Waialua Fresh

Community on O’ahu’s North Shore

 

Sustainable strategies triggering growth in egg farming and distribution

For quite some time, delivering the goods and services Hawaiians need has meant importing them from the mainland, which translates to a high per-product cost for residents.

However, businesses in Hawaii are waking up to the fact that they could and should be filling a product gap that the island has been compensating for with mainland imports.

This shift is steadily gaining momentum and doing so industry by industry, and currently Hawaii’s egg farming and distribution market is next to be recognized.

The key player currently embodying the solution to Hawaii’s import issue in the egg farming industry is the Villa Rose Egg Farm which operates under the larger brand name Waialua Fresh.

This family-owned business is Hawaii’s most sustainable and prolific producer of local chicken eggs.

As an organization, Waialua Fresh focuses on innovation, sustainability, and market expansion. It embraces cutting-edge technology to improve production efficiency and product quality.

On the ground level, Waialua Fresh fosters strong relationships within the community via its exceptional communication and customer service.

The Waialua operation at this point is a well-oiled, sustainable machine that not only meets but exceeds market demands.

Ultimately, the company is making a statement with its success to other Hawaiian industries, signaling that they should follow its lead and localize their production as much as possible.

Because, as far as industry impact is concerned, the Waialua Fresh approach ensures that Hawaiians won’t have to spend more to compensate for an import tax, at least when it comes to their eggs.

If companies in other industries can take the hint and follow suit, the entire island could potentially experience a significant industry-by-industry improvement in its overall cost of living.

A Rich History Rooted in Local Problem Solving

Waialua Fresh started as a collaborative endeavor between Hidden Villa Ranch and Rose Acre Farms.

The brand embodies the shared vision of two family-owned companies passionate about Hawaii’s sustainability.

In October 2013, the two companies identified what people back then did not realize was a costly issue: that 90% of the eggs in stores on the island were imported.

Like many Hawaiian markets, this was considered the status quo, but the ones who were impacted the most by this were common consumers.

So, the company duo acquired over 300 acres in Waialua intending to produce fresh, local eggs on O’ahu.

This partnership, then known as Villa Rose and currently Waialua Fresh, marked a significant step towards supporting Hawaii’s agricultural goals.

By 2022, the first 4 barns and a packaging plant were completed, setting the stage for the farm’s full operational capacity, which is expected to be realized by the end of this year with all 10 barns in production.

Waialua Fresh is also committed to the well-being and empowerment of the local community.

“Waialua Egg Farm is completely off the grid, with its own water and power supply. We are in the unique position of being able to provide aid to our community in times of need,” says Partnership Representative, Michael Sencer.

Because of how independently it operates, Waialua Egg Farm holds the position as a vital resource during emergencies.

Collaborating with the Hawaii Foodbank and the Department of Emergency Management, Waialua Fresh has designated its warehouse as a North Shore Disaster Response Zone.

It has secured 1,500 “PreCovery Pods,” each containing over 120 servings of food, ready for deployment in crises.

Additionally, the farm supports the community by offering affordable, fresh cage-free eggs at its roadside store every weekend and providing employment opportunities that range from entry-level positions to management roles, fostering career growth within the Waialua area.

This all falls in line with the company’s day one goal of creating a self-sufficient system that supports a circular economy.

Collaboration for the Sake of Sustainability

Waialua Fresh is dedicated to reducing Hawaii’s dependence on imported resources through partnerships with local certified composting facilities.

This initiative aims to minimize the import of over a million pounds of chicken manure annually, promoting local agricultural sustainability.

“Waialua Egg Farm is working with local certified composting facilities to convert our manure by-product into nitrogen-rich fertilizer to limit the number of chicken manure imports and provide a local fertilizer for farmers to use,” Sencer explains.

It’s important to highlight that the company also opts to leverage local distributors to increase its efficiency while supporting the broader Hawaiian economy.

