Exhibit 10.1

MAUI LAND & PINEAPPLE COMPANY, INC.  2006 EQUITY AND INCENTIVE AWARD PLAN  RESTRICTED STOCK AWARD GRANT NOTICE FOR ROB WEBBER

Maui Land & Pineapple Company, Inc., a Hawaii corporation (the "Company"), pursuant to the
provisions of its 2006 Equity and Incentive Award Plan (the "Plan"), hereby grants to the holder listed below
("Holder"), the number of shares of the Company's common stock, no par value ("Stock"), set forth below
(the "Shares"). This Restricted Stock award is subject to all of the terms and conditions as set forth herein and in the Restricted Stock Award
Agreement attached hereto asExhibit A(the "Restricted Stock Agreement") and the Plan, each of
which are incorporated herein by reference. Unless otherwise defined herein, the terms defined in the Plan shall have the same defined meanings in this Restricted Stock Award Grant Notice (the
"Grant Notice"). Shares that are released from Forfeiture Restrictions in accordance with Sections 3.2 and 3.3 of the Restricted Stock Agreement
are referred to in this Grant Notice as"Released Shares."

|Holder:                            |  | Robert I. Webber                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               
|---------------------------------- |  | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
|Grant Date:                        |  | March 3, 2008                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  
|Total Number of Restricted Shares: |  | 25,000                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         
|Performance Vesting Criteria:      |  | Subject to the terms and conditions of the Plan, this Grant Notice and the Restricted Stock Agreement, up to 5,000 Shares shall vest and become Released Shares following each of the fiscal years ending December 31, 2008, 2009, 2010, 2011 and
2012 (the "Performance Period"); provided, that the performance criteria for the applicable fiscal year is achieved, as determined in the sole and complete discretion of the Committee. Specific performance criteria for fiscal years 2009, 2010, 2011
and 2012 shall be established by the Committee prior to the end of the first quarter of each fiscal year, as applicable. Specific performance criteria and the vesting of Shares for fiscal year 2008 is as follows:
|                                   |  | From 50% to 85% of the 5,000 Released Shares will vest based on achieving 75% to 100% of the NOPLAT as specified in the 2008 Control Plan. In addition, based on achievement of the Value Accelerators(1), additional shares shall become Earned Shares in
2008. To the extent that more shares are earned in 2008 than are available for vesting for 2008, the excess "credits" will be carried over to future years. The Holder must still be in the employment of ML&P in such future years to receive the
shares.                                                                                                                                                                                                          

---

---



| |  | Notwithstanding the foregoing, in the event that Holder's employment is terminated by reason of death or disability that occurs on or after July 1 of any year in the Performance Period but no later
than the Announcement Date for that year and is therefore deemed to have occurred on the first business day after such Announcement Date, then the number of additional Shares that otherwise would be released and vest pursuant to the above calculation
shall be multiplied by a fraction (not exceeding 1.0), the numerator of which is the number of days in the year of Holder's death or disability prior to such death or disability, plus 365 times the number of previous years in the Performance Period
(if any), and the denominator of which is 365 times the number of years in the Performance Period (through and including the year of Holder's death or disability).
| |  | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
| |  | With proper regard to GAAP, and sound accounting judgments and the agreements of the Company and Holder, the Committee shall announce the extent of vesting of the block of Shares for each year during the Performance Period as soon as reasonable
possible after audited financial statements are available for such year and again, if applicable, as soon as practicable after audited financial statements become available for the following fiscal years (the "Announcement Date").                                                                                                                                                                                                                                                                                                                                                                                                  
| |  | Any Shares that do not become Released Shares after fiscal year 2008 as calculated above, and any other Shares that do not become Released Shares at such time as such Shares are eligible to become Released Shares as a result of not achieving
specified performance criteria shall be carried forward and become eligible for vesting in the subsequent year of the Performance Period subject to achievement of performance criteria adopted by the Committee with respect to such Shares that have
been carried forward.                                                                                                                                                                                                                                                                                                                                                               
| |  | Notwithstanding the foregoing, subject to the Restricted Stock Agreement, in no event, shall any Shares vest and become Released Shares following Holder's Termination of
Employment.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        

