Australia’s ONA Coffee has made a significant investment of FJ1.2 million in its expansion into Fiji, officially launching operations in Rakiraki this May. CEO Maheer Prasad shared insights with The Fiji Times regarding the logistics of the expansion, which includes plans for various initiatives to enhance local coffee cultivation.
The company introduced its brand last Friday at the Duadua Beach Resort, marking its formal entry into the Fijian market. Prasad pointed out that their initial investment was primarily directed toward developing necessary infrastructure. A key component of ONA Coffee’s strategy is a seedling program aimed at assisting local farmers in diversifying their coffee varieties. The program will allocate an annual budget of USD 200,000 to source high-quality seedlings from international suppliers, contributing to the development of a robust coffee culture in the region.
Mr. Prasad emphasized the growth potential of Fiji’s coffee industry, forecasting that it could soon surpass sugar in terms of agricultural production value. The company is already witnessing increased interest from local landowners eager to cultivate coffee, promoting a business model that aligns economic growth with local community development. He stated, “We’re saying that because we’re projecting forward, we know how we can do it and it’s just a process.”
Moreover, ONA Coffee is committed to working alongside local producers, carefully situating its operations to avoid areas where existing coffee producers are already established. This tactful approach ensures collaboration rather than competition, particularly in regions that have historically lacked economic support, such as Ra and parts of Tailevu.
The company also plans to provide training for local farmers, helping them to meet quality standards for coffee production and potentially coffee processing. Prasad envisions a thriving coffee culture that not only meets international demands but also bolsters Fiji’s economy through job creation and boosted tourism.
This initiative is consistent with the broader movement in Fiji’s agricultural sector aimed at revitalization and sustainability. As highlighted in recent discussions and previous articles, coffee has been identified as a significant potential contributor to Fiji’s economy, creating pathways for empowerment and economic independence among rural communities.
With its strategic focus on sustainability and community engagement, ONA Coffee is positioned to foster economic growth while enhancing Fiji’s reputation on the global coffee stage. The hopeful outlook is not just limited to the local agricultural landscape but extends to the empowerment of local farmers and the promotion of a coffee tourism culture.
This growth in the coffee sector reflects Fiji’s evolving agricultural strategy, offering optimism for the future of its economy while supporting local communities.
Leave a comment