MARKETING AGRICULTURAL COMMODITIES: FIJI - STRENGTH AND WEAKNESSES
Climate, geographical location, trade agreements quarantine regulations and in some instances relative labour costs, put Fiji into an advantageous position to exploit a range of export and import substitution opportunities. Arable land not already committed to sugarcane growing is scarce and widely dispersed. The outer islands face intractable transport problems. The economies of scale associated with large scale production methods would be seldom achievable in Fiji. Continuity of supply has been difficult to maintain and thus places heavy burden on organised marketing system. On the other hand Fiji's geographical location, coupled with direct in links to main buyer markets provide unique opportunity to supply a range of high value offseason fruits and vegetables to Pacific Rim countries. Recent quarantine restrictions imposed by main buyer Japan do not apply to Fiji whereas other competitors are eliminated. Yet despite opportunities there exists a general lack of confidence in Fiji as a reliable exporter of fresh fruits and vegetables. This unreliable supplier concept could be attributed to small holder producers in Fiji.
Pratap, H. (1989). MARKETING AGRICULTURAL COMMODITIES: FIJI - STRENGTH AND WEAKNESSES. Acta Hortic. 247, 323-328