Fiji is losing an opportunity to earn millions from cocoa exports as the local industry is unprepared for large-scale production. Arif Khan of Cacao Fiji urges the government to establish regulations and create a cocoa board to formalize the industry. A predicted global shortage has increased prices, and with proper planning, Fiji could position its cocoa products as premium offerings.
Fiji is currently missing a significant opportunity to generate millions of dollars in export revenue from cocoa, as the global price hovers near $US10,000 per metric tonne. The local cocoa industry, however, is ill-equipped for mass commercial production. Arif Khan, the director of Cacao Fiji in Nadi, has urged the Government to establish appropriate regulations to formalize the industry.
Mr. Khan noted the current trend in the global cocoa market indicates a shortage leading to price increases. This is attributed to declining production in leading cocoa-producing nations such as Ghana and the Ivory Coast, influenced by plant diseases, insufficient investment, and climate change. The anticipated global shortage is estimated at around 500,000 metric tonnes, contributing to a price surge of 300 percent.
He proposed that the Government should prioritize cocoa as a key commodity for investment. Establishing a structured plan, including the creation of a cocoa board, is essential for effective management and development of the industry. Without strategic objectives and key performance indicators, such as targeting 5,000 farmers and production of 2-3 metric tonnes over the next few years, Fiji may see stagnant growth in cocoa production.
Despite positive discussions, Mr. Khan emphasized that a lack of structured planning akin to that for the sugar industry could hinder progress. He recently attended a cocoa convention in Amsterdam, where he observed that Fiji’s distinct branding and positioning could be utilized to market its cocoa products as premium offerings, thereby securing higher prices in the market.
This article was first published in the print edition of the Fiji Times dated March 14, 2025.
In summary, Fiji has the potential to capitalize on the rising global demand for cocoa, yet it faces significant challenges due to its unpreparedness for large-scale production. The establishment of a formal regulatory framework and a dedicated cocoa board is critical for the industry’s success. Strategic planning is necessary to ensure sustainable growth, enabling Fiji to effectively promote its cocoa as a premium product internationally.
Original Source: www.fijitimes.com.fj
