LocationsJuice Fiji: A Blend of Empowerment, Health, and Opportunity
December 16, 2024
Panapasa Daukamakama, Managing Director of Juice Fiji, stands proudly at the company’s first store.
Fiji’s rich soil and tropical climate are ideal for growing a variety of crops. However, many local farmers face challenges that keep them from earning a stable income. Small-scale farmers often lack reliable buyers, and this makes it hard to transition from subsistence to commercial farming. Similarly, youth face barriers in gaining meaningful work experience in Fiji’s developing industries.
The Drua Innovation Small Grant Scheme (DISGS) 1.0, implemented by the Government of Fiji and the UN Development Programme (UNDP) Pacific Office, with funding from the Government of Luxembourg, is addressing these challenges. This initiative aims to empower entrepreneurs by enhancing their capacity to scale up micro, small, and medium-sized enterprises (MSMEs) and cooperatives, particularly those focused on climate change adaptation and mitigation.
One of the 13 enterprises awarded funding through DISGS 1.0, Juice Fiji, is leading the way in transforming Fiji’s agricultural and economic landscape. By producing health-conscious drinks with locally sourced ingredients, Juice Fiji supports sustainable farming, empowers women to transition to commercial agriculture, and provides career-building opportunities for youth.
Empowering Women on the Farm
Farmers like Neenal Kumar have seen their lives transformed. Neenal once relied solely on selling pineapples at local markets, earning less than FJ$50 a week. With Juice Fiji’s consistent support over the last six years, she has diversified her crops, adding watermelons and even planning for drought-resistant fruits such as guavas and mangoes.
Neenal Kumar, recalls her struggle before Juice Fiji’s intervention.
"Before Juice Fiji, I struggled to sell my crops because I didn’t have reliable vendors. Their support has helped me expand my land and dream of a better future for my family,” she said.
Neenal Kumar, a farmer in Ba, Western Fiji, displays her pineapple harvest at Suva Market.
Thanks to a stable income and guaranteed buyer, Neenal is now exploring intercropping practices and investing in sustainable agricultural solutions like natural composting to enrich soil health. These efforts not only increase productivity but also prepare her farm for the challenges of climate change.
Advocating for Healthier Lifestyles
Juice Fiji is redefining the beverage industry in Fiji by creating products that are as good for the body as they are for the environment. Managing Director Panapasa Daunakamakama leads the mission to craft health-conscious beverages using Fiji's abundant natural resources.
“Our unique blends, including turmeric, ginger, Lalaya [wild ginger], and Warusi - are natural antioxidants and immune-booster,” said Panapasa.
"It’s a health-conscious alternative to sugary beverages. At Juice Fiji, we focus on tradition, health, and sustainability.”
Juice Fiji’s commitment goes beyond beverages, it’s creating tangible impact. Since its inception, the company has generated eight new full-time jobs in food processing, growing the team to 14 employees, including four women. By integrating women into its workforce, Juice Fiji is reinforcing its commitment to inclusive growth and empowering women to take on vital roles in Fiji’s evolving agricultural economy.
Inspiring the Next Generation
Juice Fiji’s Youth Internship Program is transforming the lives of 20 young individuals each year, equipping them with hands-on experience in fields like marketing, sustainable farming, and food processing.
For 23-year-old Viniana Gasa, the internship with Juice Fiji was a stepping stone to a flourishing career.
“The internship was a life-changing opportunity. It allowed mee to gain hands-on experience in marketing and sales and inspired me to pursue a career in marketing and sales,” said Viniana. “Today, I manage Juice Fiji’s first store and I’m actively working on a marketing plan to reach more vendors across Fiji,” she adds proudly.
Viniana Gasa, a former intern turned store manager, holds a bottle of Juice Fiji’s Health Juice.
Her journey exemplifies how Juice Fiji fosters youth career growth, providing practical skills and opening doors to a brighter future.
A Bottle of Impact
Every bottle of juice produced by Juice Fiji carries the stories of farmers, workers, and youth striving for a brighter future. With support from the Drua Innovation Grant, the company has already received FJ$68,000 (approximately US$29,500) of its proposed funding. Over 73 percent of the funding has been used to upgrade equipment, increasing production capacity by 40 percent and ensuring stable incomes for over 260 local farmers.
By 2025, Juice Fiji aims to produce 5,000 bottles each year, train 10 farmers in sustainable farming, and offer 20 youth internships, half of which are reserved for women. These efforts are creating a stronger, more diverse economy while empowering communities.
Juice Fiji is more than a business - it’s a vision for a resilient Fiji. By connecting farmers to reliable markets, promoting climate-smart agriculture, and empowering youth and women, Juice Fiji shows how communities can thrive in the face of challenges. It’s a powerful example of how Fiji can lead the way toward inclusive and sustainable growth.