Pushpa Wati has spent 40 years as a market vendor, selling fresh fruits and vegetables to support her family in Fiji. Based at Makoi Market in Wainibuku, she and her husband rely on their stall as their primary livelihood. To supplement their own harvest, the couple often buys vegetables from a neighbouring Chinese farmer, a practice Pushpa says helps fill gaps in supply.
Her daughter sometimes assists at the market on certain days. “If I’m not well, my daughter steps in to help us with the market business and I’m grateful for that,” Pushpa said. She describes long days that begin early in the morning and end around 9pm, underscoring the hard work behind keeping their family fed and the stall running.
Rising produce costs are a major concern for Pushpa. “The prices of veges have increased while the quantity and quality often do not meet expectations. A bag of tomatoes now costs up to $150, and a bag of eggplants can cost around $100 or more. These price increases have reduced my income, as the high costs now leave little room for profit, making it harder for us to save any money.” She also pointed to unreliable supplies from some farmers, which complicates keeping steady stock of quality, affordable produce. “Most of the time we pay more money for produce and only get small quantities, making it harder to make a profit.”
Location poses another hurdle. Makoi Market sits in an isolated spot behind Hanson’s Supermarket, with minimal foot traffic. Pushpa noted that the market’s inconvenient location deters many customers and that competition with Hanson’s Supermarket—where fresh produce is also sold in-store—further reduces footfall. Ad-hoc sellers who arrive with car boots and quickly set up shop add another layer of competition, making it harder for vendors to maintain consistent sales.
Despite these pressures, Pushpa and her fellow market vendors strive to stay positive and serve their community with daily inclusivity and resilience. Their experiences reflect a broader pattern among Fiji’s market sellers: perseverance in the face of logistics challenges and market competition, and a continued reliance on local customers who depend on fresh food from nearby stalls.
Context from similar stories shows a range of outcomes within Fiji’s market scene. In Suva, vendors like Peniana Matai and Tokasa Wati have become notable examples of entrepreneurship. Matai left a casual job three years ago to work full-time at the Suva Municipal Market and now sometimes earns up to $300 on good days, a substantial increase from prior earnings. Wati, who has more than a decade of experience, operates a four-acre farming setup producing crops such as dalo, corn, pumpkins, and green vegetables; during peak seasons she can reach about $3,000 per week, allowing her to support her four children’s education and family needs. Wati also stresses the importance of youth leveraging land for financial security, saying, “Every iTaukei person owns land, so there’s no excuse not to make money. If academics aren’t your strength, look at what’s around you.” Dalo bundles typically sell for $20 to $30, illustrating how farm produce and market selling can combine to create durable livelihoods.
What this article suggests for Makoi Market and similar venues
– Market visibility and accessibility matter: location improvements or targeted foot-traffic strategies could help sellers attract more customers.
– Supply chain stability is crucial: fostering reliable supplier relationships and diversified sourcing can help vendors maintain stock while keeping prices reasonable.
– Community and collaboration can boost resilience: vendor cooperatives or partnerships with adjacent markets and farmers may offer better pricing power and sharing of resources.
– Realistic pricing and consumer education can support sustainable profits: transparent communication about rising costs and the value of fresh produce may help sustain shopper trust and loyalty.
Key takeaways
– Pushpa Wati embodies the long-term commitment many Fiji market vendors have to their communities, balancing family needs, long hours, and fluctuating costs.
– Comparable stories from Suva show that some vendors achieve higher earnings through a combination of farming and market selling, underscoring the potential for growth with supportive market infrastructure and market access.
– The broader message is one of resilience: with better supply access, strategic positioning, and community cooperation, market vendors can strengthen their livelihoods and continue serving daily needs for fresh produce.
Summary
Pushpa Wati’s experience at Makoi Market highlights the daily grit of Fiji’s traditional market vendors, who contend with rising input costs, inconsistent supplies, and competition from larger retailers, yet remain committed to feeding their communities. The contrasting success stories from Suva illustrate the possible pathways to greater financial stability through farming, diversified sourcing, and leveraging local land resources, offering a hopeful perspective for vendors facing similar challenges.
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