The Maui Food Bank celebrates the launch of Da Mobile Market, a new program designed to help combat food insecurity among Maui’s most vulnerable residents. Photo courtesy Maui Food Bank

The goal with the Maui Food Bank’s new Da Mobile Market is to help address food insecurity for underserved served communities in Maui.

The Maui Food Bank launched Da Mobile Market on Friday, bringing a new mobile food distribution program online.

According to the nonprofit, the new initiative is designed to serve those who need it most by giving them access to fresh, nutritious food, ensuring that families in need have essential nourishment. The effort will include West Maui, Upcountry and Hana.

Since the Maui wildfires, the demand for food assistance has reportedly surged

The Maui Food Bank says monthly food distribution has increased from 250,000 pounds to more than 700,000 pounds per month, including 200,000 pounds of fresh produce per month.

The Maui Food Bank says the Da Mobile Market is building on the success of Da Market Lahaina, a food distribution center opened last year by Maui Food Bank and the American Red Cross to support families impacted by the 2023 wildfires.

By introducing a mobile platform, Maui Food Bank says it can now reach even more communities.

“The need for food assistance across Maui has never been greater, especially in historically underserved communities and those still recovering from the wildfires,” said Lisa Paulson, CEO, Maui Food Bank, in a news release. “Da Mobile Market is a vital resource that allows us to bring food directly to families who might otherwise struggle to access it.”

The Maui Food Bank’s Da Mobile Market features two trucks that can carry 10,000 pounds of food combined. With the new mobile food market, Maui Food Bank aims to serve 3,500 people per month once the program reaches full capacity. Photo courtesy Maui Food Bank

The Maui Food Bank’s Da Mobile Market features two trucks that can carry 10,000 pounds of food combined. With the new mobile food market, Maui Food Bank aims to serve 3,500 people per month once the program reaches full capacity. Photo courtesy Maui Food Bank

Funded by a $2.1 million grant from the American Red Cross, which also supported the launch of Da Market Lahaina, Da Mobile Market will operate multiple days per week, prioritizing fire survivors and those who qualify based on need.

Da Mobile Market will focus on distributing fresh fruits and vegetables, along with proteins and dairy when available, helping families maintain a balanced and healthy diet. At full capacity, the program aims to serve 3,500 people per month.

The initiative is powered by two high-capacity food distribution trucks — the Cooler Management Truck, which can hold up to 6,000 pounds of food, and the Embassy Truck, which can hold up to 4,000 pounds.

With two trucks that can distribute up to 10,000 pounds of food per deployment, allowing for maximum impact across Maui’s most vulnerable communities.

“The American Red Cross is honored to continue our partnership with Maui Food Bank to support families still recovering from the fires and those facing food insecurity,” said Tony Briggs, regional CEO, American Red Cross, Pacific Islands Region. “This initiative reflects our shared commitment to long-term community resilience and recovery.”