A Year of Impact: Imua Coffee, Maui ‘Oma, and HawaiiUSA Federal Credit Union’s Partnership Drives Community Change on Maui

One year ago, something remarkable happened on Maui. In the wake of devastating wildfires and a community in need, a partnership was born between Maui ‘Oma Coffee Roasting Co. and Imua Family Services, supported by HawaiiUSA Federal Credit Union. Their collaboration, rooted in a shared mission to uplift families and strengthen the island, led to the creation of Imua Coffee, a special blend brewed with purpose.

Now, as we reflect on the past year, it’s clear that this partnership has done more than just raise funds—it’s created ripples of positive change across Maui County, bringing hope and recovery to children and families in their time of need.

Brewing Change, One Cup at a Time

In August 2023, Imua Coffee was launched with a simple yet powerful idea: to sell a custom coffee blend with proceeds benefiting Imua Family Services, a nonprofit that serves children with developmental challenges and their families. The name “Imua,” which means “to move forward” in Hawaiian, perfectly encapsulates the spirit of this initiative. And move forward it did!

Since its debut, Imua Coffee has raised an impressive $9,500, all of which has gone directly to Imua Family Services. This funding has been crucial in helping the organization continue providing services such as inclusive care, early childhood development programs, and much-needed play-based therapies, especially for families impacted by the wildfires.

The coffee has been sold not only through Maui ‘Oma Coffee’s retail locations but also at Play Imua, a special store in Maalaea opened by Imua Family Services. Play Imua allowed children affected by the wildfires to “shop” for free toys, providing them with a bit of joy and normalcy during an incredibly difficult time. The sales from both locations have helped Imua Family Services meet their mission of supporting vulnerable children, proving that sometimes, a cup of coffee can make all the difference in the world.

A Partnership Rooted in Community Resilience

For Dean Wong, Executive Director of Imua Family Services, this collaboration has been a perfect fit. “This partnership has been incredibly meaningful,” he said. “The Life Matters Collective has enabled us to achieve one of our goals: establishing strong, lasting partnerships with local businesses that truly benefit our community.”

For Maui ‘Oma Coffee Roasting Co., this collaboration has been just as impactful. Maria Holmes, Director of Sales and Marketing, reflected on the importance of the program during a difficult time. “In August 2023, Maui ‘Oma lost 34 customers due to the wildfires. The timing of this program was crucial for us, as the additional revenue helped keep us afloat,” she shared.

What started as a partnership to support Imua Family Services has grown into a model of community resilience that has inspired more collaborations with nonprofits on Maui. It’s a testament to the power of local businesses banding together to lift each other up during challenging times.

Looking Ahead: The Legacy of the Life Matters Collective

As Tanya Lee, Vice President of Member Growth Services at HawaiiUSA Federal Credit Union, noted, the devastation to Lahaina last year increased the demand for Imua Family Services’ support, but it also highlighted the potential of the Life Matters Collective. “This initiative came at the perfect time, creating an innovative opportunity to forge new community relationships between businesses and nonprofits. It’s a model that truly adds value to the communities we serve.”

As the partnership enters its second year, the impact is expected to grow even further. Imua Blend Coffee is still available at Maui ‘Oma locations and select HawaiiUSA branches across Hawaii, as well as online. Every purchase continues to support Imua Family Services, ensuring that the critical work they do for Maui’s children and families can continue.

A Community Moving Forward, Together

The past year has shown what can happen when businesses, nonprofits, and communities come together. Imua Coffee is more than just a blend—it’s a symbol of hope, resilience, and the power of collaboration. Through the generosity of those who’ve purchased the coffee and the dedication of partners like Maui ‘Oma and HawaiiUSA Federal Credit Union, thousands of children and families have been supported, and Maui is a stronger community because of it.

As we sip our coffee and reflect on the year behind us, it’s impossible not to feel excited for the future. With partnerships like this one, the possibilities for creating lasting change are endless. Whether you’re a coffee lover, a Maui resident, or someone who simply believes in the power of community, know that every cup of Imua Coffee is a step toward a brighter tomorrow for Maui’s families.

Mahalo to everyone who has supported this initiative—let’s keep moving forward, together!