I was having dinner with a group of Ex-Pat Hawaii people a few nights ago, and during the conversation, we were talking about some of the traits that people from Hawaii have; and I blurted out "brand loyalty". Most people who grew up in Hawaii have pretty much developed a strong brand loyalty to either one specific brand of a product, or to one of a few "local" brands of a specific product, mostly through some kind of indoctrination, and almost all with some kind of cautionary anecdotal tale. So I started naming some products and we got into a lively discussion......
What kine Mayonnaise?
Everyone said Best Foods. This brand is so ingrained, that if someone put a jar of Hellman's in front of me, I wouldn't buy it. It could have the same label and be essentially the same product, but I still wouldn't buy it. Why? Because it's not Best Foods. As one of the guys said; "have to be Best Foods, have to be....."
What Kine Shoyu (soy sauce)? Immediate answer - Aloha Shoyu!
Aloha Shoyu has been around since 1946, you can read a brief bio here. This one runs deep, really deep, there are recipes that specify Aloha Shoyu. In my household if I brought home the wrong shoyu, I'd die an ugly death. I know Yamasa tastes about the same, and honestly I don't think I could tell the two apart in a blind test. But I'll still drive to LA for my Aloha Shoyu if necessary. We still use Kikkoman, but mostly for sashimi and sushi.
Here's an interesting one. All the younger guys didn't even think about it. But to this day the only canned tuna I can eat is Coral. I've been brainwashed to associate all other tunas to "cat food", and believe me this belief is so strong that I'll get nauseated at the thought of actually buying any other brand of canned tuna. I realize that Bumble Bee Seafoods produces Coral along with a myriad of other brands, but the only canned tuna that will touch my lips is Coral.
The Missus loves this packaged curry with tuna from Trader Joe's, but I can't bring myself to eat it, because I know the tuna's not Coral. Yes, I know, I need major help.......
And what about the infamous:
I wouldn't be caught dead opening a can of Treet, that would be sacrilege! I know I've eaten Treet many times, especially in plates from lunchwagons. But still you gotta have standards! A guy I once knew told me, "I don't eat meat that rhymes with feet!". "But meat rhymes with feet." "Eh, dis' is my rules, ok? Dat don't count!" Same guy used to eat peanut butter and kimchee sandwiches, but well, at least he has standards, you know? Oh, and I love the little "classic" under the SPAM on the can, or as Reid would state - Spam®. Makes me think of Coke and Classic Coke.
I'm sure there are existing Marketing studies and books, but I've yet to see anything on brand loyalty in Hawaii. If you know of an article please let me know. For now I'll just be Brand Loyal Me. I'm sure everyone has some product that they are loyal to, beyond all logic and reason, I'd love to hear what you all have to say! Coming up is Part2 - There was a time I believed that Corned Beef only came in cans.....
Well, gotta scoot, Pepper & I are on our way to Mountain View, CA as you read this. I'm stopping in LA on the way back. I'm hoping to have a few "postable" items on my return. We'll miss you Pepper!
::sniff sniff:: Good bye Pepper! It was wonderful while it lasted! ::waves and cries:: BYE!
::frowns:: Wait a minute... he's coming here! ::wanders off, shaking her head to do some laundry::
Posted by: Jo | Thursday, 28 July 2005 at 08:49 AM
::sniff sniff:: Good bye Pepper! It was wonderful while it lasted! ::waves and cries:: BYE!
::frowns:: Wait a minute... he's coming here! ::wanders off, shaking her head, to do some laundry::
Posted by: Jo | Thursday, 28 July 2005 at 08:50 AM
Double posting huh Jo, I thought that was my job! ;P
Can't wait to see Kirk and Pepper.
Drice Safe and get here soon Kirk!
Posted by: milgwimper | Thursday, 28 July 2005 at 10:00 AM
Interesting stuff! I walk away knowing more about Hawaiian culture everytime I read your blog!
This and the recent NPR piece on Pidgin English in Hawaii were so cool to read and listen to.
http://www.npr.org/templates/story/story.php?storyId=4773414
Posted by: elmomonster | Thursday, 28 July 2005 at 12:14 PM
Well, I can't let you have ALL the fun now can I Mills? ::giggle:: Besides, I'm not horning in on your spelling! ;oP DRICE safe???? WOOHOO!! ::Bummity Bum Bum:: oh yea! ::off to clean some more stuff::
Posted by: Jo | Thursday, 28 July 2005 at 12:51 PM
Drice : a cross between drive and rice, drive well and eat well... ;P LOL
Posted by: milgwimper | Thursday, 28 July 2005 at 02:05 PM
Kirk! You HAVE to try the tuna in panang curry sauce from Trader Joes! Just do it--you'll like it!
