The bill proposes to extend the labeling requirements to include ready-to-drink coffee beverages and mandates clearer disclosures of coffee blends. Specifically, labels must indicate the geographic origins and the percentage by weight of coffee in blends. Additionally, it seeks to prohibit misleading terms such as 'All Hawaiian' unless the coffee is entirely procured from Hawaii. This could provide better consumer clarity and protect the integrity of Hawaii's coffee brands, which have been historically undermined by mislabeling practices.
Summary
House Bill 559 aims to address issues related to coffee labeling in Hawaii by enhancing the requirements for labeling and advertising coffee products. Current regulations allow the use of geographical names, such as 'Kona' and 'Maui', on coffee products with only ten percent of the coffee derived from those regions. This has created confusion among consumers and has been criticized for damaging the reputation and economic viability of Hawaii coffee farmers. The bill intends to elevate the minimum percentage of Hawaii-grown coffee necessary for labels that reference these geographic areas.
Contention
Supporters of HB559 argue that the measure is essential to protect Hawaii's coffee farmers from unfair competition and to preserve the integrity of the state's prized coffee brands. However, critics may express concerns regarding potential pushback from companies that benefit from current labeling practices that allow for blending inexpensive foreign coffees under the guise of local branding. The requirement for increased transparency could lead to backlash from businesses reliant on the flexibility of existing laws to market their products widely and profitably.