Behind the Scenes: Our Kona Farm Trip Re-cap - Lessons, Laughter, and Lots of Coffee

A Day in Kona: Coffee, Community, and Connection

Our team’s annual trip to Kona is always one of the highlights of the year—and this one was no exception! Every year, we pack our hats, our curiosity, and our love for coffee and head to the Big Island to visit our farmers in person. It’s not just a fun outing (though it definitely is that!)—it’s our chance to get hands-on experience at the farms, ask all the agricultural questions, and deepen our connection with the growers who make Hawai‘i’s coffee so special.

Over the years, we’ve toured a range of farms, each with its own unique approach, techniques, and stories. These visits remind us what makes Hawai‘i’s coffee community truly one of a kind—and we always come home inspired to share what we’ve learned with our customers and community on O‘ahu.

This Year’s Stop: Kona Farm Direct

This year, we had the pleasure of visiting Kraig Lee and the team at Kona Farm Direct—and what a day it was! Kraig welcomed us with warmth, passion, and an infectious enthusiasm for all things coffee. We got to hear about his experience representing Hawai‘i at the World of Coffee event in Dubai, learn about the farm’s incredible range of coffee varieties and processing methods, and see how Kraig supports other farmers through mentorship and shared resources.

Kona Farm Direct isn’t just growing great coffee—they’re elevating the entire Kona coffee industry. Their dedication to innovation and community is inspiring, from creating solutions for large-scale drying to tackling challenges like harvesting timelines, soil conditions, and pests.

One of the team favorites? Walking through the coffee nursery, watching tiny seedlings being grafted into future coffee trees. Knowing that Kraig and his crew are helping other farmers strengthen their crops was a powerful reminder of how collaboration keeps our coffee community thriving.

What We Learned (and Loved!)

Every farm visit brings “ah-ha” moments—and this trip was full of them. Our group ranged from seasoned coffee pros to team members new to the industry, and everyone walked away with something unique.

Here are a few favorite takeaways straight from the team:

Rachel:

“Compassion is for people and puppies — not plants! Watching Kraig toss runt seedlings and aggressively prune trees totally changed how I think about growth. I’m taking that home to my own houseplants. Also, the grafting process? Wild. Coffee sprouts are little warriors.”

Sarah:

“Seeing all the processing equipment and trying the 6th-best coffee in the world? Iconic. The homemade shaker table made from a motor and an Ace Hardware bucket was peak farmer innovation. Also, I reaffirmed that I’m not a farmer — but I’d totally thrive in the nursery. Sign me up!”

Amber:

“The Liberica tree stole my heart — gorgeous, but apparently terrible-tasting! Loved that reminder that looks aren’t everything. Watching how much time and love goes into coffee — from grafting to harvesting — really made me appreciate every cup even more.”

Susan:

“What stood out to me the most was the grafting and how young the plants were. Seeing how they create the nursery with such tiny plants and graft them onto specific rootstocks to build stronger, more resilient trees was incredible. It really drove home how much science and care go into growing healthy coffee.”

Tim:

“The baby grafting process was really cool! I didn’t realize it was done so early. The other thing that blew my mind was tasting the natural mash while it was fermenting — I’ve heard that’s the old-school way at wineries too, to taste it at its peak and take measurements in Brix units. It had this cider-like flavor… honestly, I’d drink that!”

Sky:

“Learning about the different processes before the final drying, to see that at the farm and to taste it was cool!”

Brian:

“The highlight of this trip was the time spent with Kraig Lee, his depth of knowledge, willingness to share that knowledge, his team’s dedication, and the passion he brings to Kona coffee made the entire experience unforgettable. His drive to elevate Kona on the world stage reflects why he’s truly one of the best in the game, and knowing he placed sixth in a global competition only deepens the respect I have for the work he does every single day.”

A Sweet Finish: Hawaiian Goat Coffee Cupping

To wrap up our day, Payman and Elizabeth from Hawaiian Goat Coffee treated us to a cupping session that showcased their farm’s latest work. Exploring the different flavor profiles side by side was such a treat (pun intended!), and our team left buzzing with inspiration—and maybe a little caffeine. Also, we loved welcoming Erika of Kona Bae farm to join us for our team lunch at Umekes Kona. So many laughs and stories to share!

Until Next Time…

Every trip reminds us why we love what we do: the land, the people, and the shared passion that brings us all together through coffee. Huge mahalo to Kraig and everyone at Kona Farm Direct, and to our friends at Hawaiian Goat Coffee, for another unforgettable experience.

We can’t wait to take what we’ve learned and keep brewing better—together.