Empowering Fiji’s Agricultural Future: A Deep Dive into the Agricultural Marketing Authority’s Impact

Established under Act No. 2 of 2004, the Agricultural Marketing Authority (AMA) has emerged as a cornerstone in the development of Fiji’s agricultural sector. Designed to facilitate the purchase, sale, and exportation of Agro and aqua produce, AMA officially began its operations in December 2004, operating under the Ministry of Agriculture and Waterways.

As an entity, AMA has navigated the complex landscape of serving Fiji’s most inaccessible and economically challenging rural farming communities while competing in a commercial environment.

This dual role underscores the authority’s commitment to both social obligation and commercial viability.

AMA’s mission is to support and enhance the agricultural sector by providing a robust platform for marketing produce and creating economic opportunities for farmers. This mission is not only about facilitating transactions but also about driving systemic change in how agricultural products are managed, marketed, and valued.

Natovi Farmers with AMA Procurement Officer Mr. Tunoa Rokomaqa.

The following explores how AMA fulfills its mission and the profound impact it has on Fiji’s farming communities.

A Multifaceted Approach to Agricultural Development

AMA’s approach to agricultural development is both comprehensive and strategic. The authority employs a range of strategies designed to enhance agricultural productivity and create economic opportunities. These strategies are:

1. Encouraging Wealth-Creation Activities: AMA works to motivate farmers and fishermen in rural and maritime areas to engage in activities that generate wealth. By doing so, it supports local economies and fosters economic resilience.
2. Youth Employment and Agribusiness Development: Through innovative partnerships and end-to-end post-harvest logistics, AMA creates sustainable employment opportunities for youth. This focus on agribusiness development helps in nurturing the next generation of agricultural entrepreneurs.
3. Investment in Modern Value-Adding Practices: AMA prioritizes investment in modern and innovative value-adding practices and this approach helps farmers maximize the value of their produce and improves the overall efficiency of the agricultural value chain.
4. Awareness and Economic Development: AMA plays a crucial role in raising awareness about the importance of agriculture for sustainable economic development. By highlighting the sector’s value, AMA contributes to a broader understanding of agriculture’s role in economic growth to farmers in the rural and maritime areas.
5. Empowering Youths and Women: AMA is dedicated to empowering both youths and women, ensuring their active participation in agricultural activities. This commitment helps in creating a more inclusive and equitable agricultural sector.

At the core of AMA’s ethos is a profound appreciation for the critical role farmers play in shaping Fiji’s agricultural landscape.

The authority understands the unique challenges faced by rural and maritime farmers and adopts a holistic approach to address their needs comprehensively.

By facilitating market linkages and providing logistical support, AMA ensures that farmers have direct access to local and international markets, empowering them to command fair prices for their produce.

Success Stories: Transforming Lives Through AMA’s Support

One of the most compelling aspects of AMA’s work is the tangible impact it has on individual farmers. The story of Mr. Umesh Kumar Mishra, a farmer from Navua, exemplifies the transformative power of AMA’s support. Mr. Mishra has been a loyal member of AMA since its inception, and his journey reflects the positive changes brought about by the authority’s services.

“For 20 years, I have been selling my produce to AMA, and I’ve stayed because of the benefits,” Mr. Mishra said. His farming business has grown significantly, enabling him to transition from a part-time farmer to a full-time agricultural entrepreneur. Thanks to AMA, Mr. Mishra can now provide for his wife and three children comfortably, invest in agricultural machinery, and afford car insurance.

Mr. Mishra’s success is not an isolated case but rather a shared experience among many farmers who market their produce through AMA. These stories bear testimony to the radical improvements in livelihoods made possible by AMA’s marketing services. They represent a beacon of hope for rural, remote, and maritime farmers, demonstrating that with determination and support, significant progress is achievable.

Championing Inclusivity and Empowering Women

AMA’s commitment to inclusivity is a cornerstone of its operational philosophy. The authority is determined to break down historical barriers and extend its services to women farmers, thereby promoting gender equality in the agricultural sector. Executive Chairman Mr. Jone Sovalawa highlights the importance of providing equal opportunities for all members of the farming community.

“As we progress, it is imperative that we embrace inclusivity, providing equal opportunities for all. AMA is dedicated to serving the inaccessible rural, remote, and maritime farming communities of Fiji, ensuring their livelihoods are supported and improved through employment and income generation,” Mr. Sovalawa said.

Historically, the agricultural sector in Fiji has been male-dominated. However, AMA is actively working to change this dynamic by creating avenues for women’s empowerment and advancement. Mr. Sovalawa encourages women in Fiji to engage with AMA’s services as a means of fostering their growth and success.

“At AMA, inclusivity is not merely a concept; it is ingrained in our culture. We recognize the invaluable contributions of our female staff and strive to create an environment where all individuals are respected, appreciated, and rewarded for their hard work,” he added.

Recent developments indicate a growing participation of women in AMA’s services, particularly in the Eastern division, including the Tailevu and Rewa provinces. Ms. Amelia Liku, a farmer from the region, shares her positive experience with AMA’s facilities, emphasizing the convenience and benefits they provide.

“For us, this is very convenient because instead of sitting out there in the market the whole day, we can come here, sell our produce, and then go back home to do other agricultural activites,” Ms. Liku remarked.

AMA’s initiatives address the specific challenges faced by women farmers, such as health risks associated with transporting produce to marketplaces. By offering accessible and efficient services, AMA enhances the well-being and prosperity of rural and maritime communities across Fiji.

Future Directions and Ongoing Commitment

As AMA looks to the future, its commitment to fostering a thriving and inclusive agricultural sector remains steadfast. The authority continues to focus on supporting farmers, empowering women, and creating economic opportunities. Through its ongoing efforts, AMA aims to create a sustainable and prosperous agricultural environment that benefits all stakeholders.

The authority’s dedication to its mission is reflected in its various initiatives and partnerships. AMA actively engages in research and development to identify new opportunities for growth and innovation within the agricultural sector. By staying attuned to the needs of farmers and adapting its strategies accordingly, AMA ensures that it remains a relevant and effective force in the industry.

AMA also prioritizes collaboration with other stakeholders, including government agencies, non-governmental organizations, and private sector partners. These collaborations help amplify the impact of AMA’s work and contribute to broader efforts to improve the agricultural sector.

In summary, the Agricultural Marketing Authority stands as a vital force in transforming Fiji’s agricultural landscape. By supporting farmers, promoting inclusivity, and driving innovation, AMA is paving the way for a more prosperous and equitable future for Fiji’s rural and maritime communities. The authority’s ongoing commitment to its mission and its focus on empowering all members of the farming community underscore its role as a beacon of hope and progress in Fiji’s agricultural sector. Through its dedicated efforts, AMA continues to make a meaningful difference, ensuring that agriculture remains a cornerstone of Fiji’s economic and social development.

Fiji Agromarketing would like to acknowledge and thank stakeholders especially the Ministry of Agriculture and Waterways for their support and sound leadership.

AMA prioritises what the Minister for Agriculture and Waterways Hon. Vatimi Rayalu had always emphasised that is the need for Fijians to be actively involved in agriculture.