Hala Tree Coffee

What Hala Tree Coffee does

Hala Tree Coffee is a family-owned, vertically integrated 100% Kona coffee producer and retailer headquartered in Captain Cook on the Big Island of Hawaiʻi. Operating from a single estate on the volcanic slopes of Kona, the company grows, hand-picks, processes (including proprietary wet fermentation and yeast inoculation techniques), and micro-batch roasts its own coffee on-site, then sells directly to consumers without intermediary distribution. The product portfolio spans a Classic line (Medium Roast, Dark Roast, Peaberry, Black & Tan), Specialty single-origin and micro-lot varieties, Micro Batch selections, Cold Brew, green coffee for home roasters, and Hawaiian teas (Cascara, Mamaki), supported by a structured gift and corporate gifting program.

The company monetizes through three primary channels: direct e-commerce via its BigCommerce storefront with U.S. and international shipping, recurring Coffee Club subscriptions (Tasting, Green Coffee, and Classic Kona tiers at a 10% subscriber discount), and physical retail at the Captain Cook farm, the Kaʻaʻawa café on Oʻahu, and a flagship Waikīkī café at The Lilia opening in mid-2026. Farm tours (free and paid) and trade show participation (including the 98th Tokyo International Gift Show in Autumn 2024) serve as brand-building and customer acquisition channels. Pricing is positioned at the premium end of the specialty segment, with unit prices ranging from $28 to $72 depending on roast and size, and free U.S. shipping over $99.

Hala Tree serves a diversified base of specialty coffee enthusiasts, gift buyers, Hawaiʻi visitors, and subscription members, with no disclosed enterprise or wholesale concentration. The company employs 1–10 people, is privately held with no institutional investors disclosed, and raised $540,674 in a single funding round in July 2025 to support its multi-island expansion roadmap. Technology adoption is limited to standard e-commerce infrastructure (BigCommerce, Clover) and traditional coffee processing; no AI/ML, software platform, or proprietary technology products are disclosed.

Name

Hala Tree Coffee

Legal name

Hala Tree Coffee

Website

https://halatreecoffee.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Hala Tree Coffee is a family-owned Hawaiian estate farm that grows, processes, roasts, and sells 100% Kona coffee directly to consumers through e-commerce, a subscription Coffee Club, farm tours, and cafés on the Big Island and Oʻahu (with a Waikīkī flagship opening mid-2026).

Ownership category

akta.pro rank

Product category

Specialty Coffee

NAICS

Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192)

SIC

Beverages (2080), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

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

akta.pro secondary industries

Instant Coffee & Coffee Extract Manufacturing (AFAFADAD), Specialty Coffee Shops (Single-Origin, Third-Wave) (THAFADAA), Tea, Coffee & Cocoa Farming (Beverage Specialty Crops) (AFAGAGAG), Coffee, Tea & Cacao Experiences (Roastery Tours, Tastings) (THAJAGAH)

Keywords

• Specialty Kona coffee
• Estate-grown coffee
• Coffee subscriptions
• Farm-to-cup coffee
• Hawaiian coffee roastery

Headquarters

HQ city

Captain Cook

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Online store selling roasted coffee beans with shipping from Kona, Hawai'i. Products include various roast levels (Medium, Dark, Peaberry, Black & Tan) and specialty offerings. Free shipping on orders over $99.
2. Coffee Subscription Service: Coffee Club subscription model offering 10% discount throughout subscription. Options include Tasting Club, Green Coffee Club, and Classic Kona Coffee Club. Ships on customizable schedules (2, 4, 6, or 8 weeks).
3. Cafe Operations: Physical cafe locations including Waikīkī Café (The Lilia) and Kaʻaʻawa Cafe, serving coffee, food, and beverages. New Waikīkī flagship opening July 2026.
4. Farm Tours and Experiences: Offering free farm tours with samples, as well as paid tours to roast or brew custom batches. Contributes to brand experience and direct sales.
5. Gift Products: Holiday Gift Box, Espresso Gift Box, Hawaiian Gift Box, Roaster's Choice, Sampler Sets, and corporate gift options.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Hala Tree Coffee operates a vertically integrated, estate-grown 100% Kona coffee operation on the slopes of Kona, Hawaii. The company grows, hand-picks, wet-ferments, and small-batch roasts its own coffee, selling it directly to consumers via an online store, a Coffee Club subscription, physical cafés in Hawaii, and on-site farm tours. Supporting offerings include cold brew, green (unroasted) coffee, Hawaiian teas, and curated gift boxes.

Product overview

Hala Tree Coffee is a vertically integrated 100% Kona coffee producer offering a comprehensive farm-to-cup experience. The product portfolio centers on their estate-grown, hand-picked, and freshly roasted 100% Kona Coffee, sold through the Classic line (Medium Roast, Dark Roast, Peaberry, Black & Tan), Specialty varieties (Maragogype, SL 34, Deep Red, Red Bourbon, Honey-processed, Naturals), and Micro Batch selections. Supporting products include Cold Brew beverages, Green Coffee for home roasters, and Hawaiian Teas. The company offers gift products (gift boxes, corporate gifting, accessories) and a Coffee Club subscription service providing recurring deliveries at 10% subscriber discount. Physical locations include the Kona Farm & Roastery with paid tour experiences, and café locations in Waikīkī and Kaʻaʻawa.

