King’s Hawaiian Bakery Turns 60 With Marketing Blitz

King’s Hawaiian Bakery, maker of the United States’ top-selling branded dinner rolls, is celebrating six decades of consumer sales with a range of added-value marketing efforts. Consumer-driven outreach includes a 60th-anniversary recipe collection that can be downloaded online, social media contests and giveaways, while media relations focus on print and broadcast outlets across the country.

The family-owned company, which got its start in Hilo, Hawaii, and was the first to offer Hawaiian sweet bread, now operates in Torrance, Calif., with over 500 employees. Its 150,000-square-foot bakery produces more than 1 million pounds of breads and rolls daily and continues to expand its distribution nationwide.

“King’s Hawaiian’s 60th anniversary is a tribute to our corporate and consumer ohana (family),” said the company’s CEO, Mark Taira. “Six decades ago, my father began the tradition of producing irresistibly delicious, original recipe products made with genuine aloha spirit, and we are fortunate to be able to continue that mission today. King’s Hawaiian is greatly assisted in our efforts by our outstanding retailer partners across the nation, all of whom demonstrate great enthusiasm for our brand.”

Additionally, in keeping with the Hawaiian tradition of caring for the earth, the company launched “Green Vision,” a company-wide initiative developed to have a positive impact on the environment through financially sound alternatives and sustainable solutions. The program earned King’s Hawaiian the California Governor’s Environmental and Economic Leadership Award last year.