Hala Tree | The Resurgence of Kona Coffee

What's next for Kona coffee? Jean Orlowski, the founder of Hala Tree, walks us through his journey from French family farm to global commodity trading to "retiring" to Hawaii, where he met his hardest challenge yet: Kona coffee farmer. His passion and insight come through loud and clear in this episode.

From Finance to a 6-Acre Farm

Jean Orlowski's entry into coffee farming wasn't a lifelong dream, but a shift out of a 25 year career in commodity trading. In 2012, he and his wife Danielle acquired a small 6-acre farm in Kona. "We had to make a decision," Jean shared, "either keep the six acres and just enjoy ourselves, or try to see what we can do with it." They chose to build a business, growing Hala Tree to about 100 acres, managing everything from farm to cup, including their own roastery and café.

Kona's Coffee Resurgence

Kona coffee, long celebrated for its quality, is undergoing a transformation. Traditionally dominated by the Typica varietal and conventional processing methods, the region is now embracing innovation. "Over the past 10 years… this traditional Kona is changing," Jean explained. This shift is driven by new, younger farmers, global coffee trends, and evolving consumer demand for unique experiences. Hala Tree is at the forefront, cultivating varietals like Geisha, SL34, and Maragogipe, alongside Typica, and experimenting with diverse processing methods.

The Business of Coffee

The picturesque Kona landscape isn't without its trials. Pests like the coffee berry borer and diseases such as coffee leaf rust are now constant concerns, meaning "there is no real off time" for producers. Jean's background in finance has been crucial. He stresses that farming is a business: "If we cannot be successful on the business side, the farm will never be successful." This involves meticulous cost management and efficiency.

Quality, Community, and Innovation

Hala Tree’s philosophy revolves around quality control at every step. Jean emphasizes transparency, from varietal information to processing details. While competition exists, Kona's relatively small community of high-specialty farmers fosters a spirit of "co-opetition." Producers share knowledge, collectively pushing the region's standards higher. Jean also highlighted his leadership style: creating an open environment where the team learns and innovates together.

The Hala Tree Auction: Showcasing Kona

To highlight their diverse offerings, Hala Tree is hosting a private auction on July 7th, facilitated by M-Cultivo. This event will feature nine distinct lots, from production batches to experimental micro-lots, showcasing various varietals and processing techniques, including yeast-fermented coffees traditionally used in the wine industry. "The way I approach the auction is to really showcase what we can do as a farm," Jean stated. This auction not only presents Hala Tree's finest but also signals Kona's evolving position in the specialty coffee world.

A Bright Future for Kona

Jean Orlowski's journey with Hala Tree is a compelling narrative of passion, innovation, and business savvy. It reflects the broader positive trajectory of the Kona coffee industry, which is embracing change while upholding its legacy of quality. The commitment of producers like Jean, coupled with a collaborative spirit, ensures a vibrant future for Kona coffee on the global stage.

Register now and buy your sample set

We invite you to explore the exceptional coffees from Hala Tree and register for their upcoming auction on July 7th through the M-Cultivo platform.

Watch the full episode with Jean