The pineapple industry in Fiji holds significant untapped opportunities that if harnessed, could be a game changer for agribusiness models exporting fresh fruit from Fiji.
In recent years, fresh pineapples have gained growing consumer interest in New Zealand’s supermarket trade, yet Fiji’s presence in this area remains quite limited despite the advantages that Fiji and other Pacific Island Countries have, which is is the superior taste, ripeness and freshness of produce, varietal alternative, the positive socio-economic impact of supporting small landholders, the Fiji brand, lower food miles and a smaller carbon footprint. These elements of advantage can be the essential ingredients in a large-scale marketing plan directed at New Zealand consumers, to influence buying power.
Currently Fiji’s pineapple industry is sufficient to the extent that it serves the domestic market with a high-quality, consistent supply of fresh fruit almost all year round, along with small volumes for export. To scale up to the considerable proportions needed to make a serious impact would require a strategic development approach with medium- to long-term planning, a clear set of outcomes and projections, and most of all, buy-in from all stakeholders.
A recent study commissioned by Pacific Trade Invest New Zealand looked at the current realities in New Zealand’s supermarket trade for fresh fruits, to examine what a more competitive and structured pineapple export sector would look like for Fiji if it were to compete in New Zealand.
A deep dive to examine the existing pineapple farming systems was an essential starting point of the study, to understand the value-chain drivers and actors.
The comprehensive 90-page report unpacks the current state of pineapple production in Fiji, and provides an interesting roadmap that could essentially increase Fiji’s access to the New Zealand supermarket trade.
The study noted that pineapple production in Fiji dates back to the 1860s and has seen cycles of growth and decline, often competing with sugarcane for land and resources. Over the past 40 years, strong domestic demand – especially from the tourism sector – has helped position pineapples as a key crop with over 28,000 tonnes harvested and consumed locally each year, second only to the permanent crop volume of coconuts.
Looking forward though, it is clear that infrastructure improvements in roads, air transport, and communication networks will do much to address many of the challenges raised in the report.
In handing over the report to the Acting Minister of Agriculture and Waterways and the Minister of Fisheries, the Hon. Alitia Bainivalu, in Suva recently, PTI New Zealand Trade Commissioner Glynis Miller said “a realistic approach for the Ministry would be to consider practical strategies to capture up to five per cent of [the] market share of New Zealand’s supermarket trade for fresh pineapple, with tailored outcomes built in based on different timelines, pineapple varieties and logistics strategies. This, when one considers the New Zealand market for fresh pineapples is around 9,000 tonnes each year (and growing), which is what New Zealand imported in 2024 worth nearly NZ$16.7 million.”
She added “Fiji has big, ambitious plans for foreign investment in the agriculture sector to boost its agri-trade endeavours. The pineapple report with its findings and strong analysis is well positioned to offer credible offerings to foreign investors with agri-trade experience”.
Further market intelligence is revealed in the report. There are currently four major New Zealand pineapple importers. Together, they supply all of the supermarket chains, independent and specialty grocers, the hospitality industry and smaller buyers. Practical information such as this, is vital to the future growth of a Fiji pineapple exporting industry.
