Mission & Background

Down to Earth's mission is to facilitate positive change by promoting healthy living, a vegetarian lifestyle, respect for the environment, and sustainable organic farming while providing high-quality organic and natural products at affordable down to earth prices.

We are Hawaii’s only ALL VEGETARIAN food store chain and one of only a few in the Nation. The company was started in 1977, over 30 years ago, when a group of friends in Wailuku, Maui, turned their vision into a business dedicated to improving the health of island communities through organic and natural products and a vegetarian lifestyle.

Down to Earth today continues to be the only ALL VEGETARIAN natural foods store in Hawaii and one of only a few in the nation. Our decision to sell only all-vegetarian products is not a marketing angle to make money, as being an all vegetarian company likely reduces profits.

We are ALL VEGETARIAN due to our passionate belief that adopting a healthy vegetarian diet based on organic and natural foods will benefit individuals, society as a whole, and the environment. Down to Earth firmly believes that:

Down to Earth was founded upon compassion and concern for the health and welfare of all living beings, both mankind and the animals. Our universally appealing slogan, “Love Life!” reflects this compassion and concern as one of its meanings is “Love animals, don’t eat them.”

Down to Earth has become the largest, locally operated natural food store chain in Hawaii. It has five locations: Honolulu, Kailua, and Pearlridge on Oahu; Kahului on Maui, and Hilo on the “Big Island” of Hawaii.

Wide Product Selection

Down to Earth stores carry a variety of natural and organic foods and groceries including dairy products, local organic produce, bulk foods, vitamins and natural supplements, body care products, and household items. Its stores feature delis with a hot table and cold salad bars, fresh juices and smoothies, a great made-to-order sandwich menu, delicious fresh grab-and-go options and a wide variety of eggless desserts made daily.

The success of Down to Earth has been based on our unshakable commitment to both our vision and our customers. We have earned the loyalty of practicing and aspiring vegetarians due to our uncompromising dedication to this commitment. We remain a community-based business whose mission is to promote healthy living among our island communities, respect for the environment, sustainable organic farming, and a vegetarian lifestyle.

Preferred Natural Food Store

Even with increasing competition, we believe customers will continue to choose Down to Earth as their preferred natural food store. There are many reasons for our confidence.

The first is price. Down to Earth will continue to offer great values on natural foods and sell only healthy products that are good for you and the environment, unlike some competitors.

We understand the local market. We have served health-conscious islanders for thirty years, with natural and organic products, free cooking classes, nutritional seminars, and community outreach. Hawaii’s shoppers know they can rely on us for quality products, great value, and excellent customer service from our friendly and knowledgeable staff. No amount of marketing glitz and gourmet foods can take the place of deep local roots and knowledge of local tastes.

And, many of Down to Earth’s customers are vegetarians who will not be comfortable shopping in a store that promotes eating meat. They believe eating meat is bad for their health and the environment and reject the notion that slaughtering animals to eat them is ever humane. And those moving towards a vegetarian lifestyle appreciate the health and environmental benefits, too.

Finally, Down to Earth supports local businesses. Each year we purchase about $2.5 million in products from 400 local vendors including over 150 farmers and growers. The trust and loyalty we have developed with them means we will continue to have access to the freshest local fruits and vegetables.

Down to Earth will easily thrive in a marketplace that changed considerably with the recent arrival of a major retailer from the mainland. We look forward to increased interest in organic and natural foods in Hawaii. Expanding the market for healthful foods will benefit the people of Hawaii and we expect our business to grow.