About Us

Our Beginnings

Holoholo Farm began with a strong passion to make Hawai‘i more food sustainable, and improve the health of communities by making local produce more accessible. Holoholo General Store was founded by Jill Nordby, CEO & president, in 2012, and had humble beginnings—the first “pack house” and walk-in cooler was constructed in the Nordby garage. Support from customers in the local community was overwhelmingly positive, and the need for more help and to relocate the business became a priority.

Then, a fortuitous meeting occurred, in what the business partners like to refer to as “the alignment of the universe.” Jamie Sexton, co-owner and COO, joined forces with Jill in 2013. The two mothers and business women help each other find balance in their family and work lives while they Holoholo hustle to bring fresh local produce to individuals and families on O‘ahu. With the expansion of their business, it became clear that one of the main challenges for Holoholo General Store and Hawai‘i as a whole is supply limitations of diversified locally grown produce.

Our Plan

Shortly thereafter, longtime family friends of Jamie’s, Elisabeth and Emily Beagle, who happened to be farmers in California, mentioned that they were looking to relocate and start a new farm. Elisabeth made an exploratory visit to O‘ahu in the spring of 2013, and serendipitously shortly thereafter the Mahi‘ai Match-up Contest was announced by Kamehameha Schools and the Ke Ali‘i Pauahi Foundation.

Over many long discussions, the four women excitedly decided to submit their business plan with the help from the Agribusiness Incubator Program for the development of an organic farm on the North Shore of O‘ahu.

Holoholo Farm

On February 22nd, 2014, the Holoholo General Store team was awarded First Prize in the Mahi‘ai Match-up Contest, and awarded a five-year lease and cash prize to start Holoholo Farm. We are grateful for this beautiful farmland and opportunity to have meaningful interactions and exchanges within the community about food, farming and about a sustainable future for Hawai‘i.

With passion and experience as our guide, with support from our farmers, family and friends, the expertise of community leaders, and all of you…we embark on this journey to reciprocate all that we have received and will continue to receive with gratitude in our hearts.