Differentiator

Problem solved

Functional benefit

Products and services

• 100% Kona Coffee Classic Estate-grown 100% Kona coffee line with whole bean and ground options in Medium Roast, Dark Roast, Peaberry, and Black & Tan varieties, hand-picked and small-batch roasted to order for individual coffee drinkers seeking authentic single-origin Kona.
• 100% Kona Coffee Specialty Premium single-origin 100% Kona coffee varieties including Maragogype, SL 34, Deep Red, Red Bourbon, Honey Medium, Honey Dark, and Naturals representing micro-lot and specialty-processed beans from the estate.
• 100% Kona Coffee Micro Batch Small-batch roasted 100% Kona coffee emphasizing precision roasting and unique flavor profiles from select estate lots, targeting collectors and specialty coffee enthusiasts.
• Cold Brew Ready-to-drink and concentrate cold brew coffee options including classic cold brew and Hibiscus Cold Brew, plus Ice/Hot Brew formats for retail and café customers.
• Green Coffee Unroasted green coffee beans in Extra Fancy and Prime grades, sold directly to home roasters through the Green Coffee Club subscription and one-time purchases.
• Hawaiian Teas Artisanal Hawaiian-grown Cascara Tea and Mamaki Tea produced from local Hawaiian plants, sold alongside the coffee line.
• Gift Products Curated gift offerings including Holiday Gift Box, Hawaiian Gift Box, Espresso Gift Box, Roaster's Choice collection, Sampler Set, Corporate Gift program, Gift Cards, Coffee Tumbler, Coffee Mug, and Tote Bag for personal gifting and corporate gifting customers.
• Coffee Club Subscriptions Recurring subscription service delivering freshly roasted coffee with a 10% subscriber discount, including Tasting Club (diverse monthly flavors), Green Coffee Club (home roasting beans), and Classic Kona Coffee Club (steady supply of chosen roast) on 2, 4, 6, or 8 week schedules.
• Farm Tours On-site farm experience at the Kona Farm & Roastery in Captain Cook, HI, including complimentary farm tours with samples and paid experiences to roast or brew custom batches for Hawaii visitors and tourists.
• Café Locations Physical cafés at Waikīkī (The Lilia, 2380 Kūhiō Avenue, Honolulu) and Kaʻaʻawa (51-666 Kamehameha Hwy) serving estate coffee, food, and beverages to retail customers and Hawaii visitors.

Quantifiable outcome

• Coffee Club subscription provides 10% discount for customer retention
• +1 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

Integration1 record

Feature4 records

Partnerships

One partnership is on record.

• Tokyo International Gift ShowminorGTM or Marketing Partner · 4 September 2024Hala Tree Coffee participated in the 98th Tokyo International Gift Show (Autumn 2024) to connect with coffee lovers and industry professionals from around the world. This was an opportunity to share their passion for exceptional estate coffee and explore international market expansion.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Hawaiian Queen Coffee: 100% Kona coffee producer with estate operations in Kona, offering premium roasted coffee through direct channels. Directly comparable in product focus and authentic Kona positioning.
• Big Island Coffee Roasters: Estate coffee farm and roaster on Hawaii's Big Island specializing in single-origin Hawaiian coffees. Comparable in farm-to-cup model and focus on premium, traceable specialty coffee.
• Greenwell Farms: Family-owned Kona coffee farm and roastery on the Big Island of Hawaii, offering estate-grown 100% Kona coffee with farm tours and direct e-commerce. Most directly comparable peer given the shared Kona farm-to-cup model.
• Mountain Thunder Coffee Plantation: Estate-grown 100% Kona coffee producer and roaster with farm tours, online store, and retail locations in Hawaii. Competes in the same premium authentic Kona segment with similar vertically integrated operations.
• Kona Coffee & Tea Company: Hawaii-based specialty coffee roaster offering 100% Kona coffee and Hawaiian teas through online and retail channels. Directly competes in the premium Kona coffee segment with comparable product portfolio.
• Hilo Coffee Mill: Big Island Hawaii coffee farm and mill offering estate-grown and Hawaiian coffee varieties with farm tours and online sales. Overlaps in vertically integrated farm-to-cup operations and Hawaii-based retail experience.

Emerging players

• Counter Culture Coffee: Specialty coffee roaster focused on sustainability, transparency, and direct trade with farmer education programs. Comparable in farm-relationship emphasis and specialty coffee education content marketing approach.

Broad incumbents

• Blue Bottle Coffee: Well-funded specialty coffee roaster and cafe chain with direct-to-consumer subscriptions and multiple cafes. Comparable in DTC subscription model and third-wave coffee positioning, though not Kona-specific.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/halatreecoffee
• Facebookfacebook.com/halatree100Konacoffee
• LinkedInlinkedin.com/company/hala-tree-coffee

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

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 Hala Tree Coffee