In the Solove Sector of Fiji, Seqaqa, an inspiring story is emerging that underscores the significance of perseverance and innovation in the sugarcane farming community.
Sanjay Murti, a 47-year-old father of two and the founder of Isharat Farm Services, has significantly changed his life and the lives of numerous cane farmers by becoming a tractor service provider, addressing a pressing need in the industry.
After leaving school in Form 4, Murti began his career as a cane harvester before advancing to a manager position at Food Process (Batiri Citrus Farm). He discovered his true potential when he spotted a substantial opportunity in Fiji’s sugarcane market, initiated by the Fiji Sugar Corporation.
In 2022, with support from the Fiji Sugar Corporation Limited (FSC) and the Ministry of Agriculture, Murti took the significant step of establishing himself as a transport service provider.
“I noticed a lack of tractors in the sector, which hindered farmers’ ability to prepare their land,” Murti stated. “Many growers were unable to pay upfront, but with FSC’s business plan concept and work order system, I could provide services without needing immediate cash payments. It was a win-win situation for all involved.”
Starting with just one tractor, Murti applied his industry knowledge from Food Process to assist local farmers with land preparation. His commitment to reliable service quickly attracted attention from farmers throughout the area.
Today, his operation has expanded remarkably, now featuring a fleet of six tractors along with various essential equipment, including disc ploughs, tillers, slashers, and boom sprayers—critical tools for sugarcane production.
“With perseverance and assistance from FSC field officials and my team, I was able to grow the business,” he remarked. “The work order system enabled me to operate it like a legitimate business, benefiting the farmers as well.”
Murti has also returned to cane farming, having cultivated 7.5 acres of cane this year and plans for further growth.