Piko Provisions connects Hawaiian farming heritage to future generationsPiko Provisions connects Hawaiian farming heritage to future generations

Ethan West wears many hats: father, community builder and founder of Hawaiian baby food company, Piko Provisions, a brand that is reimagining the CPG landscape while honoring local agricultural traditions.

West’s journey began far from Hawaii, on a sixth-generation family farm in Rhode Island. There, he developed a profound connection to the land and its natural cycles. As a child, West was accustomed to eating what the family grew. These early experiences shaped his values around food, community and sustainability. His parents regularly shared surplus vegetables with neighbors, a practice that would later inspire West's business philosophy.

In 2014, he moved to Hawaii to obtain his MBA, seeking to combine his agricultural background with business acumen in order to make an impact on the food system. During this time, two facts made an impression on him. First, that many baby foods contain concerning levels of toxins and chemicals. Second, although Hawaii has rich, volcanic soil, the islands import around 90% of their food. “I want [the access] I grew up with to be the norm for people and to democratize the food system, including providing people the foods they grew up eating,” says West.

These revelations sparked a vision to create a baby food company using culturally relevant Hawaiian crops sourced from local, regenerative family farms. With guidance from a Hawaiian mentor who connected him to local farmers, Piko Provisions was born.

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Piko Provisions founder Ethan West, second from right, works with about 200 farmers across Oʻahu.

The power of community 

Piko Provisions isn't just selling baby food; it's revitalizing food traditions that were disrupted by plantation agriculture, which historically limited Hawaiians' access to culturally significant crops.

The company introduces infants to traditional Hawaiian flavors such as taro, breadfruit, sweet potato and poi. West's commitment to transparency is evident in his approach: "You could ask me where [Piko] gets its bananas, and I could take you to the farm and show you."

Starting a CPG company in any location is difficult. Doing so on an island comes with its unique set of challenges. “We are located in the most geographically isolated place on earth and there’s no processing infrastructure,” says West. “Over the past five years, it has been a challenge. Everything is three times as expensive and takes four times as long.”

But the challenges unique to island living also come with benefits: a strong sense of community where people help one another. West works closely with different incubators that connect individuals on the islands working in food systems. Initially, he partnered with a very small co-manufacturer but as the brand has grown from three to 10 SKUs, West decided that it was time for Piko Provisions to have its own manufacturing facility to sustain growth.

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Now, on top of running the company, West has also learned to become an electrician, plumber and maintenance technician, among many other things. “When you’re bootstrapped, you figure out how to do it and this is where I lean on my farm upbringing,” he reflects.

Engaging respectfully with people and culture

As a public benefit corporation, Piko Provisions prioritizes equity throughout its supply chain. Not only does West source regeneratively grown crops; he also enables the farmers he sources from to name their price rather than telling them what he will pay. In total, Piko Provisions sources from about 200 farmers across the island.

The result is a premium product for young palates. To get it into the households of all Hawaiian families, West worked extensively with the state to get Piko Provisions approved for a Double Up Food Bucks program, DA BUX, which is typically reserved for fresh fruits and vegetables. Piko is also Women, Infants and Children (WIC) approved.

When asked about his greatest lesson in entrepreneurship, West doesn't mention capital or scaling strategies.  Instead, he thoughtfully pauses to think. “My greatest learning so far? How do [I] engage respectfully with culture, with people and do [them] justice? I am not a master, but it’s my responsibility to put the work in and as a father, get my daughter engaged in the community,” he says.

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With his family, he also regularly participates in community workdays. “Give back more than you think you can and if you’re ever stuck, build relationships,” he says.

This Lūʻau Stew is made with taro leaf, bone broth and ginger and is a 2025 Newtopia Now NEXTY finalist.

From Honolulu to Newtopia Now

Although Piko Provisions is very much a place-based company, West ventured across the Pacific Ocean this past August to attend Newtopia Now. At the show, his goal was to continue to build and foster relationships with other brands and organizations in the regenerative community. Not only does West say he achieved this goal, but Piko Provisions was also named one of eight Newtopia Now NEXTY Awards finalists.

While the Hawaiian community is West’s north star, he also has aspirations for Piko Provision’s growth. “Growing is dependent on our community in Hawaii and outside of the Islands. This year we finished out the round of purées and we now have products for three stages of development. We also just received an equipment grant from the State Department of Agriculture and will be expanding into finger foods and juices,” West shares.

The name "Piko," which refers to the umbilical cord and symbolizes the connection to life and land in Hawaiian culture, perfectly captures the company's mission. Piko Provisions remains committed to reviving ancestral food traditions while building a sustainable future. No one said it was an easy task, but West embraces it wholeheartedly.