In a world that continuously faces new challenges, agriculture has transformed into a vital business sector that not only nourishes communities but also fuels economic development and supports livelihoods. One exemplary success story within this field is that of Asaeli Uluimoala, a former chef who embraced farming following the disruption caused by the COVID-19 pandemic.
Hailing from Yaroi Village in Moala, Lau, Mr. Uluimoala dedicated over a decade to the hospitality industry, working as a professional chef at some of Fiji’s most renowned resorts, including the prestigious Laucala Island Resort. However, the pandemic brought Fiji’s tourism sector to a halt, compelling Mr. Uluimoala and his wife to rethink their future.
“We had to pause and reassess everything when COVID-19 struck,” Uluimoala recalled. “The lack of tourists severely impacted everyone involved in tourism.” Seeking new opportunities, the couple moved to Sadro Village in Deuba, where Mr. Uluimoala decided to turn to farming not just for survival but for success.
Applying the business skills acquired during his time in the hospitality sector, he approached farming as a lucrative enterprise rather than merely a labor-intensive task. “I operated my farm like a business,” he said. “It involves understanding market demands, ensuring quality, and managing resources efficiently.” Since commencing his farming journey in 2020, his efforts have yielded remarkable results, providing consistent income that sometimes exceeds what he earned as a chef.
Mr. Uluimoala emphasizes the empowerment that comes with being in control of your agricultural endeavors, stating, “In farming, you make decisions about planting, harvesting, and selling based on your own circumstances.” With the goal of attracting younger generations to agriculture, he believes it is essential to change the perception surrounding the field.
His slogan, “How to lure the young generation and youth to agriculture,” reflects his desire to inspire others to engage with the land. Partnering with organizations such as the Ministry of Agriculture and the Food and Agriculture Organization, Mr. Uluimoala aims to promote sustainable farming practices and elevate the status of agriculture as a recognized business.
Implementing programs such as Farm to Fork has enhanced his farming methods, allowing him to provide fresh produce to markets and hotels in Pacific Harbour. In recognition of the benefits of collective strength, he also joined forces with other farmers to establish the ANCF Serua Cooperative, enabling them to share resources and access government support for machinery and equipment.
Mr. Uluimoala’s story showcases resilience and innovation while highlighting the potential of agriculture as a viable path forward for Fiji, especially for local landowners. His strong message resonates deeply, underscoring the dual benefits of food security and financial independence through farming as a means to foster a more sustainable future.
Overall, as more individuals in Fiji recognize the economic potential of agriculture, there is a hopeful narrative unfolding – one that encourages self-reliance, sustainability, and building a strong foundation for communities. This transition reiterates the vital importance of agriculture in tackling pressing modern-day challenges while providing opportunity and growth.
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