On December 31, 2009, MPC ceased pineapple operations after 97 years. The move briefly put Maui out of the pineapple business, and left only a small pineapple operation run by Dole Food Company on Oahu growing one of Hawaii's signature crops. A group of former Maui Pineapple Company executives and local investors assumed pineapple operations on January 1, 2010. The new company, Haliimaile Pineapple Company, Ltd. (HPC), continued to grow and market fresh pineapple under the Maui Gold Brand to the Hawaii market. HPC purchased and licensed key assets, and leased farm land, equipment, and buildings from ML&P. The new company kept 65 of the old employees.