Here on Maui, coffee is more than just a morning pick-me-up—it’s part of our island culture, economy, and hospitality. From the world-famous Kona beans of the Big Island to boutique roasters here in Maui, coffee is a daily ritual that connects visitors and locals alike.

This year, a new nationwide coffee initiative is shining a spotlight on just how important this crop is—not only to Hawai‘i, but to businesses across the country. Coffee supports millions of jobs, from farmers and roasters to café owners and tour operators. In Hawai‘i, it’s also a tourism draw. Visitors love exploring coffee farms, tasting freshly roasted beans, and learning about the history and craft behind every cup.

For Kihei Rent A Car customers, coffee often becomes part of the adventure. We’ve seen travelers pick up their rental in the morning, swing by a local café for an island latte, and head out to explore the Road to Hana or Haleakalā’s sunrise.

So next time you visit, make coffee a stop on your itinerary. It’s a delicious way to support local business, discover authentic flavors, and create Maui memories that last well beyond your final sip.