Collaborative business model for community change on Maui reflects one year after fires
Maui ‘Oma Coffee Roasting Co. launched Imua Coffee in August 2023 to gain proceeds to help Maui nonprofit, Imua Family Services
WAILUKU—HawaiiUSA Federal Credit Union (HawaiiUSA) is celebrating the oneyear anniversary of its Life Matters Collective, an inaugural partnership showcasing both long-standing business partnerships and valued community partners of Hawaii’s largest credit union. Last August, HawaiiUSA debuted the Collective, launching a collaboration with Maui ‘Oma Coffee Roasting Company (Maui ‘Oma) of Kahului in which a custom coffee blend was created and introduced to the market. Suitably named, Imua Coffee, the product was sold for proceeds to benefit Imua Family Services, a Maui nonprofit serving the early childhood development needs of children and their families by providing inclusive care services and play programs.
Since the launch, sales from Imua Coffee have raised $19,118.40 and was donated to Imua Family Services to help the agency meet the ongoing costs of providing services in Maui County. The coffee was sold through Maui ‘Oma’s website and retail locations as well as all HawaiiUSA branches statewide. Imua Family Services also sold the coffee at its Play Imua store in Maalaea, which opened last year in response to the Maui wildfires to provide a place where the children affected by the tragedy could “shop” for free toys and merchandise. Proceeds from that location also helped Imua Family Services meet their mission, especially during a difficult time on Maui.
“This has been an extremely meaningful partnership and a good fit for not only our agency, but our demographic,” said Dean Wong, executive director of Imua Family Services. “The collective has enabled us to reach one of our goals of establishing partnerships with local businesses that benefit our community.”
Maria Holmes, director of sales and marketing at Maui ‘Oma, reflects on what the Collective has meant for her business amidst the coinciding anniversary of the Maui wildfires. “Maui ‘Oma lost 34 customers in August 2023. The timing of this program helped us through a difficult period,” said Holmes. “The additional revenue helped us stay afloat during an unstable period and has served as a good model that led to further opportunities with other nonprofits on Maui,” she added.
Reflecting on one year of the Life Matters Collective, Tanya Lee, VP of Member Growth Services at HawaiiUSA, said, “Last year’s devastation to Lahaina dramatically increased the needs of Imua Family Services to support impacted families.” She added, “The Collective launched at an opportune time to introduce an innovative opportunity to forge new community relationships between businesses and nonprofits that add value to their communities.”
Imua Blend Coffee will continue to be available at all Maui ‘Oma locations or online at: Mauioma.com/imua. Most HawaiiUSA locations on Maui, Kauai, Hawaii island, and Oahu will also continue to sell the coffee until this fall.