Fiji has officially entered the global specialty coffee arena with the launch of ONA Coffee Fiji in Rakiraki, a move hailed by Deputy Prime Minister and Minister for Trade, Cooperatives, MSMEs and Communications Hon. Manoa Kamikamica as a transformative step for rural communities and the national economy.
Multinational stakeholders, officials, farmers representatives and school students gathered at the Duadua Beach Resort today (23/05/25) to witness the birth of what is poised to become a hallmark of Fijian agri-export innovation. The launch of ONA Coffee Fiji marks more than the arrival of a respected international brand, it marks the beginning of a bold national ambition to put Fijian-grown coffee on the world map.
DPM Kamikamica, framed the event as a fundamental moment in Fiji’s economic diversification efforts.
“This is not just a commercial venture,” the DPM said. “It is an investment in the future of our farmers, our rural communities, and our place in the global specialty coffee market.”
ONA Coffee, led globally by World Barista Champion Sasa Sestic, has established its Fiji arm under the local leadership of Maheer Prasad.
Their aim is grounded in inclusivity and sustainability: working with thirty farmers in the Ra province and investing one million high quality seedling across 500 acres. Two varieties of coffee are earmarked for the venture, the Arabica and Liberica, both globally competitive and well suited to our environment.
The scheme transcends farming. By developing processing facilities in Rakiraki and other locations of Fiji, ONA Coffee Fiji will create jobs, build technical competence, and retain higher economic value locally.
“From planting to processing, the value chain remains rooted in the community,” said DPM Kamikamica, highlighting the significance of local ownership and capacity-building.
This initiative fit in with Government’s drive ton diversify its export portfolio. Following the success of some commodities such as yaqona, ginger and turmeric, specialty coffee has now emerged as the next big commodity.
Elaborating on Government’s role, DPM Kamikamica said ‘it is not only facilitative but collaborative, pointing to new legislation, streamlined investment process, and multi-agency support mechanism already in motion.
“Inclusivity and access are key to the transformation,” emphasised the DPM. “From land tenure arrangements with iTaukei communities to the formation of an Agriculture Business Taskforce and updated immigration procedures for foreign investors, Fiji is actively reshaping its business environment to attract innovation while protecting local interests.
Technological advancement is also part of the strategy. With the 2024 rollout of Starlink and Google connectivity services, even the most remote farming communities will have real-time access to markets and information.
“Improved connectivity is a game-changer for our agriculture sector,” adds DPM Kamikamica.
For local farmers, the arrival of ONA Coffee Fiji offers more than income, it offers dignity, pride, and a renewed sense of purpose.
“You are the backbone of this industry,” DPM Kamikamica told those present.
“With your knowledge and hard work, we can grow a product that commands premium prices abroad and builds pride at home.”
Fiji’s foray into the premium coffee industry begins a defining national story, one brewed from the highlands of Rakiraki, poured into the global market with confidence, and sweetened by the promise of rural prosperity.