If you’re planning travel to Maui this year, one of the best ways to experience the island beyond its beaches is to seek out the family-owned shops, restaurants, and tour operators that have been part of local communities for generations. These businesses are the heart of what makes visiting Maui feel rooted and memorable.
Whether you’re organizing a full vacation on Maui or squeezing in a few days between other island stops, choosing family-run businesses means your dollars stay close to home, supporting the farmers, chefs, artisans, and guides who keep Maui’s culture alive.
Why Support Family-Owned Businesses on Maui?
- Keeps tourism dollars in the local community
- Helps preserve Maui’s culture and traditions
- Creates more meaningful travel experiences
- Supports families rebuilding and sustaining livelihoods.
Family-Owned Maui Businesses Travelers Love
Farms & Food
- Kula Country Farms — Family-run you-pick strawberry farm and pumpkin patch.
- Tasty Crust — Local diner in Wailuku since 1957
- Pukalani Superette — Longtime local grocery store famous for its hot bentos and friendly service.
- Restaurant Marlow — Family-owned Upcountry restaurant serving high-quality pizza and pasta.
Kula Country Farms
Kula Country Farms is a fourth-generation family-owned farm located on the slopes of Haleakala. The farm is best known for its pumpkin patch (open October 1-31) and strawberry picking (February-May).
You can shop at their adorable farm stand – stocked with local produce and local goods – and admire the beautiful bicoastal views year round. The farm also hosts a pop-up market on the third Saturday of each month, where you can shop dozens of local vendors and artisans.
Kula Country Farms
6240 Kula Highway, Kula
Farm stand open Monday through Saturday, 9 am to 4 pm.
Tasty Crust
Tasty Crust is one of Maui’s best-hidden gems. If you’re the type who likes to eat where the locals eat – go here.
This old-school diner in Wailuku has been around since 1957. The original founder’s son, Curtis, now handles day-to-day operations – which involves serving up fluffy pancakes and heaping plates of fried rice to hungry customers. Tasty Crust serves local favorites at breakfast, lunch, and dinner, but the restaurant is best known for its pancakes (which are rumored to have a secret ingredient to make them extra fluffy).
Tasty Crust
1770 Mill Street, Wailuku
Open Tuesday through Sunday, 6 am to 8 pm.
Pukalani Superette
Pukalani Superette has been in their Upcountry location since 1955, but the family legacy dates back much longer. The current owners’ grandparents came to Maui from Japan around the turn of the century and opened a small store in Wailuku. The location moved over the years until they settled in the current building in 1955.
“Puk Sup” (pook-soop) has all your grocery essentials – but the hot food bar sets this store apart. Day in and day out, Pukalani Superette stocks its hot food bar with local favorites like chow fun, fried rice, chili chicken, and much more. Next time you need a quick bite or snack Upcountry, stop into this friendly grocery store.
Pukalani Superette
15 Makawao Avenue, Makawao
Open Monday through Thursday, 5:30 am to 7 pm; Friday, 11 am to 6 pm; Saturday and Sunday, 7 am to 7 pm.
Restaurant Marlow
Restaurant Marlow opened in Upcountry Maui in 2021 and quickly became a community staple. Owned and operated by the Scheer family, this neighborhood spot specializes in wood-fired Neapolitan-style pizza and and emphasizes local ingredients, much of which are sourced from nearby farms. You can even sip on local beer brewed at the brewery next door! Dinner reservations are encouraged.
Restaurant Marlow
130 Kupaoa St A104, Makawao
Open daily, 7 am to 2 pm, 4:30 pm to 9 pm.
Local Shopping
- Soley Aloha — Family-owned retail shop in Paia with unique designs.
Soley Aloha
Soley Aloha was established over a decade ago by the Soley Ohana. The Soleys started out selling screen-printed tees and photography prints at the Maui Swap Meet. Today, Solely Aloha is a well-recognized local business with a brick-and-mortar location in Paia.
