Hōkūpa’a Foundation 'Through the Founders'

The Hōkūpaʻa Foundation

ALOHA Collection Giveback Program Talk Story with our Co-Founders

At ALOHA Collection, giving back has always been at the heart of what we do. Since day one, our Mālama ʻĀina 5% giveback has reflected our commitment to caring for Hawaiʻi, supporting our community, and creating meaningful impact beyond our products. As we’ve grown over the last 12 years, so has our vision for how we can give back.

The launch of The Hōkūpaʻa Foundation marks an exciting new chapter, one that allows us to increase that impact, support more initiatives, and create new opportunities for our community to get involved alongside us.

To celebrate the launch, we sat down with co-founders Heather Aiu and Rachael Soares to talk story about the inspiration behind the foundation, what it hopes to accomplish, and what’s ahead.

What is the Hōkūpaʻa Foundation?

H: The Hōkūpaʻa Foundation is a private 501(3)(c) non-profit organization dedicated to protecting and caring for ʻāina, preserving our Hawaiian cultural heritage, and strengthening communities in Hawaiʻi through stewardship, education, and community-led initiatives.

How is this different from the Mālama ʻĀina giveback program?  

H: Mālama ʻĀina remains a core value and ongoing give-back ethos. All charitable initiatives, funding, and community support will now be channeled through Hōkūpaʻa Foundation. Existing pillars and give-back efforts remain intact. The foundation becomes the vessel. The foundation enables us to have expanded programming, deeper impact and long-term sustainability. 

Mālama ʻĀina will actually become a core pillar of the Hōkūpaʻa Foundation. We're going to continue to do our 5% give back of profits every year from ALOHA Collection. In addition to that, we're really formalizing our give back.

"Because through our Foundation, we'll be able to even do more.”

-co-founder, Heather Aiu

Will you Still be Giving Back 5%? 

H: ALOHA Collection will still be donating 5% back, but now through our Hōkūpaʻa Foundation.

So not much is changing except it's more expanded. We're definitely formalizing our program in a way that allows us to do more. 

The great thing about our new foundation is you will be able to get involved, including community events. Farm to dinner table series. We'll have our volunteer days planned out, working with different organizations throughout the islands. We'll have special events, special product capsules.

What’s the meaning behind the logo? 

R: Heather and I had a really great time working with the creatives that created our logo. We talked to them about what was important to us and one of the things that's really important to us is that we stay focused on our North Star. Our north star is, “Why do we come to work every day? Why do we do what we do?” And it's for our giveback. Hōkūpaʻa is the Hawaiian word for North Shore (Polaris). The name of our foundation reminds us that this is our north star. It also symbolizes wayfinding and navigation which ties back to our roots. 

H: Another element in our logo for Hōkūpaʻa is the puahala. We loved this and the symbolization of lauhala weaving a symbol of community. We loved the roots in this icon symbolizing resilience, being rooted in our culture and in Hawaiʻi. And we also love that it's a symbol of new beginnings. It's just so, so special and meaningful. And we fell in love with it right away.

Testimonials: 

“Since its inception, ALOHA Collection has impacted so many different organizations and communities across Hawaiʻi by directly supporting those non-profits who are stewarding our ʻāina, who are working to to expand our food systems and create a sustainable Hawaiʻi, those who are working to perpetuate our Hawaiian cultural practices and pass these values on to our keiki here in Hawaiʻi.”

- Tina Aiu, Executive Director of Kīpuka Kuleana

As The Hōkūpaʻa Foundation begins this next chapter, our hope is to create even more ways for our community to connect, give back, and grow together. From volunteer opportunities and community events to our ongoing benefit dinner series, we’re excited to bring people together in support of local nonprofit organizations and mālama ʻāina initiatives across Hawaiʻi. This foundation is just the beginning, and we look forward to continuing to build meaningful partnerships and lasting impact alongside our community. Mahalo for being part of the journey with us.