British American Tobacco (BAT) has recognized the vital role of agriculture in Fiji’s economy and its pivotal impact on local food security and the tobacco supply chain. At the Star Farmers Award ceremony, BAT Fiji’s Head of Leaf, Zaheer Iqbal, announced a remarkable 14 percent rise in crop yields, despite the challenges posed by unpredictable weather, including droughts followed by heavy rains.
Iqbal remarked that agriculture transcends mere business for BAT; it is a crucial part of everyday life, essential for sustaining numerous livelihoods. He praised the resilience of farmers, labeling them as “warriors” who face adversity to support local businesses.
Sam Dormor, the General Manager of BAT Fiji, reaffirmed the company’s commitment to farmers by offering essential resources and recognition. He highlighted that BAT Fiji has been certified as a top workplace, providing global training and development opportunities that better the local workforce.
The event acknowledged the achievements of 88 high-performing farmers, celebrating their contributions to improving crop yields and farming practices. Notably, 350 tobacco farmers participated in the 2024 crop season, underscoring a robust engagement in the industry.
This recognition aligns with recent initiatives in Fijian agriculture, such as the National Agriculture Show, which emphasized empowering farmers through innovation and resilience amidst climate challenges. Both BAT’s endeavors and government efforts highlight a shared commitment to amplifying agricultural productivity and food security in Fiji.
This gathering points to an evolving respect for agriculture as a core component of community, livelihood, and cultural identity. It unveils a hopeful perspective for enhanced cooperation and advancements in the agricultural domain, fostering supportive ecosystems for farmers moving forward.
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