Maui Gold Pineapple starts Pineapple Pledge to help relief efforts on Maui

Maui Gold Pineapple has started a Pineapple Pledge, a new relief initiative to support those impacted by the devastating and deadly wildfires that decimated the historic town of Lāhainā and neighboring areas — and it’s asking people to buy pineapple to help.

Pineapple Pledge efforts are focused on safety, food and job preservation.

Maui Gold is first ensuring the safety of employees and their families, including evacuating people off Maui as needed. Instead of hosting visitors, Maui Pineapple Tour employees are now cutting, packaging and hand delivering pineapple by boat to feed displaced victims of the fires who are without resources.

And the employees at the Maui Gold Pineapple farm are working daily, harvesting, packing and distributing pineapples, even with the uncertainty of what’s to come.

“We wouldn’t be Maui Gold Pineapple without our beloved Maui ‘ohana,” said Todd Domeck, owner of Hawai’i Farm Project, the management company for Maui Gold Pineapple. “Helping our community is at the core of everything we do. We are devastated at the loss of our Front Street store and offices in Lāhainā, as well as the destruction at multiple farms. The pineapple farm is what we have left, so we’re giving what we have in order to support our community.”

Maui Gold is also calling for assistance in its efforts by asking people to visit MauiGold.com and buy pineapple.

All funds received from pineapple sales will be used to keep Maui Gold employees working to carry out Pineapple Pledge initiatives, with a portion of sales also going to other local relief organizations.

“It may seem counterintuitive to buy pineapple to help,” Domeck said, “but we have employees who lost everything. We’re trying to save their jobs and keep them working by focusing 100% of their efforts on community relief work, and keeping our farm running. And we need help to do that.”

The iconic Maui Gold Pineapple farm located in Hali’imaile in Upcountry Maui was not impacted by the fires. However, several employees have been severely impacted by the disaster.

“We know so many people around the world have a deep connection to Maui and are looking for a way to help,” Domeck said. “These pineapple sales will feed families, protect local jobs and ensure the safety of our workers and their ‘ohana.”

Maui Gold confirms all team members are safe and the company is working closely with those affected to ensure they receive aid.

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