Sweet (and Fizzy) Memories

Maui Soda & Ice Works in Wailuku, circa 1920

Maui

David “Buddy” Nobriga, board chairman at Maui Soda & Ice recently saw a book with a Maui Soda bottle dated 1884. Nobriga says the company is so old, nobody really knows how old the company really is. But after celebrating the 100th birthday of the company in 1988, he figures he’ll keep the company line.

So “Happy 120th, Maui Soda & Ice.”

The Nobriga family has been integral to company operations for 86 years. Manuel Nobriga, Buddy’s father, started working for Maui Soda & Ice Works in 1922 and bought the company in 1946. He was succeeded by Buddy and today by Buddy’s son and current president Michael Nobriga.

The Maui owned and operated company today no longer produces or bottles soda at the factory, but distributes Coca-Cola products across Maui
and Lanai. Maui Soda & Ice Works also produces Roselani Tropics Ice Cream. In 2003, the company partnered with Oahu distributors and revenue has grown in the triple digit percentages since.

So how does a small business weather numerous recessions and stay in business for over a century in a place like Maui? Take care of your people, Buddy says. “Our employees know they have someone they can talk to and they know that we have their best interest at heart.” He adds that philanthropy, especially in a community like Maui, also helps during tough times.

For now, the company will stay with the Nobrigas and that ohana spirit will remain intact, though Michael Nobriga feels his dad is a tough act to follow. “Growing up, it’s been very difficult to fill dad’s shoes and I still don’t feel like I’ve quite done it yet,” says Michael Nobriga. “I have to use a lot of socks.”

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