A Milestone for Hala Tree Coffee — and for Kona Innovation

At Hala Tree Coffee, we’ve always believed that Kona coffee has more to offer than what many have come to expect. While the region is widely known for its smooth, traditional washed coffees, there’s also a growing movement of producers exploring new techniques, varieties, and flavor profiles. Over the past few years, we’ve quietly been experimenting—testing processing methods, planting rare cultivars, and investing in quality and transparency from seed to cup.

This month, we took a leap and decided to share the results of that work with a global audience.

From July 7–9, we hosted our first-ever international green coffee auction on the M-Cultivo platform. It was a big step for our team and for Kona as a whole—and the response exceeded our expectations.

Our top lot, a yeast-inoculated Natural Process Red Bourbon, sold for $210 per pound, making it one of the highest prices ever paid for a Kona microlot. Other notable lots included:

• Red Bourbon Honey Process (also yeast-inoculated) – $55.50/lb

• Washed Gesha – $50.25/lb

In total, we showcased nine unique lots, each one highlighting our focus on innovation and traceability. The auction attracted over 465 bids from buyers around the world, and gave us the chance to connect directly with roasters and green buyers who share our passion for exceptional, distinctive coffees.

Why We Chose to Host an Auction

This auction wasn’t just about sales—it was about storytelling. We wanted to shine a light on what’s possible when tradition is paired with curiosity, when farming is approached with care, and when producers are given the space to try something new.

By hosting an auction, we hoped to:

• Share our innovative work directly with specialty buyers

• Elevate the global perception of Kona coffee

• Create transparency around quality and processing

• Inspire continued progress within our community

While Kona has long been respected in the coffee world, it’s often associated with a more conventional flavor profile. Our goal was to contribute to a broader conversation—one where Kona coffee is seen not just as a legacy origin, but as a region full of potential, creativity, and quality-driven producers.

What This Means Moving Forward

We’re incredibly grateful for the support and interest this auction received. It affirmed that there is a place in the global market for thoughtfully crafted, experimental Kona coffees. And it showed us that the time and care we put into every step of the process—from tree to fermentation tank to drying bed—is worth it.

This auction is just the beginning. We’re more inspired than ever to continue exploring what Kona coffee can be and to help lead the way in showcasing the region’s depth and diversity. We’ll keep investing in quality, sustainability, and innovation, while staying rooted in the values that brought us here: integrity, community, and a genuine love for what we do.