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By Fern Gavelek



Three island-grown fruits combine to make PAVA. –Photo courtesy of KTA Superstores

he PA stands for PApaya and the VA is for GuaVA. PAVA is an island juice beverage specifically created to use up the excess crop of these two island fruits. The juicy jive also includes pineapple, Maui cane sugar and water. As such, the nectar is made with all Hawai‘i ingredients and is totally manufactured on Hawai‘i Island. Derek Kurisu, executive vice president of KTA Super Stores, is credited with planting the seed for PAVA around 2003. As the founder of the Hawai‘i Island grocery chain’s locally-produced Mountain Apple line of products, Derek was aware of the need to use the island’s excess fruit, including the “cull crop,” or fruit with market imperfections. Two students at the University of Hawai‘i’s College of Tropical Agriculture and Human Resources (CTAHR) were tasked with forumulating such a product, and the final recipe was chosen after conducting local taste tests. The production of PAVA involves two Big Island companies: Calavo Growers in Kea‘au and Meadow Gold in Hilo. Calavo works with Hawai‘i Island papaya and guava growers to create the


Angelo Jose and his wife Luisanna Jose of Kea‘au are some of the local farmers who supply fruit for PAVA through membership in the Hawai‘i Guava Growers Co Op. –Photo by Eric Weinert, Calavo Growers Inc.

puree used to make PAVA. The company leases over 1,000 acres of land in Puna to 30-some members of the Hawai‘i Guava Growers Cooperative, based in Kea‘au. A commercially developed variety of guava—Beaumont—is sourced from them. “We buy the papaya from these farmers and provide them with packing and distribution services,” explains Eric Weinert, general manager of Calavo’s Hawai’i operation. He says Calavo processes over one-half million pounds of guava and papaya annually to make PAVA. The papaya and guava purees are not only used for PAVA, but also other products, which are sold to customers in Hawai‘i, Japan and the U.S. Mainland. Fruit for PAVA is de-seeded and put through a juicer before going through aseptic processing, a flash-heating pasteurization that destroys any bacteria and gives the puree a longer shelf life. After sealing in sterilized packaging, the processed guava and papaya are delivered to Meadow Gold in Hilo for turning into PAVA. To finish the nectar, pineapple juice, cane sugar and water are added and the beverage is pasteurized. It’s packed in half-gallon cartons, designed by Hawai‘i artist Eddy Yamamoto. Kurisu says PAVA has more vitamin C than orange juice—an eight-ounce serving provides 150 percent of the Daily Food Value, or what you need each day. Enjoy samples of PAVA at the Meadow Gold booth at Mealani’s Taste of the Hawaiian Range on Sept. 30. PAVA is sold as a readyto-serve beverage in the refrigerator dairy case at KTA Super Stores in Kailua-Kona, Keauhou Shopping Center, downtown Hilo, Hilo-Puainako, Waimea Center and at Waikoloa Village Market at Waikoloa Highlands Center. For info, phone 989-5555.

Meetthefarmers Meetthechefs

Farmer-Chef Presentation the last Saturday of each month during 2011 at the Keauhou Shopping Center

FEATURING LOCALLY GROWN PRODUCE Learn how the Farmers grew it, watch the Chefs prepare it, and taste the results! FREE!

Brought to you in partnership with the USDA FARMERS’ MARKET PROMOTION PROGRAM

September-October 2011  
September-October 2011