INVEST IN HEAVENLY HAWAIIAN TODAY!
High Traffic: We welcomed more than 23,000 guests in both 2021 and 2022.
Significant Growth: With our multiple revenue stream model, we have achieved year-over-year revenue growth since 2017, even throughout the pandemic. From 2017 through 2022, we achieved a Compound Annual Growth Rate (CAGR) of 28.6%.
Track Record: We are well-established with 17 years in business and we are led by an intergenerational team that combines industry leaders, seasoned managers, and passionate young innovators.
Overview
Heavenly Hawaiian began as a small green coffee wholesale operation in 1998 under different ownership. In 2017, we pivoted to a dynamic farm-to-cup experience with three revenue streams: on-farm retail sales, e-commerce sales, and a coffee club subscription service.
Similar to wine, specialty coffee is an artisanal beverage that is enhanced with greater education and sensory exploration. With this in mind, we implemented farm tours, roasting classes, brew workshops, coffee tastings, live coffee roasting, live art demonstrations, and a farm-side, boutique coffee bar.
THE MARKET & OUR TRACTION
Heavenly Hawaiian’s coffee beans exceed the Specialty Coffee Association’s stringent quality requirements. The U.S. has the most developed specialty coffee market and specialty coffee has increased its market share from 1% to 25% over the last 20 years. Specialty coffee beverages represent 62% of all cups consumed in the past day, rising from 56% observed in January 2021(Please note that an account is required to access this source).
(source)
Our on-site experiences resonate deeply with our guests, making Heavenly Hawaiian a prime example of a successful agritourism business. The agritourism market was valued at more than $42.4 billion in 2019, and is estimated to exceed $62.9 billion by 2027, registering a CAGR of 13.4% from 2021 to 2027 (source).
Since pivoting our business to retail and agritourism in 2017, our customer base has grown tremendously:
*The above information is based on internal research and management's experience.
Business model
Providing high-quality Kona Coffee will always be a core tenet of our farm, but Heavenly Hawaiian is more than just a coffee provider. Today, we create the ultimate coffee experience. Our mission is to ensure our customers feel like they are a part of our ‘Ohana’, the Hawaiian word for family.
The implementation of our Farmstay apprenticeship program is a unique key contributor to our business model. Qualified applicants from all over the world come to live and work on the farm, while learning about sustainable coffee farming, Hawaiian culture, and world-class customer service. Farmstay members perform field work, hold customer-facing roles as tour guides and baristas, and are the main drivers for forming genuine relationships with guests, making them feel like Ohana.
Our field team and coffee harvesters are key members of our Ohana, earning starting wages more than twice the national minimum wage with an even higher earning potential during harvest. They preserve the health and cultural significance of the land by conducting tests of our volcanic soil and coffee leaf samples, carefully surveying extant and emerging threats.
WHY INVEST
We have identified four improvements that we believe can enable us to capture new growth opportunities and meet demand:
1. Launch new farm management partnerships with local farmers to scale up our coffee supply by up to 50%.
2. Increase farm automation and productivity with modern, upgraded equipment.
3. Expand and remodel our guest facilities by adding tasting lanais, experience centers, and viewing decks.
4. Upgrade and streamline our Customer Relationship Management and Enterprise Resource Planning systems to increase procurement efficiency, new product development, and marketing.
For 17 years, Heavenly Hawaiian has never solicited or accepted outside funding, and we have organically achieved success without significant marketing or internal system investments. There are many coffee farms in the Kona Coffee region, but few directly compete with our proven business model and customer base. We invite you to join our Ohana as we aim to be one of the nation’s top specialty coffee destinations and providers.
Heavenly Hawaiian is one of the highest-rated coffee destinations in one of the most renowned coffee-growing regions in the world — Kona, Hawaii. Our award-winning 100% Kona coffee, farm-fresh products, and guest services create the ultimate farm-to-cup experience. We attract thousands of guests from all over the world to our top-rated tours, workshops, and tastings. Since 2017, we have achieved significant year-over-year increases in revenue, and believe that we are poised for a tremendous growth potential.