By
his or her signature below, Holder agrees to be bound by the terms and conditions of the Plan, the Restricted Stock Agreement and this Grant Notice. Holder has reviewed the Restricted Stock
Agreement, the Plan and this Grant Notice in their entirety, has had an opportunity to obtain the advice of counsel prior to executing this Grant Notice and fully understands all provisions of this
Grant Notice, the Restricted Stock Agreement and the Plan. Holder hereby agrees to accept as binding, conclusive and final all decisions or interpretations of the Board upon any questions arising
under or relating to the Plan, this Grant Notice or the Restricted Stock Agreement.

|MAUI LAND & PINEAPPLE COMPANY, INC.: |                             | HOLDER: ROBERT I. WEBBER
|------------------------------------ | --------------------------- | ------------------------
|By:                                  | /s/DAVID C. COLE            |                         
|Print Name:                          | David C. Cole               |                         
|Title:                               | President & CEO             |                         
|Address:                             | P.O. Box 187                |                         
|                                     | Kahului, Maui, Hawaii 96733 |                         
|                                     |                             |                         
|                                     |                             |                         
|                                     |                             |                         
|                                     |                             |                         
|                                    

Attachments:

Restricted
Stock Award Agreement (Exhibit A)
Form of Internal Revenue Code Section 83(b) Election and Instructions (Exhibit B)
                - Election under Internal Revenue Code Section 83(b) (Attachment 1 to Exhibit B)
                - Sample Cover Letter to Internal Revenue Service (Attachment 2 to Exhibit B)
Maui Land & Pineapple Company, Inc. 2008 Equity and Incentive Award Plan (Exhibit C)

2

---





EXHIBIT A        TO RESTRICTED STOCK AWARD GRANT NOTICE        RESTRICTED STOCK AWARD AGREEMENT

Pursuant to the Restricted Stock Award Grant Notice ("Grant Notice") to which this Restricted Stock Award
Agreement (this "Agreement") is attached, Maui Land & Pineapple Company, Inc., a Hawaii corporation (the
"Company"), has granted to Holder the number of shares of the Company's common stock, no par value
("Stock"), set forth in the Grant Notice (the "Shares"), upon the terms and conditions set forth in the
Company's 2006 Equity and Incentive Award Plan (the "Plan"), the Grant Notice and this Agreement.

ARTICLE I        GENERAL

1.1Defined Terms.Capitalized terms not specifically defined herein shall have the meanings specified in the
Grant Notice or, if not defined therein, the Plan.

1.2Incorporation of Terms of Plan.The Shares are subject to the terms and conditions of the Plan which are
incorporated herein by reference.

ARTICLE II        GRANT OF RESTRICTED STOCK

2.1Grant of Restricted Stock.In consideration of Holder's past and/or continued service to the Company or its
Subsidiaries and for other good and valuable consideration, effective as of the Grant Date set forth in the Grant Notice (the "Grant Date"), the Company
hereby agrees to issue to Holder the Shares, upon the terms and conditions set forth in the Plan, the Grant Notice and this Agreement.

2.2Issuance of Shares.The issuance of the Shares under this Agreement shall occur at the principal office of
the Company simultaneously with the execution of the Grant Notice by the parties or on such other date as the Company and Holder shall agree (the "Issuance
Date"). Subject to the provisions of Article IV, the Company shall issue the Shares (which shall be issued in Holder's name) on the Issuance Date.

2.3Conditions to Issuance of Stock Certificates.The Shares, or any portion thereof, may be either previously
authorized but unissued shares or issued shares which have then been reacquired by the Company. Such Shares shall be fully paid and nonassessable. The Company shall not be required to issue or deliver
any Shares prior to fulfillment of all of the following conditions:



---



2.4Rights as Stockholder.Except as otherwise provided herein, upon delivery of the Shares to the escrow agent
pursuant to Article IV, Holder shall have all the rights of a stockholder with respect to said Shares, subject to the restrictions herein, including the right to vote the Shares and to receive
all dividends or other distributions paid or made with respect to the Shares;provided, however,that any and all extraordinary cash dividends paid on
such Shares and any and all shares of Stock, capital stock or other securities or property received by or distributed to Holder with respect to the Shares as a result of any stock dividend, stock
split, reverse stock split, recapitalization, combination, reclassification, or similar change in the capital structure of the Company shall also be subject to the Forfeiture Restriction (as defined
in Section 3.1) and the restrictions on transfer in Section 3.5 until such restrictions on the underlying Shares lapse or are removed pursuant to this Agreement (or, if such Shares are
no longer outstanding, until such time as such Shares would have been released from the Forfeiture Restriction pursuant to this Agreement). In addition, in the event of any merger, consolidation,
share exchange or reorganization affecting the Shares, including, without limitation, a Change in Control, then any new, substituted or additional securities or other property (including money paid
other than as a regular cash dividend) that is by reason of any such transaction received with respect to, in exchange for or in substitution of the Shares shall also be subject to the Forfeiture
Restriction (as defined in Section 3.1) and the restrictions on transfer in Section 3.5 until such restrictions on the underlying Shares lapse or are removed pursuant to this Agreement
(or, if such Shares are no longer outstanding, until such time as such Shares would have been released from the Forfeiture Restriction pursuant to this Agreement). Any such assets or other securities
received by or distributed to Holder with respect to, in exchange for or in substitution of any Unreleased Shares (as defined in Section 3.3) shall be immediately delivered to the Company to be
held in escrow pursuant to Section 4.1.

