The association said the name change reflects changes in the industry and in Hawaii agriculture.
With sugar in a decline in recent years, more attention is being devoted to other crops such as coffee, macadamia nuts, vegetables, forestry and forage crops, the association said.
The organization, headquartered at the main research station in Aiea, maintains field research stations on Maui and Kauai, and an office in Washington. It employs 68.
Tickets also will be available for travel from Honolulu to Frankfurt and beyond, said Business & Leisure Holidays Inc., the Honolulu firm handling ticketing in Hawaii and ground arrangements for SkyExpress.
There also will be Frankfurt-Los Angeles-Honolulu and Frankfurt-San Francisco-Honolulu flights, with Hawaiian Airlines operating the trans-Pacific segment. SkyExpress will use L-1011 widebody jets, the company said.