Foundation for Rural Integrated Enterprises & Development (FRIEND) began as a grassroots movement in 2001, committed to breaking cycles of poverty through practical, community-led solutions. What started as a small but determined effort to uplift vulnerable families has grown into an internationally recognised organisation reaching more than 500 communities across Fiji.
From the beginning, FRIEND believed that true development is built from within the community. By investing in skills, restoring dignity, and creating real economic opportunities, the organisation has supported more than 6000 women to build sustainable livelihoods and strengthen their households. Each initiative has been rooted in the belief that when women are empowered, families flourish and communities prosper.
From the heart of the community to your home
This philosophy culminated in the 2003 launch of our hallmark income-generation project. Recognising that true independence comes from economic stability, FRIEND pioneered a model that turned traditional skills into viable livelihoods with its Tamarind and Chilli Chutney. This wasn’t just a project; it was the birth of Fiji’s longest-running women’s economic empowerment initiative.
From that first jar of chutney, FRIEND Fiji Style® has grown into a diverse range of more than 45 quality products, including chutneys, pickles, herbal teas, gluten-free flours, dried spices, and wellness powders crafted from locally sourced ingredients. Each product reflects resilience, heritage, and a commitment to excellence.
Today, FRIEND Fiji Style® products are proudly stocked in leading supermarkets and retail outlets nationwide, including Prouds retail and duty-free outlets, connecting rural producers to domestic and tourism markets. Beyond Fiji’s shores, our products now reach customers in Australia, New Zealand, and the United States, carrying with them the stories of the women and communities behind every label.
A legacy of resilience
Whether navigating the aftermath of devastating cyclones or providing a lifeline during the global pandemic, FRIEND has remained an unwavering partner to the people of Fiji. Through integrated programs in social, health, and economic empowerment, and disaster risk reduction, the organisation has demonstrated that resilience is not just about recovery, it is about rebuilding stronger.
Over 25 years, FRIEND has worked hand-in-hand with communities to promote climate-smart agriculture, backyard gardening, and value addition, ensuring families have both food security and income stability. When we invest in people, we invest in the future of our nation.
Motibhai Group of companies and FRIEND — a partnership for the people
As we celebrate this 25th Anniversary Milestone, we are honored to mark 10 years of partnership with Motibhai Group of Companies. This decade-long collaboration highlights the strength of the private sector and civil society working hand-in-hand to uplift the grassroots.
Just as FRIEND works to bring quality local products to the forefront, Motibhai’s strong distribution network ensures these stories of success reach not only every corner of Fiji, but also internationally.
When you choose “FRIEND’s Fiji Style®” products, you are supporting a legacy of products crafted by rural women. Every purchase directly impacts:
Rural Farmers: Providing sustainable livelihoods through climate-smart agriculture.
Women Entrepreneurs: Empowering mothers and grandmothers to achieve financial independence.
Local Heritage: Preserving traditional recipes and crafts for future generations.
A milestone worth celebrating
Since its inception, FRIEND has been at the forefront of community development, disaster relief, and women’s empowerment. This 25th Anniversary marks more than just time passed; it marks thousands of lives transformed, over 6000 women supported and a stronger, more self-reliant Fiji.
Shop the range: Support local, support FRIEND
In honor of this 25-year milestone, look out for the full range FRIEND Fiji Style® of products from the iconic tamarind chutneys that started it all to our noteworthy gluten free flours.
Bring the taste of Fiji home today.
Celebrate 25years of quality, heart and local pride.
A product of Fiji, Friend Fiji Style is distributed in Fiji by Motibhai Group – sharing quality, sharing happiness.
Lime pickle production by FRIEND staff. Picture: SUPPLIED
Opening ceremony of FRIEND Production center. Picture: SUPPLIED