Generally, the Waialua strategy involves slow and steady growth, very much like the concept of sustainability, but what this approach also allows it to do is keep its finger on the pulse of the most relevant market trends and demand.

However, even with the slow and steady approach, there are still significant developments underway at Waialua Fresh, including the completion of a new manure barn this month, which will enable on-site composting for agricultural use.

The farm’s 8th barn is set to welcome new chicks soon, and according to Sencer, “at the end of 2024, we will have 10 barns in production with about 500,000 Waialua Fresh layers total.”

So, it is safe to say that the company is positioning itself to significantly increase its capabilities, which is even better news for Hawaii residents.

It is building off a unique operational model that has helped it stand out well in Hawaii’s agricultural landscape.

It’s correct to assert that the Waialua Egg Farm’s operational structure is unique to the islands of Hawaii.

The hens lay eggs daily, which are immediately processed, washed, sorted, and packed.

This ensures that the eggs laid are packaged the same day and typically distributed the next day, offering unparalleled freshness to Hawaiian consumers.

Point blank, the efficiency of this process sets a new standard for commercial egg production on the islands and is undoubtedly effective enough to spread as a mainland practice.

While efficiency would be a huge reason to adopt the Waialua process,  another viable reason would be because of the process’s commitment to health, safety, and the environment.

Waialua Fresh prioritizes the health and safety of its land, customers, employees, and chickens.

The farm pioneers biosecurity measures to protect against natural predators such as hogs and mongooses, setting high standards for animal and environmental health.

Its solar-powered electrical grid minimizes environmental impact, and a closed water system ensures efficient water usage with no runoff.

Modern composting techniques ensure that all farm by-products are utilized, reinforcing Waialua Fresh’s commitment to sustainability and environmental stewardship.

 

Out of the Frying Pan and Into the Future

Waialua Fresh also leverages technology to enhance its visibility and sales. Social media platforms have played a pivotal role in boosting brand recognition across Hawaii.

Influencers and users frequently share updates from the farm, recipes, and visits to the farm store, creating a buzz through both digital and traditional word-of-mouth marketing.

This blend of modern technology and community engagement is what drives continuous interest and support for Waialua Fresh.

The corporate culture at Waialua Fresh is deeply rooted in a long history of expertise and legacy.

“We are experts at what we do with the talents of both partners, families who, combined, have over 150 years of experience in our business,” Sencer says, stating that when you join Waiailua as an employee you will be widely accepted, acknowledged, and supported.

Employees are treated as family, contributing to a collaborative and supportive work environment where everyone participates at all levels. This inclusive culture fosters a strong sense of community and shared purpose, driving the company’s success.

Waialua Fresh continues to serve as a model for sustainable agriculture and community support in Hawaii, demonstrating that innovative practices and strong local partnerships can drive both economic growth and environmental preservation.

More importantly, the company serves as a flagship example of what the future of Hawaii’s other industries and markets could look like.

Each company on the island shares the mutual obstacle of reducing the financial impact of relying on product imports.

However, over the years, Waialua Fresh has been growing into a beacon that can shine light on the fact that Hawaii can do much more for itself than originally thought.

While relying on the mainland for products helps, it certainly comes at a cost, but with a little innovation, some collaboration, and a lot of commitment, the companies that do business on the island can become its largest economic influencers.

So, the future looks promising for Waialua Fresh as it prepares to complete the first phase of its barn project.

“Once we are at full production, we’ll have a good sense of our market share and will begin to implement plans for future expansion,” Sencer says.

Waialua Fresh remains optimistic about its role in Hawaii’s agricultural future and is committed to producing fresh, local cage-free eggs, creating local jobs, and supporting community sustainability on O’ahu’s North Shore and Hawaii overall.

AT A GLANCE

Waialua Fresh

What: A family-owned business on O’ahu’s North Shore leading the way in sustainable egg farming and distribution in Hawaii.

Where: O’ahu’s North Shore, Hawaii, USA

Website: www.waialuafresheggs.com/