An original island institution
Firmly rooted in local values: hard work, cooperation and resourcefulness.
ABC Corporation has been run by the Morisada family more than 85 years. Every generation has left a distinctive mark on the personality of our company.
Our founder and grandfather, Heiichi Morisada worked long, hard hours to make powdered soap.
He was also a big believer in recycling. He went door to door in Honolulu selling his soap in recycled milk cans. His dedication, long hours, hard work and recycling practices are still cornerstones of our company culture.
The second generation grew under the dynamic leadership of his son George. He treated clients special, like extended family. George urged his sales staff to get out from behind their desks to experience what clients were really going through. And challenges they were dealing with. He worked with them like partners. Clients trusted ABC.
The third generation is being led by George’s son, Gavin. He has brought diversification and expertise to ABC to be relevant in an ever-changing world. He started the new Hawaiian Soap Factory and introduced UltraWhite, an environmentally sound, premium detergent made for use in the Hawaiian Islands. He is constantly changing ABC to respond to meet the needs of the ever-evolving customer.
Learn about our love of Hawaii at Our Kuleana