Read magazine - Hawaii Food Industry Assocation - HFIA

Friendly CompetitionTwo Mokokai Markets MoreFriends than CompetitorsBY JASON Y. KIMURAPhotos by Chris HammondIf Hawaii is known for the alohaspirit, Molokai is known for itsfriendliness. Virtually unchangedfrom times past, the Friendly Isle is aplace where you can find a new calabashaunty or uncle, where car keys often sitin ignitions untended, and where eventhe competition between Kaunakakai’stwo markets—Misaki’s, Inc. andFriendly Market—is, well, friendly.Independents like these two markets area dying breed, but perhaps their ruralisolation is their best chance for survival.The tension of the big city seems toslip away into the unhurried quietnessof Kaunakakai, which is much as it was20 years ago, or 30, or perhaps more.Transfused with the aroma of unpeopledhills, vegetation, and the sea, even the airsmells different as the island transportsyou back into time. Misaki’s had itsbeginnings in 1922, when owner KevinMisaki’s grandmother opened a candystore. His grandfather was a commercialfisherman and “did all kinds of stuff” tomake money, including being involved inthe store. “You do what you got to do inthose days,” reflected Misaki, althoughit’s not much different today for manyMolokai residents who wear differenthats to make a living.When Kevin’s grandparents got outof the business, his father, Mike Misaki,and uncle, Richard, took over as partners.When Kevin took over Misaki’s, it hadgrown from a candy store to a generalstore that carried not only groceries, butwhatever could be sold, including fishingsupplies, shoes, hardware, tools, bolts ofmaterial and other dry goods, clothing,and items the plantation workers askedfor. When Kevin first came into thebusiness, he felt a bit strange having tobuy blouses for women. In another partof the store sat stacks of burlap bags withfeed for animals like pigs and horses.A ’73 Mid-Pacific Institutegraduate, Kevin Misaki wasn’t sure heKevin Misaki of Misaki’s, Inc., and Jeffery Egusa ofFriendly Market stand together in Kaunakakai, Molokai.was coming back. He was interestedin oceanography at the University ofHawaii at Manoa, but it was hard toget into the program, so he studiedmarketing. After graduating in 1977,Misaki got a job at Holiday Mart undermanager Woody Reed and worked inevery store, mostly in stock and at theregisters. He acquired his own boat andfished on days off, hooking akule andomaka in Pearl Harbor during the daysbefore the Navy would chase you out.In 1979, he came back to Molokai.Some things have changed sincethen. Most of the general store stuffwas discontinued a few years afterKevin took over, and Misaki’s became agrocery store. But even today, customers26 HAWAII RETAIL GROCER - CONVENTION ISSUE 2011