Foliage Plants (Indoor/Outdoor Foliage and Tropical Foliage)

Nature of Production on Hawai'i Island

Hawai'i Island’s climate – particularly the warm, humid, and partly shaded conditions of its eastern side – is ideal for cultivating a wide variety of tropical foliage plants. Many foliage nurseries are located in and around the Puna district (areas like Kurtistown, Mountain View, Pāhoa) and Hilo, often on former sugarcane lands with rich soil or on lava rock lands amended for container growing. Production typically occurs in shadehouses (to prevent leaf burn and promote lush growth) or under 30-50% shade cloth or natural tree canopy. Some hardy foliage plants are grown in full sun outdoor plots as well. Irrigation is essential even in rainy areas, to ensure consistent moisture without waterlogging – drip and overhead sprinkler systems are common. These nurseries produce plants in nursery containers (from small 4-inch pots up to large 15-gallon tubs for specimen plants) as well as cut foliage stems harvested from plant stock in the ground.

Major Products and Species

The foliage category is broad, but a few key groups dominate Hawai'i Island production:

• Dracaena: Several species and cultivars of Dracaena are staples, often collectively referred to as “ti plants” or “Hawaiian foliage” in the trade. The most famous is Hawaiian ti leaf (Cordyline fruticosa, technically in the dracaena family): prized for its glossy green or red leaves, it’s grown for both potted sales and cut foliage (ti leaves are shipped in bulk for floral greens and for Hawaiian cultural uses). Another is Dracaena reflexa ‘Song of India’ – a houseplant with variegated green and yellow leaves – and Dracaena deremensis cultivars like ‘Janet Craig’ and ‘Lisa’ (popular interior foliage plants). Dracaena massangeana (the corn plant) is grown as cane cuttings; Hawai'i Island operations historically harvest thick “logs” of massangeana cane and ship them to be rooted on the mainland. These dracaena and ti plants have been a leading export foliage for Hawai'i; in prior years dracaena alone contributed over $5–6 million in sales statewide​ (with the bulk grown on Hawaii Island).

  
  

• Palms: Tropical palms are grown both as indoor potted palms and as outdoor landscape palms. Areca palm (Dypsis lutescens) is a prime interior palm grown in 6-inch to 3-gallon pots (feathery fronds used in homes and offices). Rhapis palm (Rhapis excelsa, lady palm) is another potted favorite, often grown under shade to produce clumps for indoor use. Kentia palms (Howea forsteriana) and fan palms (Licuala, etc.) may be grown for specialty markets. In addition, palms like coconut, royal palm, and foxtail palm are raised in field or containers on Big Island for landscaping (crossover with the nursery stock category). Palms as a group have been top earners in foliage; for example, potted palms accounted for about $3.77 million in Hawai'i foliage sales in 2019​ hdoa.hawaii.gov, much of which came from Hawai'i Island nurseries.

  
  

• Ferns and other foliage: A variety of ferns are cultivated. Boston ferns (Nephrolepis exaltata) in hanging baskets are classic houseplants produced by some nurseries. Bird’s-nest fern (Asplenium nidus) and staghorn fern (Platycerium) are grown for specialty markets and interiorscaping. Tropical ferns grown as cut greens – like leatherleaf fern – often thrive under the low-light conditions of Big Island shadehouses and are harvested regularly. Other foliage classes include Philodendrons and Monsteras (big-leaved aroids popular in the houseplant craze – e.g. Monstera deliciosa, the Swiss-cheese plant, which is grown for both potted plant sales and its dramatic cut leaves for arrangements). Aglaonema (Chinese evergreen) with its patterned leaves, Spathiphyllum (peace lily), and Dieffenbachia (dumb cane) are all in the Araceae family and do well in Hawaii’s climate; they are produced in moderate quantities for the houseplant market. Many of these overlap with what the industry calls “interiorscape plants.”

• Succulents and others: Though tropical moisture is high, a niche of succulent production exists (requiring rain shelter): some growers produce cacti and succulents (like Echeveria, Aloe, Sansevieria (Dracaena trifasciata) a.k.a. snake plant) for local sales, capitalizing on the succulent trend. These are smaller in scale compared to foliage stalwarts like dracaena and palms.

