I will not get into the legalities of this Chicago based restaurant company that trademarked the words (Aloha Poke). The company registered Aloha Poke, and had sent letters to several restaurants that use those words to describe a dish we all grew up with. For those of you who are not in the know. Aloha is a word we use in Hawaii to greet others, as well as to say goodbye. You can find out more on the word by visiting Hawaiian language websites. I won't delve into it. But this is my take on what has happened.
A group of business men in Chicago saw an opportunity to capitalize on the two words that are very popular. But first let's take a step back to the early 90's shall we? Poke (Po keh), is made up of cubed raw ahi tuna, and seasoned with various Hawaiian ingredients. Chef Sam Choy made poke very popular. And within several years hence, top restaurants all over the planet was serving poke in different variations. And the Food Network, and then social media helped define poke. It is so popular that in Hawaii, not only locals are jockeying for position in markets but visitors as well.
Let's talk business. If poke is so popular, and some Manhattan restaruant can serve it in a martini glass and sell it for $75.00, you know that the capitalists are chomping at the bit. Was I suprised that this Chicago company did just that? Nope. My thinking was really? No Hawaiian businessman did it? They did not think as a business community "Hey somebody trademark it, so we can use it and control the name." I mean this is big business 101 right?
This is a learning experience for anyone with a business that rakes big bucks. The thing with locals in Hawaii, is they are too lax. Too much Aloha and see what happens? Hawaii people need to learn to be sharks, plain and simple. Heck, why not? See what happens when Hawaiians are too trusting? They haven't learned from the overthrow. I may get backlash from what I just said. But truth man. Protect your shit!
How do I really feel about this? I have no feelings period. The Hawaiian and local foodie community dropped the ball. Sorry. They did and I feel nothing. But I do feel this, the _______ will always find a way to take things for their own through the legal system. Sorry if I offended my fellow locals, but you all must wake up and smell the coffee, this isn't childs' play. You own a business and you got a line out the door, protect your shit, plain and simple.
© 2018
