Imua Family Services benefits from one-year sales of Maui ʻOma custom coffee blend

HawaiiUSA Federal Credit Union is celebrating the one-year anniversary of its Life Matters Collective, an inaugural partnership showcasing both long-standing business partnerships and valued community partners of Hawaiʻi’s largest credit union.

Last August, HawaiiUSA debuted the Collective, launching a collaboration with Maui ʻOma Coffee Roasting Company of Kahului. A custom coffee blend, Imua Coffee, was created and introduced to the market. Sales proceeds of $19,118.40 benefitted Imua Family Services, a Maui nonprofit serving the early childhood development needs of children and their families by providing inclusive care services and play programs.

The coffee was sold through Maui ʻOma’s website and retail locations as well as all HawaiiUSA branches statewide. Imua Family Services also sold the coffee at its Play Imua store in Māʻalaea. The store opened last year in response to the Maui wildfires to provide a place where the children affected by the tragedy could “shop” for free toys and merchandise. Proceeds from that location also helped Imua Family Services meet its mission, especially in the wake of last year’s wildfire disaster.

“This has been an extremely meaningful partnership and a good fit for not only our agency, but our demographic,” said Dean Wong, executive director of Imua Family Services. “The collective has enabled us to reach one of our goals of establishing partnerships with local businesses that benefit our community.”

Maria Holmes, director of sales and marketing at Maui ʻOma, said the Collective has helped with healing after the Maui wildfires.

“Maui ʻOma lost 34 customers in August 2023,” Holmes said. “The timing of this program helped us through a difficult period. The additional revenue helped us stay afloat during an unstable period and has served as a good model that led to further opportunities with other nonprofits on Maui.”

Reflecting on one year of the Life Matters Collective, Tanya Lee, vice president of Member Growth Services at HawaiiUSA, said: “Last year’s devastation to Lahaina dramatically increased the needs of Imua Family Services to support impacted families. The Collective launched at an opportune time to introduce an innovative opportunity to forge new community relationships between businesses and nonprofits that add value to their communities.”

Imua Blend Coffee will continue to be available at all Maui ʻOma locations or online at Mauioma.com/imua. Most HawaiiUSA locations on Maui, Kauaʻi, Hawaiʻi Island, and Oʻahu will also continue to sell the coffee until this fall.