The AMA is slowly steadily unfolding a silent revolution on Fiji’s sun-kissed shores to meet the rich tapestry of rural and maritime landscapes.

It’s a tale of resilience, empowerment, and prosperity for farmers signaling the ignition of an economic beacon of hope for communities tucked away in the island nation’s backwater of development.

The AMA, was established by the Act No. 2 of 2004, embarked on its mission to serve the inaccessible and often overlooked farming communities of rural, remote, and maritime Fiji.

Commencing trading as Fijiagromarketing in December 2004, AMA became a lifeline for those who cultivate the land and the ocean, promising to transform their livelihoods through employment and income generation.

At its core, the AMA operates with strategic objectives aimed at not only improving farmers’ lives but also creating a sustainable and thriving agricultural sector and a resilient rural and maritime economy.

One of its primary goals is to increase sustainable market linkages, fostering wealth creation for farmers in remote areas.

This translates into expanded opportunities for these communities to sell their produce beyond local markets, paving the way for economic growth.

Market Linkages and Economic Growth

The AMA plays a pivotal role in connecting rural and maritime farmers with broader markets, breaking the barriers of geographical isolation.
Something that has been an existing and persistent barrier for progress over the years.

By doing so, the authority provides these communities with the chance to showcase and sell their agricultural and aquaculture products to a wider audience.

This expanded market access not only increases income for farmers but also contributes to the overall economic growth of these regions.

Youth Empowerment and Sustainable Agriculture

Youth empowerment takes centre stage in the AMA’s vision, through its initiative to promote employment opportunities in agriculture through agribusiness sector development and partnerships.

By investing in the younger generation, AMA ensures that the agricultural legacy is passed down, creating a dynamic and sustainable future for Fiji’s rural and maritime communities.

Through training programs and support for agribusiness initiatives, the AMA is nurturing a new generation of farmers equipped with the knowledge and tools to drive innovation in agriculture.

Financial Inclusion and Economic Fabric Strengthening

As a trusted marketing agent, the AMA is instrumental in extending the government’s National Financial Inclusion objective.

By serving as a bridge between grassroots farmers and wider markets, AMA not only facilitates financial inclusion but also strengthens the economic fabric of these communities.

These are achieved through fair trade practices and transparent transactions because AMA ensures that, the economic benefits of agricultural activities are distributed equitably among farmers, fostering a sense of economic security.

Land Utilization and Livelihood Enhancement

The AMA’s commitment to improving commercial agriculture across remote areas is manifested in its goal to increase land utilization and enhance livelihoods.

This involves cultivating and nurturing partnerships with the Ministry of Agriculture and waterways, promoting innovative platforms such as organic farming and smart agriculture.

By incorporating sustainable practices, the AMA contributes to the long-term health of the environment while simultaneously boosting productivity and income for farmers.

Catalyst for Change

With a vision to facilitate the purchase, sale, and export of agro and aqua produce, the AMA is more than an authority; it’s a catalyst for change.

By stimulating economic growth within rural, remote, and maritime communities, the authority is ensuring that the fruits of Fiji’s labor reach beyond the shores and into the hearts of those who have long toiled for their land and sea.

The story of the AMA is one of empowerment, prosperity, and a promising future for Fiji’s unsung heroes – its rural and maritime farmers.

As the AMA continues to sow the seeds of progress, the agricultural landscape in Fiji is blossoming into a vibrant tapestry of success and sustainable growth.