Aloha is among the most important, and recognizable, words in the Hawaiian language. It is a greeting, a farewell, and encompasses love, affection, compassion, mercy, sympathy, pity, kindness, sentiment, grace, charity, and more. And it is distinctly, and universally acknowledged to be, part of the identity, principles, and soul of Hawaii.

Aloha is not a clever brand name to sell protein powders, shakes, and bars to trend-chasing hipsters. It is not the name of a company headquartered literally a block from Wall Street in New York City.

Aloha.com is a company rooted in ignorant cultural appropriation. Aloha.com is trading upon racist tropes, declaring its customers members of a "tribe." Aloha.com is an insult to the indigenous peoples of the Hawaiian Islands, to today's residents of the state of Hawaii, and to the very principles its corporate marketing team hopes to exploit and exhaust as it sells its mediocre products.

This petition:

1. Calls upon Aloha.com to invest its VCs funding and massive marketing budget to find a new, New York protein-appropriate name for its company and products.
2. Calls upon Aloha.com to issue an apology to the native peoples of Hawaii, the indigenous peoples of America, and to the current residents of the State of Hawaii.
3. Calls upon Aloha.com to donate its domain name, trademarks, service marks, product and brand designs, and any other non-protein intellectual property to the vetted, legitimate Native Hawaiian advocacy or independence organization of its choosing.
4. Calls upon the global allies of Native Hawaiians and indigenous peoples to publicly denounce and boycott Aloha.com until the above has happened, particularly allies in New York City.
5. Calls upon indigenous technology organizations, Native Hawaiian entrepreneurs, and their supporters in the broader technology industry to embrace any and all legal business strategies to dilute, diminish, or otherwise encumber the brand, public image, and visibility of Aloha.com and its products.
6. Calls upon plant-based food fans and advocates to denounce Aloha.com and endorse competitors not engaged in cultural appropriation.
7. Calls upon the residents, as well as the social, business, and political leaders of both Hawaii and New York to pressure Aloha.com to do the right thing.

Mahalo a nui loa for your support, and for sharing this petition with your friends. We encourage you to:

• Contact Aloha.com directly and let them know how you feel:
  - Instagram: https://www.instagram.com/alohamoment/
  - Facebook: https://www.facebook.com/aloha/
  - YouTube: https://www.youtube.com/c/AlohaVideo
  - Twitter: https://twitter.com/aloha
  - Pinterest: https://www.pinterest.com/alohamoment/
  - Email: care@aloha.com
  - In Person: 40 Exchange Pl #602 New York, NY 10005
• Contact Aloha.com's retail partners and let them know how you feel:
  - Kroger
  - Harris Teeter
  - Wegman's
  - HEB
  - Stop & Shop
  - Shoprite
  - Amazon
  - Thrive Market
  - Target

Sincerely, aloha.

@hawaii