With over two decades of leadership experience in sales and marketing, John White, the newly appointed Hawaiʻi Farm Project CEO, brings a wealth of expertise to guide the organization into its next chapter of growth. White will oversee Hawaiʻi Farm Project’s renowned brands, which include Maui Gold Pineapple, Maui Pineapple Tour, Maui Pineapple Store, Maui Chocolate Tour, Lahaina Honey Company, and Maui Farm Events. His appointment comes at a pivotal time as the company focuses on long term growth post-wildfires and continues its commitment to Maui’s rich agricultural heritage.    

Todd Domeck, owner of Hawaiʻi Farm Project, shared, “John’s leadership, passion for our mission, and deep connections to Maui will ensure that Hawaiʻi Farm Project continues to thrive and share its unique offerings with the world.”  

As a leader in agritourism, Hawaiʻi Farm Project offers immersive farm experiences that highlight the flavors and stories behind local crops like pineapple, honey, and cacao while supporting education and sustainability. Beyond tours and tastings, they foster programs for local students through school field trips, hands-on internships, and community workshops, cultivating a deeper appreciation for agriculture. They are also exploring ways to make their farming practices more environmentally friendly. One of their sustainability initiatives, a landscape test program with Maui Nui Marine Resource Council, implements a new biodegradable soil covering that is a tapioca-based fabric instead of plastic. 

White takes on the role of CEO with years of experience centered around branding and commercial strategy for Hawaiʻi businesses. “My approach is shaped by Hawaiian values, a philosophy I adopted during my training through the Poʻokela program at Kāʻanapali Beach Hotel,” White recalled. “Rooted in inclusivity, respect, and accountability, this training emphasizes a responsibility to uplift both individuals and communities, while honoring Hawaiʻi’s agricultural traditions.”  

White added, “ I am honored and take great pride in contributing to our island’s future. Together, we will continue to innovate while remaining true to our kuleana—our responsibility—to preserve Maui’s agriculture heritage, support our employees, and share the aloha spirit with all who visit.”