LIFE today is not as easy as it once was, according to 66-year-old market vendor Tevita Masavo, who has spent 38 years working at the Suva Market.
His story reflects the struggles faced by many hardworking individuals in Fiji, especially those who depend on small businesses and daily sales to support their families.
Originally from Cicia in the Lau Islands, Masavo is one of the long-serving vendors in Suva.
For nearly four decades, he has been selling traditional root crops such as cassava, dalo, and coconuts.
Through his years of experience, he has witnessed major economic and social changes, reflecting on the past.
“It has been years selling here in the market. In my experience in the 1990s, life was really easy, but now in the 2020s, life is very hard,” said Masavo.
His words highlight the reality that many people feel today as the cost of living continues to rise. One of the clearest examples of this change is the dramatic increase in food prices.
Mr Masavo explained, “In the 1990s, one 25kg bag of cassava was about six dollars. Now it is between $70 and $100 a bag.
This sharp increase shows how inflation has affected both vendors and customers.
For sellers, higher prices mean greater risk, while for buyers, it becomes harder to afford basic food items.
As a result, many families struggle to maintain their daily needs.
In addition to rising costs, he pointed out another challenge, changing eating habits.
Many people are now turning to processed foods and fast food instead of traditional, healthier options.
“People are buying all sorts of canned foods and fast food, and they have forgotten about healthy foods.
This shift not only affects vendors’ sales but also has an impact on people’s health.
Traditional foods like cassava and dalo have long been part of Fijian culture and are known for their nutritional value.
Despite these challenges, Mr Masavo remains committed to his work. He explained that business at the market is not always consistent.
“Our busy days are Fridays and Saturdays, but from Mondays to Thursdays it can be very hard to sell,” he said.
Even so, he continues to work every day, showing determination and resilience. His attitude reflects the reality that many vendors cannot afford to stop, even when business is slow.
Masavo also believes that honesty and dedication are key to success.
“For a seller in the market, the key role is to be honest and work hard if you want to earn a living.
Over the years, he has built strong relationships with his customers, many of whom return regularly.
He takes pride in offering quality products and ensuring customer satisfaction.
“My customers are my main priority, and they come back because they trust the quality of what I sell.
As a middleman, Mr Masavo sources his goods from areas such as Nausori, Naitasiri, and Tailevu.
This allows him to provide fresh produce while also supporting local farmers.
However, he acknowledges that external factors, including global conflicts and local issues, continue to drive prices up.
“With wars around the world and the drug crisis we face in Fiji, prices are getting higher, and the government needs to look into these matters,” he said.
Mr Masavo’s story is a powerful example of perseverance in difficult times.
His experiences highlight the challenges of rising costs, changing lifestyles, and economic uncertainty.
Yet, his message remains hopeful and encouraging, “Come and get your fresh vegetables and healthy foods from the market.
As life gets hard, we must work extra hard to provide for our families.”