The Soley’s shop on Hana Highway is stocked with hats, apparel, home goods, photography prints, and more. Most of the items bear their trademarked “Aloha shapes” logo. And if it looks familiar, that’s probably because the Soley’s “Aloha shapes” decal is plastered on countless cars around Maui – a testament to their popularity on the Valley Isle.
Soley Aloha
83B Hana Highway, Paia
Open daily from 10 am to 7 pm
Coffee & Treats
- Hula Cookies — Longtime ice cream parlor famous for its ice cream cookie sandwiches.
- Espresso Mafia — Family-owned coffee shop in Makawao
Hula Cookies
Next time you visit the Maui Ocean Center, pop over to Hula Cookies in the Harbor Shops. Hula Cookies is a veteran/family-owned business that has been serving delicious fresh-baked cookies and ice cream sandwiches since 1999.
While founders Jeff and Tammy don’t work in the store as often anymore, you might see one of their children behind the counter.
Hula Cookies
Harbor Shops, 300 Maalaea Road #207, Maalaea
Open daily from 11 am to 7 pm.
Espresso Mafia
You’ll be hard-pressed to find a better coffee on Maui – seriously. The Espresso Mafia ohana has its Italian espresso dialed and is constantly coming up with unique seasonal specials.
You’ll often see the owners – a husband and wife duo – whipping up drinks behind the counter. They’re also the nicest people ever! Stop into their new storefront on Baldwin Avenue in Makawao and treat yourself to a delicious espresso and pastry.
Espresso Mafia
3617 Baldwin Avenue, Makawao
Open Monday through Friday, 7:45 am to 2 pm; Saturday, 8:30 am to 11 am.
Check @espressomafiamaui on Instagram for the latest updates.
Ocean & Surf
- Trilogy Sailing — Family-run snorkel & sailing tours on Maui.
- Maui Wave Riders — Family-owned surf school in Kihei.
Trilogy
Trilogy is the oldest family-run sailing business on Maui, founded in 1973. After a round-the-Pacific sailing expedition landed the Coon family in Hawaii, Captain Eldon Coon started offering sailing charters to Lanai aboard their trimaran, Trilogy. Eldon’s two adult sons settled on Maui, marrying island girls and starting families, and the rest is history.
Today, the Coon family is still involved in running the business. Some of Eldon’s grandchildren work behind the scenes – like in sales and marketing – while another is a captain. Trilogy still offers its original “Discover Lanai” tour, Molokini tours, sunset sails, and more.
Trilogy Sailing Adventures
Maʻalaea & Kaʻanapali
Maui Wave Riders Kihei
Founded by Tom Castleton and managed by the Castleton Ohana, Maui Wave Riders has been Kihei’s premier surf school since 1997. Tom once graced the cover of Surfer Magazine – one of the highest honors a surfer can achieve – and now employs an all-star team of local instructors.
Maui Wave Riders offers private and semi-private surf and stand-up paddle lessons at the Cove in Kihei, as well as board rentals and “surf safaris” for intermediate to advanced surfers. Say hi next time you see them in the lineup!
Maui Wave Riders
808-875-4761
Local Stays
- Iao Valley Inn — Family-owned bed and breakfast in Wailuku.
Iao Valley Inn
Iao Valley Inn is more than a bed and breakfast – it’s a family home. Bob and Tamara raised their family on what is now the Iao Valley Inn property. After their kids left the nest, they founded the cozy three-room inn.
Iao Valley Inn now welcomes travelers from around the world like family. Located five minutes from Iao Valley State Monument, this B&B is a great choice for travelers looking to unwind in a lush, private, off-the-beaten-path part of Maui.
Iao Valley Inn
80 Iao Valley Road, Wailuku
808-633-6028
There are so many amazing family businesses on Maui; we wish we could include them all. Share your favorites and spread the word.
Happy travels!
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Aloha! Tiffany here. I've been blessed to call Maui home since 2011. With a background in the island's finest restaurants and hotels, guiding visitors to create unforgettable Maui memories is more than a skill I've mastered—it's a profound source of joy for me.
