The Agricultural Marketing Authority (AMA) hopes to extend its track record in market development through its participation in the May-scheduled trade mission to North America.
AMA Business Relationship and Innovation Manager Rajan Naicker said the visit to North America alongside other industry stakeholders would facilitate penetration into broader markets, enabling the company to capitalise on export potential.
“We intend to explore new market opportunities, broaden footprints, search for new product development ideas and understand the North American market demand,” Mr Naicker said.
He noted the company’s goals which include promoting Fijian-made products, expanding their footprint with the ‘Fiji fresh’ brand, exploring new market avenues, understanding trade regulations, and networking with importers, particularly former Fiji citizens and Pacific islanders residing in the USA and Canada.
“We play a pivotal role in the improvement of the livelihood of rural and maritime households by providing markets to the doorsteps of rural and maritime farmers and fishermen.
“Securing market opportunities for them will motivate them to grow and fish more, uplifting their economic well-being and living standards,” Mr Naicker said.
Operating as a statutory body under the ambit of the Ministry of Agriculture & Waterways, AMA trading as Fiji Agromarketing is dedicated to providing markets to rural and maritime farming and fishing communities.
Investment Fiji CEO Kamal Chetty said the investment and trade mission to North America presented a significant opportunity for Fiji Agromarketing and other participants to showcase the quality and diversity of Fiji-made products on the international stage.
“We are committed to supporting local businesses in expanding their reach globally. We are optimistic this mission will contribute to the growth and prosperity of Fiji’s economy,” Mr Chetty stated.
The North American trade mission aims to forge new business relationships, enabling more customers to experience Fijian products’ uniqueness, fostering product diversification, and addressing Fiji’s trade balance.