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Sofia Talei, third from right, with members of the Suva Market Inspiring Women’s Cooperative Limited.
Change often begins with a single individual willing to challenge the status quo.
At the Suva Municipal Market, Sofia Talei, a businesswoman for over ten years, has been that force of change. As the President of the newly established Suva Market Inspiring Women’s Cooperative Limited, she has embodied resilience, leadership, and the spirit of continuous learning and growth—breaking barriers for women in non-traditional industries and inspiring countless entrepreneurs across Fiji and the Pacific.
A Journey of Resilience
Sofia Talei’s journey into market vending was anything but conventional. Entering a space traditionally dominated by men, particularly in the agricultural sector, she faced significant obstacles. Yet, she refused to accept limitations. Determined to make her mark, she navigated the industry, learned the trade, and steadily built her reputation and a thriving business—with unwavering support from her husband and the knowledge she gained through the Markets for Change (M4C) Project.
Like many women in business, Sofia encountered doubts, stiff competition, and fluctuating earnings, and at times growth seemed uncertain. However, she did not surrender to hardship. Instead, she took bold risks and remained determined to succeed—paving the way for her eventual success. A critical turning point in her journey was her involvement in the M4C Project, an initiative designed to empower urban and rural women market vendors by providing essential business skills, financial literacy, and access to financial, health, and social services that strengthen livelihoods.
Empowered Through the Markets for Change (M4C) Project
Stepping out of her comfort zone was not easy, but Sofia embraced the challenge head-on. Through the M4C Project, she gained the tools to grow personally and professionally. Training programs enriched her business mindset and attitude, offering insights into financial management, negotiation skills, market expansion, digital platforms, and access to government services such as the Department of Cooperatives and grants through the Ministry of Trade, Cooperatives, Small and Medium Enterprises.
One of the game-changers was access to financial services. Micro and small business grants, savings programs, and mentorship opportunities offered through the M4C Project provided Sofia with the foundation to make informed business decisions. Through M4C, she also learned the importance of assertiveness—setting boundaries in negotiations, valuing her contributions, and confidently saying no when necessary.
Sofia Talei.
From Vendor to Leader: Strengthening Women’s Economic Rights
With her newfound confidence, Sofia evolved beyond being a successful market vendor—she became a leader. Advocating for fellow women traders, she played a vital role in organizing market vendors, eventually expanding beyond the scope of the M4C Project and establishing the newly formed Suva Market Inspiring Women’s Cooperative Limited.
“I was Inspired during the Market Business Fair, organised by UNDP at the Pearl Resort in May 2023. Through that market business fair, I learnt the importance of forming the cooperative. The M4C business fair featuring the Ministry of Trade staff provided an opportunity for me and my peers,and it helped us recognize the power of collective action.” Ms Sofia Talei said
“One important task that I undertook was convincing women market vendors to form a cooperative. Within three weeks, I convinced fifteen women, and two weeks later, the number increased to twenty-two—most of whom were initially part of the Saver Plus Initiative through the M4C Project,” she shared.
Pooling resources and expertise, Sofia led the charge in registering the cooperative, ensuring greater access to training, business proposal development, and grants beyond the M4C initiative. Today, alongside 22 dedicated women entrepreneurs, she proudly stands at the helm of the Suva Market Inspiring Women’s Cooperative, securing opportunities that strengthen their businesses, families, and communities.
Through resilience and strategic planning, the cooperative successfully obtained a grant from the Fiji Government—another milestone in dismantling barriers that have long constrained women in market spaces. For Sofia Talei, this is a bold step forward, and she is confident that this is only the beginning of many good years ahead for the hardworking, resilient twenty-two women who make up the cooperative.
A Future of Possibilities
None of this progress would have been possible without the foundational support of the M4C Project. Thanks to funding from the Australian Government and the tireless efforts of the M4C Project team, women entrepreneurs like Sofia Talei now have access to the resources needed to thrive in industries where they were once overlooked.
“UNDP remains committed to creating inclusive economic opportunities that enable women to lead, innovate, and create lasting change." Mr Patrick Tuimalealiifano, UNDP Inclusive Growth Team leader.
Sofia’s story is more than a personal victory—it showcases the power of collective action and the importance of economically empowering women. Her journey proves that, with the right support and determination, women can break barriers, uplift one another, and transform informal markets into thriving economic hubs—benefiting their families, communities, and the nation as a whole.
As Sofia continues to lead, she calls upon women across Fiji and the Pacific to embrace positivity and the entrepreneurial spirit, seek opportunities, and uplift each other.
“Nothing is impossible and women can do it. Women can create more inclusive markets, stronger communities, and a future where women stand at the forefront of economic transformation.” Ms Sofia Talei reassured.
The M4C project is implemented by UN Women in partnership with UNDP and with support from the Government of Australia.
For more information, please contact:
Vilisi Veibataki, Markets for Change Project Manager, UNDP Pacific Office in Fiji | vilisi.veibataki@undp.org | +679 3227701
