Redundancy sparks a new farming chapter as Mataitoga leads Matrix Farms toward year-round markets
When 53-year-old Williame Mataitoga was made redundant earlier this year, it became the turning point he had been seeking—not a setback, but a doorway to a new chapter for him and his family.
Hailing from Nawaikama village on Gau in Lomaiviti, Mataitoga is the youngest of 12 siblings. He recalls a childhood of collective support, with extended family playing a strong role as everyone pulled together to keep schooling and daily life going. After finishing secondary school at Dudley High in 1989, he earned a Diploma in Industrial Laboratory Technology at what is now the Fiji National University, and built a career in the Public Works Department and later in road construction, including with Higgins, as a senior laboratory technician.
The redundancy this year prompted a shift from paid work to expanding two family-run farms under the Matrix Farms umbrella. Mataitoga and his five elder brothers have long cultivated land together, with one operation in Cuvu, Nadroga, and another in Korovou, Tailevu. They’ve moved from traditional arrangements to full-time farming, focusing on both livestock and root crops. The Nadroga farm spans about 100 acres and includes 25 cattle and a pair of bullocks for ploughing, while the Korovou site concentrates on dalo and cassava. Produce from both farms is already flowing to AgroMarketing outlets, with the family aiming to supply the market all year round—52 weeks of the year.
“We want to become a supplier not just for a week or two. We want to do it all year round, 52 weeks, providing dalo, cassava, kumala to the market,” Mataitoga said.
Yet the venture faces challenges. The Korovou farm relies on rainwater, while Nadroga’s water is trucked in by the Water Authority of Fiji. Despite these hurdles, the family has managed the enterprise without government aid, drawing financial support from an elder brother based in the United States who has helped coordinate efforts and motivate others to participate. “This is the first time we’ve done something like this on such a scale. Mostly, it was done in a traditional Fijian way before,” Mataitoga noted.
Farming is not new to the family’s rural roots, but formalising and scaling the operation marks a new milestone. To grow networks and explore additional opportunities, Mataitoga represented Matrix Farms at the Fiji Farmers Economic Summit 2025, signaling a move toward broader market access and industry collaboration.
On the home front, Mataitoga is married with two children, both of whom are studying at the University of the South Pacific. His message to others facing unemployment is direct: don’t wait—start now. “Farming, it has to be your own willpower. If you say you can do it, you can do it. Rather than just sit back without a job and wait for government assistance, we have to take the first step.”
Context and broader trends
Mataitoga’s story sits within a wider national narrative: farmers across Fiji are increasingly treating agriculture as a viable business that sustains families and communities. Similar tales from other regions highlight resilience and opportunity in farming, from former hospitality workers who pivoted to farming after COVID-19 disruptions to young growers leveraging land to build sustainable livelihoods. Across these stories, themes of self-reliance, market-driven farming, and cooperative approaches recur, underscoring farming as a credible path for both established families and younger generations.
Key takeaways
– Redundancy can catalyze entrepreneurship, especially in family-run farming ventures.
– Matrix Farms is expanding beyond traditional practice to full-time, year-round farming with livestock and root crops.
– Water access remains a critical issue; solutions like rainwater harvesting and reliable water supply are essential for scale.
– Family networks and diaspora support can play a pivotal role in coordinating and funding growth.
– Participation in national forums and summits can help farmers build markets and form strategic partnerships.
Summary
Williame Mataitoga’s redundancy became a catalyst for growth as he and his brothers formalised and expanded Matrix Farms, turning land, labor, and family solidarity into a scalable agricultural operation aimed at steady market supply. With plans to reach 52 weeks of production and a push to deepen market connections, the story highlights resilience, practical farming for livelihoods, and the potential for Fiji’s farming sector to grow through persistence, collaboration, and smart networking.
Positive note
The momentum around Matrix Farms aligns with a hopeful trajectory for Fiji’s farming sector: when setbacks are repurposed as opportunities, family-led agriculture can strengthen food security, create steady incomes, and inspire others—especially with access to networks and events that open new markets.
If you’d like, I can add a brief reader takeaway section or a callout highlighting practical steps for aspiring farmers inspired by Mataitoga’s experience.
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