In the crowded world of consumer packaged goods, few companies truly live their mission from the inside out. Waiākea Hawaiian Volcanic Beverages, founded in 2012 in Hilo, Hawai‘i, stands apart as one that does.
Co-founded by Ryan Emmons, his cousin Alex Preston, and friend Matt Meyer, the brand was built on a simple but revolutionary idea: great taste should never come at the planet’s expense.
From using 100% post-consumer recycled plastic to pioneering OceanPlast®, a proprietary coastal recycling initiative, and creating the Kōkua Initiative nonprofit to uplift local communities, Waiākea has become a model for what the next generation of sustainable businesses can be.
The company’s products, from its naturally alkaline volcanic water to its new coffee line, all flow from a foundation of respect for the land, its people, and a shared responsibility for the future.
We sat down with Ryan Emmons, Co-Founder and CEO, to talk about the origins of Waiākea, the company’s triple-bottom-line philosophy, and how it continues to redefine what it means to build a purpose-driven brand.
Q&A with Ryan Emmons, Co-Founder and CEO of Waiākea Hawaiian Volcanic Beverages
What was the lightbulb moment — the origin story of Waiākea?
Ryan: I grew up splitting my time between Hawai‘i and California. With my mom raised in Hawai‘i and extended family there, I was able to experience both places from a local perspective and really embrace the lifestyle of each.
As a young adult, I was involved in a number of clean water, environmental, and education nonprofits. That’s where I first saw the impact these programs could make, but I also saw their limitations.
There was incredible intention, but often not enough sustainability built into the model.
Later, when I was studying at USC’s Marshall School of Business — specifically the Greif Center for Entrepreneurial Studies, I had what you could call a lightbulb moment.
I realized I wanted to create a beverage company that wasn’t just about great taste, but about doing things differently, a company that put people and the planet first.
In 2012, I co-founded Waiākea Hawaiian Volcanic Beverages with my cousin, Hawaiian artist and game designer Alex Preston, and my close friend Matt Meyer.
We started small, literally making local deliveries out of a U-Haul. Fast-forward to today, Waiākea is a national brand rooted in circular packaging, sustainable sourcing, and a deep commitment to giving back.
What is Waiākea’s mission and vision?
Ryan: Our mission is to provide premium Hawaiian volcanic beverages that are naturally healthy, ethically sourced, and environmentally responsible. From day one, we’ve operated with what we call a triple-bottom-line philosophy — putting people, planet, and the spirit of aloha before profit.
Every decision we make has to balance quality with positive impact.
That’s not just a statement for us, it’s how we operate.
Our vision is to transform the beverage industry by setting new standards for sustainability and social responsibility.
We want to prove that a beverage company can create value far beyond its products. This is something we’ll never stop evolving. It’s the backbone of who we are and what makes Waiākea unique.
How does Waiākea impact lives and the environment in a positive way?
Ryan: From the beginning, we made a choice that most beverage brands wouldn’t: to use 100% post-consumer recycled plastic (rPET) instead of virgin plastic.
It wasn’t the easiest or cheapest route, but it was the right one.
That decision alone reduces carbon emissions, water use, and energy demand and eliminates the need for new fossil fuel production.
Over time, that commitment evolved into OceanPlast®, which focuses on diverting and recycling coastal plastics before they reach the ocean.
Both initiatives were never just about packaging, they were about creating a new standard for environmental responsibility.
Beyond packaging, impact has always been central to our brand.
One of our earliest initiatives was through a partnership with PumpAid, which allowed us to provide clean water for life to over 1 million people in Africa.
Closer to home, our Kōkua Initiative has already touched more than half a million lives in Hawai‘i and beyond.
Through this nonprofit, we focus on supporting schools, funding environmental projects, connecting with local communities, and collaborating with leaders who are driving positive change.
That’s what impact looks like for us, local and global, tangible and scalable.
What is Waiākea’s business model?
Ryan: We focus on three pillars:
- Circular packaging, meaning we eliminate waste and reuse materials wherever possible.
- Sustainable sourcing, ensuring our volcanic water and coffee are harvested responsibly with respect for the land.
- Community impact, through initiatives like the Kōkua Initiative and clean water programs.
It’s about ensuring that profitability never comes at the expense of purpose. That’s how we define long-term success.
How have you funded the company so far?
Ryan: We’ve come a long way since those early days in a U-Haul. Initially, we bootstrapped Waiākea with our own money, along with support from family, friends, and a few early believers in the vision.
Over time, as we hit key milestones, we raised capital strategically at each inflection point. The beverage space is incredibly capital-intensive, so we had to be intentional about staying lean and efficient.
To date, we’ve raised over $50 million across the last 13 years, always with investors who align with our mission.
That alignment is critical. It allows us to grow without compromising our values.
What tools or systems do you use to run Waiākea?
Ryan: One of the most powerful tools we have is our ‘Ohana Ambassador Network. This is a collective of incredible Native Hawaiian and U.S.-based athletes, artists, and changemakers who help amplify our mission far beyond just the products we sell.
It’s one thing for a company to talk about sustainability. It’s another for a pro surfer to speak authentically about protecting the ocean, or for a reggae legend to encourage recycling at their concert, or for community leaders to show up to volunteer alongside our Kōkua Initiative team.
These partnerships take our values and turn them into lived experiences. They show people what it truly means to live aloha — to care for one another, to care for the planet, and to act with purpose.
Final Thoughts
From a small startup delivering cases out of a truck to a globally recognized B Corp leading the charge in sustainable beverage production, Waiākea embodies what happens when business is built on integrity and vision.
Each bottle represents more than hydration, it’s a statement of respect for the land, the ocean, and the communities that sustain them.
Under Ryan Emmons’ leadership, Waiākea is not only transforming the beverage industry but proving that mission-driven brands can lead with both heart and performance.