And I don't know why anyone would ever eat non-Spam spam. Blech!
Posted by: dailygluttony | Thursday, 28 July 2005 at 04:01 PM
too true. but i'm a kraft person:D -- and Treet? boy i haven't seen one of those in YEEARS....
Posted by: stef | Thursday, 28 July 2005 at 05:47 PM
Coral Tuna is the best. The individual pieces of tuna inside the can are larger.
Posted by: RONW | Thursday, 28 July 2005 at 07:51 PM
Oh....
What about "tuna in water" or "tuna in oil"?
Posted by: RONW | Thursday, 28 July 2005 at 07:53 PM
Cant wait to hear about your trip to Jo and Milly.
The brand loyal post was cool, we don' get any of those brands here except spam and kikkoman :)
Posted by: clare eats | Thursday, 28 July 2005 at 09:11 PM
Hi Kirk,
So far, I agree with everything here. Does that make me a true local? =P
RONW,
It used to be only Coral in oil for most people. In fact, my mom still uses it.
Posted by: Reid | Thursday, 28 July 2005 at 09:20 PM
Hey Clare,
Good news. Best Foods mayonnaise is available in Australia but you need to search in several supermarket chains (or specialty gourmet produce stores). Once you've had a taste, you'll never want to go back to any other brand (it is that good!). In Melbourne, two places which stock it are Leo's supermarket and Coles. Having said that, I'd be surprised if you can't find it in Sydney. Good luck!
Posted by: Anna | Friday, 29 July 2005 at 09:10 PM
Hey Ron! I'm a BumbleBee person seeing's how I've never had the priviledge of even knowing that Coral existed. However, I'm a water pack person. Never cared for oil pack WITH the exception of the tuna packed in olive oil which I have had only in Spain. It was used in their version of potato salad which is mounded in the middle of the plate then "decorated" with pimento strips, chopped egg yolk, chopped egg whites, chopped parsley, peas, and tuna. Wonderful presentation, AWESOME flavor. I really love potato salad with olive oil and tuna!
Posted by: Jo | Saturday, 30 July 2005 at 12:29 PM
Hi Elmo - If you enjoyed pidgin - there's a book called
Pidgin to the Max that's alot of fun! http://www.besspress.com/productdetails.cfm?SKU=41X.
Pam - I did try the Panang Curry from TJ's - I could only chew, couldn't swallow! Sorry, but I tried - the cabinet is full of boxes of the stuff, like about 7-8 right now - must be like crack! Non Spam, Spam - istn't that an oxymoron!
RONW - It's true, Coral Tuna in oil for me.
Reid - After the Portuguese sausage, spam, and eggs breakfast for McDonald's your asking me if I think you're local?
Hi Clare - The main thing is, that you're able to get Spam !!! LOL!
Hi Anna - Thanks for posting. I got quite a good laugh! Best Foods - in a specialty gourmet market? I guess it's the gourmet part that got me laughing!
Hi Jo - I'm back in one piece! Thanks for everything! I can truly say, I've never knowingly eaten Bumble Bee brand tuna - ah, the power of brand loyalty!
Hi Milly - I did just get in about an hour ago! Whew, it' nap time! Thansk for everything!
Posted by: Kirk | Saturday, 30 July 2005 at 04:36 PM
Hi Stef - Sorry I missed your comment....I just saw treat the other day at the supermarket - I'd actually thought that perhaps they didn't make the "meat product" anymore - but no, there it was, in all it's blazing glory!
Posted by: Kirk | Saturday, 30 July 2005 at 04:44 PM
Well heck Kirk, why would you bother with Bumble Bee when you had Coral? You were just brought up better than me... ::sniff::
Posted by: Jo | Saturday, 30 July 2005 at 06:39 PM
Jo - I'm just wondering if you're gonig to try that "Great Wall Pork and Ham" (didn't they know that pork and ham come from the same animal?) meat product???
Posted by: Kirk | Sunday, 31 July 2005 at 03:08 PM
Hey man, brand loyalty is ALL it's cracked up to be! ::grins nervously:: I ain't gonna touch anything but SPAM and MAYBE Treet (but only if I don't know it's Treet!)
Posted by: Jo | Sunday, 31 July 2005 at 07:34 PM
Hi Jo - To take a page out of yours - it's easy to get "tricked by treet".....ba-dum-bum
Posted by: Kirk | Sunday, 31 July 2005 at 08:34 PM