Why Pineapple?

by | May 26, 2022

Why Pineapples?

Pineapples have a long a well-documented history of being a symbol of hospitality and the hospitality industry. According to the Indiana University of Pennsylvania, sea captains would place a pineapple outside their homes as a symbol of their safe return. This was at a time when pineapples were exotic due to their rareness and the challenges faced in procuring a ripe fruit from the Caribbean islands.

Centuries later, the pineapple still stands as a symbol of hospitality adorning logos, napkins, bed posts, and much more. A trip to your local stores will show the pineapple as a popular symbol to this day. There is even a pineapple fountain in Charleston, SC! I took this photo while on a quick trip there in 2019.

Oh, and it’s fun! It’s a logo and name that brings thoughts of someplace warm, possibly tropical, and even beach-ey. Doesn’t that sound lovely? We think so.

What does this have to do with the real estate industry?

In 2020 we launched into property management, recognizing that the industry is very transactional-based and seemed cold. We wanted to find a way to bring friendliness, and quite simply, people, back into the industry. What we were looking for was hospitality – treating our customers, whether those leasing or the owners we represent, as we would if they were a guest in our homes.  

As we moved further into real estate, we see that again and again this business is transactional and often a bit cold. It needs a pineapple. It needs that beach vibe to bring back that warmth.

Ok, but what else?

Ok… Ok… There’s a bit more to it. My wife and I are both beach bums. I grew up in San Diego, CA, VERY near the beach and my wife lived on the island of Oahu, Hawaii, for eight years. The beach vibe runs deep in us both and we feel the need for sunshine and warmth. We feel for the need of warm hospitality and the aloha spirit – the mutual regard and affection and extends warmth in caring with no obligation in return.

What about Aloha?

Did you know that the Aloha Spirit is enshrined in Hawaii’s State Laws? It’s true:

[§5-7.5] “Aloha Spirit.” (a) “Aloha Spirit” is the coordination of mind and heart within each person. It brings each person to the self. Each person must think and emote good feelings to others. In the contemplation and presence of the life force, “Aloha,” the following unuhi laula loa may be used:

  • “Akahai,” meaning kindness, to be expressed with tenderness;

  • “Lokahi,” meaning unity,to be expressed with harmony;

  • “Oluolu,” meaning agreeable,to be expressed with pleasantness;

  • “Haahaa,” meaning humility, to be expressed with modesty;

  • “Ahonui,” meaning patience, to be expressed with perseverance.

These are traits of character that express the charm, warmth and sincerity of Hawaii’s people. It was the working philosophy of Native Hawaiians and was presented as a gift to the people of Hawaii.

  • “Aloha” is more than a word of greeting or farewell or a salutation.

  • “Aloha” means mutual regard and affection and extends warmth in caring with no obligation in return.

  • “Aloha” is the essence of relationships in which each person is important to every other person for collective existence.

  • “Aloha” means to hear what is not said, to see what cannot be seen and to know the unknowable.

(b) In exercising their power on behalf of the people and in fulfillment of their responsibilities, obligations and service to the people, the legislature, governor, lieutenant governor, executive officers of each department, the chief justice, associate justices, and judges of the appellate, circuit, and district courts may contemplate and reside with the life force and give consideration to the “Aloha Spirit.” [L 1986, c 202, §1]

As you can see, there’s a lot to that Aloha Spirit. Personally, this seems like a heartwarming statute that every state should adopt. Think of a world where we all adopted the Aloha Spirit and treated each other with a sense of warmth and no obligations in return.

These pineapple and Aloha Spirit are the foundations we wish to build a property management and real estate company upon. One where people are treated like people; as our neighbors, community members, or congregants – not dollar signs.

Erich Schwenk Headshot

Written By Erich Schwenk

Erich Schwenk is the Designated Managing Broker & Designated Association Manager for the The Pineapple Brand Company. He has a passion for hospitality and created a real estate & management company around high levels of customer service, communication, transparency, and above all - trust. Before launching The Pineapple Brand Company, Erich served 20+ years as a Flight Attendant. He has a background in web development, videography, photography, and digital marketing. Bringing years of service, knowledge and these skills to real estate and its digital marketplace.

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