Before the 1960s and the rise of tourism, agriculture was Maui Nui's driving force, not only economically but also socially. This sector’s centrality is highlighted in the Hawaii State Constitution, which specifically recognizes agriculture as being in the public interest: “The State shall conserve and protect agricultural lands, promote diversified agriculture, increase agricultural self-sufficiency, and assure the availability of agriculturally suitable lands.” Primary crops grown prior to colonization included taro, coconuts, breadfruit, and bananas; livestock and game included fish, pigs, and chickens. In the 19^th and 20^th centuries, the agricultural model shifted from the native ahupuaa system to large-scale industrial farming of crops for export, namely pineapple and sugarcane, as well as cattle ranching. After the closure the last large sugar mill in 2016, Mahi Pono became the largest employer in this sector with their purchase of over 40,000 acres of former sugarcane land in 2018. Cattle ranching continues to play a central role in the sector as well, especially in the Upcountry region of Maui.

Growing concerns about sustainability and food security on the islands as well as renewed appreciation among the general public for Native Hawaiians’ traditional farming and land management techniques continue to push consumers towards local rather than imported food options. Large grocery stores (e.g. Costco, Target, etc.) are beginning to carry limited amounts of local produce, but farmers’ markets continue to be the easiest way to access a wider variety of locally-grown foods, typically from small-scale farms of less than 10 acres. A growing number of restaurants are also participating in farm-to-table initiatives.  

Tops challenges for this sector include the availability of water, feral ungulate (Axis deer, pigs, and goats) overpopulation, the affordability and availability of land, and a shortage of workforce housing. For smaller farms, which dominate the sector in terms of number of farms (although not in terms of acreage), these factors make it extremely difficult to price locally-grown produce low enough to compete with imported goods, although many consumers are willing to pay a premium for locally-grown produce. The public’s growing concerns about relying on imports and a strong demand for affordable local produce, especially after the supply chain impacts of the COVID pandemic, is a key opportunity for this sector. The appeal of “Made on Maui” branding for value-add products is also an advantage, both for products sold locally and those that are exported.