What Maui Pineapple Tour does

Maui Pineapple Tour is a private agricultural tourism company operating out of Hāli'imaile Farms in upcountry Maui, Hawaii, positioned as the state's last working pineapple operation. The company offers four guided tour products built around the Maui Gold Pineapple varietal: the 1.5-hour Pineapple Farm Tour ($95 adult), the 2-hour Farm Tour & Lunch with catering by Ohana Island Grindz ($145), the premium 3.5-hour Farm & Feast Experience culminating in dinner at Hali'imaile General Store ($195), and the hands-on 2-hour Planting Experience ($135), in which guests plant a pineapple in volcanic soil and receive a Certified Maui Pineapple Farmer badge. All tours include a complimentary Maui Gold pineapple pre-packaged for airport transport.

The underlying operating model combines on-farm hospitality with a commercial agriculture and value-added processing footprint. The company is described as a harvesting and distilling operation producing pineapple spirits, and it operates adjacent retail (mauipineapplestore.com) and events (mauifarmevents.com) properties, indicating diversification beyond tour tickets. Technology is minimal and consumer-facing: a WordPress website with embedded FareHarbor booking and payment processing. Marketing runs through earned media (Forbes, ABC News, Hawaii Magazine, Yahoo News, Maui Now), social channels (Facebook, Instagram), and third-party review platforms (TripAdvisor, Yelp, Google). Headcount of 251–500 employees is disproportionately large relative to tour operations alone, implying a substantial farm and processing workforce.

Revenue is generated exclusively through direct-to-consumer ticket sales and ancillary retail/distilled-product sales in a single domestic market (Maui, Hawaii). The company is privately held with no disclosed institutional ownership, funding history, or revenue figures, and serves a single end-customer segment: tourists and visitors to Maui seeking authentic Hawaiian agricultural experiences.

Name

Maui Pineapple Tour

Legal name

Maui Pineapple Tour

Website

https://mauipineappletour.com

Company type

Private

Founded year

1909

Operating status

Operating

Headcount range

251–500 employees

Short description

Maui Pineapple Tour is a private agricultural tourism company operating Hawaii's last working pineapple farm at Hāli'imaile, offering guided farm tours, farm-to-table dining experiences, and pineapple spirits to visitors on Maui.

Ownership category

akta.pro rank

Product category

Agricultural Tourism

NAICS

Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Food, Market & Culinary Culture Tours (THAJAAAG)

Keywords

• Agricultural tourism
• Farm tours
• Pineapple farm tours
• Hawaiian cultural tours
• Guided farm experiences

Headquarters

HQ city

Makawao

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Tour Ticket Sales: The primary revenue stream comes from selling tickets to various pineapple farm tour experiences. Customers pay one-time fees per tour experience, ranging from $95 to $195 per adult depending on the tour type selected.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Maui Pineapple Tour operates guided agricultural tourism experiences at Hāliʻimaile Farms, Hawaii's last working pineapple operation. The company offers four distinct tour packages—basic Pineapple Farm Tour, Farm Tour & Lunch, Farm & Feast Experience, and The Planting Experience—ranging from 1.5 to 3.5 hours and including farm-to-table dining, hands-on planting activities, and complimentary Maui Gold pineapples pre-packaged for airport transport.

Product overview

Maui Pineapple Tour operates as a tour company offering guided agricultural experiences at Hāliʻimaile Farms, Hawaii's last working pineapple operation. The company provides four distinct tour products: the basic Pineapple Farm Tour (1.5 hours, $95), the Farm Tour & Lunch with ʻOhana Island Grindz catering (2 hours, $145), the premium Farm & Feast Experience including dinner at Haliʻimaile General Store (3.5 hours, $195), and the hands-on Planting Experience where guests plant their own pineapple (2 hours, $135). All tours include complimentary Maui Gold pineapples pre-packaged for airport transport. Tours are conducted via air-conditioned vehicles through pineapple fields with knowledgeable guides explaining cultivation techniques.

