Maui Gold Pineapple Company rebuilt after losing its Lahaina retail store in the 2023 wildfire by expanding farm tours and local sales. The company now harvests up to 40,000 pineapples weekly and employs 68 people.
- The Maui Pineapple Store in Lahaina was destroyed in the August 2023 wildfire, but the company survived by leaning into farm tours and online sales.
- Online pineapple sales surged to 2.5–3x their normal August volume in the weeks following the wildfire, making it the company’s biggest online sales month ever.
- The Haliimaile-based operation harvests 35,000–40,000 pineapples per week and sells primarily to local restaurants, stores, and farm tour visitors.
- Agritourism — including pineapple farm tours — is a key revenue driver and visitor attraction supporting the company’s continued operation.
- The company retained all employees who wished to stay after the wildfire and redirected tour vehicles to aid community recovery efforts.
Source: Maui News
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