A year ago, Brad Charron found himself driving a battered rental Hyundai up the mountains of Hawaii, searching for family farms to inspire his protein bar company’s next creation. As the CEO of Aloha Protein Products, he aimed to develop a product utilizing crops cultivated in Hawaii’s rich volcanic soil. Charron engaged with farmers to purchase their crops for his upcoming product. “There’s a lot of deception in the industry, so it’s essential to be transparent in Hawaii and establish genuine connections,” said Charron, who previously held executive roles at Chobani, Nature’s Bounty, and Under Armour. “This food ecosystem, especially regarding sustainability and ethical sourcing, demands credibility.”
Founded in 2013 by three long-time Hawaii residents, Aloha was restructured when Charron took over in 2017. He became captivated by the local farms’ quality and believed that Hawaii’s unique climate and soil made it an unparalleled place for agriculture. This led to the development of Aloha’s new Kona bar, which features a blend of various plant-based ingredients, including 100% Kona coffee, coconuts, and macadamia nuts. Each bar packs 14 grams of protein and ten grams of fiber.
The most distinctive ingredient in the Kona bar is Ponova oil, an emulsifier developed and trademarked by the food ingredient company Terviva, which has raised nearly $100 million, according to Crunchbase. Made from pongamia trees grown on O’ahu, this oil is making its debut in a food product for the first time. Terviva claims the ingredient is deforestation-free, and research published in the academic journal “Forests” in 2021 indicates that pongamia trees can restore degraded land and enhance soil biodiversity.
With its sustainability and health benefits, Terviva envisions Ponova oil as a game-changing ingredient in the food and beverage industry. It has a light nutty and buttery flavor, as stated in a press release, and functions as an emulsifier, binding to other ingredients to create texture, similar to canola and palm oil. Ponova oil contains omega-9 fatty acids, which some healthcare professionals suggest may help regulate cholesterol. Terviva’s CEO, Naveen Sikka, noted that the oil mimics animal fat and offers a pleasant mouthfeel compared to other alternatives.
Terviva, which also produces protein and flour from the pongamia trees, wanted to launch the oil in a standout product. The collaboration with Aloha was logical for two reasons: Sikka has known Charron for 23 years and they have always sought an opportunity to work together, albeit not specifically in the food sector. Additionally, their shared commitment to sustainability and plant-based agriculture aligned perfectly.
“We didn’t want to be just another ingredient in a generic cupcake filling; we aimed to present our story through a brand that truly represents our values,” Sikka explained. In recent years, Terviva has taken steps to introduce its sustainable ingredient into the food and beverage market. In 2021, it partnered with dairy giant Danone to create food products featuring Ponova oil, with plans to launch it by mid-2023.
Aloha’s dedication to collaborating with local Hawaiian producers is no small feat. Charron noted that few food businesses work with Hawaiian farmers due to the higher costs, which require substantial funding and the need to develop products using Hawaiian ingredients on the U.S. mainland. “Intentionality is crucial when operating in Hawaii, but it’s also necessary to bring those products back and manufacture them for a wider audience,” he emphasized.
The Kona bar expands Aloha’s portfolio of protein products but is currently only available through the e-commerce platform Thrive Market. Based on its promising initial sales, Charron anticipates that it will soon be more widely accessible. This year, Aloha also aims to achieve Climate Neutral Certification, which means the company plans to offset all its carbon emissions. According to Aloha’s press release, no other plant-based brand has yet achieved this certification.
The company holds B Corp status, and Charron noted that sustainability is a priority for its consumers. Ten percent of the proceeds from the Kona bar will be donated to the nonprofit Kupu, which focuses on land stewardship in Hawaii. “Small companies can’t change the world alone, but with Climate Neutral certification, we’re demonstrating our commitment and backing it up,” Charron remarked. The Kona bar, infused with wellness-driven ingredients such as calcium citrate and berry extracts, reflects Aloha’s dedication to promoting health and sustainability.