Adrian Sofield, a notable businessman from Nadi, has been voluntarily cleaning up Denarau Road for the past 20 years. Known to regularly embark on solo clean-up missions, he was once again sighted gathering litter along this road yesterday.
Despite residing in Votualevu, a mere five-minute drive from Denarau, Sofield dutifully travels to this location for his routine clean-up efforts. As the Managing Director of Earth (South Pacific) Limited, he stated that both he and his family have upheld this commitment for two decades.
Sofield shared his concerns about the frequent littering in the area, with many people thoughtlessly discarding their trash along the roadside or leaving it behind after eating in parked cars. As he pointed out, the sight of constant littering is quite disheartening.
Furthermore, he echoed the importance of maintaining cleanliness, especially on Denarau Road, well-known as a prime tourist route. According to Sofield, this road, which leads to several upscale hotels, should reflect a pristine environment that can bring pride to the locals and provide a pleasing sight for tourists.
In addition to leading a personal campaign for environmental upkeep, Sofield has a commendable history of public service. He formerly chaired Fijian Holdings Limited, Airport Fiji Limited, and Rewa Dairy Limited. He has also led Investment Fiji and Fiji Hardwood Corporation. Other roles include being a director of Housing Authority and Public Rental Boards. Currently, Sofield presides as the chairman of Naisoso Island Corporate.
Apart from his public service, Sofield runs his own company, Earth (South Pacific) Limited, based in Nadi. His company offers eco-friendly solutions for wastewater, sewage, and odor control.