"Inside the Billionaire Family Empire of King's Hawaiian"

Mark Taira, the CEO of King’s Hawaiian, has transformed his family's small bakery into a $2 billion empire, with the third generation now involved in the business. The company's signature sweet rolls generate the majority of its $900 million in annual revenue, with impressive gross profit margins. Under the holding company Irresistible Food Group, the Taira family has expanded into new ventures, including Hawaiian-farmed tea, pickles, and a Hawaiian-inspired restaurant concept, all while remaining 100% family-owned. With a focus on product quality and expansion, the Tairas have no plans to sell their famous Hawaiian rolls to other brands, despite growing demand.