Fiji High Commission Engages Fresh Direct to Expand Market Access for Fijian Produce in New Zealand

The Fiji High Commission in Wellington, led by High Commissioner H.E. Ratu Inoke Kubuabola, paid a courtesy visit to Fresh Direct Limited in Auckland to explore opportunities to expand market access for Fijian agricultural produce in New Zealand.

The High Commissioner met with Fresh Direct Chairman and Managing Director Mr. Jeffrey Turner and his team, together with members of the Fiji High Commission’s Trade Team based in Auckland.

The delegation included Second Secretary Mr. Samuela Kanakatakata, Consular Officer Mr. Emosi Simolo, Business Development Manager Mr. Kritesh Maharaj, and Fiji’s Recognised Seasonal Employer (RSE) Country Liaison Officer Mr. Greg Traill.

Fresh Direct Ltd has a long-standing historical connection with Fiji. Mr. Turner noted that his great-grandfather, Mr. Edward Turner, was among the early New Zealand traders who ventured to Fiji and the Cook Islands during the 1890s to import bananas through the Fiji Export Agency. Trade was later disrupted due to pest infestations affecting banana production in the Sigatoka region.

Discussions during the meeting focused on strengthening pathways for Fijian-grown produce to enter and expand within the New Zealand market. Fresh Direct supplies a wide network of customers across New Zealand, including major supermarket chains, hospitality businesses, and independent retailers, making it an important distribution platform for Pacific agricultural exports.

Mr. Turner and his team highlighted several areas where Fiji could enhance its export readiness in order to secure consistent market presence, including:

• Maintaining reliable and consistent supply volumes
• Ensuring export-grade packaging and presentation
• Strengthening quality assurance standards
• Developing effective cold-chain logistics from farm to market
• Expanding value-added processing, such as converting ginger into ginger powder and other processed products
• Developing generic packaging and branding to build recognition for Fijian produce.

Fresh Direct expressed interest in re-engaging more actively with Fiji’s agricultural sector if these supply and logistics benchmarks can be strengthened.

The engagement also touched on Fiji’s participation in New Zealand’s Recognised Seasonal Employer (RSE) Scheme, acknowledging the significant contribution of Fijian workers to New Zealand’s horticulture industry and the importance of strengthening agricultural partnerships between the two countries.

High Commissioner Kubuabola reaffirmed the Mission’s commitment to supporting Fijian exporters in accessing international markets, including facilitating connections with distributors such as Fresh Direct and promoting Fiji’s fresh and value-added agricultural products in New Zealand.

The visit forms part of the High Commission’s broader efforts to secure sustainable export markets for Fijian farmers and agribusinesses, while deepening Fiji–New Zealand trade and economic cooperation.