About Us

Our Mission 


It is the vision and mission of our markets to create a business incubator for small farmers, food manufacturers and artisans, by creating a supportive and nurturing environment, which will cultivate economic growth, community health, and cultural awareness.  We hope that you will come out to our market soon with the goal of discovering just how unique we are!






Award-Winning Markets

Our markets have been voted four times by American Farmland Trust as Hawaii’s favorite Farmers Markets, including number one in the entire Pacific region.

FarmLovers farmers markets are known for their ability to create an atmosphere of community in the marketplace and to showcase high-quality, fresh, local fruits and vegetables, value-added local products and other budding artisan businesses providing a thriving food hub for residents as well as food editors, chefs and writers from around the state and abroad.




Our Team


 Pamela Boyar, Managing Director

Born in Los Angeles, California, Pamela’s appreciation of fresh produce began when she was a small child awe-struck by the beautiful basket of fruits and vegetables the produce man delivered to her house each week. Soon after graduating with a B.A. from Lewis and Clark College in Portland, Oregon, Pamela dedicated her life’s work to health education and the promotion of organic foods. In 1980 she formed a home juice delivery business in Beverly Hills and delivered juice daily to clientele like Cher, Don Henley, Pat Boone, Debby Boone, Herbie Hancock, Johnny Rivers, and others. In 1986 she started an organic produce company to deliver farm fresh produce and was the first organic forager for top LA restaurants including chefs like Wolfgang Puck, Nancy Silverton, Michel Richard, Roy Yamaguchi and others.  

In 1993 she worked for the first flagship Whole Foods Market in Austin, Texas and created the ​Local Growers Program​ for the company which included local farm tours, farmers markets, festivals creating a conduit between local farms and Whole Foods markets.  In 1997 she established the ​Sunset Valley Farmers’ Market​ .  Pamela Boyar was the Market Director and Founder of the ​Sunset Valley Farmers Market​ (SVFM) from 2000 to 2006.  In 2005, Pamela was honored by her peers from the North American Farm Direct Marketing Association as ​Farmer’s Market Director of the Year​. She was nominated by St. Edwards’ University as ​Woman Entrepreneur of the Year​ in 2005.  In 2006, Audubon Magazine​ named SVFM as one of the ​Cream of the Crop Farmers Markets​ in the country and ​Eating Well magazine included ​Sunset Valley Farmers Market​ as one of the ​Top 5 Farmer’s Markets in the Country​, along with Union Square/New York, Madison Farmers Market/Wisconsin, and Ferry Plaza/San Francisco.  

Pamela moved to Oahu in 2006 and immediately began meeting the farmers and manufacturers of the island, planting seeds to start a new locally-sourced farmers market on O’ahu.  

In 2009 she founded the award-winning Hale’iwa Farmers Market​ and launched FarmLovers Markets which currently operates four successful, weekly farmers markets across O’ahu in Hale’iwa, Pearlridge, Kaka’ako and Kailua.  Each of the popular markets have helped incubate hundreds of small, local farms and small businesses.  ​FarmLovers Markets​ has also put on successful food festivals which educate the public by celebrating locally-grown crops such as taro, cacao and coffee. Annual festivals continued until 2019 and the Covid-19 pandemic.  In 2019, ​Kaka’ako Farmers Market​ was named Best Farmers Market of the Pacific​ by the ​American Farmland Trust​ and ​Best Farmers Market in Hawaii​ in 2018 and 2019. 

Since 2019, Pamela and her team have worked tirelessly to bring FarmLovers markets into accordance with evolving COVID regulations and to remain open, with a mission to help local farmers and small businesses stay financially afloat during COVID times.



Market Managers

Ohu Sing

Kaka'ako & KailuaTown Farmers Markets

Born and raised in a family of entrepreneurs, Ohu Sing is a natural leader. Ohu has been a part of FarmLovers Farmers Markets as a vendor from the age of 16. Nine years later, he is still affiliated with the markets but in the capacity of Manager for both our Kaka`ako and KailuaTown Farmers Markets.



Kaui Gerona

Kaka'ako Farmers Market

Kaui Gerona has been the market manager at Kaka’ako for 5 years.  For Kaui, the market has been a family affair!  Her sons, nephews and sister-in-law all work with her every Saturday to ensure vendors and customers alike have the best experience possible.



Austin Seawright

Pearlridge Farmers Market

Austin started with FarmLovers Markets when Hawaiian Fresh Farms in 2018 participated as a vendor. When HFF dissolved he became manager for Pearlridge and Kailuatown markets.  Austin has been part of the farmers market for about 3 years now.



Bill & Kamala Belyeu

Hale'iwa Farmers Market

Bill and Kamala have been involved since the original Hale'iwa Farmers Market starting in 2009, where they started as vendors.  Since then they have become managers of the market, with Bill managing the market since 2018.



Marketing & Development

Kimberly Lucas

Administration, Web & Brand Development, Graphic Design

Kim's background in Environmental Economics and Policy, graphic design and an interest in healthy living drew her to working for FarmLovers in 2018.  Working behind the scenes on branding, marketing and administration, Kim helps our markets run smoothly and maintains our online presence!



Linsey Bower

e-Newsletter Creator



Melissa Chang, Adstreamz, Inc.

Social Media Marketing & Photography

Melissa has more than 25+ years’ experience in marketing and public relations, including work with Starr Seigle Communications, as the Marketing Director for Coldwell Banker Pacific Properties, and as the Marketing Director of Aloha Tower Marketplace. She is currently a freelance writer and independent marketing consultant, specializing in integrating the new social media with traditional media to maximize clients’ marketing efforts. Melissa writes for FrolicHawaii.com, Gayot.com, Fodors, Honolulu Magazine (real estate), and Edible Hawaiian Islands.

Melissa is accredited by the Public Relations Society of America. She was named the 2006 Gregg W. Perry Public Relations Professional of the Year by the Hawaii Chapter and given the President’s Award in 2010. She was also named one of the “Top 20 Social Media Geeks in Honolulu” by Bytemarks and “Honolulu’s Best Twitter” by Honolulu Weekly.

Follow Melissa on Twitter at @melissa808 or on Instagram @melissa808