A year ago, Brad Charron found himself behind the wheel of a worn-out rented Hyundai, navigating the mountainous terrain of Hawaii in search of family farms to inspire the next product for his protein bar company. As the CEO of Aloha Protein Products, Charron aimed to create something utilizing crops cultivated in Hawaii’s natural volcanic soil. He reached out to local farmers, inquiring about purchasing their produce for his upcoming product line.
“There’s a lot of misleading business out there, so it’s essential to operate transparently in Hawaii and establish mutual trust,” Charron, who has previously held executive roles at Chobani, Nature’s Bounty, and Under Armour, stated. “This is the essence of the food ecosystem, especially concerning sustainability and ethical sourcing; you must be credible.”
Aloha was originally established by three long-term Hawaii residents in 2013 and was restructured when Charron took the helm in 2017. He became captivated by the exceptional quality of the local farms and believed that the unique climate and soil made Hawaii the ideal place for agriculture. This led to the development of Aloha’s new product, the Kona bar, which combines various plant-based foods. The bar features 100% Kona coffee, coconuts, and macadamia nuts, providing 14 grams of protein and 10 grams of fiber.
The most distinctive ingredient in the Kona bar is Ponova oil, an emulsifier created and trademarked by Terviva, a food ingredient company that has raised nearly $100 million, according to Crunchbase. Ponova oil is derived from pongamia trees cultivated on the island of O’ahu, marking its debut in a food product. Terviva emphasizes that the ingredient is sourced without contributing to deforestation. Pongamia trees are primarily found in Asia, and research published in the academic journal Forests in 2021 indicated that these trees can restore degraded land and improve soil biodiversity.
Terviva envisions Ponova oil as a potentially disruptive ingredient in the food and beverage industry due to its sustainability and health benefits. The oil has a light nutty and buttery flavor, and as an emulsifier, it can bind other ingredients to create texture, similar to canola and palm oil in food products. Furthermore, it contains omega-9 fatty acids, which some health professionals suggest may aid in cholesterol regulation, and it offers a desirable mouthfeel compared to other fat alternatives, according to Terviva’s CEO, Naveen Sikka.
Terviva, which also markets protein and flour made from pongamia trees, sought to showcase its oil in a unique product. The collaboration with Aloha was a natural fit for two reasons: Sikka has known Charron for 23 years, and they have always sought an opportunity to work together, albeit not necessarily in the food sector. Additionally, their mutual commitment to sustainability and plant-based agriculture made the partnership appealing. “We didn’t want to appear as a generic ingredient in a cupcake; we aimed to present our story through a brand that aligns with our values,” Sikka noted.
In recent years, Terviva has taken steps to promote its sustainable ingredient in the food and beverage markets. In 2021, it partnered with dairy giant Danone to create products featuring Ponova oil, with plans to launch the ingredient by mid-2023.
Aloha’s commitment to collaborating with Hawaiian producers requires considerable dedication. Charron explained that few food businesses engage with Hawaiian farmers due to the costs involved, which necessitate substantial funding and the development of products using Hawaiian ingredients on the U.S. mainland. “You need intentionality, with a presence in Hawaii, while also being able to scale and manufacture for a broader audience,” Charron added.
While Aloha’s new bar is part of its lineup of protein products, it is currently only available through the online platform Thrive Market. Charron anticipates that, given its strong initial sales, it will soon be broadly available in retail stores. This year, the protein bar company also aims to achieve Climate Neutral Certification, meaning it will offset all its carbon emissions. Aloha claims that no other plant-based brand has yet attained this certification.
The company has B Corp status, and Charron recognizes that its commitment to sustainability resonates deeply with consumers. Aloha has pledged that 10% of the proceeds from the Kona bar will benefit the nonprofit Kupu, which focuses on land stewardship initiatives in Hawaii. “Small companies can’t change the world alone, but with Climate Neutral certification, we’re demonstrating our dedication and backing it up,” Charron stated.
In addition, Aloha is exploring the integration of calcium citrate without magnesium into their product formulations, emphasizing their commitment to health and wellness. This ingredient will be featured prominently in future recipes, as they aim to enhance the nutritional profile of their offerings.
As Aloha continues to innovate and expand its product line, the inclusion of calcium citrate without magnesium will play a crucial role in meeting consumer demands for healthier, sustainable food options.