Foodland

What Foodland does

Foodland Super Market, Ltd. is a privately held, family-owned grocery retailer founded on May 6, 1948 by Maurice J. "Sully" Sullivan in Honolulu, Hawaii. It is the largest locally owned and operated grocery retailer in the state, operating 29 stores across four Hawaiian islands (Oahu, Maui, Kauai, and Big Island) under four distinct formats: Foodland (traditional supermarket), Foodland Farms (premium format), Sack N Save (value-oriented), and KAHALA MKT. by Foodland (curated experiential format opened November 2020). The company employs over 3,400 people across retail operations, in-store restaurants, and corporate functions, and is currently led by President and CEO Jenai Sullivan Wall, the founder's daughter, who has held the CEO role since 1998.

The company's product portfolio centers on traditional grocery retail (produce, meat, seafood, deli, bakery, pantry, frozen, household) augmented by an aggressive fresh-prepared-foods program including daily-made poke, chef-developed Maika'i marinated meats, $6 Eats grab-and-go meals, and Aloha Friday promotions. Seven in-store restaurant and bar concepts (ELEVEN, et al., Mahi'ai Table, Redfish Poke Bar, Pau Hana Bar, HI Steaks, The Bar by R. Field) and a catering service (Potluck & Pa'ina) extend the offering into higher-margin dining. The proprietary Maika'i private label brand spans 100+ SKUs of Hawaii-inspired products, and the company holds exclusive Hawaiian distribution of Premium Choice Certified Angus Beef. Underlying technology infrastructure consists of an iOS and Android mobile app, an e-commerce platform at shop.foodland.com providing curbside pickup and delivery, and the Maika'i loyalty system, which has 250,000+ active members earning points redeemable for instant savings, free products, and Hawaiian Airlines' Atmos Rewards miles.

Foodland's revenue model is primarily transactional across grocery retail, prepared foods, restaurants, catering, and gift cards, layered with a freemium loyalty mechanic that drives repeat visitation and basket frequency. Distribution is fully owned and operated through the four retail formats and the e-commerce channel, with no wholesale or franchising component. Supplier relationships with 50+ Big Island ranchers, 12 Molokai ranches, MA'O Organic Farms, Big Island Bees, Hamakua Heritage Farms, and Maili Moa Farms anchor an "Eat Local" positioning that the company markets as a meaningful competitive differentiator. The customer base is the general Hawaii resident and visitor population across all four islands, with no concentrated enterprise or institutional accounts.

Name

Foodland

Legal name

Foodland Super Market, Ltd.

Website

https://foodland.com

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Foodland Super Market is a privately held, family-owned Hawaiian grocery retailer founded in 1948, operating 29 stores across four islands under the Foodland, Foodland Farms, Sack N Save, and KAHALA MKT. brands, serving Hawaii residents and visitors with groceries, prepared foods, in-store restaurants, and a 250,000+-member loyalty program.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Special Food Services (7223)

SIC

Retail-Grocery Stores (5411), Retail-Food Stores (5400), Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Online Bulk & Pantry Staples Retail (CRAHAIAG)

akta.pro secondary industry

Freshly Made Grab-and-Go (Sandwiches, Wraps, Salads) (CRAHAKAA)

Keywords

• Grocery retail
• Supermarket chain
• Private label products
• Loyalty program
• Prepared foods

Headquarters

HQ city

Honolulu

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Grocery retail sales: Traditional supermarket revenue from grocery products including produce, meat, seafood, dairy, pantry items, frozen foods, and household goods. Multiple store formats (Foodland, Foodland Farms, Sack N Save) cater to different market segments.
2. Fresh prepared foods and deli: In-store prepared foods including poke counter, deli items, $6 Eats grab-and-go meals, bakery items, marinated meats, and Hawaiian plate lunches. Hawaii's Home for Poke with daily fresh preparations.
3. Maika'i loyalty program: Points-based loyalty program where members earn 1 point per dollar spent. Points can be redeemed for instant savings ($5 for 250 points, $25 for 1000 points), Atmos Rewards points, free products, 5% off groceries, free delivery, and free deli meals.
4. Private label Maika'i products: Maika'i brand generates revenue through private label grocery products including snacks, beverages, Italian imports, and Hawaii-inspired items sold exclusively at Foodland stores.
5. In-store restaurants and bars: Seven restaurant/bar concepts within Foodland locations including Eleven, et al., Mahi'ai Table, Redfish Poke Bar, The Bar by R. Field Wine Company, Pau Hana Bar, and HI Steaks. These dining destinations generate food and beverage revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Foodland operates a chain of full-service grocery supermarkets in Hawaii offering fresh produce, meat and seafood, prepared foods, bakery items, household essentials, and its Maika'i private-label product line. The company complements core grocery with the Maika'i Rewards loyalty program, online grocery ordering through its website and mobile app, in-store restaurants and bars, and catering services for individual and business customers across the state.

Product overview

Foodland Super Market is Hawaii's largest locally owned and operated grocery retailer operating 29 stores across four islands. The company offers a comprehensive retail ecosystem comprising core grocery operations enhanced by a loyalty program (Maika'i Rewards), proprietary brand (Maika'i with 100+ products), online shopping with curbside pickup and delivery, mobile applications, restaurant concepts, and catering services. Key products and services include fresh poke and marinated meats prepared by in-store chefs, $6 Eats and Aloha Friday weekly promotions, Shaka Deals, Certified Angus Beef, gift cards, and restaurant concepts including ELEVEN, et al., Mahi'ai Table, Redfish Poke Bar, Pau Hana Bar, HI Steaks, and R. Field Wine Company.

