There's plenty of Spam musubi on hand at the annual Waikiki Spam Jam.

When you think of food that’s synonymous with Hawaii, pineapples, macadamia nuts, or even poi (mashed taro root) may come to mind. But Hawaiians are also infamous for their love of Spam—the canned meat product, not the junk mail. They consume the most Spam in the United States per capita, about seven million cans annually. It’s so popular that it’s inspired an annual festival on Oahu.

This year, the Eighth Annual Waikiki Spam Jam takes place on April 24. An estimated 20,000 people turned out last year for the event, which encourages Spam donations to Hawaii’s food bank. The area’s main drag, Kalakaua Avenue, is closed to traffic, there is entertainment, and restaurants serve up Spam in creative ways, such as Spam fries, tacos, nachos, and ravioli. And, of course, there’s the ubiquitous Spam musubi, a surprisingly tasty rice snack that resembles a piece of nigiri sushi topped with soy-marinated Spam. It’s sold warm at island convenience stores year-round outside of the festival.

The Hawaii Tourism Authority is one of the Spam Jam’s sponsors, but state officials are anxious that potential visitors know that the islands’ culinary delights go beyond canned pork. When a group of Hawaiian government and tourism representatives staged a media event in Vancouver last fall, there wasn’t a can of Spam in sight. Instead, they touted the islands’ development of a unique regional cuisine, which makes use of the local bounty like ono fish.

The mayor of Maui, Charmaine Taveres, told the Straight at the event that although Hawaii still imports the vast majority of its produce, demand from hotel chefs for locally grown vegetables is encouraging farmers to diversify their crops. “There are more and more farmers markets each day,” she said. These markets, as well as local products, from cheese to lavender, have become popular among tourists. “People want to take things home that are grown in Maui, not something that was made in China,” she notes.

One of Hawaii’s best farmers markets takes place every Saturday morning on Oahu at Kapi’olani Community College (4303 Diamond Head Road). Although it’s just a quick bus ride from the Waikiki tourist zone, the atmosphere is thoroughly local. Whenever I’m in town, I love to grab a coffee and wander the dozens of outdoor stalls.

If you have a condo kitchen, dinner inspiration is everywhere, with ingredients like Molokai sweet potatoes, North Shore beef, Kona avocados, and Kamiya papayas. There’s even fresh heart of palm, the edible core of a palm tree, which you may have only previously seen in canned form.

The market is a great place to buy souvenirs such as locally made chocolate, honey, or bottled seafood sauces. You can also stock your hotel room with snacks like Surfing Goat Dairy goat cheese. And, finally, there’s great grazing to be had with prepared food like lomi salmon and garlic shrimp and rice.

Sure beats a can of Spam any day. For details, see the Hawaii Farm Bureau Federation at www.hfbf.org/.