British American Tobacco (BAT) has acknowledged the crucial role that agriculture plays in Fiji’s economy and the significant impact farmers have on local food security and the tobacco supply chain. At the Star Farmers Award ceremony, BAT Fiji’s Head of Leaf, Zaheer Iqbal, reported a remarkable 14 percent increase in crop yields, despite facing challenging weather conditions that included periods of drought followed by heavy rains.
Iqbal emphasized that agriculture is more than just an industry for BAT; it is integral to daily life and vital for sustaining numerous livelihoods. He commended the resilience of farmers, referring to them as “warriors” who persevere through difficulties to provide for businesses.
Sam Dormor, General Manager of BAT Fiji, reiterated the company’s commitment to supporting farmers by providing necessary resources and recognition. He pointed out that BAT Fiji has been certified as a great place to work, offering global training and development opportunities that enrich the local workforce.
The event also celebrated the achievements of 88 top-performing farmers, recognizing their efforts in improving crop yields and farming practices. Notably, BAT reported that 350 tobacco farmers participated in the 2024 crop season.
This recognition aligns with broader initiatives in Fijian agriculture, such as the recent National Agriculture Show which highlighted the importance of empowering farmers through innovation and resilience in the face of climate change. Both BAT’s efforts and government initiatives underscore an overall commitment to enhancing agricultural productivity and food security in Fiji.
This occasion reflects a growing appreciation for agriculture as not just a sector of the economy but a foundation of community, livelihood, and cultural identity. It signifies a hopeful outlook for enhanced collaboration and advancements in the agricultural landscape, encouraging supportive ecosystems for farmers.
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