Dave & Trudy Bateman
Founder
Bill Myers
CEO
Matthew Goldston
CFO
Alex Hollis
Director of Customer Engagement
Samantha Wilson
Director of Marketing
Brett Strawn
Director of Business Strategy
Jim Johnson
Director of Customer Experience
Helen Burnett
Director of Farmstay
Doug McKanna
Director
Maximum Number of Shares Offered subject to adjustment for bonus shares
Voting Rights of Securities Sold in this Offering
Voting Proxy. Each Subscriber shall appoint the Chief Executive Officer of the Company (the “CEO”), or his or her successor, as the Subscriber’s true and lawful proxy and attorney, with the power to act alone and with full power of substitution, to, consistent with this instrument and on behalf of the Subscriber, (i) vote all Securities, (ii) give and receive notices and communications, (iii) execute any instrument or document that the CEO determines is necessary or appropriate in the exercise of its authority under this instrument, and (iv) take all actions necessary or appropriate in the judgment of the CEO for the accomplishment of the foregoing. The proxy and power granted by the Subscriber pursuant to this Section are coupled with an interest. Such proxy and power will be irrevocable. The proxy and power, so long as the Subscriber is an individual, will survive the death, incompetency and disability of the Subscriber and, so long as the Subscriber is an entity, will survive the merger or reorganization of the Subscriber or any other entity holding the Securities. However, the Proxy will terminate upon the closing of a firm-commitment underwritten public offering pursuant to an effective registration statement under the Securities Act of 1933 covering the offer and sale of Common Stock or the effectiveness of a registration statement under the Securities Exchange Act of 1934 covering the Common Stock.
*Maximum number of shares offered subject to adjustment for bonus shares. See Bonus info below.
Early Bird
Friends and Family - First 72 hours | 15% bonus shares
Super Early Bird - Next 72 hours | 10% bonus
Early Bird Bonus - Next 7 days | 5% bonus shares
Volume
Tier 1 perk - $265 - Heavenly Hawaiian Exclusive Investor Mug
Tier 2 perk - $750 - Heavenly Hawaiian Exclusive Investor T-shirt + Previous Tier
Tier 3 perk - $2,500 - 8 oz of Heavenly Hawaiian 100% Kona Coffee + Previous Tiers
Tier 4 perk - $5,000 - 4 oz of Heavenly Hawaiian Rare Geisha Coffee (1st Place in the 2022 Hawaii Coffee Association Cupping Competition + 1st Place in the 2021 Kona Coffee Cupping Competition) + Previous Tiers
Tier 5 perk - $10,000 - Three-month paid subscription to the Heavenly Hawaiian Coffee Club and one Sweet Sampler pack. 1 lb of 100% Kona coffee will be shipped to you monthly + Previous Tiers
Tier 6 perk - $25,000 - 1% Bonus Shares and a virtual Brew Class with our top coffee experts. You will receive a pack of our specialty coffee samples and brewing hardware for this exclusive class + Previous Tiers
Tier 7 perk - $50,000 - Create your own Heavenly Hawaiian Roast - You will collaborate with our top coffee experts and roasters to create and name your own roast which will be sold as a limited-edition coffee in our on-site shop + Previous Tiers
Tier 8 perk - $100,0000 - The Ultimate Coffee Farm Experience, 3 days in Kona, Hawaii — stay in our Founders’ private, guest ohana overlooking the Kona Coast. You will get private tours of the Heavenly Hawaiian estate, participate in all our experience offerings including a roasting class, meet with the field crew and farm managers, and enjoy an oceanside dinner with executive management + Previous Tiers
*In order to receive perks from an investment, one must submit a single investment in the same offering that meets the minimum perk requirement. Bonus shares from perks will not be granted if an investor submits multiple investments that, when combined, meet the perk requirement. All perks occur when the offering is completed.
The 10% StartEngine Owners' Bonus
Heavenly Hawaiian will offer 10% additional bonus shares for all investments that are committed by investors that are eligible for the StartEngine Crowdfunding Inc. OWNer's bonus.
This means eligible StartEngine shareholders will receive a 10% bonus for any shares they purchase in this offering. For example, if you buy 100 shares of Common Stock at $2.12 / share, you will receive 110 shares of Common Stock, meaning you'll own 110 shares for $212. Fractional shares will not be distributed and share bonuses will be determined by rounding down to the nearest whole share.
This 10% Bonus is only valid during the investors eligibility period. Investors eligible for this bonus will also have priority if they are on a waitlist to invest and the company surpasses its maximum funding goal. They will have the first opportunity to invest should room in the offering become available if prior investments are canceled or fail.
Investors will receive the highest single bonus they are eligible for among the bonuses based on the amount invested and time of offering elapsed (if any).
Irregular Use of Proceeds
The Company will not incur any irregular use of proceeds.