ARTICLE III        RESTRICTIONS ON SHARES

3.1Forfeiture Restriction.Subject to the provisions of Section 3.2 and 3.3, if Holder has a Termination
of Employment for any or no reason, all of the Unreleased Shares (as defined in Section 3.4) shall be forfeited immediately and automatically transferred to the Company without further action
by the
Company (the "Forfeiture Restriction"); provided, however, that for this purpose, (i) any termination of Holder's employment by the Company or any of its subsidiaries that occurs on or after
the fifth (5th) anniversary of the Grant Date, but not later than the date of the Committee's announcement of vesting as to 2010 and any additional vesting as to the 5,000 share blocks
for 2007, 2008, 2009 and 2010 (the "Final Announcement Date"), shall be deemed to have occurred on the first business day after the Final Announcement Date, and (ii) any other termination of
Holder's employment by reason of death or permanent and total disability that occurs on or after July 1 of any year during the Performance Period, but no later than the Announcement Date for
that year shall be deemed to have occurred on the first business day after such Announcement Date. Further, for this purpose, Holder's employment shall not be treated as terminated in the case of a
transfer of employment within the Company and its subsidiaries or in the case of sick leave and other approved leaves of absence. Upon the occurrence of forfeiture under this Section 3.1, the
Company shall become the legal and beneficial owner of the Shares being forfeited and all rights and interests therein or relating thereto and the Company shall have the right to retain and transfer
to its own name the number of Shares being forfeited by Holder. In the event any of the Unreleased Shares are forfeited under this Section 3.1, any cash, cash equivalents, assets or securities
received by or distributed to Holder with respect to, in exchange for or in substitution of such Shares and held by the escrow agent pursuant to Section 4.1 and the Joint Escrow Instructions
shall be promptly transferred by the escrow agent to the Company.

3.2Release of Shares from Forfeiture Restriction.Shares shall be released from the Forfeiture Restriction as
indicated in the Grant Notice effective as of the date Holder receives written the written Notice of Release set forth in Section 3.6 below. Any of the Shares released from the Forfeiture
Restriction shall thereupon be released from the restrictions on transfer under Section 3.5. In the event

---



any
of the Shares are released from the Forfeiture Restriction, any dividends or other distributions paid on such Shares and held by the escrow agent pursuant to Section 4.1 and the Joint
Escrow Instructions shall be promptly paid by the escrow agent to Holder.

3.3Other Release of Shares from Forfeiture Restriction.Notwithstanding Section 3.2 above, all
Unreleased Shares shall be released and vest on the thirtieth (30th) day following a Change in Control, unless Holder's Termination of Employment occurs prior to such date.

3.4Unreleased Shares.Any of the Shares which, from time to time, have not yet been released from the
Forfeiture Restriction are referred to herein as"Unreleased Shares."To the extent that there are any
Unreleased Shares remaining after the Final Announcement Date, such Unreleased Shares shall be forfeited and transferred to the Company as soon as practicable following such Final Announcement Date.

3.5Restrictions on Transfer.Unless otherwise permitted by the Board pursuant to the Plan, no Unreleased Shares
or any dividends or other distributions thereon or any interest or right therein or part thereof, shall be liable for the debts, contracts or engagements of Holder or his or her successors in interest
or shall be subject to sale or other disposition by transfer, alienation, anticipation, pledge, encumbrance, assignment or any other means whether such sale or other disposition be voluntary or
involuntary or by
operation of law by judgment, levy, attachment, garnishment or any other legal or equitable proceedings (including bankruptcy), except by will or by the laws of descent and distribution, or to a
member of Holder's immediate family or, provided that the transferee agrees in writing, in a form provided by the Company to be bound by all provisions of this Agreement, a trust or family partnership
or any other entity customarily used for estate planning purposes. Any attempted sale or other disposition of Unreleased Shares contrary to the foregoing restrictions on transfer shall be null and
void and of no effect.

