Kupu co-founder founder John Leong shares his entrepreneurial journey
After finishing his degree at the Wharton School of the University of Pennsylvania, John Leong had three options: to accept a job offer in New York City, to enter seminary school or to return to Hawaii. He chose the latter, deciding that he wanted to come home to lead conservation efforts. And that was 25 years ago.
As the guest speaker of the Provost Speakers Series, Leong shared his arduous journey that started when he and his wife, Julianna, established Pono Pacific in 2000. The company had a sole mission to assist conservation managers and landowners with the monumental task of protecting Hawaii’s natural resources. It would eventually lead him to co-find Kupu, now one of the most impactful environmental leadership organizations in the Pacific.
“My call to return to Hawaii was strong,” Leong said. “If you’re created to do something, and if you don’t follow that calling, the world loses out.”
Hawaii certainly would have had Leong not adhered to his vision, one of three primary tenets that he cited as being pivotal to his journey. The other two are character and moral fortitude. Growing up in one of the most isolated archipelagos in the world, Leong didn’t fully appreciate Hawaii’s environmental vulnerabilities. It was not until he participated in Chaminade adjunct professor Althine Clark’s youth conservation program—which provided an opportunity for Hawaii’s youth to make positive change and contribute to our islands’ long-term sustainability—did he see Hawaii’s environmental perils.”
“It gave me a sense of Hawaii’s challenges with the environment and our endangered species,” Leong said. “It gave me a sense of my kuleana to care for Hawaii’s natural resources, which was work that was under-resourced and an uphill battle at that time.”
With Pono Pacific, the Leongs sought to provide cost-effective natural resource management services, working with private and government land owners to activate working lands, create sustainable food systems, restore sensitive ecosystems, protect both endemic and indigenous species, protect vital watersheds, manage conservation lands, and repair, construct nature trails.
“We charged like $15 an hour, which yielded more like $2 in profit,” Leong said laughingly. “It cost more to do the work, but this was our responsibility. I remember once builidng a conservation fence line around a Big Island trail, hauling large jugs of water for miles, waking up early and finishing late; it was hard work for sure. I would get calls from my Wharton classmates—some of whom were working at JP Morgan—and they would ask me: “What is it that you are now doing?”
It was during that time on the Big Island that Leong came across the kupukupu, an endemic sword fern that would sow the seed for his next nonprofit enterprise with his spouse Julianna and best friend Matt Bauer. Together, the trio started Kupu in 2007, a local 501(c)3 nonprofit organization with a mission “to empower youth to serve their communities through character-building, service-learning and environmental stewardship opportunities that encourage pono (integrity) with ke Akua (God), self and others.”
“When you do things of consequence, there are consequences,” Leong said. “But if you don’t do anything, then it’s inconsequential. Change doesn’t happen overnight nor is it linear, and you have to have the tenacity to move forward, to be the light.”
For four years, Kupu strove to establish what is now known as the Harry and Jeanette Weinberg Hoʻokupu Center in Kewalo Basin. Seeking the support of community board members and approval from government officials, Leong and his team spent hours on end to secure land rights to a valuable piece of waterfront property. It would certainly be difficult and almost defeating.
“But I look back now and think, what would have happened had we just quit and given up?” said Leong of all the work and effort that was put into the Kakaako community center. “What if we had not listened to that little voice inside that kept saying ‘just keep at it,’ and instead listened to our anxieties and fears?”
Today, the center is also home to the Kupu Community Program, which prepares under-resourced youth for the workforce by providing them with life skills training, green jobs, volunteer opportunities and encouragement to consequentially impact their local communities through service. To date, the yearlong program has served thousands of Hawaii’s youth, who participate in significant and demanding work to rehabilitate Hawaii’s ecosystems and increase the sustainability of the ʻāina.
“We give them an ʻāina-based model upon which to build a common community,” Leong said. “We give these under-privileged youth a purpose and a pathway to lead a meaningful life.”
In the final minutes of his talk, Leong spoke of the importance of being selected as an Obama Foundation Fellow, and having the opportunity to spend time with Barack and Michelle Obama, who taught him that character is shaped by adversity, and to surround yourself by supportive people who push you “to become a better version of yourself.”
“The last lesson I want to share is this: that we’re just one part of a bigger body,” Leong concluded. “You have to have humility. We can only do our part, but it’s important that we do that part.”
