SUVA, FIJI — 4 NOVEMBER 2026
What does it mean when a country produces hundreds of thousands of tonnes of a tropical fruit while having difficulties in selling even a little of it abroad? In this case, Fiji has the same problem, while the partnership with New Zealand is going to change the pineapple industry in this country into an exporting business. As a result of this 45.5% growth in pineapple production during 2023-2025, Fiji managed to produce about 12,499.2 tonnes of pineapples; however, it exported only 16.5 tonnes of them. This situation demonstrates the great untapped opportunity together with the problem of producing consumers’ recognisable and trustworthy products processed from pineapples.
To make the first step towards solving this problem on October 28, 2026, PTI New Zealand and the Ministry of Agriculture, Waterways and Sugar Industry of Fiji signed an MOU for three years at the Ministry of Agriculture and Fisheries office in Raiwaqa, Suva. This signing of the memorandum took place after the approval of the Cabinet, which was done on October 14, 2026.
The programme is being funded through a combined investment of around NZ$115,000 (approximately US$64,300 based on the Reserve Bank of New Zealand’s 4 November 2026 exchange rate) and focus on national branding, market research, promotional programs, export readiness, and improvement of relationships between producers and international buyers.
The collaboration is already moving beyond the paperwork stage. PTI New Zealand is working with a specialised company that will create a distinctive national Fiji pineapple brand to enhance its international profile and create greater demand for it.
The programme is aimed at not only marketing. The improvement of farming practices, quality control processes, packaging, and traceability is necessary for corresponding to foreign market requirements. There are also opportunities for introducing value-added products, such as pineapple juice and dried pineapple, which can create additional possibilities for diversification within the industry and further increase profit from each harvest.
New Zealand has emerged as the main target market for Fiji’s exports and the first step in expanding Fiji’s business operations beyond its borders. PTI Trade Commissioner for New Zealand, Glynis Miller, has stated that while increasing production is important, it will not yield results without innovation, storytelling, quality, and marketing to ensure that more income can reach farmers and communities in the Pacific. The market opportunity in question is quite significant. Looking at the information based on the figures for 2025, Fiji only exported about 0.13 per cent of its recorded production of pineapples. In fact, even though not all production is suitable for international trade, the numbers underscore the need for reliable supply chain systems and improved industry ties.
Ultimately, Fiji’s aspirations for the pineapple have evolved beyond the basic idea of exporting it. Additionally, Fiji aims to increase income for those working in agriculture, create jobs in rural areas, foster new entrepreneurial opportunities, and enhance the recognition of Fijian produce internationally.
Now, the question is whether Fiji will be able to effectively build a recognisable export brand for the pineapple while making it a successful income source for local farmers.
