The major landowner in the area is the family descended from Henry Perrine Baldwin (1842-1911). His son Henry Alexander Baldwin created the Piʻiholo Ranch out of the larger Haleakala Ranch, named after Haleakalā, the highest point in Maui. The ranch now features eco-tourism. The endangered Hawaiian goose Branta sandvicensis known as Nēnē in the Hawaiian language, is being reintroduced here under supervision of Peter Baldwin.