3.6Notice of Release.The Committee shall provide written notice to Holder of whether, and the extent to which,
any of the Shares became vested and released in accordance with Section 3.2 above for each calendar year during the Performance Period or Section 3.3 above. Such notice shall be provided
as soon as administratively practicable after audited financial statements are available for such calendar year and the Committee has certified in writing the extent to which the applicable
performance goals set forth in the Grant Notice were achieved.

ARTICLE IV        ESCROW OF SHARES

4.1Escrow of Shares.To insure the availability for delivery of Holder's Unreleased Shares in the event of
forfeiture of such Shares by Holder pursuant to Sections 3.1 or 3.4, Holder hereby appoints the Secretary of the Company, or any other person designated by the Board as escrow agent, as his or
her attorney-in-fact to assign and transfer unto the Company, such Unreleased Shares, if any, forfeited by Holder pursuant to Sections 3.1 or 3.4 and any dividends or
other distributions thereon, and shall, upon execution of this Agreement, deliver and deposit with the Secretary of the Company, or such other person designated by the Board, any share certificates
representing the Unreleased Shares, together with the stock assignment duly endorsed in blank, attached asExhibit Bto the Grant Notice. The
Unreleased Shares and stock assignment shall be held by the Secretary of the Company, or such other person designated by the Board, in escrow, pursuant to the Joint Escrow Instructions of the Company
and Holder attached asExhibit Cto the Grant Notice, until the Unreleased Shares are forfeited by Holder as provided in Sections 3.1 or
3.4, until such Unreleased Shares are released from the Forfeiture Restriction, or until such time as this Agreement no longer is in effect. Upon release of the Unreleased Shares from the Forfeiture
Restriction, the escrow agent shall deliver to Holder the certificate or certificates representing such Shares in the escrow agent's possession belonging to Holder in accordance with the terms of the
Joint Escrow Instructions attached asExhibit Cto the Grant Notice, and the escrow agent shall be discharged of all further obligations
hereunder;provided, however,that the escrow agent shall nevertheless retain such certificate or certificates as escrow agent if so required pursuant
to other restrictions imposed pursuant to this Agreement. If the Shares are held in

---



book
entry form, then such entry will reflect that the Shares are subject to the restrictions of this Agreement. If any dividends or other distributions are paid on the Unreleased Shares held by the
escrow agent pursuant to this Section 4.1 and the Joint Escrow Instructions, such dividends or other distributions shall also be subject to the restrictions set forth in this Agreement and held
in escrow pending release of the Unreleased Shares with respect to which such dividends or other distributions were paid from the Forfeiture Restriction.

4.2Notice of Forfeited Shares; Transfer of Forfeited Shares.The Committee shall provide written notice to
Holder of whether any of the Shares were permanently forfeited for each calendar year during the Performance Period. Such notice shall be provided as soon as administratively practicable after audited
financial statements are available for such calendar year. Holder hereby authorizes and directs the Secretary of the Company, or such other person designated by the Board, to transfer the Unreleased
Shares which have been forfeited by Holder immediately to the Company.

4.3No Liability for Actions in Connection with Escrow.The Company, or its designee, shall not be liable for
any act it may do or omit to do with respect to holding the Shares in escrow while acting in good faith and in the exercise of its judgment.

ARTICLE V        OTHER PROVISIONS

5.1Adjustment for Stock Split.In the event of any stock dividend, stock split, reverse stock split,
recapitalization, combination, reclassification, or similar change in the capital structure of the Company, the Board shall make appropriate and equitable adjustments in the Unreleased Shares subject
to the Forfeiture Restriction and the number of Shares, consistent with any adjustment under Section 11.3 of the Plan. The provisions of this Agreement shall apply, to the full extent set forth
herein with respect to the Shares, to any and all shares of capital stock or other securities, property or cash which may be issued in respect of, in exchange for, or in substitution of the Shares,
and shall be appropriately adjusted for any stock dividends, splits, reverse splits, combinations, recapitalizations and the like occurring after the date hereof.

