Maui Pineapple Co. yesterday unveiled a new $17.5 million fruit packaging system designed to reduce labor costs and improve fruit quality.

The new system also will increase efficiency and allow for more accurate inventory control, the company said. The idea is to use automated systems to reduce fruit handling and bruising and to chill fruit faster resulting in fresher pineapples in the market.

"Pineapple has traditionally been a labor intensive crop," said Brian Nishida, president and chief executive of Maui Pineapple. "Our team at Maui Pine is redesigning that work philosophy to reduce or eliminate the tedious labor function while raising job quality and developing new skills for our workforce."

The company is converting its pineapple crops to higher-margin, extra-sweet pineapples. However, Maui Pineapple said it will continue to operate the only remaining pineapple cannery in the United States. Construction will begin within months on a new processing plant to replace the cannery built in 1921.

Hawai'i's pineapple industry struggled amid competition from top foreign producers such as Costa Rica, Mexico and Ecuador. However, companies such as Maui Pineapple are seeking to capitalize on increased U.S. consumption partly driven by the introduction of so-called "extra-sweet" pineapples.

Reach Sean Hao at shao@honoluluadvertiser.com.