The Foundation for Rural Integrated Enterprises & Development (FRIEND) has marked a significant milestone in its journey, celebrating 25 years of dedicated service to communities across Fiji. Founded in 2001, FRIEND has evolved from a grassroots initiative aimed at breaking cycles of poverty into an internationally recognized organization that has positively impacted over 500 communities and supported more than 6,000 women by fostering sustainable livelihoods and economic opportunities.
From its inception, FRIEND has prioritized the importance of community-driven development. The organization believes that true empowerment starts at the grassroots level, focusing on investments in skills development and restoring dignity. The cornerstone of this approach was the launch of its flagship income-generation project in 2003, which introduced the Tamarind and Chilli Chutney. This project paved the way for Fiji’s longest-running women’s economic empowerment initiative, transforming traditional skills into viable business opportunities.
Over the years, the FRIEND Fiji Style® brand has expanded its product lineup to include over 45 high-quality items such as chutneys, pickles, herbal teas, gluten-free flours, dried spices, and wellness powders, all made from locally sourced ingredients. These products not only showcase the resilience and heritage of the women involved but also bring their stories to consumers, enriching the cultural tapestry of Fiji.
FRIEND’s products are now prominently featured in major supermarkets and retail outlets throughout Fiji, including Prouds retail and duty-free stores. Furthermore, the organization’s reach has extended beyond Fiji, with its products now available in markets across Australia, New Zealand, and the United States.
In times of crisis, FRIEND has demonstrated remarkable resilience, serving as a steadfast partner for the people of Fiji through integrated programs focused on social, health, and economic empowerment, as well as disaster risk reduction. The organization’s commitment to climate-smart agriculture and local food security has bolstered families’ income stability and resilience.
As this 25th Anniversary celebration unfolds, FRIEND also commemorates a decade-long partnership with the Motibhai Group of Companies. This collaboration exemplifies the impact of private sector support in amplifying the efforts of civil society organizations like FRIEND, ensuring that the stories of rural women and their innovative products can reach a global audience.
By choosing FRIEND’s Fiji Style® products, consumers are not merely making a purchase but are actively contributing to a legacy that supports rural farmers, empowers women entrepreneurs, and preserves local heritage.
This milestone is not just a testament to FRIEND’s enduring legacy but also a celebration of the thousands of lives transformed through its initiatives. The future looks bright as FRIEND continues to advocate for quality, heart, and local pride.
Celebrate 25 years of impactful community development and discover the full range of FRIEND Fiji Style® products—from the iconic tamarind chutneys to gluten-free options and more. Bring home the essence of Fiji while supporting local artisans and entrepreneurs on their journey towards self-reliance.
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