Business Monday: Queens’ Culinary Marketplace connects shoppers with island agriculture

Ann Wurden’s taste buds — and stomach — scored big last week after another visit to Queens’ Marketplace.

The Waikōloa woman’s take from the most recent Queens’ Culinary Market the afternoon of July 11 was nothing short of a tasty tally of delectable edibles: sweet potato, ‘ulu chips, pita bread, cucumber kimchee salad and a matcha chocolate bar.

She even snagged some 100% Kona coffee to sip on later. Oh! Don’t forget the scrumptious frittata with artichoke, broccoli and feta cheese she couldn’t resist while she was there.

“This Queens’ Culinary Market is so amazing,” wrote Wurden, who is also manager for Waikōloa Community Market, on July 11 a couple of hours after the culinary market was pau in a Facebook post. “I learn something new, and I try something new each time. I love it!”

She is one of the 3,000-plus Big Island residents and visitors to experience firsthand the tastes, sights, sounds and shopping at the new innovative market that is hosted from 3:30 to 6 p.m. on the second and fourth Thursdays of each month at the Queens’ Marketplace in the Waikōloa Beach resort area.

The Queens’ Culinary Market features fresh produce, local delights, value-added products and more, all locally grown or produced and made on the Big Island. It debuted on June 13 and highlights the rich agricultural and culinary creativity found in Hawai‘i.

About 20 farmers and businesses from the Big Island set up booths and tables throughout the shopping center each market day to create a vibrant and inviting atmosphere.

It’s traditional farmers market meets modern culinary fair.

“The market allows for lively interactions between vendors and attendees, showcasing fresh, high-quality produce and unique culinary products,” said Melanie Echavez, property marketing and operations associate with commercial real estate company Alexander & Baldwin, which owns and operates Queens’ Marketplace. “Our vendors are passionate about their offerings and enjoy educating people about their production processes. Many attendees have had the opportunity to sample items they’ve never encountered before, allowing our farmers to share valuable insights about unique produce and products.”

It’s a diverse bunch who participate, with regulars including ‘Akaka Falls Farms, Ancient Tea Farm, Hawaiian Hotties, Hāmākua Creations, Kona Seafood Market, Kohala Food Hub and Misma Lani Farms. The local vendor complement also can change market-to-market.

Many Queens’ Marketplace shops participate, too; however, even that roster varies depending on staffing and special promotions. Those who have participated since the market’s opening day have included Romano’s Macaroni Grill, Genesis Galleries, Hawai‘i Fluid Art and Olivia Clare Boutique.

The first market day attracted more than 1,500 visitors, far exceeding expectations. There have been three markets so far, and Echavez said attendance continues to be strong.

Each market has attracted more than 1,000 guests.

“The consistent turnout shows a growing interest and support from both locals and visitors,” she said.

It’s no wonder. The available produce and products along with the vibe seduce all your senses.

You’ll find a plethora of local produce, from leafy greens and root vegetables to tropical fruits, such as mountain apples, papayas and apple bananas. Flowers in small arrangements or lei and everything in between, sprung from island soil, are also up for grabs.

Meat and seafood vendors offer island-raised beef and pork as well as fresh catch such as ahi and ono.

Value-added treats include that 100% Kona coffee Wurden scored and honey from Hāmākua, jams made from scratch with island-grown fruits, locally made chocolate and more.

Live music adds the ambiance, with Big Island musicians such as Scott Buchholz, Ryan “Higgs” Higgins, Kristin Lagasse and Lila Christensen on the setlist. The bi-weekly lineup also can change like the vendor roster; in fact, the July 25 market will feature local favorite Tom Isobe.

Music is the primary entertainment now, with other options being explored. Market organizers are looking into chef demonstrations and live artist paintings to enhance the overall visitor experience.

Waikōloa Shrimp Co. even hosts a beer garden, where Mom and Dad, Aunty and Uncle and all those singles can mingle with a few cold brews.

The most unique aspect of the market, however, is its talk story sessions. They offer an inside track to the vendors, giving those who attend a way to informally engage with them and learn about their products and practices, hear their stories and discuss what they do.

Right now, the sessions are on a small scale at vendor booths, but Echavez said as the market grows, it would like to offer them on a larger scale in the Coronation Pavilion.

“We included this as part of the market experience to foster a deeper connection between attendees and producers, enhancing community engagement and education,” she said. “Additionally, we partner with local nonprofits who set up informational booths, providing them a platform to share their mission and raise funds.”

The live entertainment, intriguing talk story sessions, unique opportunity to support Big Island farmers and small businesses and availability of high-quality produce and products grown and made right here on the island provide an immersive experience for those who attend.

The Queens’ Culinary Market is in its own category, going well beyond your typical farmers market.

For island visitors, Echavez called it a “must-visit destination” and chance to engage with the island community in a new way while tasting authentic, locally made and grown food and products while celebrating Hawai‘i’s heritage and culinary innovation.

The market’s idea was the brainchild of Queens’ Marketplace management. It had floated around for about 3 years before management met with Waikōloa Community Market, which is a partner in the new venture, and began serious planning discussions.

Detailed preparations for the new market only started in January.

“Overall, it has taken a dedicated team effort over the past 6 months to successfully launch the market,” Echavez said. “As this is a new type of event for Queens’ Marketplace, we are continually learning and adapting to ensure its success and positive impact with the community.”

The impact on the island community is No. 1 — strengthening the community by fostering connections and relationships between consumers and local producers.

That will be accomplished by establishing a vibrant, sustainable community-focused marketplace that celebrates, benefits and supports local agriculture, culinary arts and consumers.

Furthermore, its Waikōloa Beach resort area location provides the perfect venue for educating island visitors about Hawai‘i’s unique agriculture and ecosystems while promoting sustainable tourism.

“The Queens’ Culinary Market will be a vibrant hub that connects our local community with amazing farmers and small businesses,” Wurden said in a press release. “From farm fresh produce to handcrafted treats, this market offers a unique opportunity to taste the best of what our island has to offer. It’s a celebration of our island culture and culinary talent while bringing together people.”

The future of the market looks promising.

Plans are to continue expanding its vendor base, staying fresh and engaging by bringing in new and exciting products. Exploring various offerings and feedback from guests and vendors are key to development efforts.

The market also wants to deepen its relationships with island nonprofits and community organizations to offer them additional assistance.

The long-term vision includes making the culinary market what Echavez called a “must-visit destination” on the Big Island that attracts residents and tourists alike.

That vision is already in sight and coming into focus based on what people are saying.

You remember that matcha chocolate bar Wurden took home last week from the market? Apparently, it’s so good you probably don’t want to miss out on getting one for yourself.

You might want to make plans to attend the July 25 market.

“The matcha chocolate bar is something next level!” Wurden said in a comment on her Facebook post. “It’s matcha forward, creamy and so delicious.”

Crysta Costa came back with a reply that only reinforces the fact that you shouldn’t miss out: “omg RIGHT?!?!?! Their chocolate was sooooooooooo good!”

For more information, including a full list of vendors to be at the next market, visit the Queens’ Culinary Market website. You can also follow Queens’ Marketplace on Facebook and Instagram for the latest news and updates.