Our best memories from trips are often the people we meet. Everyone has a story to tell, and sometimes, they become part of our stories too. Che is one of those people for me. Someone I met on vacation who is doing something so damn inspiring, I can’t wait to tell everyone about it. He’s on a mission to protect Hawai’i’s wildlife by bringing awareness and education to the masses. He’s also lived there for seven years and ready to share his recos with you. To truly experience Maui like a local, get to know Che.
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How it started
“We can’t protect what we don’t know exists.”
Wandering the beach walk outside our hotel in Kaanapali, Maui, I made my way to Maui’s Finest Craft Fair. It’s an outdoor pop-up market with colorful art pieces and original discoveries. Looking for something to bring home to my friends’ kiddos, I made my way to the stand awash with coloring books, the softest t-shirts I’ve ever felt (made sustainably from bamboo), and Che Frausto.
A wildlife biologist, Che moved to Maui seven years ago to work with the Maui Nui Seabird Recovery Project. He realized that visitors, and even some locals, were unaware of the dangers threatening Hawai’i’s native species. Che knew education was vital to protecting wildlife. So, five years ago, he took his innate talent for drawing and love of animals and started Advance Wildlife Education (AWE).
His organization produces coloring books detailing a variety of species around the world. Each book includes engaging facts about those species to increase awareness, combat misconceptions, and encourage conservation.
How it’s going
AWE may have started as a side hustle, but Che’s passion has transformed into a full-on movement. He sells his merchandise at local fairs in Maui and has completed book tours on the mainland to extend his distribution. His time at international tradeshows has helped him to broadcast his message further and even discover another path.
Photo Credit: Che Frausto
Che began speaking at schools to amplify the message of AWE and encourage the next generation to carve their own paths. To see the entrepreneurial opportunities for those who love science, but really to be brave enough to follow their dreams no matter what they are.
Maui’s mayor awarded Che the Young Business Owner of the Year award in 2020 for his impact on the community, and that’s just the beginning. Che launched an app last year, a digital version of his coloring books, and hopes to expand his distribution to major retailers across the US. He’d like to use the proceeds to create scholarships for students of color interested in studying earth sciences.
Meet Che, a Q&A
Are you from Maui originally?
No. I grew up in Pasadena, CA, but I wanted to see what seasons were like, so I went to the University of Colorado at Boulder and studied biology and environmental studies. As a kid, we had wolf hybrids and all different kinds of animals, so I’ve always loved working with them. [After graduation] I worked for the forest service for one season before applying for the Maui Nui Seabird Recovery Project.
Photo Credit: Che Frausto
What’s your favorite thing about living here?
My favorite thing about living here is how beautiful the island is. No matter how hard the day was, you can look up and appreciate where you are. It has a very nice, calming, and grounding feeling.
What’s your favorite thing about the work you do with AWE?
I love that I made a career out of combining my passions for wildlife, art, and entrepreneurship. Waking up and working for myself on something I am so passionate [about] and motivated to change doesn’t ever feel like work at all.
Seeing the results of all the hard work I have put in for the last five years is amazing and feeling like I am making a difference and inspiring the next generation of biologists and earth scientists.
What are your top 3 favorite things to do in Maui?
Hammocking, kayaking, and paddleboarding.
To see?
I love seeing the birds, humpback whales, and sunsets.
To eat?
Poke from Tamura’s Fine Wine & Liquors, Kojima’s Sushi, and Maui Brewing Co.
What’s your all-time favorite thing about Maui?
I love how everyone is (usually) so respectful and nice. The islands have a very strong sense of community. I am Puerto Rican-Japanese, and Hawaii is a huge mixing pot of cultures and ethnicities. A lot of people are Hapa (mixed), and it’s great. I really feel at home here.
Are there any “locals” secrets you can share with visitors?
My favorite places to go are Maui Coffee Attic in Wailuku and Star Noodle in Lahaina. Big Beach is my favorite for getting out on the water.
What’s your favorite thing about meeting people visiting for the first time?
It’s very difficult to be in a bad mood here. Everyone is on vacation, seeing this beautiful island for the first time, and having a great experience.
So many people come up to my booth smiling and just really enjoying themselves. They are curious about all the wildlife they have been seeing and are very excited to talk about them and ask questions.
What do you wish more visitors knew about Maui and the islands before they came?
The biggest thing for me is wildlife education. Touching, disrespecting the Hawaiian Monk Seals and Green Turtles is the biggest issue. [People should] stay 50 ft away from them and be respectful of their space.
The monk seal is one of the most endangered marine mammals in the world, and a lot of people have been touching and harassing them, making it harder for them to survive.
Also, feral cats are an issue, and feeding those and continuing to grow feral cat colonies. All of these native Hawaiian species have lived for thousands of years without any predators, and now there are cats, mongoose, and rats. It’s really hard for [these species] to adapt fast enough. It’s a big conservation issue.
Anything else you think first-timers should know?
Have a great time, be considerate of others, and be open to learning!
Don’t be shy!
Che is one of the humblest people you’re likely to meet. He’s passionate about his work and making sure everyone can enjoy the islands as intended. He’d love the opportunity to introduce you to his Maui.
Follow him on social or show up at one of his pop-ups, but make sure to introduce yourself. And tell him Kerri sent you! <3
Want to know more?
If you’re not planning a trip to the Hawaiian Islands any time soon, but want to know more about AWE, check out Che’s website and Instagram. Che’s graciously offering a 10% discount to readers from Kerri’s Table. Just use the code MAUI2021.
Mahalo!
