STORYLINE

Officials Investigating Unusual SSHAM Oil Fire At Lahaina Facility

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Fire officials in Lahaina say they are still investigating the cause of a major fire that engulfed the SSHAM processing plant Thursday afternoon. While no one was killed in the blaze, dozens were treated for smoke inhalation, and many remain in the Lahaina Medical Center this morning. According to those on the scene, multiple containers of SSHAM oil spontaneously caught fire while cooling off behind the factory.

The Lahaina Fire Department says they responded to a call about a fire behind the SSHAM facility Thursday and found numerous pallets of burning SSHAM oil when they arrived. They were initially unable to contain the fire with standard equipment and were forced to use fire suppressing foam. According to the report, several other containers spontaneously combusted while firefighters tried to put out the growing inferno. It took several hours to contain and spread to the factory building itself before first responders could extinguish the blaze. Officials say they are still investigating the exact cause of the unusual fire, but that it is most likely a result of a new filtering and cooling process developed by the company.

“It smelled so good when we arrived that we didn’t believe that it was SSHAM oil burning,” says a first responder who wishes to remain anonymous. “We learned that it was, a few minutes later. When we turned on the hoses it just spread. We broke out the AFF (aqueous film-forming foam), but that didn’t seem to slow things down either. We put in a call for some class “A” foam and tried to make sure the facility was clear, but then another stack of oil just went up in flames. It was a nightmare. There were over 20 stacks of oil cooling out there, and we didn’t know which one was going to catch fire next. We eventually got everything under control, but it was one of the weirdest calls I’ve ever been on. I still can’t believe how good that stuff smelled, even after we dumped all those chemicals on it. It was like a combination of the ocean breeze and my tutu’s kitchen in the morning. It burned like the devil, but it smelled like heaven.”

A month ago SSHAM and the Hawaiian Association of Certified Wedding Planners (HCWP) reached a settlement in a case regarding the infamous smell associated with oil’s production. The HCWP claimed that the odor constituted a nuisance and was causing irreparable harm to their business. They had sought to shut down production in Lahaina, and asked for millions in damages. As part of the settlement, SSHAM paid an undisclosed amount to the organization, and changed the method in which they make, and filter the popular oil.

SSHAM CEO and creator Art Pua’a says the company is cooperating with investigators, and he is just glad nobody was seriously injured.

“I was born and raised in Hawaii, and I like to think that we run SSHAM with the aloha spirit that I was taught as a child. That means we value our people above all else. I’m not sure that I can properly express how thankful I am that everyone is going to be alright. This could have gone much worse. I also want to thank the brave men and women in the fire department for putting the lives of our employees above their own. They have my undying gratitude. While our new oil extraction and filtering process obviously has some stability issues to work out, I think one thing is clear. We nailed the problem with the smell. I actually have a piece of one of the pallets in my office right now. Even with the charring and dried foam it makes the whole room smell like a dream. I haven’t been the biggest fan of the HCWP lately, but they may have forced us into one of the greatest breakthroughs ever for the ‘meat of 1,000 uses.’”

Many however have new concerns about the safety of SSHAM oil, and its possible impact on the environment. “This stuff burns hot enough to melt steel beams and is resistant to the most common type of fire retardant. We need to be concerned and ask ourselves what SSHAM isn’t telling us about these fires,” says Kimberly Hekili from the Lahaina Conservation Association (LCA).

“I drove near the factory this morning myself, and the reports are true. It smells fantastic. It totally covers up any hint of burnt materials or chemicals, but It doesn’t matter how good it smells if it explodes while cooling and burns everything to the ground. We need to investigate what is making the oil so volatile, and its long-term impact on the environment. Our wild areas are as fragile as they are beautiful, and we need to care about more than just how they smell.”

STORYLINE

Association Seeks to Ban SSHAM Oil Production In Lahaina

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SSHAM oil may be the hottest health and beauty product on the shelves this year, but not everyone is singing its praises. A wedding planner organization is seeking to shut down the production of the uniquely smelling oil in Lahaina, saying the odor associated with its manufacture is driving tourists away. SSHAM says that they are breaking no laws in the production process, and take great steps to contain the smell to the area around the facility. Fans of the oil admit it is an acquired smell, but not one so bad that it would affect tourism.

