Many farmers living in remote, rural, and maritime communities face challenges when it comes to accessing agricultural markets. To address this barrier, the Agricultural Marketing Authority (AMA) continues to serve its mission of facilitating the sales and export of agro and aqua produce to promote economic growth within these communities.
Mr. Umesh Kumar Mishra is a farmer from Navua and has been a loyal member of AMA. Mr. Mishra has been selling his produce to AMA since the company opened in 2004, and his many years of relations with AMA have benefited him in numerous ways. “I’ve been with AMA for 20 years, and I’m staying because of the benefits,” Mr. Mishra said.
Mr. Mishra’s farming business has grown significantly, enabling him to leave his job and focus on farming full-time. Thanks to his hard work and dedication, he can provide for his wife and three children comfortably. He has also been able to purchase agricultural machinery, including a tractor, and afford car insurance. He credits his farming success to high-value markets through AMA. AMA serves as a welcome source of support for local farmers and is dedicated to achieving excellence in fulfilling its vision and mission.
Mr. Mishra is a loyal farmer of AMA, and his story is a shared experience of many farmers who market to AMA. These stories bear testimony to the radically changed livelihoods through the marketing services available at AMA. They are a ray of hope for rural, remote, and maritime farmers, who believe that “where there is a will, there is a way.”
The company takes pride not only in its positive impact on farmers but also in its contribution to the increase in the country’s total national export earnings. This contribution was achieved through collaboration with farmers. According to the 2022 Annual Crop & Livestock Trade Statistics, the Agriculture sector contributed 68% ($927.5 million) of the Total National Domestic Export Earnings, which amounts to $1.3 billion, https://www.agriculture.gov.fj/documents/stats/2022%20AGRICULTURE%20ANNUAL%20TRADE%20REPORT.pdf. AMA aims to continuously facilitate the purchase and sale of produce from remote, rural, and maritime farmers for the international clientele and simultaneously contribute to the Total National Domestic Export.