Fresh Aloha Direct (FAD) is a joint venture that two family-run local businesses with decades of experience providing fresh, locally grown produce and globally sourced food in Hawaii.

As a subsidiary of Aloun Farms, FAD is a fully integrated, sustainable farm-to-retail operation that provides world-class, valued-added, quality-controlled farming, import, distribution, merchandising and marketing support to local farmers, global suppliers and Hawaii wholesalers and retailers.

By combining Aloun Farms’ innovative and sustainable framing and packing practices and Swoish Produce’s relationships and reputation for quality sourcing, distribution and merchandising, Fresh Aloha Direct can supply the State of Hawaii with fresh and unique, healthy food grown and produced locally and sourced worldwide. Together, FAD is able to:

• Warehouse, consolidate, value-add repack, and distribute quality produce and food to retail supermarkets, wholesale and food service customers;
• Import foods representing specific companies and/or brands;
• Promote and merchandise brands at customer locations; and
• Assist business partners and retailers in building and managing year-around marketing (ad) programs.