Hawai‘i Farm Project — whose family of brands include Maui Gold Pineapple, Maui Pineapple Tour, Maui Pineapple Store, Maui Chocolate Tour, Lahaina Honey Company and Maui Farm Events — has recently expanded its executive leadership team.
Julie Strong has been named director of finance, a newly created role, while Edgar Cordero has been named general manager of Maui Gold Pineapple, the company said in a recent announcement. They started in their roles on May 5.
Cordero, who was formerly the Maui Gold farm manager, replaces former General Manager Rudy Balala who will now step into a new role as a full-time pineapple tour guide with Maui Pineapple Tour, the announcement noted.
Strong, who has more than 15 years of experience in senior financial roles, most recently was chief fiscal officer for Maui Economic Opportunity, Inc.
In her new role, Strong will oversee budgeting, forecasting, financial reporting and strategic planning across the company's brands, the announcement noted.
Born in Rockford, Illinois, she moved to the Islands when she was 12 after her dad, who was active duty in the U.S. Navy, received orders to Barbers Point, Strong said in an emailed response to questions from Aloha State Daily. She spent the next two decades on O‘ahu before moving back to the Mainland, but ultimately returned to Hawai‘i and made Maui her home.
"Farming has always been close to my heart. My grandfather was a corn and soybean farmer in Illinois, and I spent my childhood summers helping him in the fields or assisting my grandmother in her half-acre garden," she said. "After moving to ‘Ewa Beach in the early ’80s, I was surrounded by sugarcane and pineapple fields, landscapes that have since been replaced by homes and businesses. When I saw the opening for director of finance at the last locally owned pineapple farm in Hawai‘i, I knew I had to apply. It felt like an opportunity to reconnect with my roots and contribute to something meaningful."
Strong says her first priority in the new job is to "establish a solid financial foundation by creating comprehensive budgets and a clear financial plan."
Ultimately, though, she says, her goal is to help Maui Gold sustainably grow and expand, "ensuring a strong future for Hawai‘i’s last locally owned pineapple farm."
Meanwhile, Cordero joined Maui Gold nine months ago. Before that, he told ASD that he spent seven years as the farm operations lead for Bayer in Kīhei.
Cordero, who was born and raised in Ponce, Puerto Rico, told ASD in an emailed response to questions that with a passion for both the ocean and agriculture, he earned a bachelor's degree in animal sciences from the University of Puerto Rico at Mayagüez.
He began his career in agriculture with Dow AgroSciences in southern Puerto Rico but joined Monsanto three years later and moved to Maui in early 2014, he said.
"My time as a farm manager allowed me to gain an in-depth understanding of pineapple farm operations, from the field level to logistics," Cordero says. "The biggest difference in stepping into the GM role is the broader scope of responsibility. It requires more leadership, strategic planning and full accountability for all aspects of the business."
Cordero says that his top priorities in the new position are to "ensure a smooth transition, enhance sustainability practices, strengthen agronomic performance and maintain a strong focus on safety and regulatory compliance."
When asked about the challenges Maui Gold faces — and also what's good about business today — Cordero is succinct.
"Our biggest challenges are attracting the next generation of farm workers and upgrading our aging fleet of pineapple-specific equipment," he said. "On the positive side, we have a deeply experienced team and a strong commitment to preserving and growing the legacy of pineapple farming on Maui."
Hawai‘i Farm Project CEO John White said in the announcement that the company was excited to welcome the pair to their new roles.
“Their expertise will be instrumental as we strengthen our financial foundation and elevate our commitment to sustainable agritourism, ensuring the continued growth of our brands while honoring the communities we serve.”
White was named CEO of Hawai‘i Farm Project in March.
Stephanie Salmons can be reached at stephanie@alohastatedaily.com.
