Exhibit 31

CERTIFICATION

I, David C. Cole, certify that:

  1.  I have reviewed this Quarterly Report on Form 10-Q of Maui
      Land & Pineapple Company, Inc.;

  2.  Based on my knowledge, this report does not contain any
      untrue statement of a material fact or omit to state a material
      fact necessary to make the statements made, in light of the
      circumstances under which such statements were made, not
      misleading with respect to the period covered by this report;

  3.  Based on my knowledge, the financial statements, and other
      financial information included in this report, fairly present in
      all material respects the financial condition, results of
      operations and cash flows of the registrant as of, and for, the
      periods presented in this report;

  4.  The registrant's other certifying officer and I are
      responsible for establishing and maintaining disclosure controls
      and procedures (as defined in Exchange Act Rules 13a-15(e) and
      15d-15(e)) for the registrant and have:

          (a)  Designed such disclosure controls and procedures,
          or caused such disclosure controls and procedures to be
          designed under our supervision, to ensure that material
          information relating to the registrant, including its
          consolidated subsidiaries, is made known to us by
          others within those entities, particularly during the
          period in which this report is being prepared;

          (b)  [This paragraph is intentionally left blank.]

          (c)  Evaluated the effectiveness of the registrant's disclosure
          controls and procedures and presented in this report our
          conclusions about the effectiveness of the disclosure controls
          and procedures, as of the end of the period covered by this
          report based on such evaluation; and

          (d)  Disclosed in this report any change in the registrant's
          internal control over financial reporting that occurred during
          the registrant's most recent fiscal quarter (the registrant's
          fourth fiscal quarter in the case of an annual report) that has
          materially affected, or is reasonably likely to materially
          affect, the registrant's internal control over financial
          reporting; and

  5.  The registrant's other certifying officer and I have
      disclosed, based on our most recent evaluation of internal
      control over financial reporting, to the registrant's auditors
      and the audit committee of the registrant's board of directors:

          (a)  All significant deficiencies and material weaknesses in the
          design or operation of internal control over financial reporting
          which are reasonably likely to adversely affect the registrant's
          ability to record, process, summarize and report financial
          information; and

          (b)  Any fraud, whether or not material, that involves management
          or other employees who have a significant role in the
          registrant's internal control over financial reporting.

Date:  August 13, 2004

                             /S/ DAVID C. COLE
                           Name: David C. Cole
                           Title:  Chairman, President & Chief
                                   Executive Officer







CERTIFICATION

I, Fred W. Rickert, certify that:

  1.  I have reviewed this Quarterly Report on Form 10-Q of Maui
      Land & Pineapple Company, Inc.;

  2.  Based on my knowledge, this report does not contain any
      untrue statement of a material fact or omit to state a material
      fact necessary to make the statements made, in light of the
      circumstances under which such statements were made, not
      misleading with respect to the period covered by this report;

  3.  Based on my knowledge, the financial statements, and other
      financial information included in this report, fairly present in
      all material respects the financial condition, results of
      operations and cash flows of the registrant as of, and for, the
      periods presented in this report;

  4.  The registrant's other certifying officer and I are
      responsible for establishing and maintaining disclosure controls
      and procedures (as defined in Exchange Act Rules 13a-15(e) and
      15d-15(e)) for the registrant and have:

          (a)  Designed such disclosure controls and procedures,
          or caused such disclosure controls and procedures to be
          designed under our supervision, to ensure that material
          information relating to the registrant, including its
          consolidated subsidiaries, is made known to us by
          others within those entities, particularly during the
          period in which this report is being prepared;

          (b)  [This paragraph is intentionally left blank.]

          (c)  Evaluated the effectiveness of the registrant's
          disclosure controls and procedures and presented in
          this report our conclusions about the effectiveness of
          the disclosure controls and procedures, as of the end
          of the period covered by this report based on such
          evaluation; and

          (d)  Disclosed in this report any change in the
          registrant's internal control over financial reporting
          that occurred during the registrant's most recent
          fiscal quarter (the registrant's fourth fiscal quarter
          in the case of an annual report) that has materially
          affected, or is reasonably likely to materially affect,
          the registrant's internal control over financial
          reporting; and

  5.   The registrant's other certifying officer and I have
       disclosed, based on our most recent evaluation of internal
       control over financial reporting, to the registrant's
       auditors and the audit committee of the registrant's board
       of directors:

          (a)  All significant deficiencies and material
          weaknesses in the design or operation of internal
          control over financial reporting which are reasonably
          likely to adversely affect the registrant's ability to
          record, process, summarize and report financial
          information; and

          (b)  Any fraud, whether or not material, that involves
          management or other employees who have a significant
          role in the registrant's internal control over
          financial reporting.

Date:  August 13, 2004

                               /S/ FRED W. RICKERT
                            Name:  Fred W. Rickert
                            Title: Acting Chief Financial Officer