KAU, HAWAII » Richard and Theresa Wiles live in Kona, Hawaii’s coffee capital.

But that didn’t stop them from wanting to sample the internationally award-winning brews in Kau, so they took a weekend trip to Kalae­kilohana, a luxury bed-and-breakfast in the town of Naalehu, population 866.

"This is an exciting part of the Big Island," said Theresa Wiles. "Anything that’s grown down here is interesting and very unique."

The Wileses are part of the tourist economy slowly building around former sugar plantation towns in the southern region of Hawaii island.

More than 3,000 visitors were expected to turn out for the fourth annual Ka‘u Coffee Festival on Saturday, said festival organizer Chris Manfredi of Kau Farm and Ranch Co.

"I’m hearing of more people traveling from Oahu, and I’m getting calls from mainland numbers," Manfredi said ahead of the event. "We’ve got a cool new coffee culture emerging."

Retailer Hilo Hattie planned to run shuttles from its Hilo store to the festival, said Mark Storfer, Hilo Hattie’s executive vice president and COO.

Tourists are becoming more familiar with Kau coffee, which has gained recognition in the last six months as an infestation of the coffee borer beetle in Kona has reduced the dominant crop’s supply, Storfer said.

"Many say it’s not only a great substitute, but it’s a superior product," he said.

Samantha Shead, a tourist from Texas, was hooked after Storfer handed her a sample at the retailer’s flagship Oahu store.

"I knew about Kona coffee, but I hadn’t heard of Kau coffee before," Shead said. "It’s really good. You can visit the farms? I think most visitors would like that." 

Shead’s interest is part of the reason that Hawaii Tourism Authority is pushing for more neighbor island events like the Kau festival.

"We are one of their supporters," said David Uchi­yama, HTA vice president of brand management. "We gave them $15,000 this year because we see an opportunity."

Kenny Joyce and Kilohana Domingo, who opened Kalaekilohana seven years ago, said they were proud to host a sold-out farm-to-table dinner, which was a festival precursor. The presence of the renowned entertainer Robert Cazi­mero confirmed that Kau coffee has become a big deal, Joyce said.

"The world-class coffee made the whole thing possible," he said. "Part of the message was to say that our local farmers have earned the right to be treated special and to have special events that reflect how good of a job they are doing."

Kau farmers have made it easy for tourists to see them at work. Merle Becker, great-granddaughter of J.C. Searle, who was the first coffee farmer in Kau, offers free tours at Aikane Plantation Coffee Co., which she runs with her husband, Phil.

"We love to show visitors our farm," she said."Tourism is an important part of what we do."

If Ed Olson, who owns 13,600 acres of C. Brewer & Co.’s former Hawaii sugar land, has his way, vans and busloads of tourists will be stopping at his Ka‘u Coffee Mill, which opened May 6.

Olson said he sees great potential for Kau coffee to pump money into the economically depressed region.

"Even before it opened, the mill was creating jobs. I’d drive up and there would be 36 construction workers," Olson said.

Julia Neal, who turned a former sugar mansion and workers’ cottages into Pahala visitor accommodations, said the mill’s opening will create additional tourism. Ka‘u Coffee Mill workers were already turning away visitors before its grand opening, Neal said

"The typical visitor at Pahala Plantation Cottages would like to go to a place where they can get to know the community," she said. "They want to visit a mill and a farm."

From Olson’s perspective, agritourism works. Tourists have gravitated to Hama­kua Macadamia Nut Co., where he is a major investor.

The nut company’s revenues climbed after it began tours four years ago, said Richard Schnitz­ler, president and CEO.

"People can shop anywhere in the world and buy products," Schnitz­ler said. "It enhances their experience when they see them grown and produced."

Troy Keolanui, who founded OK Farms in 2002 with Olson, said Ka‘u Coffee Mill and all of the surrounding farms will create a hub of tourist activity.

"The sky is the limit for tourism. It could outgrow the crops themselves," Keolanui said.