1. How would you describe the current state of economic and commercial relations between Fiji and the United States? Where do you see the greatest opportunities to deepen the relationship?
The current relationship is strong. Fiji Water, of course, is the anchor of that. That relationship alone has done a lot for Fiji. It is an American company that has invested heavily in Fiji.
The biggest benefit Fiji has gotten out of that, besides the obvious economics, is the branding. Thanks to that American-based company, the name of Fiji has been taken not just to the United States, but globally. When you have one of the most watched television events, the Oscars, with Fiji Water in the background, it does a lot. It has raised awareness of Fiji in a very positive way.
In conversations I have with people in America, and not just America but around the world, they know the name Fiji, which is the biggest step. Some will then ask me, “Where is Fiji?” and that starts a whole conversation. So Fiji Water has created a kind of jumping-off point for Fiji.
Fiji has also built its brand through sports and rugby. Rugby Sevens, which is held in Los Angeles, Las Vegas and New York, with Fiji being a major player, has created another jumping-off point for conversation and awareness.
There are so many opportunities to talk about in Fiji. Fiji Water, coming back to that same company again, is tapping into what may be one of the bigger opportunities in agriculture.
Because the islands are bigger than most people think, the agricultural opportunities are there and the land is there. We have a sugar industry that is facing some struggles, and as that industry transforms, it creates an opportunity for diversification in agriculture and agribusiness. We will have to watch how Fiji Water develops its project in Vanua Levu, but that shows the potential that exists in agriculture.
Going on almost the complete other end of the spectrum are IT and AI projects. Google is here. I was actually involved a little bit in some of its work before it came into the market here. They had reached out to us to understand where that project could go.
You mentioned Honeywell, I think they did a talent-scouting exercise at USP. The call-center industry is already here in Fiji, but the next step is looking at how graduates from USP can get involved in the growth of AI.
We don't know where AI is going to go, I don't think anyone really does. But there are going to be so many opportunities that come out of it. It used to be that people would look to the Philippines, for example, for offshoring. I know they certainly have the scale, but I think we are going to see a lot of that in Fiji.
You still need people, despite claims that AI will reduce the need for human talent, and Fiji has those people. They have the education background, and that creates a real opportunity.
I would love to see Google get involved in the education space more, not just come and set up data centers here. Honeywell, I would like to see that project turn into something more than just talent scouting, but real partnerships with USP.
And USP is not just Fiji. It is the Pacific, with campuses throughout the region. So, with Fiji as a hub, we have a real chance for US-based companies that are leaders in technology and AI to come into Fiji, use that network through USP, and create solid links with the wider Pacific.
There is more that can be done there. With education partnerships, when I was at the US Embassy we talked about expanding that. I think there were around 25 scholarships that the US had, although don't quote me on that number. That's not enough. We need to expand education partnerships, and it can't all be government.
We'd love to see Google involved. We'd love to see Honeywell involved. Fiji Water doesn't do much in education at the moment, but with its expansion into agribusiness, sponsoring programs on that front would be great.
I was recently meeting with the Sugar Research Institute, and there is a young guy there who is working with us on some sugar projects who graduated with a degree in agriculture. He is extremely sharp. We were talking about the importance of soil management and managing farms, and he sees the potential.
This guy is only about 23 years old, and he is exactly the kind of person we need to be elevating in this relationship, because it all comes back to people-to-people connections.
I know there is a technology side, but technology is still a people business.
Tourism is great too, it's of course the biggest link between Fiji and the United States, but we have to get beyond that. You never know when we will have the next COVID or another event that might sideline tourism, even if only for a year. We need to diversify the relationship.
2. The Fiji-US relationship has gained increasing strategic importance in the Pacific. How can stronger business ties complement the growing diplomatic and strategic partnership between the two countries?
Having worked in government for so long, my high-level thought is that government focuses on strategy and national security. But if you don't have the business ties underneath that strategic relationship, it becomes much more difficult to sustain.
I know that, especially with the current US administration, there is always the question: “What are we getting out of this? Why are we there?” Sometimes national security isn't enough to answer that question.
The port infrastructure project that was announced has to happen at some point, whether it is a US company, an Australian company or somebody else that does the project, because we are very constrained.
You're based in Suva, so you see every day how constrained that port is. We live here in Lautoka, just a few minutes from the port, and it is the same story. When the port is congested, moving things in and out can take time. Talking with some of our members, there is frustration over the timelines for getting things in and out.
Los Angeles has one of the biggest ports in the world. Managing that requires an entire industry focused on making ports efficient and effective. I think there could be possibilities for a formal business partnership or an information-sharing relationship sponsored by government.
Getting the logistics worked out is a much harder problem than it seems. People will look at Fiji and say, “It's a small island, it has two ports, it's simple.” But it is not that simple because of the geographic constraints around the ports and where we can build them.
Getting the logistics and port infrastructure right is fundamental to Fiji's growth.
3. What makes Fiji an attractive market and investment destination for American companies? Which sectors do you believe offer the strongest opportunities for US investors and businesses?
The strongest opportunities include IT, which we have already discussed, and business-office and back-office processes.
CentreCom and a few other companies are already doing this. We mentioned the Philippines before — I think Fiji can be more cost-effective in certain areas.
English is the national language, and education is conducted in English, so it is a natural fit. There is also the relatively neutral accent. Americans calling a call center in a country with a very strong accent can sometimes find that challenging. You don't really have that problem in Fiji. People can talk to someone in Fiji and ask, “Are you from California or Hawaii?”
