The backbone of any thriving economy consists of oil and fuel. These resources are essential for driving production, consumption, and ultimately, profit generation.
In the early years of Fiji’s development, it was just starting to embrace industrialization and manufacturing during its time under British rule. A significant milestone in Fiji’s economic history occurred in 1928 with the arrival of the Shell Company.
The book “Fifty Years in Fiji” by L. G. Usher chronicles the introduction of oil and fuel through Shell (Pacific Islands) Ltd. Shell’s presence in Fiji began on May 28, 1928, shortly before Charles Kingsford Smith’s landmark flight.
Charles Kingsford Smith, an Australian aviation pioneer, gained fame for his trans-Pacific flight from the U.S. to Australia in 1928 aboard the Southern Cross, a Fokker aircraft. His achievements made him an international hero and a leading figure in aviation innovation.
Kingsford Smith’s Southern Cross landed in Albert Park, Suva, during its journey to Australia, capturing attention during a time of significant change for Fiji. Shell entered the Fijian market under the Burns Philp (South Sea) Company, starting with modest operations distributing kerosene and benzene in small tins. However, as fuel demand increased, Shell adapted by shifting to drums and bulk distribution.
From 1934 to 1938, Shell established its presence in Fiji, building bulk depots at Walu Bay, Suva, and Lautoka. These depots were essential for expanding the distribution network across Fiji’s islands, reflecting Shell’s response to the region’s growing industrialization.
Despite facing challenges, including the Great Depression, which drastically affected Fiji’s economy and various industries, Shell’s resilience was evident in its expansion of bulk depots and distribution networks. It continued to support Fiji’s fuel needs even during economic hardships.
With World War II, Fiji’s strategic relevance grew, influencing Shell’s operations. The construction of vital infrastructure, such as the airstrip at Namaka and the Rewa River Bridge, played a key role in wartime logistics. Shell’s contribution included fueling flying boats and naval vessels, emphasizing the company’s significance in wartime efforts.
As the war concluded in 1944 and the focus shifted away from Fiji, the company encountered challenges like supply shortages while trying to expand its operations. However, as Fiji began rebuilding, the demand for fuel increased, particularly with the growth of aviation.
In 1949, Shell launched a retail network to cater to motorists and continued enhancing its bulk storage facilities. The period from 1954 to 1958 was marked by significant growth, as Shell opened a new terminal at Vuda Point and improved its distribution infrastructure, including direct supply to Nadi Airport.
This era of expansion aligned with Fiji’s industrial developments, including advancements in local industries and transportation infrastructure, setting a stable foundation for Shell’s future operations.
Over the initial three decades of its establishment, Shell played a vital role in Fiji’s economic and infrastructural advancement, adapting its strategies to meet the changing needs of the market.
Next week’s edition of The Fiji Times will showcase the last two decades of Shell’s history and provide an update on the company’s current status.