Fellows mentioned in this story: Meli James, Cohort VII

From Hawai‘i Business Magazine:

Mainland products like Frito-Lay’s Maui Style chips and Keurig Dr Pepper’s Hawaiian Punch profit off the Hawai‘i brand despite having nothing to do with the state.

Outside companies appropriate the Hawai‘i brand because it appeals to many people and represents our healthy, vibrant and fresh lifestyle, according to Dennis Ling, an administrator with the state Department of Business, Economic Development & Tourism.

But stopping outsiders from using Hawai‘i in their brand names and marketing is difficult. Ling says the state cannot punish such mainland businesses because “federal and interstate commerce laws allow them to do that.”

“But at least we can, to some extent, try to prevent those that are blatantly misusing anything that says ‘Made in Hawai‘i.’ ”

Continue reading at HawaiiBusiness.com.