SOQ Program History

Branding Strategy Distinguishes Hawaiʻi Agricultural Products

To protect and promote Hawaiʻi’s globally-recognized brand among commodity products, the State of Hawaiʻi’s Department of Agriculture (HDOA) introduced its Seal of Quality program in May 2006. 

The program establishes a statewide branding program to protect the integrity and value of Hawaiʻi agricultural and value-added processed products.   The familiar “Hawaiʻi” logo, which is promoted extensively by the Hawaiʻi Visitors and Convention Bureau, is incorporated into the brand identity.

At the program’s launch, twelve Hawaiʻi companies were recognized as founding members of the Seals of Quality Program, representing products ranging from fruits and vegetables to nursery products, coffee and homegrown beef, to value-added products.  Today, over 150 companies and island organizations participate in the program, distinguishing Hawaiʻi-grown and Hawaiʻi-made products in the marketplace.  The visible seal alerts consumers that they are purchasing genuine products from Hawaiʻi farms and businesses.

The Seal of Quality program differentiates premium Hawaiʻi agriculture and products from the rest, according to its mission.  Participating companies in the HDOA Seal of Quality brand program are required to sign a license agreement with HDOA to use the logo according to the established standards which include:

  • Products must have a Hawaiʻi point of origin
  • Fresh products must be 100% grown in Hawaiʻi
  • Value-added products (processed agricultural and food products) contain primary agricultural products that are entirely produced in Hawaiʻi
  • Products must meet quality standards set by the state and trade associations

The program was initially funded by HDOA and the U.S. Department of Agriculture’s Specialty Crop Fund, and today operates with financial support from the program’s income and budget funding from the legislature.

Products with the Seal of Quality can be found in local and mainland U.S. supermarkets and are often found in international stores as well, especially in Japan and Korea.

Underscoring the importance of the program, Hawaiʻi’s Seal of Quality was launched with the help of several prominent Hawaiʻi chefs, including Sam Choy, Mark Ellman, Beverly Gannon, George Mavrothalassitis, Peter Merriman, Roy Yamaguchi and Alan Wong. 

Launch companies in May 2006, were Green Point Nurseries, Hawaiian Vanilla Company, Inc., Kamiya Gold, Inc., Kona Pacific Farmers Cooperative, Hamakua Spring Country Farms, Nalo Fresh, Inc., Ali’I Kula Lavender, North Shore Cattle Company, Paradise Flowers, Twin Bridge Farms, Kamauoha Farms, Manoa Honey Company, Heritage Trading, Inc., and Sun Globe Foord.

HDOA continues its efforts to recruit more Hawaiʻi companies to participate in the program.  Those interested may contact HDOA’s Agricultural Development Division, Market Development Branch at (808) 973-9594 or e-mail at [email protected]