05.02.23
What an incredible journey! We maxed out our funding goal in less than 30 days all thanks to YOU — our community of investors, friends, customers, partners, and Ohana. We could not be more excited to grow together.
To ensure our investors stay fully up to date on all things Heavenly Hawaiian, we will be reaching out to all of our investors via email with periodic updates. We will be sending out information about how we will be distributing our investor perks soon!
If you have questions or need to reach out to us for anything in the meantime, you can email us directly at investors@heavenlyhawaiian.com.
We cannot emphasize our gratitude enough. We have been positively overwhelmed by the support we have received from our community since day one of our campaign launch. It is so amazing to see our long-time customers and new members of our Ohana coming together to fund the future of sustainable agritourism, speciality coffee, and Kona coffee farmers.
Mahalo for riding this wave with us. We cannot wait to enter this next stage of growth with you.
04.28.23
Even though we already hit our funding goal (WOO HOO!), if you have not invested yet and are still interested you still have the potential to invest in Heavenly Hawaiian. Our waitlist is still open! But time is running out!
If any current investments are canceled or nullified, people who have joined our waitlist will have the opportunity to complete and submit their investment. This is a first-come, first-served waitlist so we recommend joining as soon as you can to reserve your spot in line.
Still have questions or concerns? We got you covered — leave a comment in our comment section and we will personally reply as quickly as possible.
To all of our current investors, THANK YOU. We are so honored by the incredible support we have received from you and your families throughout our campaign. To our potential investors, THANK YOU. We are so grateful for your interest in supporting sustainable agritourism and Kona Coffee farmers.
See you at the finish line! MAHALO
04.26.23
We are delighted to announce that we have officially met our funding goal! In 41 days, we raised nearly $1,235,000 from 831 investors. We earned the StartEngine Hot off the Press Award and we were frequently listed in the Most Momentum section on the StartEngine Homepage. Incredible.
Although we have reached our fundraising goal, our campaign is STILL OPEN and you can still join our waitlist!
What does being on the waitlist mean? Any prior investments that are canceled or nullified will allow potential investors on our waitlist to become an official investor. If you are still interested in becoming an investor, we HIGHLY recommend joining the waitlist as soon as possible to secure your place in line if spots open up. Time is limited to join the waitlist!
We will continue to provide updates here on our campaign page until our campaign closes. For all of our confirmed investors, we will be transitioning to email correspondence for specific follow-up items such as how you will be receiving your investor perks, business updates, and more.
We cannot say it enough...MAHALO. From our humble beginnings as a green bean wholesaler to maxing out a Regulation Crowdfunding campaign, we are in awe of how our journey continues to unfold. We would not be the coffee farm we are today without the unwavering support of YOU, our loyal community. Our mission is to make all of our guests and customers feel like Ohana through our award-winning coffee, onsite experiences, and genuine relationships. Thanks to your support and investments, we can continue this mission for years to come.
04.26.23
There are only two ways to pick coffee cherries from the coffee trees: machine and handpicking. Let's dive into the differences and why we choose handpicked every time.
In machine picking, a farmer will drive a machine through the coffee rows to shake each coffee tree until all the coffee cherries fall into a basin. Although faster than handpicking, this process hinders the quality of the coffee and harms the trees in the long run.
Machines are not selective about the ripeness or quality of a coffee cherry. It collects all of them, regardless of defects. While there are further processing methods that remove some of the defective beans, many of those underripe beans end up in your cup of coffee. When trees are aggressively shaken by machines, this causes stress to the tree and weakens the branches. The result? A stressed out tree will produce lower quality coffee that will have more acidity and bitterness. A weaker trunk will produce less coffee over time, the trees die faster, and new trees will need to be planted more frequently.
Our pickers are trained to understand the quality requirements and ripeness each bean needs to meet in order to be picked for our standards. Trees treated with intentional yet gentle care and respect will produce a much smoother cup of coffee. Handpicking takes some additional labor and training, but we are able to get more crop from our trees over the long term. As a speciality coffee producer and stewards of this incredibly nutritious and sacred land, treating nature with the utmost respect is a priority.
04.24.23
Alex Hollis has been a key member of our Senior Staff for nearly five years. In addition to managing all of our coffee club subscribers, several onsite operations and systems, and partnerships with other farms and retailers, Alex brings a vital skill that is necessary for any coffee farm to have in order to produce award-winning coffee: being a certified Q Grader.
A Q Grader is similar to a wine sommelier. They are a licensed professional who undergoes rigorous sensory ability testing and evaluates and scores the intricacies of coffee quality. Having Alex allows us to have a consistent grading system for our coffees and ensures our coffee meets strict our own standards as well as Speciality Coffee Association standards.
