A small Hilo noodle maker that started 75 years ago is now run by its fourth generation, still turning out the same crunchy chips and fresh noodles that built its local following.

• The business began in 1950 as a noodle company, and a family member later invented a crispy chip snack from a one-batch recipe that was originally just given away to customers before demand turned it into a product.
• Fourth-generation co-owners now run the company, making chips and fresh noodles in small batches every week, with some items sold in stores like Costco and used by local restaurants.
• The family is using its products creatively, from topping chips with salmon for a local-style nacho dish to adding shrimp to stir-fried noodles, showing how the brand is staying relevant with new recipes.
• The company joined a local business accelerator program and is launching a new cinnamon-sugar snack, with new packaging that tells the family's story, debuting through an online store and an upcoming vendor showcase.

Outlook: The family is leaning into its multi-generational story and new products to grow beyond its Hilo roots while keeping its original recipe at the center of the business.