It was 1974 when Pardee Erdman, owner of the historic ‘Ulupalakua Ranch, decided to plant vineyards on the slopes of the dormant shield volcano Haleakalā in Upcountry Maui. At the time, it was a bold move – making wine in Hawai‘i – but Erdman believed in the land, the climate and the potential to create something truly unique.
The ranch debuted its famous pineapple wine, Maui Blanc, in 1977. “The response was overwhelming, and it encouraged us to keep exploring what pineapple could become in the glass, with guidance from some truly exceptional winemakers along the way,” says Maui Wine operations director Joseph Hegele. “Maui Blanc remains our bestselling wine to this day”.
While agritourism wasn’t yet a common term in Hawai‘i, Hegele says that welcoming visitors has always been part of wine culture, with vineyards worldwide opening their farms to guests. “On Maui, though, this kind of experience was still relatively new, and we were among the early places inviting people in to experience agriculture firsthand and share our story from vine to glass,” he says.
Today, Maui Wine offers everything from seated tastings in the historic King’s Cottage Tasting Room to guided experiences, including historical walking tours.
In recent years, agritourism on Maui has grown exponentially, playing a key role in helping the local economy recover after the devastating 2023 wildfires.
“When people come out to taste wine, take a tour or buy a product from a local business, they’re helping Maui heal,” Hegele says. “Agritourism is helping to bring life back to Upcountry Maui businesses. It helps us rehire staff, and ultimately keeps small, family-run operations like ours moving forward. It also gives visitors a chance to experience the island beyond the hotels and beaches”.
Hawai‘i Farm Project CEO John White says Maui is experiencing a rebirth. His company offers a range of experiences, including Maui Chocolate Tours, Lahaina Honey Company, Maui Pineapple Store and the new immersive farm tour, The Planting Experience, which allows guests to step into the role of a Maui Gold Pineapple farmer.
“We are finding that people want authentic experiences,” he says. “Maui has a lot of repeat visitors, and maybe they have done the top two or three things and want to find something a little more unique, where they can get their hands dirty and experience farming in real life”.
“Agritourism is evolving and maturing in its sophistication. As opposed to somebody going around to different orchards, it’s becoming something more tangible. On our pineapple tour people see, they touch, they taste – it’s that full encompassing experience”. “The pineapple is the international symbol of hospitality. You see them in fancy resorts, hotels and restaurants, and to see them actually growing and learn that it takes 18 months between planting and picking really gives you an appreciation for what the farmers are doing”.
O‘o Farm, also on the slopes of Haleakalā, is another business offering tourists the chance to learn where their food comes from. Its Seed-to-Cup Coffee, Brunch and Farm Tour is an immersive experience, walking through lush coffee orchards and gardens led by a passionate farmer. Following the tour, guests enjoy a meal made with ingredients freshly harvested from the farm, accompanied by pour-over coffee.
Its lunchtime Farm-to-Table Lunch and Farm Tour also includes a guided walk through the farm’s fields, exploring regenerative farming, edible flowers and fruit orchards, followed by a four-course lunch made from farm ingredients, complemented by sustainably-sourced proteins.
“When O‘o Farm was founded 25 years ago, agritourism on Maui was still very limited,” general manager Jo Wing says. “The farm was established to provide local, organically-grown produce for the owner’s first restaurant in Lahaina, Pacific’o. Tours began in 2007 when interest in agritourism grew. Most farms focused on production rather than inviting the public in, and there were far fewer opportunities for visitors to engage directly with local food systems, farmers and the land”.
Sadly, Pacific’o was destroyed in the 2023 wildfires. Since then, the farm has shifted focus to smaller-scale production, diversifying into longer-term crops and a new venture in tea production.
Wing says agritourism on Maui has become a way for farms to diversify income while educating the public about local food, culture and ecology. “It has evolved from simple farm visits into more immersive experiences that highlight sustainability, food sovereignty and a deeper connection to ‘āina (land),” she says. “It helps bridge the gap between residents, visitors and where food comes from, which is especially important in a place so reliant on imports. It also provides space to share stories, educate about resilience, and reinforce the value of caring for the land and community”.
Where to stay on Maui
The Westin Maui Resort & Spa, Ka‘anapali
This family-friendly oceanfront resort on Kā‘anapali Beach, just north of Lahaina, offers ocean-view rooms and suites, multiple pools and water slides, a spa and gym, beach cabanas, restaurants, water sports and cultural experiences just steps from the Pacific Ocean.
Royal Lahaina Resort & Bungalows
On the white sands of North Kā‘anapali Beach, Royal Lahaina Resort & Bungalows offers guest rooms in a landmark tower and low-rise bungalows. The resort has two pools, a signature oceanfront restaurant, a full-service spa, watersports, a tennis and pickleball facility and the island’s oldest running lū‘au, Myths of Maui.
Wailea Beach Resort – Marriott, Maui
An expansive oceanfront resort on the south shore, Wailea Beach Resort – Marriott, Maui has several pools (including waterslides), a spa and gym. It offers diverse dining, including KAPA Bar & Grill, Mo’ Bettah Food Truck, Sunset’s Bar plus the lu‘au dinner show Te Au Moana, as well as water sports and cultural experiences.
