Vision, Mission, Core Values, Brand Promise

Our Vision

Inspired by Hawaii’s state motto, “The life of the land is perpetuated in righteousness” (Ua Mau ke Ea o ka ʻĀina i ka Pono), we envision a Hawaii where all people “Cherish the land and live in health and harmony” (E Mālama I Ka ʻĀina, E Ola Pono).

Our Mission

We serve Hawaii by…

  • Providing high-quality, local, fresh, organic, natural, plant-based foods and related products.
  • Offering friendly and knowledgeable service in well-merchandized stores.
  • Sharing information about healthy living.

Our Core Values

Our Core Values reflect what is important to us. They guide us and are the basis for our actions.

  • Local – As a local company, serving Hawaii since 1977, we support local farms, locally produced products, local businesses, and non-profits, and actively promote healthy and sustainable living.
  • Fresh – We feature fresh foods including farm fresh produce and delicious and nutritious deli foods made from scratch.
  • Organic – We support organic as organic farming methods avoid the use of toxic chemicals, are good for health and the environment, and are sustainable.
  • Plant-Based –The single most important thing an individual can do for their health, for the environment, and for the sake of the innocent animals, is to adopt a plant-based vegetarian diet. We do not sell meat, fish, poultry, eggs, or products derived from them.

Brand Promise

“Customers can trust that at Down to Earth they will find a wide selection of high-quality local, fresh, organic, and natural foods and products; that they will be served by knowledgeable and friendly team members in well-merchandized stores; and that they will be provided with opportunities to learn about healthy and sustainable living. Customers can also trust that all the products sold in Down to Earth stores are plant-based/vegetarian. Down to Earth sells no meat, poultry, fish, eggs, or products derived from them such as animal rennet contained in cheese, gelatin in capsules of dietary supplements, gelatin in food products, etc."

Mark Fergusson
Down to Earth CEO/CFO