The journey of Samoa-based Natural Foods International has been a tumultuous one, beset by natural disasters and market fluctuations. But through grit, determination and a willingness to pivot, the family run company has emerged a stalwart within the Pacific export industry, recently securing entry into the Australian market with the support of Pacific Trade Invest (PTI) Australia.
Founded in 1987 with a noble goal, the business initially sought to use the overabundance of breadfruit that went to waste during Samoa’s peak season. “My father saw an opportunity to use a resource that was going to waste, and he seized it,” said Papali’i Grant Percival, Director of Natural Foods International.
Following this, the business soon began to develop a line of frozen breadfruit, as well as packaged taro, breadfruit and banana chips, with the intention of exporting these to the Pacific diaspora community in the New Zealand market. In doing so, they experienced rapid success, exporting over 140 tonnes in just three months to supermarkets across Auckland.
But their fortunes were soon to change. Two devastating cyclones, Tropical Cyclones Ofa and Val, struck only years apart in 1990 and 1991 respectively, damaging their supply chain and making it impossible to continue exporting frozen breadfruit. “It was a difficult time for us,” said Percival. “But we knew we had to adapt in order to survive.”
The company quickly shifted their focus to taro chips, after a highly infectious plant disease struck Samoa in 1993, forcing farmers to switch to a blight-resistant variety of taro. Consequently, the new blight-resistant variety (Xanthosoma sagittifolus) allowed for five times greater production than the more susceptible strain used prior (Colocasia esculenta). This oversupply has enabled Natural Foods International to continue producing these same chips to this day. Despite their success with taro production, the farming of breadfruit and banana remained a challenge in years to come, as tropical cyclones had wiped out the trees.
Percival set out to develop a sustainable raw material supply chain focused on income generation, working with villages and traditional leaders to ensure the ability to retain supplies in the event of another natural disaster.
“We understood that we needed to have a sustainable raw material supply chain to guarantee we could keep producing our products even if a natural disaster struck again. We also understood this was an opportunity to create income for villages, while also ensuring our farmers were able to make a living,” said Percival.
During this period, the company pivoted to producing snack foods using imported ingredients, which soon became a staple product, protecting them against the impacts of tropical cyclones on raw materials. In what was unknowingly soon to become a key moment in their journey, Natural Foods International then began to venture into fresh produce, specifically coconuts, which Percival felt to be the largest untapped resource in Samoa.
Through the support of the Fresh Produce Group of Australia and PTI Australia, which provided access to market and assisted with certification and logistics, Natural Foods International was soon able to formalise the documentation and certification required to access major supermarket chains within the Australian market.
One of the major trials the business initially faced was the lack of knowledge about the industry and how to access the market. Through PTI Australia’s assistance, the business was able to better understand the market, as well as the necessary requirements to export their products. “They were a great help in providing us with the information and support we needed to navigate the industry and access the market,” said Percival.
Natural Foods International has come a long way since its humble beginnings, and today it is a major player in the export industry, exporting large quantities of fresh coconuts to major supermarkets across Australia and New Zealand on an ongoing basis. The Pacific business is also having a positive impact on the villages and farmers in Samoa, creating income and sustainable livelihoods.
“It’s been a long journey, but we’ve come out on the other side,” said Percival. “We’re proud of what we’ve accomplished, and we’re excited for what the future holds.”
Natural Foods International’s story shows that even in the face of adversity, one can rise and come out stronger.
“We are not just a business but also a part of the community, and we want to make sure our success is shared with the community as well. We are working to create a sustainable future not just for our company, but also for Samoa. We may have been hit by natural disasters, but we are not hit by failure. Instead, we are hit by opportunities to improve, innovate and grow.”
Jeremy Grennell, PTI Australia’s General Manager of Exports, said he was pleased PTI Australia could play a part in Natural Foods International’s success.
“We are proud to have played a part in Natural Foods International’s journey over the many years we have worked together. Most recently, we saw them receive the COVID-19 Freight Assistance Package, which proved to be a vital tool in helping them navigate the challenges of the pandemic. The grant was not only effective, but it also provided much-needed support for businesses in the region. We have a longstanding relationship with Natural Foods International and we look forward to continuing to support them in the future as they reach new heights in the export industry.”
For more information regarding Pacific exports to the Australian market, reach out to the team here.
