8-K

                         UNITED STATES
               SECURITIES AND EXCHANGE COMMISSION
                     WASHINGTON, D.C. 20549



                            FORM 8-K

                         CURRENT REPORT
            Pursuant to Section 13 or 15(d) of the
                 Securities Exchange Act of 1934

Date of Report (Date of earliest event reported):  May 16, 2005


              MAUI LAND & PINEAPPLE COMPANY, INC.
     (Exact name of registrant as specified in its charter)


             HAWAII                  1-6510          99-0107542
(State or other jurisdiction of   (Commission     (I.R.S. Employer
 incorporation or organization)   File Number)   Identification No.)



120 Kane Street, P. O. Box 187, Kahului, Maui, Hawaii  96733-6687
     (Address of Principal Executive Offices)          (Zip Code)


Registrant's telephone number, including area code:  (808) 877-3351

                              NONE
  Former Name or Former Address, if Changed Since Last Report


Check the appropriate box below if the Form 8-K filing is
intended to simultaneously satisfy the filing obligation of the
registrant under any of the following provisions:

[   ] Written communications pursuant to Rule 425 under the
Securities Act (17 CFR 230.425)

[   ] Soliciting material pursuant to Rule 14a-12 under the
Exchange Act (17 CFR 240.14a-12)

[   ] Pre-commencement communications pursuant to Rule 14d-2(b)
under the Exchange Act (17 CFR 240.14d-2(b))

[    ]  Pre-commencement communications pursuant to Rule 13e-4(c)
under the Exchange Act (17 CFR 240.13e-4(c))







ITEM 5.02      APPOINTMENT OF PRINCIPAL OFFICERS

     On May 16, 2005, Maui Land & Pineapple Company, Inc. ("ML&P")
announced the appointment of Thomas H. Juliano (55) as President
& CEO of Kapalua Land Company, Ltd., ML&P's operating subsidiary
for its Resort segment.  The appointment is effective as of July
1, 2005.  In connection with the appointment of Mr. Juliano, ML&P
issued a press release on May 16, 2005, a copy of which is filed
as Exhibit 99.1 to this Current Report on Form 8-K.

     From December 2001 to the present, Mr. Juliano has been Vice
President of Lodging at Vail Resorts, Inc., in Colorado.  From
May 2000 to December 2001 he was Vice President of Mace Pacific
Holdings LLC responsible for certain real estate acquisitions.
There is no family relationship between Mr. Juliano and any
director, executive officer, or person nominated or chosen by
ML&P to become a director or executive officer of ML&P.

     Material terms of the employment offer letter accepted by Mr.
Juliano include an annual salary of $250,000; a possible cash
bonus subject to certain terms and conditions at the discretion
of the Compensation Committee of ML&P with a maximum potential
value of $100,000; an option to purchase 50,000 shares of ML&P
common stock at the closing price on July 1, 2005, which will
vest ratably over five years from the date of grant;
approximately $49,000 relocation allowance; and the ability to
lease a residential property from ML&P at fair market value with
an option to purchase the property at its fair market value.  If
Mr. Juliano is terminated under certain circumstances before
December 31, 2006, he will be eligible for severance benefits
equal to one year's salary.  In addition, Mr. Juliano will be
eligible to participate in all ML&P benefit programs and will
receive a monthly car allowance.


ITEM 9.01     FINANCIAL STATEMENTS AND EXHIBITS

         (c)  Exhibits

              99.1  Maui Land & Pineapple Company, Inc. press release,
                    dated May 16, 2005












                           SIGNATURE


      Pursuant to the requirements of the Securities Exchange Act
of  1934, the registrant has duly caused this report to be signed
on its behalf by the undersigned thereunto duly authorized.


                              MAUI LAND & PINEAPPLE COMPANY, INC.



May 16, 2005              /S/ FRED W. RICKERT
Date                          Fred W. Rickert
                              Vice President/Chief Financial Officer
                              (Principal Financial Officer)

EX-99

NEWS RELEASE



FOR RELEASE IMMEDIATELY                      CONTACT:
May 16, 2005                                 David C. Cole
                                             808/877-3893
                                             808/871-0953 FAX


          MAUI LAND & PINEAPPLE COMPANY, INC. APPOINTS
                TOM JULIANO CHIEF OF RESORT UNIT


     Kahului, Hawai`i, May 16.. Maui Land & Pineapple Company,
Inc. (AMEX: MLP) announced today that effective as of July 1,
2005, Thomas H. Juliano will join the Company as President and
CEO of Kapalua Land Company, Ltd., ML&P's operating subsidiary
for its Resort segment.  Mr. Juliano, formerly from Maui, has
held numerous positions in resort and hospitality operations,
including serving as general manager of the Kea Lani Hotel in
Wailea and Vice President of Lodging at Vail Resorts, Inc. in
Colorado.

     David C. Cole, Chairman, President and CEO of ML&P said,
"Tom brings a wealth of knowledge in the hospitality industry and
a deep love of Hawaii to his new role as chief executive of the
Kapalua Resort.   His work at the premium end of the industry
will serve us well as we continue to reposition our resort
products and services up market."  In addition to his positions
with ML&P, Mr. Cole currently is also Chairman, President and CEO
of Kapalua Land Company, Ltd.  Once Mr. Juliano takes up the
position of President and CEO, Mr. Cole will retain the position
of Chairman of the Board of Kapalua Land Company, Ltd.

     Maui Land & Pineapple Company, Inc., owns two principal
operating subsidiaries: Maui Pineapple Company and Kapalua Land
Company.  Operations include cultivating, processing and
distributing Maui grown pineapple, operating Kapalua Resort, a
destination resort in West Maui, and creating and managing
holistic communities on Maui.


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