Online marketplace Farm Link is known for being a premier source of local products, meat and dairy. The business is popular for connecting local farmers and food producers directly to O‘ahu residents.
The business just opened its first-ever grocery store and deli, Hōʻiliʻili Market. The store will be open daily from 11 a.m. to 7 p.m.
The market is located in the space of ‘ili ‘ili Cash & Carry, which is temporarily closed (its chef, Aker Briceno, is undergoing cancer treatment).
The new market is designed to bring Hawaiʻi’s food system together under one roof, and will feature products from local farmers, ranchers, bakers and brewers.
Prior to this in-person market, customers could only access Farm Link’s selection of locally sourced produce, meats and prepared foods by ordering online for pickup and delivery across O‘ahu.
“We’ve been operating online only for many years, which has been wonderful because I think this selection of products being available across Oʻahu has been very important,” says Claire Sullivan, CEO of Farm Link. “For those of us who really want to touch and feel a product for ourselves — there’s this incredible bounty of local products in one place that we get to be inspired by.
“We don’t see ourselves at Farm Link as solving all of the food system problems by any means,” she adds. “We are just a partner to many producers who are.”
Hōʻiliʻili Market is designed to be more than a grocery store, and is an extension of Farm Link’s mission to make good food accessible to all, while increasing local food production.
There are a few products Sullivan is especially excited about.
“This is the first time local milk is available on Oʻahu since 2018,” she says. “This is the fruition of a partnership building with our friends at Meadow Gold Dairy, to be able to sell the local milk here.”
Sullivan also notes that the business makes its own butter. They learned how after the proprietor for Naked Cow Dairy, which was the only butter maker in the state for many years, had to move to the Mainland for family reasons, according to Sullivan.
“We got trained by Monique (of Naked Cow Dairy); we bought her churn, and learned how to make butter,” she says. “We make the butter in house with cream from Kohala.”
Customers can also look forward to local product tastings and collaborations between farmers and producers. Look forward to favorites like Neko Koneko’s lattes and cold brews; Mille Fete’s frozen kūlolo and Rocky Road ice cream, cookies and breadcrumbs; ‘Ulu Mana’s ‘ulu and cassava chips; a variety of breads from La Tour Bakehouse; and more.
“We weren’t able to do ice creams previously on delivery because we don’t deliver with dry ice,” Sullivan says. “Finally, we have ice cream in store!”
Not only will you find a curated selection of locally sourced produce, pasture-raised meats, fresh-baked goods and artisan honey, but you can also enjoy deli offerings from two renowned chefs — Chuck Wakeman, formerly of Butcher and Bird, and Robert Urquidi, formerly of Ethel’s Grill.
“I’ll be in charge of all the fresh local meats,” says Chuck Wakeman, culinary manager for Farm Link Hawaiʻi. “We make our own sausages in house. We get lamb, pork, and venison; it’s all 100% local. We’re also doing ‘ili ‘ili Cash & Carry’s pizza and hoagie menu. We’re going to run that for them; it’s kind of a collaboration.”
The deli’s opening week menu will feature customer favorites from ‘ili ‘ili Cash & Carry, including subs, salads and Choke Garlic Balls (fried dough coated in Parmesan and garlic butter), originally made by Briceno.
“Starting out, it’s going to be mostly sandwiches during the day,” Wakeman confirms.
On the market’s first day, mortadella ($17), veggie ($16) and Italian combo ($20) sandwiches were available. The Italian combo ($20) — which is filled with turkey, salami, prosciutto, mozzarella, local tomatoes, Lanai mixed greens, pepperoncini, shaved onions, oil and vinegar — is a customer favorite.
Additional menu items, like meatball subs, will eventually be added.
The deli will also feature the square-shaped Sicilian pizza slices that ‘ili ‘ili Cash & Carry was known for.
Wakeman also encourages customers to check out the market’s housemade sausages and locally sourced meats.
“We’ll have Molokaʻi venison — all the cuts you can think of,” he says. “I’m excited for people to come in and see how revamped it is, and get a look at this selection of local stuff that’s now all in one place.
“Hōʻiliʻili means a collection or gathering,” Wakeman adds. “We’re gathering — Aker’s people — Robert and I have worked with him in the past. And then just a bunch of producers, famers and community — this has been the focus, goal and mission for a long time.”
The company will offer 50% off all local poi and produce for customers paying with SNAP-EBT, both in-store and online. This initiative is through The Food Basket’s DA BUX program, in an effort to make Hawai‘i-grown vegetables and fruits more affordable.
“Eating local is so powerful,” Sullivan says. “It’s this accessible way we have to participate in the local economy. It doesn’t mean we have to be 100% (local) all the time — that’s a very high bar. I think getting comfortable with the idea that you can just swap out an ingredient here and there (for something local) … that’s meaningful for producers who are keeping our islands growing and need us as the consumers to be their partners.
“That’s really the reason Farm Link exists,” she adds. “To make that connection and make it more accessible for folks to participate in the food system that way.”
Limited on-site parking is available; nearby street parking is also available. Visit farmlinkhawaii.com for more information.
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CONTACT
Hōʻiliʻili Market by Farm Link
2065 S. Beretania St., Honolulu
Farmlinkhawaii.com
Instagram: @farmlinkhawaii
Hōʻiliʻili Market will be open daily, 11 a.m.-7 p.m.
Kelli Shiroma Braiotta can be reached at kelli@alohastatedaily.com.
