Young Fijians should see agriculture as a pathway to business success rather than just farming, according to Utah businessman and former LDS missionary Blake Soifua, who says Fiji has the potential to become a global supplier of premium agricultural products if farmers have better access to overseas markets.
Soifua says agriculture remains the backbone of the South Pacific and believes many young people in Fiji are surrounded by opportunities but do not always know how to take advantage of them.
Insert: Soifua on surrounded by opportunities 26th July 26
He is encouraging young people to work with their Turaga ni Koro and village leaders to access land and invest in farming, saying there is strong demand in the United States for quality Fijian produce.
Soifua says he has travelled across Fiji, visiting farming communities in Bua, Nadroga, Navosa, Naitasiri and Ba, where he spoke with farmers to better understand the challenges they face.
He says one of the biggest issues raised by farmers is finding reliable overseas markets and increasing exports.
According to Soifua, Fiji has the potential to build a global reputation for products such as turmeric, ginger and dalo, just as Fiji Water has become an internationally recognised brand.
Reflecting on his time serving an LDS mission in Fiji, Soifua says he encouraged families to become more self-reliant through farming so they could better meet everyday expenses, including transport costs, instead of depending on others.
He also expressed concern over Fiji's association with drug trafficking following the seizure of 2,000 kilograms of cocaine in Ba, saying farming offers young people a far more sustainable and rewarding future than making quick money from illegal activities.
Soifua is also urging farmers to make better use of social media platforms, particularly TikTok, to promote their produce and connect with buyers overseas.
Drawing from his own experience as a business owner in Utah, he says marketing is essential because people cannot buy products they do not know exist.
