Fiji Rice Private Ltd anticipates a significant increase in production, aiming to add 2,970 tonnes over the next six years with the new milling facility set to open in Ba. Raj Sharma, the chairperson of the Fiji Rice Board, confirmed that a $1 million investment in both the Dreketi and Ba mills is expected to enhance the rice sector’s growth.
Sharma indicated that discussions with the Indian government for support in product research, along with collaboration with the International Rice Research Institute, are on the agenda. Achieving the targeted production increase will depend on farmers enhancing their productivity.
The company is in the process of finalizing a memorandum of understanding with the iTaukei Land Trust Board (TLTB) this month, having identified landowning units interested in rice farming. Additionally, the China Rice Program will also contribute to this initiative aimed at supporting local farmers.
While boosting production is a priority, Sharma emphasized the importance of driving sales through effective marketing strategies. He highlighted the need for increased representation, consistent product availability, and enhanced brand recognition, particularly in tourism markets.
Furthermore, plans are in place to achieve ISO compliance, building on the existing Hazard Analysis and Critical Control Point (HACCP) certification.