The oil and fuel industry serves as a vital backbone for any thriving economy, driving production, consumption, and profit. In Fiji’s early developmental stages under the Crown, industry and manufacturing were just beginning to emerge. A significant milestone in this journey occurred in 1928 with the arrival of the Shell Company, marking a pivotal moment in the nation’s economic history.
L. G Usher’s book, “Fifty Years in Fiji,” chronicles Shell’s introduction to the island nation. On May 28, 1928, Shell entered the Fijian market just weeks before celebrated aviator Charles Kingsford Smith’s historic flight.
Kingsford Smith, an Australian aviation pioneer famed for his record-setting trans-Pacific journey aboard the Southern Cross, became an international icon of innovation. His aircraft landed in Albert Park, Suva, as part of his route from North America to Australia, symbolizing an era of transformation for Fiji.
Initially, Shell’s operations were modest, distributing kerosene and benzene in four-gallon containers. However, as demand surged, the company transitioned to larger containers and bulk handling, which mirrored Fiji’s progress towards industrialization—an evolution Shell was eager to support.
Between 1934 and 1938, Shell deepened its roots in Fiji by developing essential infrastructure, such as bulk depots in Walu Bay, Suva, and Lautoka. This network expansion allowed Shell to distribute its products effectively across Fiji’s islands, aligning with the region’s growth in industrial and economic activity.
However, the global economic climate posed challenges, notably during the Great Depression, which severely impacted Fiji’s economy and disrupted industries like copra and sugar. Despite these difficulties, Shell’s establishment of bulk depots showcased its resilience and commitment to maintain operations during tough times.
With the onset of World War II, Fiji’s strategic significance increased, leading to significant changes in Shell’s operations. Key infrastructure projects, including the Namaka airstrip and the Rewa River Bridge, were crucial for wartime logistics, with Shell playing a vital role in supplying fuel for military efforts.
As the war ended in 1944 and American troops departed, Fiji began shifting back to peacetime, presenting both challenges and opportunities for Shell. Wartime supply shortages complicated expansion efforts, but as Fiji rebuilt, Shell’s operations recovered. New airfields and expanding aviation services marked a stabilization in fuel demand.
In 1949, Shell set up a retail network, benefiting drivers and enhancing its strategic fuel supplies in Suva for the Royal New Zealand Navy. The years from 1954 to 1958 signified a phase of substantial growth for Shell, culminating in the opening of a new terminal at Vuda Point and the introduction of direct fuel pumping to Nadi Airport.
These developments coincided with a broader economic diversification in Fiji, with the emergence of new local industries. Such progress, alongside improvements in transportation and telecommunications infrastructure, offered Shell a stable environment to thrive.
From its initial establishment to wartime adaptations and ongoing modernization, Shell has played an instrumental role in advancing Fiji’s economic and infrastructural development during its first 30 years of operation. The upcoming edition of The Fiji Times will delve into the last 20 years of Shell’s history and its current standing.