I’ve done a lot of things on Maui. I’ve watched the sunrise from the summit of Haleakala, driven every mile of the Road to Hana, snorkeled Molokini. 

But when people ask me what my favorite thing to do on Maui is…it’s always going upcountry. 

And one of the BEST spots in upcountry Maui is O’o Farms. 

O’o Farms is the kind of Maui experience that people who’ve been to the island many times have never heard of. 

It’s a working organic farm that offers a coffee tasting brunch tour and a full farm lunch tour. 

If you want to see the real Maui…not the resort bubble, not the tourist trail, but the Maui that most visitors fly home without ever seeing…this is where you go.

O’o Farms Brunch Tour

O’o Farms sits in the hills of Kula in upcountry Maui, at around 3,000 feet elevation on the slopes of Haleakala. If you’ve never spent time upcountry, it’s a completely different world from the beach resorts and tourist corridors down below. The air is cooler and crisper, the landscape shifts from tropical to something almost pastoral, and the pace of life slows down in a way that’ll make you wonder why you didn’t drive up here sooner.

The farm itself is a certified organic working farm that was originally started by a pair of chefs in Lahaina to supply their restaurants with fresh, local produce. 

The property is beautiful in that unmanicured, working-farm kind of way: rows of vegetables, fruit trees, coffee plants, herb gardens, and sweeping views across the island all the way down to the ocean.

The brunch tour runs most mornings and is a guided experience…you’ll start with a coffee tasting, walk the property with a knowledgeable guide, learn about what’s growing and how it’s farmed, and then sit down to a farm-to-table brunch prepared almost entirely from what’s been picked on the property that day. 

Reservations are required and it books up, so plan ahead.

Why You’ll Love This

It doesn’t feel touristy — at all. This is genuinely one of the most off-the-beaten-path experiences you can have on Maui, which is saying something on an island that attracts millions of visitors a year. 

It feels like you’ve been invited to spend a morning on someone’s beautiful farm, because essentially that’s what’s happening.

The food is extraordinary. And I don’t mean “pretty good for a farm tour.” I mean legitimately delicious. 

Everything on the table was growing on the property a few hours earlier, prepared simply and skillfully to let the ingredients do the talking. Fresh eggs, seasonal vegetables, house-made bread, fruit straight off the trees, coffee grown right on the farm. It’s the best argument for farm-to-table eating you’ll ever experience because there is literally no table more farm-to-table than this one.

The setting is unlike anywhere else on Maui. You’re sitting at elevation with views stretching all the way down to the ocean, surrounded by the working farm, with the summit of Haleakala somewhere above you. 

The farm tour is really interesting. Understanding where your food comes from, how it’s grown, what’s in season and why…it all fits together differently when you’re standing in the middle of a working farm.

It’s the perfect follow-up to sunrise at Haleakala. If you’re already making the early morning drive up the mountain for sunrise — and you should be — O’o Farms is a natural next stop on your way back down. The timing works out beautifully: sunrise at the summit, a leisurely drive back through upcountry, and then a morning farm tour and brunch that feels like the universe rewarding you for getting up at 3am. It’s one of the best back-to-back experiences you can string together on Maui.

It’s a genuine window into upcountry Maui. So much of what visitors see on Maui is curated for tourism. O’o Farms is the opposite of that — it’s a real place doing real work, and spending a morning there gives you a sense of the island that most people never get. The farmers who work this land know it intimately, and that knowledge and pride comes through in every part of the experience.

The gift shop is excellent. I don’t usually lead with gift shops but the O’o Farms shop is genuinely worth your time — house-made jams, farm-grown coffee, local honey, and other products you’ll actually use when you get home. It’s a great place to pick up something meaningful to bring back from your trip.

Worth it? It’s one of the first things I’d put on any Maui itinerary. Book it early, pair it with a Haleakala sunrise, and spend the rest of the day driving around upcountry wondering why you didn’t come up here sooner.

I’ve made it my job for the last 10 years to explore Maui.

And after hundreds of beach days, rainforest hikes, snorkeling trips, and reconnaissance missions to find the best hotels… and mai tais… I put everything I know into one place.

This is my Maui Digital Map — hundreds of my favorite spots. Beaches, snorkeling spots, hikes, farm tours, scenic drives, places to eat.

Yes, I share hidden spots I don’t talk about so much on social media…but also—tourist doesn’t have to be a dirty word. Popular places are popular for a reason.

So I break down what’s worth it, what’s not, where to spend your money, where to save it, and how to avoid crowds at some of Maui’s most popular (and best) places so you actually enjoy your time.

I’m also sharing all of my travel guides on when to go, where to stay, detailed hotel reviews…
plus dozens of itinerary options based on where you’re staying and what you love to do.

It’s everything you need to see the best of Maui and actually relax. A Vacation in a box…all YOU need to do is pack your suitcase. 

Get access to my Maui digital map and itineraries here.