Greenwell Farms

What Greenwell Farms does

Greenwell Farms is a fifth-generation, family-owned coffee farming and processing company founded in 1850 in Kealakekua, on the Kona Coast of Hawaii's Big Island. The company operates 85 owned acres of coffee orchards and manages an additional 60 acres for other landowners, producing 100% Kona Coffee through a vertically integrated operation that spans cultivation, grafting for nematode- and drought-resistant rootstock, wet and dry milling with laser optical sorting, small-batch craft roasting multiple times weekly, and direct-to-consumer fulfillment. Its product portfolio includes flagship single-origin estate coffees (Private Reserve, Jeni K, Onouli, Mauka Estate series including Typica, Red Bourbon, Gesha, K-7, and the 25-year-developed Mamo hybrid), classic roast lines, flavored varieties, decaffeinated options, sampler packs, and complementary Hawaiian specialty foods (organic honey, macadamia nuts, chocolates) and accessories.

The business makes money primarily through direct coffee sales priced $28–$75 per unit via a proprietary e-commerce site and an on-site farm retail store, supplemented by a Coffee Club subscription (10% discount stepping up to 15% after six shipments) and a tiered agritourism offering that ranges from free daily farm tours to a $59.95 Deluxe Tour & Tasting and a $49.95 Manual Brewing Class, plus private group bookings. Customer segments include coffee connoisseurs, Hawaii tourists, subscription members, and gift buyers, served through a marketing mix anchored by agritourism, content, email, and a robust review footprint (e.g., 768 reviews at 4.98/5 on the flagship Private Reserve). The company maintains industry leadership through Tom Greenwell's presidency of the Hawaii Coffee Association and the firm's role in the passage of Hawaii HB 2298, which raised labeling standards for Kona-named products.

Name

Greenwell Farms

Legal name

Greenwell Farms, Inc.

Website

https://greenwellfarms.com

Company type

Private

Founded year

1850

Operating status

Operating

Headcount range

1–10 employees

Short description

Greenwell Farms is a fifth-generation, family-owned coffee farming and processing company in Kona, Hawaii, producing 100% Kona Coffee sold directly to consumers via e-commerce, a subscription Coffee Club, an on-site retail store, and agritourism farm tours.

Ownership category

akta.pro rank

Product category

Specialty Kona Coffee

NAICS

Other Crop Farming (1119)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Coffee & Cacao Plantations (Coffee, Cocoa) (AFAGACAI)

Keywords

• Kona coffee production
• Specialty coffee farming
• Coffee roasting services
• Agritourism experiences
• Coffee subscription club

Headquarters

HQ city

Kealakekua

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Coffee Product Sales: Primary revenue stream from selling 100% Kona Coffee products (whole bean and ground) through e-commerce and retail channels. Products include various roast levels, flavored coffees, and specialty estate coffees. Pricing ranges from $28-$75 per product depending on roast type and size.
2. Coffee Club Subscription: Subscription model offering recurring coffee deliveries at 10% discount (increasing to 15% after 6th shipment). Customers select products and delivery frequency, providing predictable recurring revenue.
3. Specialty Food & Beverage: Revenue from complementary products including Hawaiian honey, macadamia nuts, chocolates, jams, and coffee accessories.
4. Farm Tours and Experiences: Paid tour experiences including Deluxe Tour & Tasting ($59.95/person), Manual Brewing Class ($49.95/person), and Private Group Tours (starting at $120/group). Free basic tours drive product sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Greenwell Farms is a vertically integrated coffee farming and processing company that grows, mills, roasts, and sells 100% Kona Coffee directly to consumers through e-commerce, a farm retail store, and a Coffee Club subscription program. The company also operates farm tours and tasting experiences in Kealakekua, Hawaii as a complementary agritourism revenue stream and customer acquisition channel.

Product overview

Greenwell Farms is a fifth-generation family-owned coffee farming and processing company in Kona, Hawaii, offering 100% Kona Coffee products and related specialty items. The core product portfolio centers on premium single-origin and estate-grown 100% Kona Coffees in various roast levels (Private Reserve, Full City Roast, Medium Roast, Dark Roast, French Roast, Peaberry) and flavored varieties (Macadamia Nut, Chocolate Macadamia Nut, Coconut), complemented by decaf options, sampler packs, and estate specialty coffees (Jeni K, Onouli, Mauka Estate series). Beyond coffee, the company sells specialty food and beverage products including Organic Hawaiian Honey varieties, Roasted Macadamia Nuts, and Tinc Brain Health Gummies. Coffee accessories include the BruTrek Hand Coffee Grinder, BruTrek Camp Cups, Airscape Containers, glass carafes with pour-over sets, coffee scoops, and mugs. The company also offers a Coffee Club subscription service providing 10-15% discounts on regular deliveries, and operates complimentary and paid farm tour experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Greenwell's Private Reserve