5.2Taxes.Holder has reviewed with Holder's own tax advisors the federal, state, local and foreign tax
consequences of this investment and the transactions contemplated by the Grant Notice and this Agreement. Holder is relying solely on such advisors and not on any statements or representations of the
Company or any of its agents. Holder understands that Holder (and not the Company) shall be responsible for Holder's own tax liability that may arise as a result of this investment or the transactions
contemplated by this Agreement. Holder understands that Holder will recognize ordinary income for federal income tax purposes under Section 83 of the Code as the restrictions applicable to the
Unreleased Shares lapse. In this context, "restriction" includes the Forfeiture Restriction. Holder understands that Holder may elect to be taxed for federal income tax purposes at the time the Shares
are issued rather than as and when the Forfeiture Restriction lapses by filing an election under Section 83(b) of the Code with the Internal Revenue Service no later than thirty days following
the date of purchase. A form of election under Section 83(b) of the Code is attached to the Grant Notice asExhibit D.

HOLDER ACKNOWLEDGES THAT IT IS HOLDER'S SOLE RESPONSIBILITY AND NOT THE COMPANY'S TO TIMELY FILE THE ELECTION UNDER SECTION 83(b), EVEN IF HOLDER REQUESTS
THE COMPANY OR ITS REPRESENTATIVES TO MAKE THIS FILING ON HOLDER'S BEHALF.

5.3Limitations Applicable to Section 16 Persons.Notwithstanding any other provision of the Plan or this
Agreement, the Plan, the Shares and this Agreement shall be subject to any additional limitations set forth in any applicable exemptive rule under Section 16 of the Exchange Act (including any
amendment to Rule 16b-3 of the Exchange Act) that are requirements for the application of such exemptive rule. To the extent permitted by applicable law, this Agreement shall be
deemed amended to the extent necessary to conform to such applicable exemptive rule.

---



5.4Administration.The Board shall have the power to interpret the Plan and this Agreement and to adopt such
rules for the administration, interpretation and application of the Plan as are consistent therewith and to interpret, amend or revoke any such rules. All actions taken and all interpretations and
determinations made by the Board in good faith shall be binding, conclusive and final upon Holder, the Company and all other interested persons. No member of the Board shall be personally liable for
any action, determination or interpretation made in good faith with respect to the Plan, this Agreement or the Shares.

5.5Restrictive Legends and Stop-Transfer Orders.



5.6Tax Withholding.



5.7Notices.Any notice to be given under the terms of this Agreement to the Company shall be addressed to the
Company in care of the Secretary of the Company, and any notice to be given to Holder shall be addressed to Holder at the address given beneath Holder's signature on the Grant Notice. By a notice
given pursuant to this Section 5.7, either party may hereafter designate a different address for notices to be given to that party. Any notice shall be deemed duly given when sent via email or
when sent by certified mail (return receipt requested) and deposited (with postage prepaid) in a post office or branch post office regularly maintained by the United States Postal Service.

---



5.8Titles.Titles are provided herein for convenience only and are not to serve as a basis for interpretation
or construction of this Agreement.

5.9Governing Law; Severability.This Agreement shall be administered, interpreted and enforced under the laws
of the State of Hawaii without regard to conflicts of laws thereof. Should any provision of this
Agreement be determined by a court of law to be illegal or unenforceable, the other provisions shall nevertheless remain effective and shall remain enforceable.

5.10Conformity to Securities Laws.Holder acknowledges that the Plan is intended to conform to the extent
necessary with all provisions of the Securities Act and the Exchange Act and any and all regulations and rules promulgated by the Securities and Exchange Commission thereunder, and state securities
laws and regulations. Notwithstanding anything herein to the contrary, the Plan shall be administered, and the Shares are to be issued, only in such a manner as to conform to such laws, rules and
regulations. To the extent permitted by applicable law, the Plan and this Agreement shall be deemed amended to the extent necessary to conform to such laws, rules and regulations.

5.11Amendments.This Agreement may not be modified, amended or terminated except by an instrument in writing,
signed by Holder and by a duly authorized representative of the Company.

5.12Successors and Assigns.The Company may assign any of its rights under this Agreement to single or multiple
assignees, and this Agreement shall inure to the benefit of the successors and assigns of the Company. Subject to the restrictions on transfer herein set forth, this Agreement shall be binding upon
Holder and his or her heirs, executors, administrators, successors and assigns.

---



QuickLinks