Sweet Maui

Story by Deborah Ruoho

Photos by Dave Alexander, Publisher

Maui, Hawaii, is rich in history and traditional culture and has infinite breathtaking attractions, making it an ideal location for the 2018 National Onion Association (NOA) Annual Convention, held Nov. 28 – Dec. 2. As an added bonus for the NOA, attendance at Hawaiian conventions usually doubles.

Maui is also well known for the sweet and succulent Maui onion that has made its way from the slopes of Mount Haleakala to the tabletops of onion lovers everywhere. During the NOA ag tour, attendees had a chance to see and taste Maui’s famous sweets.

Touring Upcountry
The ag tour took place at Kula Agricultural Park, a track of land owned by Maui County and leased to growers. The locals refer to this higher elevation area as “upcountry.” Here, NOA members had the opportunity to sample different varieties of onions and take part in a blind survey conducted by the University of Hawaii Maui Experiment Station. The survey rated the pungency, aroma and flavor of several varieties of Maui onions.

Robin Shimabuku was on hand to share the results of the station’s fall sweet onion variety field trials. Cultivars from Nunhems, Enza Zaden and Sakata were on display. From there, a short walk ended at the commercial farm of Bryan Otani. Otani grows the famed Kula sweet onions on 15 acres, as well as broccoli, baby carrots and beans on another 35 acres. He sells onions locally and ships them to Oahu and California.

In late December, Maui County purchased an additional 262 acres that will be added to Kula Agricultural Park. This expansion will allow the county to set up more low-cost, long-term land leases for growers.

General Session
Attendees at this year’s general session were treated to a martial arts demonstration presented by Rene Hardwick, NOA director of public and industry relations, her husband, Toby, and Snap Keene with Eqraft. Immediately following the exhibition, real-life ninja Hardwick introduced her new marketing program, “Nature’s Ninja,” featuring a cartoon ninja. Hardwick said that people of all ages are hunting for health and nutrition information on onions, so “let’s give it to them.” The cartoon ninja will be used to highlight the health and nutrition benefits of onions in a unique and catchy way, according to Hardwick.

Sharla Johnston, NOA administrative assistant and accountant, announced a new members-only benefit. She has developed a database and member portal for the NOA website. The website will feature an online directory and message board that will allow members to add personal and company bios and logos, find NOA newsletters and invoices and list items for sale. The portal “will give members so much more value,” Johnston said.
Keynote speaker Michele Payn, author of Food Truths from Farm to Table, was raised on a dairy farm and grew up in an agricultural community. She is well versed on issues that affect the agriculture industry and has a passion for educating both those in ag and consumers.
The primary focus of her discussion was on the importance of providing concise and accurate information to consumers. Expanding the knowledge base of consumers helps eliminate misconceptions and alleviate fears that arise from information obtained by word of mouth. Payn outlined the importance of appealing to consumers’ emotional side. Something as simple as a picture of the farm or farm equipment in action can evoke emotional responses and make a message more meaningful.
Payn emphasized the importance of acknowledging changes in trends regarding how people receive information. For instance, millennials are more likely to obtain their information from social media, websites and blogs. She stressed the importance of incorporating digital methods into the marketing approach.
Payn said consumers are interested in the story behind the food they are purchasing. They want to know where it came from, how it was cared for, if it is organic or not, if it is GMO vs. non-GMO and its nutritional value. These are concerns that need to be addressed when educating consumers, she said.

Saying Goodbye, Saying Hello
Perhaps the highlight of this year’s NOA convention was the banquet at the conclusion of the convention. The evening kicked off with dinner and an impressive performance by Zenshin Daiko, a local taiko drum ensemble.

The evening belonged to Executive Vice President, Wayne Mininger, however. After 33 years, Mininger is retiring this spring. Photos from throughout his career played on the big screens to honor him for his years of service. Mininger’s speech was both nostalgic and emontional, as he told attendees about his future plans. He and his wife, Ardith, are going to design and build a home outside of Austin, Texas, and he plans to make his fast 2012 Shelby Mustang even faster. As a going-away present, Mininger received a new tractor, which he will put to good use on his new homestead.
Attendees also had the opportunity to meet to the incoming Executive Vice President, Greg Yielding. Yielding comes to the NOA from the rice industry and has experience on Capitol Hill in Washington D.C. NOA President Doug Stanley said Yielding’s lobbying experience was the tipping point in the board’s hiring decision.

“I have a lot of experience in politics in Washington D.C. and advocating for farmers and agriculture, and I want to use that for the onion industry,” Yielding said.
The NOA Summer Convention is scheduled for July 24-27 in Madison, Wisconsin. This convention will combine the NOA meeting with the National Allium Research Conference and the International Allium Research Symposium. The scenery in cheese country may not be as stunning as Maui, but expect a fun, informative conference.

 

Below is a slideshow of some of the sights of the NOA Annual Convention in Maui

(hover over to see a description)

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