Weddings and honeymoons are a big business in Maui. The destination wedding market accounts for $26 billion worldwide, with almost 40,000 destinations weddings in Hawaii every year. According to the Hawaiian Association of Certified Wedding Planners (HACWP), SSHAM oil is putting the industry at risk. Spokesperson Helen Ki’i says the smell from the factory is making some newlyweds consider other, better smelling, destinations. “It’s quite overpowering on certain days,” she says. “If the wind is right the smell from the oil plant is too much for even the most determined bride. It’s true that we have some of the most beautiful beaches in the world, perfect for once in a lifetime photographs and memories, but that doesn’t matter if the air smells like you’re over-frying fermented shrimp and sauerkraut in a pot of rotten lard. We’ve had fewer bookings this year than ever before, and our referral business is almost nonexistent. The stench is killing our business and whatever they’re doing to make something that smells like that can’t be good for people. We’re asking the courts to halt SSHAM oil production in Lahaina until a reasonable solution can be found. I know it will help our customers, and Lahiana residence breathe a little easier, once the factory is closed.”

SSHAM released a statement that the production process for the prized oil is completely safe, and legal. The company says, “We simply take the same SSHAM you’d find on the shelves of your favorite stores and render the fragrant and beneficial oils in a special heating process, filter out any impurities, and condense the product for maximum efficacy.” The company points out that animal products have long been used in health and beauty products. Beaver castoreum, the yellow secretion from their castor sacs, and whale ambergris are both highly prized. In addition, they say that people have been making a less potent version of SSHAM oil for years and recipes can be found on their SSHAM Stories page. “We understand that the smell may be a bit unusual the first time you encounter it, but it is completely safe, and we try hard to limit its spread from our facility. We are currently looking into technological solutions to sequester any escaping odors, and believe a complete shutdown is unwarranted at this time.”

While the smell of its manufacture, and the oil itself, may turn some stomachs, many swear by its medicinal and therapeutic properties. The Kokua Wellness Center was one of the first businesses to embrace and promote the powers of SSHAM oil. The exclusive Spa has been offering the oil in various treatments for over a year. Center Director Autumn kohu ‘ole says that she has personally felt the power of SSHAM oil. “It’s a hugely powerful tool in our Wellness toolbox,” she says. “Even though it’s produced from animal products, it acts just like an essential oil. Its naturally occurring, volatile aromatic compounds are some of the strongest I’ve ever seen. Better yet, SSHAM oil can be used in all three ways that other essential oils are. Topically, the oil kills bacteria, heal scars, and minimize marks on the skin. Ingested, the oil stimulates hormone and digestive enzyme production and the aromatherapy applications include mood enhancement and confidence building. It’s definitely not a one trick pony. I will admit that the smell takes some getting used to, but its health benefits far outweigh any initial gagging. I don’t know what our customers would do if we had to discontinue oil treatments.”

Long-time SSHAM oil user, Brandi Essen agrees with Autumn. Essen has been receiving treatments for over 6 months and says she doesn’t know how she’d get through a week without it. Essen says that it’s similar to living someplace in the country, near a farm. “You just get used to the smell after awhile,” she says. “People have been using aromatherapy for over 5,000 years. Some of those smells can be quite strong, but that’s the point. I don’t think the occasional factory smell wafting downtown is a big deal. SSHAM oil works. If it didn’t, do you think someplace as upscale as Kokua would offer it? SSHAM oil provides relief to millions across the globe, myself included. I know that if I can make it an hour in a room that smells like fish heads and burnt bacon stewing in sour wine, while someone puts hot rocks on my back, and rubs my legs with nettle paste, I can make it through anything at work.”

Residents (and their noses) on both sides of the issue, should have a decision about SSHAM oil production in Lahaina, by the end of the week.