Originally Posted On: https://www.imua.coffee/coffee-roasting-blog/island-roots-expanding-reach-imua-coffee-roasters-from-kauai-to-the-mainland
Along the eastern shoreline of Kauaʻi, IMUA Coffee Roasters has grown from a small-batch operation into an emerging specialty coffee brand with a developing mainland presence.
Founded in 2016 in Kapaʻa, the business entered a new phase in 2022 when it was acquired by Joanna “Nahele” Killen and Matt Killen. At the time, the roasting program supported five wholesale accounts alongside a modest online store.
Since then, the company has focused on strengthening its roasting operations and distribution. Wholesale partnerships have expanded to twelve accounts, while online sales have increased approximately 400 percent.
IMUA’s approach centers on small-batch roasting designed to preserve the character of each coffee. The company primarily produces light to medium roast profiles, including rotating single-origin offerings and two core blends.
“The 42 Espresso,” a medium roast blend, presents a structured profile with notes of herbs, chocolate, nut, and cedar. The “Howzit Cold Brew” blend is developed for cold extraction, producing a smooth cup with toffee, nut, and chocolate characteristics.
Operating in Hawaiʻi introduces variables not present in mainland roasting environments. Humidity and airflow affect heat transfer and roast progression. IMUA has developed methods specific to these conditions, which now inform its approach across locations.
In 2025, the company expanded to Tampa, Florida, establishing a second roasting operation within Autonomy Coffee Lab. This facility supports more efficient fulfillment of online orders and enables broader wholesale distribution across the continental United States.
The Florida operation also expands sourcing capability. Hawaiʻi-based roasters face restrictions on importing certain green coffees, including African origins. Operating from the mainland allows IMUA to incorporate these coffees into its lineup.
During the expansion, Joanna Killen spent much of 2025 in Florida establishing the operation. By mid-2026, the Tampa facility is expected to function independently, allowing renewed focus on the Kauaʻi roastery.
The company is now structuring its next phase of growth, separating roasting and café operations. The Kauaʻi location will serve as a flagship café, while the roasting company continues to expand as a standalone brand.
IMUA Coffee Roasters maintains its foundation in Hawaiʻi, with its roasting approach developed on Kauaʻi guiding production across both locations. Mainland expansion builds on the company’s foundation. The roasting philosophy developed on Kauaʻi directs production across both locations, extending that Hawaiian roasting approach to a broader U.S. market.