• Cut Foliage Greens: As part of the floriculture supply chain, Hawaii Island supplies cut foliage such as ti leaves, monstera leaves, areca palm fronds, aspidistra leaves, and tree fern fronds. These are often harvested from the same stock plants maintained for potted production, adding an extra revenue stream. For instance, a mature ti plant can have leaves periodically trimmed and bundled for sale as floral greens (in addition to selling whole plants or cuttings). In 2022, a noteworthy spike occurred in reported sales of “other cut” foliage in Hawaii (to $4.495 million) hdoa.hawaii.gov, indicating strong demand – possibly due to increased floral greenery needs post-pandemic or data reclassification. Hawai'i Island farms undoubtedly contributed heavily to that number, given their scale of ti and fern production.

  
  

Production & Market Data

Foliage plants have long been a pillar of Hawaii’s agricultural economy. Historically, the foliage category (including potted foliage and cut greens) was the single largest or second-largest floriculture segment. For example, in 2004 foliage sales in Hawaii were $17.7 million, out of $94.5 million total floriculture/nursery sales. At that time, potted palms and dracaenas were top contributors, with $7.3 million and $5.7 million in sales respectively. Hawai'i Island accounted for a large share of those figures due to its concentration of foliage farms (in 2004, Hawai'i County alone sold over $50 million of all horticulture products, much of it foliage and landscape plants​ nass.usda.gov). In recent years, official sales values have fluctuated as survey methods changed. From 2018 to 2020, statewide foliage sales hovered around $12–13 million annually hdoa.hawaii.gov. The pandemic initially boosted houseplant purchases (2020 sales rose slightly to $12.8 M​), but by 2022 the reported foliage sales fell to $11.44 M, and further to $7.6 M in 2023​. This sharp drop in 2023 is partly due to under-reporting (USDA ceased counting some landscape foliage and smaller growers) and possibly a post-boom market cooling hdoa.hawaii.gov.

Nonetheless, Hawaii Island’s foliage industry remains substantial. For instance, in 2019, Hawaii’s Dracaena (potted) sales were over $5.1 M and potted palms about $3.4 M​, with Hawai'i Island producers leading those categories. Other foliage categories like ferns and miscellaneous tropicals made up the balance. Hawai'i Island is also the primary source of foliage cuttings and liners exported for propagation elsewhere (these are captured under propagative material sales, though specific data are limited). Another noteworthy product is ti leaf for leis and luaus: Hawai'i Island grows vast quantities of ti plants; while many ti leaves are used fresh on-island, significant quantities are shipped to the continental US for use in Polynesian cultural events, hula costumes, and cuisine (ti leaves line cooking pits or wrap foods). This trade isn’t always reflected in the floriculture dollar figures, but it is part of the foliage sector’s contribution.

Value-Added Products and Uses 

Foliage plants have diverse end uses. Interior landscaping (interiorscaping) is a major one – offices, hotels, and malls often feature large potted palms, dracaenas, and philodendrons supplied by Hawaii growers. Some Big Island operations work with interior plant service companies, providing plants that will be rented/maintained at commercial sites (as mentioned, plant rental was a significant $1.7 M segment in 2020 files.hawaii.gov). Houseplant retail is another end market: Hawaiian foliage is sold in garden centers and nurseries, often rebranded under variety or cultivar names. During the recent houseplant craze, certain Big Island growers capitalized on trendy plants like Monstera ‘Thai Constellation’ (a variegated monstera developed partly in Thailand but grown by some in Hawaii) – these rare plants became high-value items sold online to collectors. The foliage sector also intersects with the florist trade: as value-added products, companies sell pre-made “ti leaf leis” or fern leis, and curly ti or dracaena canes fashioned into decorative shapes. Additionally, foliage plants sometimes serve cultural markets – for instance, ti plants are sold for Hawaiian ceremonies and landscaping of heiau (temples) or hula halau gardens, and maile vines (often wild-collected, but also cultivated Alyxia oliviformis) are grown and sold as the classic green leaf lei for weddings. In terms of processing, a small number of foliage products are converted to crafts or extracts (e.g., dried palm inflorescences in arrangements, or ti leaf distilled for fragrance oil) but these are niche. A form of value addition very relevant for Hawaii Island foliage growers is certification and quality assurance: many nurseries participate in the Hawaiʻi Department of Agriculture’s Certified Nursery Program, meaning they adhere to strict pest control and cleanliness standards so their plants can be shipped out of state. Being certified pest-free is a selling point that adds value by granting market access to places like California (which has strict quarantine). This often involves value-added steps like treating growing media, using biological controls, and careful inspection – costs that growers incur to add the “bug-free” value to their foliage products.

Market Trends and Competitiveness

The foliage plant market has experienced a rollercoaster of trends recently.

