HomeMy WebLinkAboutRES 208 Draft 01 2012-2014OFFICE INFORMATION ONLY
Meeting: Governmental Relations and Economic Development Committee—
January 7, 2014
Action: Postponed to the call of the Chair; never taken up again
Re: Res 208-13; Comm. 499 (2012-2014 term)
COUNTY OF HAWAII
RESOLUTION NO.
STATE OF HAWAI `I
208 13
A RESOLUTION TO ESTABLISH AN ISLAND -WIDE HAWAII BRAND LOGO FOR
AGRICULTURAL PRODUCE AND PRODUCTS GROWN OR PRODUCED ON THE
ISLAND OF HAWAII.
WHEREAS, the Island of Hawaii currently has a number of regional logos (also known
as "brandings") specific to a region or regions of Hawaii Island, but does not have an island -
wide brand logo applicable to its produce or products. and
WHEREAS, branding helps to establish a special relationship between customers and
the produce and products from a particular place; and
WHEREAS, branding communicates a unique sense of place identity and fosters
community pride; and
and
WHEREAS, an island -wide brand logo would promote a united sense of community;
WHEREAS an island -wide brand logo will also promote an island -wide sense of
stewardship, respect for the `aina, and shared responsibility for the future of Hawaii Island; and
WHEREAS, establishing an island -wide brand logo is one way of adding value to
Hawai'i Island grown crops, and is consistent with the promotion of the State-wide "Buy Local"
campaign; and
WHEREAS, the Hawaii State Visitors Bureau has advised that developing island -by -
island brand identities fosters tourism and promotes sustained visitor relationships with
locations; and
WHEREAS, other counties of Hawaii have attractive brand logos, such as "MADE IN
MAUI, a Seal of Local Pride" and "KAUA`I GROWN, Hawai`i's Garden Island"; and
WHEREAS, on Hawaii Island, the concept of food sustainability is not just about the
quantity of food produced, but a higher more farsighted vision of the sustainability of safe
wholesome foods and produce, which correlates to healthy people; and
WHEREAS, a brand logo may also communicate a certain standard, for example use of
the brand logo "Made in the USA" requires that the product be 100% or virtually all made in the
United States of America, whereas use of the Hawaii State-wide logo only requires that 50% of
the product be made in Hawaii; and
WHEREAS, consumers often assume that a logo brand for a location means that all or
virtually all of the branded produce or product was made in the designated location; and
WHEREAS, it is therefore preferable to adopt the "all or virtually all" criteria, to clearly
indicate that all or virtually all of the agricultural produce or agricultural product was grown or
made on Hawaii Island; and
WHEREAS, it is in the interest of the County of Hawaii to establish an island -wide
brand logo, which use would require that "all or virtually all' of the agricultural produce or
agricultural product was grown or made on Hawaii Island; now, therefore,
BE IT RESOLVED BY THE COUNCIL OF THE COUNTY OF HAWAII that the
brand logo for the Island of Hawaii shall be
HIPP
Hawai `i /siand_Proaiuce and-Proaiucts
and in the case of organic produce and organic products,
HIPP-O
Hawai `i /stand-Produ-ce andProdu_cts - Organica%grown
2
BE IT FURTHER RESOLVED that the standard for using these Hawaii Island brand
logos shall be that the agricultural produce or agricultural product is 100% or virtually all grown
or made on the island of Hawaii
BE IT FURTHER RESOLVED that the Department of Research and Development
may set standards or guidelines for determining compliance with this "100% or virtually all"
standard.
BE IT FINALLY RESOLVED that the County Clerk shall forward copies of this
resolution the Honorable William P. Kenoi, Mayor, County of Hawaii; the Director of Research
and Development; the Executive Director of the Hawaii Island Chapter of the Hawaii Visitors
and Convention Bureau; the President of the Hawaii Tourism Authority; the Chairperson of the
Hawaii Department of Agriculture; the Director of the Department of Business, Economic
Development and Tourism; the Chair of the Hawaii State Senate Committee on Agriculture; the
Chair of the Hawaii State House Committee on Agriculture.
Dated at , Hawai`i, this day of , 2013.
COUNTY COUNCIL
County of Hawaii
Hilo, Hawaii
I hereby certify that the foregoing RESOLUTION was by
the vote indicated to the right hereof adopted by the COUNCIL of the
County of Hawaii on
ATTEST:
INTRODUCED BY:
COUNCI MEMBE , COUNTY OF HAWAII
ROLL CALL VOTE
AYES NOES ABS EX
EOFF
FORD
ILAGAN
KANUHA
KERN
ONISHI
POINDEXTER
WILLE
YOSHIMOTO
Reference:
COUNTY CLERK CHAIRPERSON & PRESIDING OFFICER RESOLUTION NO.
C-499/GRIDC
20S 13