The Taro Tattler If~ University of Hawaii ~~ ~ . V' College of Tropical Agriculture and Human Resources l' ,

For Growers, Shippers, and Processors of Chinese, Poi, Dasheen, and Pacific Island Taros from Hawaii

VOL. 2, NO. 4 May 1990 In the last issue we saw letters from two L.A. buyers Waimanalo) a call in the evenings. that would like to buymore taro. Since that time (and even before then) we've heard of people starting to plant to meet BACK TRACKING those and other needs, such as our local market. WAIT! STOP! AND PUT DOWN YOUR 0'0 STICK FOR A Yes, someone is reading this newsletter! In our last MOMENT! and ask yourself, are you: Planning to Fail, issue of the Tattler we reported, somewhaterroneouslyas it because you are, Failing to Plan?! This point can not be turns out, that there were no Hawaii State laws regarding stressed often enough, you must have a buyer before you the quality of poi. Wilber Kubota of the Department of plant to reduce the risk of being stuck with a bunch of Health, Food Products Division (548-3280), says however, product - remember 300-400 farmers on different islands while the Department of Agriculture may not have any get this newsletterand they are also reacting to new market rules governing poi, their department does in Title 11, demands in much the same way you are. We also caution Chapter 29 HRS under Food and Food Products: you from (illegally)importingplantingstock from the other "11-29-6 Egi. South Pacific Islands as they may have some diseases that (a) Poi is the unadulterated product of the edible taro root we don't have here. (tubers) made into paste. which shall contain not less If you are looking for Chinese taro huli right now, than twenty eight (28) per cent of total solids. however, give Joe De Mauro (671-3379 farm in Waipahu) a (b) Ready-mixed poi means poi mixed with water and callin the mornin s andalso Albert Kahn (737-3589 farm in

Different Kinds of Taro (source: SPC, Leaflet 1, 1980)

Colocasia Cyrtosperma Alocasia Xanthosoma

1 containing not less than fifteen (15) per cent of total for callaloo soup", for the particular market may spark solids. The label of this food shall bear, in print of uniform some interest- hey, it worksfor the GreenGiant! Ifthis type size and prominence, the words 'Ready-Mixed Poi.' of packaging appeals to you and you would like to discuss [Effective Nov. 5,1981]." some of your ideas with us, call Jim Hollyer (948-8800). We continue now with some additional thoughts on how to Many thanks to Brian Tottori and the good folks down design a packagefor whatever type of productyou market. at Honolulu Poi for bringing this error to our attention! Some Thoughts on Designing a Package UPCOMING EVENTS Fromthe ConferenceProceedings of Herbs '88, held in Baton Rouge, LA,comesa few thoughtsby Mike King about Kulolo Making at Kawaiahao Church, Tuesday & Wed­ marketing a specialty food item such as taro leaves. In his nesday, June 5 & 6,1990 - Honolulu article, "Marketing Gourmet Food Products", he says, The art of kulolo (taro + sugar+ coconut milk + Aloha) "Package design is a complicated procedure. When creat­ making will be displayed at Kawaiahao Church on the ing a package design, a few suggestions need to be consid­ corners of Punchbowl and Beretania beginning at 9 a.m. ered. This 2-day process is a prelude to the Church's yearly 1. Keepthe design simple. Do not place long product descrip­ Kamehameha Day luau on June 9. (call 522-1333 for info.) tions on the front of the package. The consumer does not want to read all that. FourthTaroIndustryAnalysis,Friday,June15,1990-Hilo 2. Use large, bold, and simple lettering. If the contents of the The fourth IndustryAnalysis will be held at the Komo­ package is a dip, make sure it says dip on the label. hana street extension office from 1-5p.m. Worksheets will 3. Choose colors for package design that might not be asso­ be mailed outto all extension offices and to selected indus­ ciated with an offensive state of affairs. You will note that cheese and bread manufacturers do not like to use large try memberson aboutWednesday,May 30,1990. Copiesof amounts of blue or green in their package design. Green or worksheetswill also be availableat the meeting. Ifyouhave blue, inthis case, might be associated with mold. [Ofcourse any questions about the meeting call Ramon de la Pefia in with luau leaves green would be a good color, as would Kauai (822-4984) or Jim Hollyer (948-8800) on Oahu. There purple with poi packages]. may be some pre-analysis demonstrations and for that 4. If you are manufacturing a gourmet food item, the package information call Dwight Sato (959-9155) on the Big Island. should convey elegance.

TALK 'N LEAVES Sources of information on design can come from sev­ eral publications: Packaging Digest. Food and Drug Pack­ Finally...In this issue of the Tattler we'd like to focus on ~ and the Machinery and Equipment Resource Guide. a part of the taro that often takes a back seat in any discus­ These sources will help you with manufacturing the prod­ sion about the expansion of the taro industry: luau leaves. uct. I think every library handles or carries these publica­ Taro-, dasheen-, callaloo-, or luau-leaves, whatever you tions." He goes on to say that you will have to list your choose to call those tasty nutrition-laden greens, they are ingredients on the package in order of decreasing amounts eaten by Pacific and Caribbean Islanders living in their and that you should consider getting your package design native countries and adopted homes, in soups, salads and copyrighted. as side dishes. In order to prevent any confusion on the varieties of taro that produce these leaves, please find on Item #4 above is very important for those wishing to page one a drawing from a South Pacific Commission attract new customers and those wishing to enthuse exist­ pamphlet showing the different types of taro. For the most ing ones. From the April1990issueofFancy Food comes this part, only the cooked leaves from the genus Colocasia and advice for getting a good looking and effective package or Xanthosoma are eaten. promotion display the first time: At the present time most growers of luau leaves have 1. Get written estimates and turn-around time from several their market pretty well defined and the demand more printers [on each job you want done], but be certain you use often than not, met. However, there appears to be addi­ identical specifications. Some printers have more appropri­ ate equipment for certain jobs than others and can therefore tional marketsfor those who do wish to expand, namely, to charge lower prices. those folks who don't know that luau leaves can be substi­ 2. See samples of the paper, [plastic], and ink being used. tuted for spinach and other similar greens. The current 3. Learn the best way to prepare the artwork for the printer. packaging methods, however, do little to entice these po­ 4. When using color photos [of your product], make them to tential customers as they are often not very attractive, well scale, or prepare on one board for a better gang-up price. presented,or provideanyinformationabout the productto This can save you a lot of money. the consumer - do luau leaves need to be cooked? On page 5. Ideally, [hire a professional artist] and have them work with 3 are just two examples of what we consider to be informa­ the printer for better results. [Again, you get what you pay tive and appealing packaging - note the highlighted areas for]. and how they inform customers. Perhaps trimming the 6. Have a good idea what you want to accomplish [with your stems - "fancy or gourmet cut" or sizing the leaves - "great advertising or package design, Le. whose your target audience]. 2 t

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, The Taro Project ~~ Department of Agricultural and Resource Economics Gilmore Hall 115 University of Hawaii Honolulu, III 96822 Attn: Jim Hollyer

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