A 10-year partnership between the Foundation for Rural Integrated Enterprises and Development (FRIEND) and the Motibhai Group is helping rural producers turn locally made goods into sustainable business opportunities.

The partnership now supports 31 Fijian-made products, ranging from chutneys, pickles and herbal teas to gluten-free flours, dried fruits, spices and desiccated coconut. These products are supplied to retail, hospitality and wholesale markets.

The partnership celebrated its 10th anniversary at Walu Bay, where Deputy Prime Minister and Minister for Industries, Commerce, Business Development and Public Enterprise, Manoa Kamikamica, stressed the importance of linking rural businesses with established commercial networks.

Kamikamica said every product reaching supermarket shelves represents the work and livelihood of a family, highlighting the wider economic impact of rural enterprise.

FRIEND Acting CEO Viloki Gohil said the organisation has worked with communities for 25 years, helping them turn existing skills and local resources into income-generating opportunities.

She said this included assisting women who were already producing preserves to develop market-ready products, while providing support in areas such as packaging, barcoding, quality control, distribution and shelf management.

Gohil said Motibhai’s involvement has helped overcome one of the major challenges faced by rural producers by providing access to established logistics, retail networks and broader markets.

Kamikamica said the partnership demonstrates how rural enterprises, MSMEs and co-operatives can build sustainable and competitive businesses through commercial partnerships.

He described the initiative as a commercially viable model that also creates opportunities for rural communities.

Government says it will continue supporting rural producers through co-operative development and MSME programmes, as well as improving access to finance, certification and market connections.