Cabinet has approved a three-year partnership between the Ministry of Agriculture and Waterways and Pacific Trade Invest New Zealand (PTI NZ) to establish a national brand for Fiji’s pineapple industry and increase export opportunities, with New Zealand identified as the main target market.

The initiative comes as pineapple production in Fiji continues to grow, rising by 45.5 percent between 2023 and 2025 to reach 12,499.2 tonnes. However, only 16.5 tonnes were exported in 2025, highlighting the need to strengthen market access, product quality and the industry’s ability to meet international export requirements.

Under the Memorandum of Understanding, both parties will invest a combined NZD 115,000, equivalent to approximately FJD 147,530, in market research, brand development, promotional activities, international trade events and industry training.

The partnership will also focus on improving farming methods, quality standards, packaging and product traceability. Opportunities to develop value-added products, including pineapple juice and dried fruit, will also be explored.

The national pineapple brand and its associated identity elements will remain the property of the Government of Fiji.

The initiative is expected to provide local farmers with greater access to overseas markets, improve their income and encourage more women and young people to participate in the industry.

It is also aimed at strengthening Fiji’s agricultural exports, supporting rural communities and contributing to sustainable economic growth.