A lei is a profound symbol of friendship, and love in Hawaiʻi, weaving together people, communities, and the environment. CTAHR is working to ensure that this multi-million dollar industry transitions from a reliance on imports to a thriving model of local sustainability.
A Multi-Million Dollar Market at a Crossroads
A recent analysis by CTAHR Cooperative Extension, in partnership with the Worcester Polytechnic Institute, reveals the scale of the lei market on Oʻahu. Surveying over 100 industry stakeholders – including lei makers, retailers, and backyard growers – the study highlights:
- 89 surveyed sellers generate approximately $16.75 million in annual lei-related revenue.
- An estimated 1.2 million lei are circulated on Oʻahu every year.
- Currently, 60% to 64% of lei materials are imported from outside Hawaiʻi.
While high consumer demand and the loss of local farmland have driven this dependence on imports, there is a clear mandate for change. Crucially, 73% of lei sellers surveyed expressed a willingness to pay more for lei made with locally grown flowers, with many willing to spend up to 25% more to support Hawaiʻi’s agriculture.
Supporting Local Growers and Makers
To fill this gap, the CTAHR’s Oʻahu County Ornamentals and Landscape Extension Project is working directly with partners to get plants into the hands of backyard growers and traditional farmers. Since 2024, the Lei Makers and Growers Extension program has partnered with community-led groups like the Lei Poinaole Project (BEHawaii), PuaCulture, and Kamaaina Communities to distribute approximately 3,000 plants and cuttings.
Our Extension program provides support across the islands:
- Connecting volunteers and students with farms, such as local pakalana and pikake farms that received help with plants, weeding and training vines after recent storms.
- Offering workshops for teachers and community members to master lei-making using local materials.
- Hosting field days at CTAHR facilities to link lei makers directly with farmers, fostering a more resilient local supply chain.
The revitalization of the lei industry is a key component of our broader mission to support floral security. By providing crop starters, grower guides, and conducting essential pest and disease research, CTAHR is helping local nurseries and farms meet the surge in demand.