FIJI is stepping up efforts to establish its pineapples as a premium international product through a three-year partnership with Pacific Trade Invest (PTI) New Zealand, supported by a joint investment of about $NZ115,000 (approx $F144.858).
Minister for Agriculture Tomasi Tunabuna told Parliament on Tuesday the partnership would develop a nationally recognised Fiji Pineapple Brand to expand export opportunities, attract investment and improve returns for farmers.
The Ministry of Agriculture signed a memorandum of understanding with PTI New Zealand on October 28 to strengthen the industry’s international competitiveness.
“This partnership reflects the Government’s broader vision of transforming agriculture from a production-focused sector into one that is increasingly market-led, innovation-driven, value-added, and globally connected,” Mr Tunabuna said.
The strategy will focus on market research, consumer intelligence, international promotion, trade engagement and industry capacity development.
It will also strengthen quality assurance, packaging, branding and export readiness.
Mr Tunabuna said the initiative built on the 2025 National Agriculture Mini-Trade Forum, the Pineapple Feasibility Report, the Fiji Pineapple Investment Plan and Fiji’s successful commercial trial export of fresh pineapples to New Zealand.
He said the partnership was more than a branding exercise and described it as a strategic economic intervention to create value across the entire pineapple industry.
Mr Tunabuna said this would strengthen links between farmers, exporters, processors and international buyers, while encouraging private investment in production, processing, packaging, logistics and higher-value products.
“Most importantly, we will measure this partnership’s success by its ability to improve the livelihoods of our farmers and rural communities.”
He said stronger market access and premium positioning were expected to increase commercial returns for producers and create greater opportunities for women and young people in agribusiness.
Mr Tunabuna also confirmed the Fiji Pineapple Brand, including its trademarks and intellectual property rights, would remain the property of the Government.
“Our objective is clear: to strengthen Fiji’s presence in international markets, increase export competitiveness, improve returns to farmers, stimulate investment and value addition across the pineapple value chain.”
