Performing Department
(N/A)
Non Technical Summary
Hawai'i 'Ulu Producers Cooperative (HUC) is an agricultural cooperative in Hawai'i with 148 current members across four islands who operate small, diversified farms. HUC's mission is to revitalize breadfruit ('ulu in Hawaiian) as a viable crop and dietary staple food by building a sustainable breadfruit industry that supports the economic success of small and mid-sized farms in Hawai'i.The co-op comprises the largest breadfruit producer group in the state. As a result of the Small and Mid-Sized Farms Phase I R&D project, HUC has successfully commercialized several lines of value-added breadfruit products that are currently available on the market. The proposed Phase II project will advance HUC's effort to scale from pilot to commercial-level breadfruit production, processing and marketing of at least 1 million pounds per year aggregated from small, diversified farms. Commercialization of breadfruit at this scale has not yet been achieved globally.The Phase II technical objectives aim to identify technical solutions to extend breadfruit shelflife post-harvest through scientific research supported by Dr. Noa Lincoln and the University of Hawai'i at M?noa Indigenous Cropping Systems Laboratory; increase efficiency, quality, and capacity of both "wet" and "dry" processing through consultation with a food manufacturing specialist, specialized equipment testing, and product analysis by a local microbiology lab; and refine market knowledge through qualitative and quantitative consumer survey methods conducted by a professional marketing firm in order to optimize brand messaging and position small farmers to maximize their returns.Project results will have direct relevance for small breadfruit farmers and their communities throughout Hawai'i and elsewhere in the nation and internationally where the crop is or can be grown. More broadly, this project supports the wellbeing of Hawai?i's rural communities and institutions, as it creates economic incentives for improved stewardship of our natural resources while laying the groundwork for a new commercial industry focused on indigenous staple crops that provide long-term food security, health and nutrition, climate resilience, and cultural restoration.One of the keys to HUC's competitive strategy is the cooperative business model, which supports advancement of equity and opportunity for small farms owned largely by socially and economically disadvantaged minorities and women. All of the co-op's members are small-scale farms and about 70% are owned by disadvantaged groups.Outcomes from the Phase 2 project will strengthen HUC's existing core competencies as the co-op scales up in its Phase III commercialization efforts. Once fully commercialized, in addition to profit distribution, small farmers supplying the co-op will receive $16-28 million in direct income between 2025-2035 depending on crop mix harvested. Additional economic contributions to Hawai'i's agricultural sector will result from the innovations developed and support creation and retention of at least 200 on-farm jobs along with 30+ co-op employees.
Animal Health Component
50%
Research Effort Categories
Basic
50%
Applied
50%
Developmental
(N/A)
Goals / Objectives
The proposed project aims to: 1) Identify optimal technological solutions to effectively and economically extend breadfruit shelflife post-harvest for small farmers and farmer organizations; 2) Increase efficiency, quality, and capacity of HUC's "wet" process line to support manufacturing of 500,000 pounds of frozen breadfruit per year; 3) Increase efficiency, quality, and capacity of HUC's "dry" process line to support manufacturing of 500,000 pounds of breadfruit flour per year; and 4) Refine brand messaging and assess whether third party certifications may increase consumer demand and/or willingness to pay for Hawai?i breadfruit products. More broadly, this effort supports the wellbeing of Hawai'i's rural communities and institutions, as it creates economic incentives for improved stewardship of our natural resources while laying the groundwork for a new commercial industry focused on indigenous staple crops that provide long-term food security, health and nutrition, climate resilience, and cultural restoration. Project results will have direct relevance for small breadfruit farmers and their communities throughout Hawai'i and elsewhere in the nation and internationally where the crop is grown or has potential to be established.?
Project Methods
Postharvest research will involve partnering with Dr. Noa Lincoln at the University of Hawaii at Manoa College of Tropical Agriculture and Human Resources. Activities build upon work Dr. Lincon?s lab has already conducted and include both laboratory and applied testing of postharvest handling and storage methods - including stress tests, edible coating testsl and ethylene inhibitors.Manufacturing research will be conducted primarilyby co-op staff with support from a broad range of consultants specializing in manufacturing equipment, food safety, automation, design, engineering, and shelf life. Travel to visit manufacturing equipment trade shows and breadfruit industry partners in Puerto Rico will support this effort.Marketing research will be conducted in partnership with Anthology Marketing Group, a qualified market researcher in Hawai?i which will use a three-pronged approach:1) Omnibus (shared resources) survey of Hawai?i residents, 2) Mixed-mode quantitative survey of consumers, and 3) Qualitative research in the form of focus groups. The Omnibus study provides a time and cost effective 'pulse' in the marketplace to gauge which messaging strategies identified in Phase 1 resonate most strongly with Hawai?i consumers. The mixed-mode quantitative survey will consist of 500 adult consumers proportional to geographic distribution and demographics to the general island population, and provide a general understanding of which third party certifications identified in Phase 1 are likely to elicit increased consumer demand and/or willingness to pay a premium for Hawai?i breadfruit products. The qualitative focus group research is a targeted virtual study of four groups of up to 8 adult consumers in each group, and will provide greater insight into both messaging and third-party certifications explored in the other two study methods.