspired cuisine, Luana Lounge and Caffe Ciao gourmet bakery and deli. Chef Pang began his career in 1974 and brings many years of experience to his position. He was presented The Mayor’s Award in Culinary Excellence for the County of Maui in 2005.  He currently serves on the advisory board of the Maui Community College Culinary Department. Fortunate to be Hawai‘i born, Chef Pang has grown up with many cultural influences. This diversity reflects in his style of cooking. The emphasis on using fresh fish and local ingredients from sustainable resources adds to a unique cuisine that nurtures the aloha spirit inside you. 

Eric Faivre – Executive Chef, Grand Wailea

Scott McGill – CECI, TS Restaurants

Francois Milliet – Pulehu, an Italian Grill at The Westin Ka‘anapali Ocean Resort Villas

Greg Gifford – Executive Chef, Duke’s Beach House

Ryan Luckey – Executive Chef, Leilani’s on the Beach

Chris Schobel – Chef/Owner, Fat Daddy’s Smokehouse

Gemsley Balagso – Chef, Star Noodle

Localicous Maui Chefs and Farmers
Localicous Maui Chefs and Farmers

Contemporary farmers face contemporary challenges different from yesteryear. The market has changed; conditions have changed. The land abides, but at what cost? Reevaluating the place of agriculture in Maui County today, Maui County Farm Bureau introduces The next generation of Maui farmers. We will share the future of agriculture on Maui by telling the stories of a group of young men and women who each have made a commitment to continue Maui’s farming legacy.

So who are these next-generation Maui farmers? Some are third-or fourth-generation farmers from Maui families; some are new to the land. They’re all early 40s and under. Some have post-graduate degrees that seem far removed from farming. They work hard everyday, 365 days of the year. An eclectic bunch, they derive inspiration from new business models, a new eco-consciousness, sincere ideals, a quest for quality, a longing for culture, a large variety of crops. Embracing old farming traditions with a new, dynamic understanding, they bring to the slow wisdom of the land a rapid eagerness to integrate new concepts. Valuing the precious island lifestyle that is Maui’s legacy through the hard work of past generations, they proudly accept the responsibility of preserving Maui’s true wealth. Intent on growing fresh, flavorful produce in local Maui soil, they all have made a deliberate, conscientious choice. They quietly and humbly set the stage for economic, ecological and social sustainability.

Chauncey Monden – A graduate from the University of Hawai‘i at Mänoa, Monden could have chosen a fast-track job in finance, but turned to farming instead: In 1998, when his father retired, he took over the family farm as a fourth-generation farmer who held his first hoe at age five.

Monden and his wife, Teena, run Kula Country Farms inspired by a conscientious choice to raise their children in the country, enthused by a love for Maui’s land. Their vision transcends their 55 acres of juicy, sweet strawberries, onions, and cabbages. “One of the benefits of being a farmer,” Monden says, “is the gratification you feel when you produce a consistent product. But we farm also to ensure that we don’t lose agriculture, our farming legacy.”  Kula Country Farms hosts annual “pick it yourself” events, year round for strawberries and, in October, pumpkins. Its Farm Stand is open six days a week. Kula Country Farms.

Bryan T. Otani – A fourth-generation farmer, the wisdom of Maui’s soil in his body and soul, Otani manages all farm operations as well as sales and marketing for 17 acres of upcountry Kula land, deeply aware of the value of a farmer’s work. “People want and need to eat locally grown fresh vegetables,” he says. “That’s enough to make agriculture a career and lifestyle choice.”

Brian supplies green beans, broccoli, red cabbage, and, foremost, famed Kula onions, which have an entire festival dedicated to their name and serve as a fine example of the impact of agriculture on the local economy. “We are not there yet,” Otani says. “I would like to see agriculture become a bigger part of the community as far as developmental plans are concerned.” Otani Farm.

Walter Evonuk – Born and raised on Maui, a third-generation farmer, Evonuk has been farming full-time since 2006, deriving his inspiration from a degree in architecture obtained in the Bay Area. He seeks to implement a new model of economic, ecological and social sustainability on the family farm, called Evonuk Farms and located in cool upcountry Kula.

Already, fragrant culinary herbs, crisp leaf lettuces, and specialty beans leave the 30 acres he looks after for restaurants and stores statewide.

“I find a deep satisfaction in producing a product that nourishes myself and others,” Evonuk says. “I wish for Maui to be able to feed itself with fresh produce grown primarily locally.” – Evonuk Farms.

Grown on Maui Salad
Grown on Maui Salad

By featuring a Grown on Maui salad on their menus, the chefs stay true to their philosophy to buy local first and they showcase seasonal, fresh ingredients and further support Maui’s farmers, ranchers and food producers.

The founding chefs’  set out to grow support for Maui agriculture “one salad at a time”.  When Localicious launched there were four restaurants, now there are eight. And, Localicious went statewide with Localicious Hawaii. In March 2014 58 restaurants statewide participating in Localicious Hawaii. The Hawaii program will continue annually in March and Localicious Maui continues as an annual program, 12 months of the year on Maui.

The Maui chefs hope to create a movement. Their dream is for every restaurant on Maui to feature, at minimum, a Grown on Maui salad and for Maui farmers, ranchers and food producers to grow product for these restaurants.

Maui County Farm Bureau fully supports this campaign and is honored to work with Maui chefs to grow the next generation of farmers and ranchers on Maui. Localicious Dine Out Maui allows the Bureau not only to grow ag but to shine the spotlight on Maui’s top locavore chefs and restaurants.

Growing Future Farmers “one salad at a time”

In year one, Localicious Dine Out Maui raised $15,000. In year two four months in with double the participating restaurants, Growing Future Farmers contributions doubled too.

How will the money be distributed?

Growing Future Farmers funds will be invested in education and the creation and expansion of commercial farm operations.

– A $5,000 scholarship distributed through the University of Hawai‘i Foundation to one student pursuing a Bachelor of Science Degree in Agriculture at either the University of Hawai‘i Manoa or University of Hawai‘i Hilo.

– A $5,000 scholarship distributed through Ke Ali‘i Pauahi Foundation to one student pursuing a Bachelor of Science Degree in Agriculture from a mainland university.

Two annual awards of $5,000 each to next generation farmers on Maui.  Application here.

Grown on Maui Committee: Tylun Pang, Francois Milliet, Chris Schobel, Eric Faivre, Darren Strand, Greg Gifford, Heidi Watanabe, Pauala Rafanan, Warren Watanabe, Scott McGill and Gemsley Balagso.

Localicious Maui Shows

Localicious Maui Episode 1 ~ Watercress
Featuring Farmer Geoff Haines and Chef Scott McGill

Localicious Maui Episode 2 ~ Maui Cattle Co. Beef
Featuring Ranchers Alex Franco and Greg Friel with Chef Tylun Pang

Localicious Maui Episode 3 ~ Maui “Shoots”
Featuring Farmer James Simpliciano and Chef Ryan Luckey

https://vimeo.com/132534680

Localicious Maui Episode 4 ~ Maui Onions
Featuring Farmer Fernando Traje and Chef Neil Murphy

https://vimeo.com/126058640

Localicious Maui Episode 5 ~ Strawberries
Featuring Farmer Chauncy Monden and Chef Charlie Owen

https://vimeo.com/125312475

Maui County Farm Bureau

Maui County Farm Bureau
P.O. Box 148, Kula, HI 96790
info[at]mauicountyfarmbureau.com

County of Maui State of Hawaii
County of Maui Office of Economic Development
Grown on Maui TM