Matsuyama family celebrates official opening of third store with community

The Kona community and local dignitaries came out Saturday to support and celebrate with the Matsuyama family the official opening of their third store.

Matsuyama Food and Fuel opened on Dec. 27. This new store, the family’s flagship location, will serve visitors coming and going from the Big Island and a stop for last-minute beach snacks and food.

Burke Matsuyama said his father, Hiroshi, had the vision of opening stores that served the community.

Gathered outside the store on Saturday, Burke Matsuyama, 79, said, the opening is a culmination of fulfilling his father’s mission who opened the mauka Food Mart in 1981, which served North Kona’s Kalaoa community as a local grocery store, offering breakfast, hot bentos, pizza, marinated meats and basic groceries.

Their second location, the makai store, opened in the early 2000s, catering to the commuters and workers employed in the Kohanaiki area.

The family patriarch passed out plumeria lei to those who showed up to support the family’s business. Vendors had booths set up for customers to try out samples sold in the store.

As his sons chatted with community members they were all smiles and gracious to everyone who approached them to congratulate them on the expansion.

“I have confidence in the next generation,” Burke Matsuyama said.

While still involved with the business, Burke Matsuyama passed the day-to-day operations onto his four sons, Alex, 37, Ross, 31, and the twins Chad and Jason, 35. Alex Matsuyama leads the team at the new store.

Alex Matsuyama extended gratitude to the gathering of people there to celebrate the family’s official opening of their third store.

“I know our grandfather would be proud of this next venture,” Alex Matsuyama said.

Jason Matsuyama said the third store’s opening is a long time in the making, adding his family didn’t know how important or how much support they had till they opened the new location.

“We’re happy and excited to serve the community to the best of our ability,” Jason Matsuyama said.

Dignitaries at Saturday’s event included Hawai‘i Rep. Nicole Lowen, Rep. Kirstin Kahaloa and Sen. Dru Kanuha. Also present was former former Hawai‘i County Council member Angel Pilago.

Burke Matsuyama took a moment to recognize Pilago saying he has a special place in his heart for the former Kona councilman who fought for the local people to have unlimited ocean access to Kohanaiki.

“He gives me too much credit,” Pilago said, adding he’s learned a lot from the Matsuyama family and the good their mauka store did, not just for customers, but feeding their employees.

“We come here today because of the spirit of family and loyalty,” Pilago said. “We are Matsuyama.”