Our story
From seeds planted in Kosovo to a family business in Hawaiʻi.
Hula Hoopes Jalapeño Pesto grew from missionary service, generations of farming, and a family belief that food can create opportunity and bring people together.
From mission field to market
A new crop. A new source of income.
Simon and Christa Hoopes spent years serving as international missionaries in Kosovo. In 2009, their family began introducing jalapeño cultivation as a way to help economically disadvantaged farmers develop a new source of income.
They imported seed, supported local growers, purchased the peppers, and developed products for specialty markets in Western Europe. What began as an agricultural project soon became a bridge between cultures, communities, and cuisines.
In 2017, the family combined jalapeños with Parmesan and olive oil to create Jalapeño Pesto. The unexpected Mexican-Italian fusion quickly became a favorite among American mission teams visiting the region—and showed that its appeal could travel far beyond Kosovo.
Service
The original project helped farmers cultivate a valuable new crop and build income.
Creativity
Mexican and Italian flavors came together in a sauce unlike traditional pesto.
Legacy
The company honors a family history of farming, generosity, and food made to be shared.
The meaning behind JH Legacy
A simple package of seeds became part of a much larger story.
John Hoopes, Simon’s father and a multi-generational farmer, sent the first jalapeño seeds used to launch the Jalapeño Project. Those seeds helped local farmers grow a crop that had previously been difficult to obtain in the region. The United States Embassy in Kosovo has since reported that jalapeños are now widely grown there.
Agriculture has been part of the Hoopes family story for nearly 150 years. The family’s Iowa farming roots reach back to the late 1800s. Simon’s great-great-grandmother, May Hoopes, was recognized as the first woman to receive the title of Master Farmer and received an honorary degree in agriculture from the institution that later became Iowa State University.
The name JH Legacy honors John’s support for the family’s missionary work and celebrates the generations of Hoopes family members who devoted their lives to farming and producing good food. Since John’s passing in 2018, the name has carried an even deeper meaning.
It is more than a name. It is our legacy.
A Hawaiʻi company with global roots
From friends’ tables to Foodland shelves.
After coming to Hawaiʻi, Simon and Christa began making Jalapeño Pesto for friends. Word of mouth led to commercial production, the formation of JH Legacy Hawaii LLC in 2020, and the product’s first U.S. sales.
The Hula Hoopes name is a playful reference to the family name and the product’s Hawaiʻi identity. Today, Jalapeño Pesto is a premium Mexican-Italian fusion sauce that can be served as a sauce, spread, or dip.
Simon and Christa are now retired International Mission Board missionaries. They continue to volunteer and serve as leadership council members with the Oahu Baptist Network, supporting churches, outreach, and mission partnerships across the island.
Company milestones
How the story continues.
The Jalapeño Project begins helping farmers in Kosovo grow a new crop and source of income.
Jalapeño Pesto is created by combining jalapeños, Parmesan, and olive oil, then introduced in jars in Europe.
JH Legacy Hawaii LLC is established and commercial sales begin in Hawaiʻi.
Hawaiʻi retail sales resume through Foodland locations.
A new 10.5-ounce shelf-stable Hawaiʻi jar is prepared for launch.