Differentiator

Problem solved

Functional benefit

Brands

• Maika'i Brand: Private label brand featuring over 100 products inspired by Hawaii and sourced from around the world. In Hawaiian, 'maika'i' means 'excellent' and describes something better than ordinary.
• R. Field Wine Company

Quantifiable outcome

• 29 stores across 4 Hawaiian islands serving the state's grocery needs
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Atmos Rewards (Hawaiian Airlines)coreGTM or Marketing PartnerAtmos Rewards is Hawaiian Airlines' loyalty program. Maika'i members can link accounts to redeem Maika'i points for Atmos Rewards points: 250 points for 200 Atmos points, or 1000 points for 1000 Atmos points. When spending $100+ and redeeming points, members earn 300 bonus Atmos points. Points deposit within 6-8 weeks.
• Honolulu BeerworksminorStrategic or Co-development PartnerCreated in partnership with Honolulu Beerworks to produce Maika'i Shaka Session IPA - a bright, hoppy, easy-drinking, low ABV session IPA. Available exclusively at Foodland stores.
• Certified Angus BeefcoreStrategic or Co-development PartnerFoodland exclusively sells Premium Choice Certified Angus Beef which exceeds USDA quality standards. This brand can only be found at Foodland and select restaurants in Hawaii. Features high marbling for superior taste and tenderness.
• Molokai Livestock CooperativeminorStrategic or Co-development PartnerWorks with 12 Molokai ranches to supply 100% grass-fed, hormone and antibiotic-free beef to Foodland stores on Oahu.
• Hawaii Beef ProducersminorStrategic or Co-development PartnerWorks with more than 50 individual ranchers to supply steaks, whole cuts, and ground beef to Big Island and select Oahu Foodland stores.
• Maili Moa Farms (Shaka Moa eggs)minorStrategic or Co-development PartnerFamily-owned cage-free farm in Waianae producing eggs available at Foodland within 7 days of collection. Over 12,000 chickens producing well over 1 million eggs annually.
• Big Island BeesminorStrategic or Co-development PartnerFamily-owned organic honey producer. Bees produce about 600,000 pounds of honey annually. Products include ohia lehua, macadamia nut, and wilekaiki (Christmas berry) honey varieties. Honey not heated, filtered, or blended.
• MA'O Organic FarmsminorStrategic or Co-development PartnerNon-profit certified organic farm in Waianae Valley led by Gary and Kukui Maunakea-Forth. Grows 40-50 types of produce delivered fresh to select Foodland stores weekly. Kale is their most popular item.
• Chocolate on a MissionminorStrategic or Co-development PartnerRe-integration and job training arm of River of Life Mission. Produces chocolate-covered fortune cookies (most popular), arare chocolates, lauhala bars, and Footprints in the Sand chocolate bar with 72% dark chocolate and macadamia nuts. Uses about 5,000 pounds of chocolate annually.
• Hamakua Heritage FarmsminorStrategic or Co-development PartnerBased in Laupahoehoe on Big Island, produces Ali'i (king oyster) mushrooms - 5,000-6,000 pounds weekly. Grown in pristine environment with wood, wheat bran, and corn substrate. Produces meaty mushrooms with slightly sweet, nutty flavor.

Scale indicators7 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• Walmart Hawaii: Mainland mass retailer with Hawaii supercenter locations. Competes with both Foodland and Sack N Save on price and one-stop convenience.
• Don Quijote (Hawaii): Japanese discount supermarket chain operating in Hawaii. Comparable multi-format grocery / general merchandise operator with strong prepared foods and local-favorite positioning.
• KTA Super Stores: Local Big Island grocery chain operating multiple stores with strong community ties and in-store prepared foods. Closely comparable as a multi-format island retailer with strong local loyalty and prepared foods strategy.
• Times Supermarket: Family-owned Hawaiian grocery chain operating multiple stores on Oahu. Comparable multi-format island grocery operator competing directly with Foodland for share of wallet in similar geographies.
• Safeway (Hawaii): Mainland grocery chain operating stores in Hawaii. Directly competes with Foodland for mainstream grocery share in the same footprint, though as part of a broader national portfolio.
• Costco Hawaii: Warehouse club with multiple Hawaii locations. Direct competitor for bulk grocery and household spend, particularly relevant given Foodland's premium positioning.

Broad incumbents

• Wegmans Food Markets: Premium East Coast grocery chain widely recognized for in-store restaurants, prepared foods, and chef-led programs. Comparable to Foodland's premium Foodland Farms banner and restaurant concepts.
• H-E-B: Texas-based regional grocery leader with strong private label, in-store restaurants, and deep local sourcing. Comparable scale, multi-format strategy, and culinary differentiation.
• Whole Foods Market: National premium grocery retailer emphasizing local sourcing, private label, and prepared foods. Comparable to Foodland Farms' premium positioning and curated local assortment.
• Publix Super Markets: Large regional grocery chain known for premium in-store experience, prepared foods, and community reputation. Comparable to Foodland Farms' premium positioning and customer-service differentiation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/FoodlandHI
• Facebookfacebook.com/FoodlandHawaii

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Foodland