Why the Kaua'i Made program exists

The Island of Kaua'i has a population of roughly sixty-three thousand (63,000) residents and an average of eighteen thousand (18,000) visitors per day. In a recent survey of departing visitors by the Kaua'i Visitors Bureau, more than eighty percent (80%) of respondents stated that shopping for Kaua'i products was one of the top three (3) activities during their stay. Kaua'i has a variety of high quality products to offer, but no central marketing vehicle through which to promote them. Furthermore, the worldwide web creates a customer base for Kaua'i products beyond residents and visitors to Kaua'i.In the Kaua'i Economic Development Plan 2005-2015, created by the County of Kaua'i in partnership with the Kaua'i Economic Development Board, two (2) of the six (6) industry clusters targeted for growth were "food and agriculture" and "arts and culture." Focus groups for both of these clusters identified a centralized brand and marketing effort for Kaua'i products was needed in order for the industry to grow.The goal of the "Kaua'i Made" logomark program is to increase the sale of products grown, created or manufactured in and by the people of Kaua'i, to increase the number and variety of products available on Kaua'i and elsewhere, to increase the visibility of Kaua'i products in retail establishments and on the worldwide web, and to deliver information on how to purchase Kaua'i products to visitors, residents and others through a variety of marketing vehicles.Because it is administered by the County of Kaua'i, this program certifies and identifies vendors and retailers of Kaua'i Made products and provides a certain level of credibility for the consumer. The creation of the Kaua'i Made program is supported by a grant from the Hawai'i Tourism Authority and by County general fund monies.