Surge in demand (2019–2021): Even before COVID-19, the “urban jungle” trend was growing, with Millennials and Gen Z driving a houseplant renaissance internationally. Hawaii’s foliage exports benefited from this, seeing increased orders for fashionable plants (e.g., variegated monsteras, fiddle-leaf figs, and ZZ plants). When the pandemic hit and stay-at-home orders came, this trend accelerated – people sought greenery for their homes, boosting sales of potted foliage​. Hawai'i Island growers, many of whom had diversified portfolios, found that while their sales to hotels and resorts fell, the retail houseplant demand soared, partially offsetting losses. One interesting metric: nationwide houseplant sales jumped in 2020, and Hawai'i’s foliage sales, although flat in dollar terms, likely saw higher volumes (with pricing pressures).

Post-pandemic normalization (2022–2023)

As offices reopened and some plant enthusiasts reached “peak plant” in their homes, demand cooled somewhat. Hawaii’s reported foliage sales drop in 2023​ aligns with anecdotal reports of oversupply in certain common houseplants and a price softening. Growers are adjusting by scaling back production of slower-moving varieties and focusing on reliable sellers.

On the competitiveness front, Florida remains Hawaii’s biggest competitor in tropical foliage. South Florida’s nurseries produce huge volumes of dracaena, palms, and others at lower shipping cost to mainland markets. To compete, Hawai'i’s foliage industry emphasizes quality, unique varieties, and reliability. The volcanic cinder growing media and ample rainfall on Hawai'i Island can produce very robust root systems and richly colored foliage, which some buyers recognize as superior. Additionally, Hawai'i can grow certain “signature” plants that are rarer in Florida – for instance, the Hawaiian ti varieties (from sacred green ti to newer cultivars with pink or chocolate-colored leaves) are a cultural specialty often sourced from Hawai'i. Hawai'i Island producers also have long-standing relationships with West Coast buyers who value a diversified shipment (e.g., a single container from Hilo might include variety of ferns, ti, dracaena, etc., which a Florida supplier might not bundle).

Pest and quarantine issues play a large role in competitiveness. Hawai'i Island’s battle with the invasive coqui frog (an audible tree frog that hides in plant pots) has been costly – nurseries have had to implement frog control (like nighttime spraying and trapping) and in some cases hot water dip treatments for plant shipments to ensure no frogs tag along. These measures add to production cost, effectively a self-imposed value-added step to remain market-eligible. Similarly, historical pests like the burrowing nematode in Hawaiian soil forced innovation: many foliage growers switched to soilless media and bench growing to avoid soil contact, a practice that now also improves portability of operations. By tackling these pest issues proactively, Hawai'i Island growers maintain access to lucrative but cautious markets like California, which helps them stay in business. Notably, HDOA’s certification programs and rigorous inspection regime have been critical in preserving Hawai'i’s foliage export pathways.

Innovation in the foliage sector includes exploring new species for new markets. For example, as the houseplant craze turned to rarer aroids, some growers trialed plants like Alocasia and Philodendron cultivars that hadn’t been grown commercially before in Hawai'i. The ability to quickly propagate via tissue culture or cuttings and scale up a “hot” plant is now a competitive skill. Some nurseries partner with labs (or have in-house tissue culture facilities) to mass-produce trending varieties before competitors do.

Another trend is sustainability and certification. There’s growing interest in environmentally friendly production – a few Hawaii Island foliage nurseries have shifted to organic practices or reduced chemical use, marketing their plants as eco-friendly. While not mainstream yet, this could become a differentiator if “sustainably grown” plants gain traction with consumers. Also, carbon footprint awareness is creeping in – the idea that locally (to Hawai'i) grown landscape plants might be preferable over imports for sustainable landscaping, for instance. On the mainland, some environmentally conscious consumers might weigh the carbon cost of flying plants from Hawai'i; to address this, Hawai'i shippers increasingly use sea freight for hardy foliage, which lowers the carbon and financial cost, making Hawai'i plants more competitive on price.

In summary, Hawai'i Island’s foliage plant sector has proven resilient and adaptive. It navigated a boom-bust cycle in recent years, contending with pest challenges and strong competition, yet continues to be a leading supplier of quality tropical foliage. The island’s combination of ideal growing climate, experienced growers, and ongoing innovations (from tissue culture propagation to pest management) positions its foliage industry to remain relevant. Market trends suggest that while the explosive growth of 2020 has leveled off, a steady baseline demand for greenery persists. If Hawaii Island can continue offering unique, high-quality foliage plants – and perhaps further capitalize on direct online sales and branding – it will retain a competitive edge even as Florida and international growers vie for the same houseplant-loving customers​.