Quantifiable outcome

• 4.98/5.0 average rating with 768 reviews on flagship Private Reserve
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Hawaii Farm Bureau FederationminorStrategic or Co-development Partner · 1 March 2026Local organization mobilized relief efforts to help affected farmers recover after historic March 2026 Kona storm caused approximately $10 million in losses.
• University of Hawaii (CTAHR)coreStrategic or Co-development PartnerCollaboration with the University of Hawaii's College of Tropical Agriculture and Human Resources (CTHR) for research on sustainable farming methods, coffee variety development, and solutions compatible with Hawaii's unique environment.
• Hawaii Agricultural Research Center (HARC)coreStrategic or Co-development PartnerPartnership with HARC to explore sustainable methods and Hawaii-compatible solutions for combating Coffee Leaf Rust (CLR) and other coffee plant diseases through rotation products and resistant tree varieties.
• Kona Queen Bee CompanyminorStrategic or Co-development PartnerEstablished arrangement allowing Kona Queen Bee Company to maintain bee boxes on multiple parts of the farm. The company's main business is growing queen bees for shipment worldwide to help re-establish bee colonies.
• Kona Coffee Farmers AssociationcoreStrategic or Co-development PartnerActive participation in the association which hosts seminars to educate and empower farmers on combating coffee plant diseases and pests like CLR and CBB.
• Hawaii Coffee AssociationcoreStrategic or Co-development PartnerTom Greenwell serves as president. Company actively participates in industry associations working to ensure quality of Kona coffee rises as global demand flourishes.
• Kona Historical SocietyminorStrategic or Co-development PartnerTom Greenwell's mother was a founding member in 1976. Society works to preserve and celebrate the rich heritage of Kona and Hawaii.
• Hawaii Agricultural FoundationminorStrategic or Co-development PartnerLocal organization that mobilized relief efforts to help farmers recover after the March 2026 Kona storm devastated the region.
• ALOHA BarminorStrategic or Co-development PartnerCollaboration with ALOHA Bar plant protein company that sources 100% Kona Coffee from Greenwell Farms. Partnership includes farms on Oahu and Hawaii Island focused on ethically produced ingredients and uplifting farming communities.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Lion Coffee: Historic Hawaii-based coffee roaster offering Hawaiian-grown and Kona-blended SKUs primarily through mainland retail distribution rather than the agritourism-first model Greenwell operates.

Broad incumbents

• Blue Bottle Coffee: Premium specialty coffee roaster and DTC operator with single-origin offerings at much larger scale; competes for the same premium direct-to-consumer coffee drinker Greenwell targets.
• Stumptown Coffee Roasters: Specialty coffee roaster with direct-to-consumer e-commerce and subscription (Hair Bender etc.), competing for high-end DTC coffee customers though not Kona-specific.
• Intelligentsia Coffee: Specialty single-origin coffee roaster with strong DTC presence and subscription offerings at premium positioning, competing for the same craft-coffee enthusiast customer set.

Direct peers

• Honolulu Coffee: Established Hawaii-grown coffee brand combining estate coffee, retail cafés and visitor locations, competing for the same Hawaii-tourist and specialty DTC customer base.
• Mountain Thunder Coffee Plantation: Kona-based coffee farm and processor offering 100% Kona coffee direct-to-consumer with on-site mill tours, directly competing with Greenwell in farm-direct Kona coffee and agritourism.
• Hawaiian Queen Coffee (Hawaiian Queen Bee & Coffee): Hawaii-based coffee operation with farm, processing, and DTC offerings of Hawaiian-grown coffee targeting the same specialty tourist and home-delivery customer.
• Kauai Coffee Company: Largest Hawaiian coffee grower producing estate Hawaiian coffee from multiple islands with visitor tours and DTC channels, scaling up a similar agritourism-plus-DTC playbook.
• Big Island Coffee Roasters: Hawaiian farm-to-cup coffee roaster with estate-grown beans, retail café, and online subscription service operating in a similar DTC, agritourism-anchored model to Greenwell.
• Kona Coffee & Tea Company: Kona coffee grower, processor and direct-to-consumer seller in the same Kona Coffee Belt with overlapping premium estate SKUs and visitor-driven sales channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/greenwellfarms
• LinkedInlinkedin.com/company/greenwell-farms

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Greenwell Farms