Since our founding in the 1970s in Wailuku, Maui, Down to Earth has been a leader in Hawai’i for organic, vegetarian, and sustainable living.
Our story began with a simple idea: to create a place where our community could come together to embrace good health, vegetarian food, kindness, and respect for the ʻāina (ʻāina means “land”. It encompasses a broader meaning than just the physical earth, representing a reciprocal relationship between people and the land, including its natural resources, culture, and heritage). Our story isn’t just about a store; it’s about people, purpose, and passion.
Our Roots: Wailuku, Maui (1974–1977)
It all started in 1974 in Wailuku, Maui, with a group of friends—and a humble two-story home that was the first iteration of Down to Earth, known then as the Community Coop. By 1977 the name changed to Down to Earth Natural Foods. Located just a block from Main Street Wailuku, the building quickly became more than just a shop—it was a community hub where locals gathered to explore the best of natural foods.
A small, attached gas station became known for offering the lowest prices on the island, reinforcing Down to Earth’s community-first ethos. Then as now, Down to Earth has always been a welcoming, family-friendly place that inspires good health and brings together people from all walks of life.
Building Community Through Food
Community outreach, educating, and giving back was at the heart of the store’s beginnings. It hosted weekly farmer’s markets and provided free vegetarian breakfasts to senior citizens. Excitement and community involvement defined those early days! Local farmers and neighbors would bring freshly harvested produce to sell at the store. The produce department, then as now, regularly welcomed mangoes, lychee, persimmons, breadfruit, and soursop from local families creating a deep sense of family and partnership within the community. Customers would line up before the store opened to buy freshly baked goods, which often were sold out by early afternoon.
From Snack Bar to Gathering Place
The kitchen at the back of the Wailuku store wasn’t just for preparing meals; it became a hub for innovation. What started as a place to serve farmer’s market breakfasts soon evolved into a public snack bar, introducing Maui to vegetarian delights. Customers enjoyed wholesome meals in an atmosphere where food was a celebration of health and togetherness. Down to Earth team members taught free cooking classes in community centers, high schools, and Maui Community College, sharing delicious tofu recipes that became local favorites, including our now-famous vegan “Mock Chicken Tofu.”
Expanding to Oahu: King Street and Beyond (1977–1990s)
In 1977, Down to Earth opened its first Oahu store near the University of Hawaii at Mānoa. Occupying part of the Moiliili Medical Building, this store was an immediate success. Known for selling papayas at 19 cents per pound and introducing a deli—or “snack bar”—the King Street location quickly became a favorite among students, professionals, and families.
Success allowed us to expand within the building (eventually taking over the whole ground floor and the building next door) and even launch a vegetarian fast-food restaurant, Healthy’s Fast Foods, serving items like manapuas, burgers, and shakes. A second restaurant-only location was later opened at Ala Moana Shopping Center. Unfortunately, these restaurants were ahead of their time, and by the 2000s, our food service evolved into the hot bar and salad bar format our customers know and love today (with the addition of bakeries, grab & go offerings, and an extensive made to order menu).
Growth Across the Islands (1997–2010s)
In 1997, Down to Earth opened a larger, more modern store in Kahului, replacing the original Wailuku location. It spanned 6,000 square feet, with a full-service deli, expansive produce department, and dedicated sections for supplements and natural living products. This milestone marked a period of remarkable growth for Down to Earth, as we soon after opened more stores across Oahu to meet the rising demand for healthy, local, and organic food.
- Pearlridge: Our Pearlridge store first opened in 2000 at Pearlridge West on Kaonohi Street. In 2018, we relocated to a purpose-built stand-alone building on Pali Momi Street.
- Kailua: Also in 2000, we opened our first Kailua location on Hamakua Drive, by the serene Kawai Nui Marsh. In 2019, we relocated to a beautifully renovated space on Kailua Road in the historic Liberty House/Macy’s building.
- Kapolei: Our Kapolei store joined the Down to Earth family in 2011, bringing healthy options to West Oahu.
- Kakaako: In 2018, we expanded to Kakaako, opening a vibrant store in the heart of Honolulu’s urban hub.
Why We Do What We Do
From our first store to today (almost 50 years later) with 6 stores, Down to Earth is here because of you—our customers, our team, and our community partners. Whether you’re picking up your weekly groceries, grabbing a healthy meal, or attending one of our events, you’re part of a movement rooted in aloha, compassion and sustainability. Down to Earth remains an all vegetarian store, one of only a handful in the nation.
Our values and purpose are expressed in our vision statement, “Inspired by Hawaii’s state motto, ‘The life of the land is perpetuated in righteousness’ (Ua Mau ke Ea o ka `Āina i ka Pono), we envision a Hawaii where all people “Cherish the land and live in health and harmony” (E Mālama I Ka `Āina, E Ola Pono).”
Mahalo for supporting Down to Earth. Here's to a future of living well together, in harmony with the ʻāina and all living beings. Love Life! Eat healthy, Be happy!