Alex explains, "The Q Grader certification was primarily created for coffee farmers. The purpose is to instruct farmers on how to create better tasting coffee through finely-tuned agricultural practices."
"As Heavenly Hawaiian's Q Grader, my responsibility is to work with our team to create new coffees and ensure our current coffees maintain their unique flavor profiles and quality. I work with our farmers in the growing and fermentation processes, as well as our coffee roasters. We take quality control very seriously, and I am always working to ensure we create the best coffees possible."
Want to know what Alex's favorite cup of coffee is? "My favorite coffee is the Heavenly Hawaiian Kona Bright. This is a roast I helped develop and it is a light roast version of our award-winning Kona Bold. It is complex with a full body with low acidity, true to the Kona region. This is my daily cup — the sweet spice and malt notes are the perfect first sip of my morning."
Have a question for Alex? Leave a comment in our comment section!
04.20.23
Our Director of Guest Services, Jim Johnson, is spearheading the expansion of our on-site farm experiences. We have always had bountiful fruit trees throughout our farm, but we are adding an official "Fruit Loop Tour” for guests to enjoy as an addition to the classic farm tour. We have avocados, lemons, limes, tangerines, tangelos, lychee, mangos, bananas, rambutan, guava, grapefruit, and more! Guests will be able to learn about, pick, and taste the unique tropical fruits and botanicals that grow in our nutritious volcanic soil. As an agritourism business, this will help us continue our goal in reconnecting humans with their natural food sources through impactful and immersive experiences. Leave a comment in our comment section with any questions!
04.19.23
We are pleased (and not surprised) to see growth in total revenue and sales per on-site guest in 2023. Our multiple revenue stream method proves to be a reliable model for financial growth for our farm. Despite the current challenging economic times, we are on pace to grow throughout the rest of the year and maintain our year-over-year revenue growth trend since 2017.
Required disclaimer: The statements in the article are not guarantees of future performance, and undue reliance should not be placed on them. Such forward-looking statements necessarily involve known and unknown risks and uncertainties, which may cause actual performance and financial results in future periods to differ materially from any projections of future performance or results expressed or implied by such forward-looking statements.
04.17.23
When we began considering expanding Heavenly Hawaiian two years ago, we were faced with the question of how to finance our expansion. We explored several options, but quickly saw the opportunity to live our vision — to turn Heavenly Hawaiian into a business that was owned by you, our Ohana — our guests, friends, partners, and community.
I have been humbled by your response since the day we launched. Many of our investors are people who know us — you have visited the farm, met our team, enjoyed our coffees, and become our friends.
You are the people who have helped us build Heavenly Hawaiian from a small green-bean wholesaler to one of the top-rated Coffee destinations in Hawaii, and you are the people with whom we want to continue to grow.
With your support, we will be positioned to improve efficiency, bring more land under cultivation, produce new coffee varietals, expand our facilities, and enhance the Heavenly Hawaiian experience for our guests, customers, and friends. This, in turn, will fuel our continued growth. You have made that possible and we are so excited to continue growing together.
Mahalo — Thank you.
Have a question about investing? Leave a comment in the comment section and I will personally respond.
04.14.23
But, we are approaching the end of our campaign rapidly! We have had strong momentum since the day we launched — raising over $1 million in 3 weeks has been an incredible milestone for our farm.
We are honored to have earned the StartEngine 'Hot off the Press Award' and hold a frequent spot in the Most Momentum category on the StartEngine homepage.
Do not miss out on this opportunity to add sustainable agritourism and award-winning specialty coffee to your portfolio. Leave a comment in our comment section with any questions and we will personally respond. We are beyond grateful for our Ohana and community of investors in sharing our vision and being an integral part of expanding our business to a new level.
04.11.23
Part of our funding will involve upgrading and expanding our on-site guest services facilities. After welcoming over 23,000 guests in 2021 and 2022 and with a growing professional staff, our facilities are reaching capacity in their current state. We are excited to be planning out our gift shop, tasting lanais, and professional office space expansion. The foundation of our business was originally built on retail coffee sales, but our on-site experiences and workshops have become significant contributors to our revenue in the last 5 years. We are eager to enhance the Heavenly Hawaiian on-site experience for our long-time members and growing customer-base. Keep an eye out for more detailed plans soon!
Members get an extra 10% shares in addition to rewards below!
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