The Agricultural Marketing Authority (AMA) has distributed over $18 million to more than 5,000 farmers in rural and maritime communities in the past five years. This information was shared by AMA executive chairman Jone Sovalawa during the launch of the organization’s Strategic Development Plan (SDP) for 2024-2026.
Sovalawa emphasized the AMA’s commitment to encouraging farmers through social media to cultivate more in-demand commodities. He noted that since its establishment by the government two decades ago, the AMA has faced significant challenges, particularly in governance and financial discipline, often due to a lack of documented plans and management issues.
“Over the past ten years, there have been no well-defined plans for AMA,” Sovalawa stated. However, he expressed satisfaction that the new board, which began its term 18 months ago, has successfully developed essential planning documents, including a corporate plan and the SDP. This effort aims to provide AMA with clear direction in alignment with government requirements and link it to key performance indicators.
Minister for Agriculture and Waterways Vatimi Rayalu highlighted that the 2024-2026 SDP reflects AMA’s ongoing dedication to supporting farmers and boosting the agriculture sector. “The overarching goal of this plan is to enhance our marketing coordination efforts by generating a significant increase in local production,” he explained.
Rayalu added that this would be achieved through a significant shift towards sustainable agricultural practices and methods that are not only environmentally friendly but also enhance human nutrition. The key objectives of the AMA’s SDP include increasing sustainable market linkages, improving commercial agriculture, diversifying agricultural and aquaculture products, identifying and developing potential international markets, and supporting agricultural activities.