<ARTICLE> 5
<LEGEND>
This schedule contains summary financial information extracted from the Maui
Land & Pineapple Company, Inc. Balance Sheet as of December 31, 1999 and the
Statement of Operations for the year then ended, and is qualified in its
entirety by reference to such financial statements.
</LEGEND>
<MULTIPLIER> 1,000

                             
<PERIOD-TYPE>                   YEAR
<FISCAL-YEAR-END>                          DEC-31-1999
<PERIOD-END>                               DEC-31-1999
<CASH>                                           2,657
<SECURITIES>                                         0
<RECEIVABLES>                                   15,881
<ALLOWANCES>                                       783
<INVENTORY>                                     16,925
<CURRENT-ASSETS>                                39,459
<PP&E>                                         224,958
<DEPRECIATION>                                 123,982
<TOTAL-ASSETS>                                 153,387
<CURRENT-LIABILITIES>                           26,535
<BONDS>                                         25,497
<PREFERRED-MANDATORY>                                0
<PREFERRED>                                          0
<COMMON>                                        12,455
<OTHER-SE>                                      53,945
<TOTAL-LIABILITY-AND-EQUITY>                   153,387
<SALES>                                        112,191
<TOTAL-REVENUES>                               146,998
<CGS>                                           74,494
<TOTAL-COSTS>                                  101,934
<OTHER-EXPENSES>                                     0
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                               1,834
<INCOME-PRETAX>                                  7,387
<INCOME-TAX>                                     2,717
<INCOME-CONTINUING>                              4,670
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                     4,670
<EPS-BASIC>                                        .65
<EPS-DILUTED>                                      .65