At 29, Paula Sovui Vakaruru is building a commercial farming operation in Naiyarabale, Cakaudrove, with yaqona at the centre of his long-term plans.

Paula began farming yaqona at the age of 19, choosing to invest in agriculture rather than pursue an opportunity to study and play sport overseas.

He says advice from his father encouraged him to put his money into land and its development, rather than relying solely on savings.

So far, Paula has invested more than $30,000 of his own money into the farm, covering labour, planting materials, land preparation and infrastructure.

He currently has around 10,000 yaqona plants and is working to expand the operation. With yaqona selling for between $150 and $200 per kilogram, Paula believes a farm with 20,000 plants could potentially triple the initial investment within three years.

He has also sought technical support from the Ministry of Agriculture, Waterways and Sugar Industry to improve crop density and plant health.

While his yaqona remains a long-term investment, Paula is using other crops to generate income in the meantime.

He recently harvested watermelon, earning more than $5,000 from the crop, with the land already prepared for another planting cycle.

His next major target is to purchase an excavator early next year to improve land preparation and support the expansion of his farm.

Paula says moving into commercial agriculture requires a shift from manual work to greater mechanisation, particularly as the operation grows.

Managing labour is another challenge. While he describes his workers as hardworking and physically strong, he says improving punctuality and time management would help increase productivity.

Paula is encouraging young Fijians to look at farming as a career and business opportunity rather than a fallback option.

He says successful farming requires discipline, consistency and a clear plan, including being prepared to start work early and maintain the commitment every day.

From Naiyarabale, Paula hopes to show that rural land can be developed into a profitable business and create new opportunities for young people.