Differentiator

Problem solved

Functional benefit

Products and services

• Pineapple Farm Tour A 1.5-hour guided tour of Hāliʻimaile Farms offering visitors an immersive experience into working pineapple farm operations, including transportation via air-conditioned vehicle through pineapple fields, guided explanation of planting and harvesting techniques, and a complimentary Maui Gold pineapple to take home. Adults $95, children $75.
• Farm Tour & Lunch A 2-hour tour combining the pineapple farm experience with a catered lunch by ʻOhana Island Grindz, featuring island-inspired menu options including Shoyu Chicken, Caprese Sandwich, and Chicken Caesar Salad, plus a complimentary Maui Gold pineapple pre-packaged for airport transport. From $145 adults, $125 children ages 3-12.
• Farm & Feast Experience A 3.5-hour premium experience combining a guided farm tour with a farm-to-table dinner at Haliʻimaile General Store, featuring multi-course Hawaiian cuisine such as Braised Pork Belly Bao Bun, Macadamia Nut Crusted Mahi Mahi, and Haliʻimaile Pineapple Upside-Down Cake, plus complimentary airport-ready pineapple. Adults $195, children $175.
• The Planting Experience A 2-hour hands-on educational tour where participants plant their own pineapple in Maui volcanic soil wearing custom farm chaps, taste pineapples at different ripeness stages, learn about Brix testing for sweetness measurement, and receive a Certified Maui Pineapple Farmer badge upon completion. Adults $145, children $135.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Hali'imaile General StorecoreStrategic or Co-development PartnerThe Hali'imaile General Store is the dining venue for the Farm & Feast Experience tour. This upcountry gem is known for farm-to-table cuisine and provides an exclusive dinner experience as part of the premium tour package, featuring fresh island flavors, seafood, meats, and tropical-inspired dishes.
• Ohana Island GrindzcoreStrategic or Co-development PartnerLocal catering partner providing lunch for the Farm Tour & Lunch experience. They bring fresh island flavors including Shoyu Chicken Plate Lunch, Caprese Sandwich, Chicken Caesar Salad, and kid-friendly options for the complete farm and lunch experience.
• FareHarborcoreTechnology or IntegrationBooking and reservation platform integrated into the company website. FareHarbor handles tour scheduling, calendar management, and payment processing for all tour bookings. Based in the Netherlands for booking and reservation facilitation.
• Maui Chocolate TourminorGTM or Marketing PartnerCross-promotional partnership with another Maui tour operator. Maui Pineapple Tour website includes a referral link to the Maui Chocolate Tour in Lahaina, suggesting other fun activities for visitors to Maui.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Kualoa Ranch: Hawaii's premier agritourism and nature experience operator on Oahu offering guided ranch tours, ATV adventures, and farm activities. Comparable as a high-end guided tour operation in Hawaii leveraging a working agricultural property for tourism.
• Dole Plantation: Oahu-based pineapple plantation attraction offering self-guided garden tours, the Pineapple Express train, and plantation maze. Directly comparable as a Hawaii pineapple-anchored agritourism experience, though operating on Oahu and primarily self-guided rather than guided.
• Maui Tropical Plantation: Maui-based working plantation attraction offering tram tours, tropical gardens, and on-site dining. Comparable as a Maui-located working farm/plantation attraction with guided tour experiences and bundled dining offerings.
• Surfing Goat Dairy: Maui working goat dairy operating guided farm tours, cheese tastings, and 'cheese-making' experiences. Comparable as a Maui farm-to-table agritourism tour operator offering tiered guided experiences with tasting components.
• Ali'i Kula Lavender: Upcountry Maui lavender farm offering guided walking tours, tastings, and on-site retail. Comparable as a Maui agritourism operator offering guided farm experiences, plant-tasting, and value-added retail product sales.

Broad incumbents

• Volcano Winery: Hawaii-based winery producing grape and fruit wines (including pineapple-based products) with on-site tasting and tours. Comparable through the pineapple spirits/distilling activity and farm-to-bottle tourism model referenced in MPT's company description.
• Hawaiian Pineapple Company (Hapco) by King Lee Produce: Broader pineapple distribution/processing company with brand presence in Hawaiian pineapple market. Comparable as a Hawaii pineapple industry participant, though distribution-focused rather than tour-anchored.

Regional players

• Maui Wine: Upcountry Maui winery producing pineapple wines from Maui Gold pineapples with tasting room tours. Directly comparable as a Maui Gold pineapple value-added producer with tasting/tour experiences in the same upcountry geographic region.
• Hawaii Tropical Botanical Garden: Big Island nature attraction offering self-guided and guided garden tours with on-site retail. Comparable as a Hawaii nature/agriculture-focused guided tour operation though botanical rather than farm-anchored.

Others

• Hawaii Food and Wine Festival: Hawaii culinary tourism event organization showcasing local chefs, producers, and farms through ticketed experiences. Comparable as an adjacent culinary tourism brand in Hawaii that drives visibility to agri-culinary experiences like Maui Pineapple Tour.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/MauiPineappleTour
• Instagraminstagram.com/mauipineappletour/?hl=en
• Xx.com/maui_pineapple
• LinkedInlinkedin.com/company/maui-pineapple-tour

Revenue estimate

Valuation estimate

Number of profiles

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 Maui Pineapple Tour