I also want to talk about tourism. It is such a big part of the economy, and while we want to diversify away from it, there are still untouched opportunities in tourism.
Tourism in Fiji is focused heavily on the beaches and outer islands, which is great. But there is a whole interior of Fiji that is almost completely untouched. You have probably seen the breathtaking scenery in the interior.
Indonesia went through something similar. Tourism was largely associated with Bali and the beaches, but they discovered their interior. There are mountain resorts in Indonesia that are absolutely phenomenal. Thailand is similar, with places such as Chiang Mai.
I have talked with a few developers about this and asked: why are we not going further into the interior of Fiji? The response I have received is that people come to Fiji for the beaches and that is what sells.
But sometimes you need somebody to be bold enough to expand the tourism proposition. There are only so many beaches where you can put a resort.
On agriculture, again, we will watch Fiji Water and see where its project goes. But I think the opportunity is in specialty products.
Look at places like Whole Foods in the United States, where you have smaller quantities of higher-quality, more exotic products. Fiji could do that. We have to face the reality that we are an island and cannot produce agriculture on the massive scale possible in Southeast Asia. But specialty products can absolutely be produced here at a scale that can supply niche markets.
AquaSafe Water, owned by Pleass Global, is an interesting story. They have high-end water that is sold in a very niche and exclusive market in Texas at a premium. They have tapped into that market.
I think we can do more of that. Fiji Water has put the Fiji brand on the map, and everybody else can operate under that umbrella.
Pure Fiji is another example. High-end cosmetics are another area that is only scratching the surface of its potential.
You also have Nama. What they are doing with sea grapes is very interesting. They extract compounds from the sea grapes and use them to make beauty products and cosmetics.
What I like about that is that people think Fiji, they think islands, beaches and the sea. Nama is taking something from that sea and turning it into a premium product.
I think they have done very well in Asia, and I understand they are entering or expanding in the US market. Cosmetics in Fiji has a couple of small players, but they are very niche, premium products. If you see the packaging of Nama and Pure Fiji, those products really stand out on the shelf.
California, in particular, could be a very interesting market for them.
4. Tourism remains central to Fiji's economy, but the country is seeking to diversify its growth beyond tourism and hospitality. Which areas, such as infrastructure, renewable energy, agriculture, technology, logistics and financial services, could attract greater American investment? Are there other sectors, such as fisheries or healthcare, that you would highlight?
Fisheries is an interesting one. PAFCO in Levuka was started by an American company, Bumble Bee Tuna.
That is one that is a bit of a mystery to me: why are we not doing more in that area? I know the Chinese, Koreans and Taiwanese are involved in fisheries. It may simply be geographical. The US has historically concentrated its fishing fleet around Hawaii and the northwest and northeast, while Japan buys a great deal of the tuna coming from the South Pacific.
Maybe there is not room in the market, or perhaps the market is simply not shaped correctly. I think we need to look more closely at why the US isn't involved more.
Healthcare is another area that comes up a lot. You have PSH, the new hospital in Nadi, and Aspen is running the hospital in Lautoka. We hear about medical tourism being a possibility.
I think we are a few years away from that. It is going to take more investment. Thailand has done a fantastic job of developing medical tourism, but it took a long time.
The medical-tourism opportunity could work because Fiji already has the tourism base. It is about developing the medical facilities needed to make it attractive for someone to fly from Los Angeles, for example, to have procedures done in an environment where they can have a good experience.
You have to get the costs right for it to make sense.
Some of these opportunities require patience and persistence. Agriculture is not going to transform in a year, and neither will healthcare. These industries take time to build.
The government has mentioned medical tourism a lot. There needs to be patience on one side and the right regulatory environment on the other, so that the investment makes financial sense.
Renewable energy is another area. The US has been in a position to take leadership in renewable energy. Under the current administration, I think it is less important from a government perspective. However, from a private-sector perspective, I think it will continue moving forward.
The shift toward renewables is inevitable because it ultimately makes financial sense. Despite whether there is government support in the US or not, I think renewables will remain a growth sector.
That creates a natural linkage with Fiji. Fiji has demonstrated leadership on environmental issues, including through its role in the UN climate process.
States such as California see renewable energy and environmental issues as priorities. I would like to see more relationships developed at the city level.
The US State Department has had a sister-city program, where cities in different countries develop direct relationships. When I was working in Japan, cities such as Tokyo and Yokohama had sister-city relationships with US cities.
We don't have that in Fiji, and I don't know why. I brought it up when I was at the embassy, but it never went anywhere.
Imagine taking a city such as San Diego and Suva and developing a relationship at the city level. A lot of innovation happens at that level. You have federal and state governments, but mayors are dealing with day-to-day problems and actually getting things done in their cities.
Those partnerships could help find synergies and solutions, whether that is renewable buses, low-emissions public transport or other urban challenges.
Living in Suva, the transport situation is difficult. There are traffic jams, construction and old buses producing fumes. These are problems that American cities have also had to solve.
A city-to-city relationship is about people in different places trying to solve the same problems. It does not have to be about great power rivalry or national security; it can simply be about making cities work better.
5. What role can AmCham Fiji play in facilitating partnerships between Fijian companies and US businesses, and in helping investors better understand Fiji's regulatory environment, market opportunities and business culture?
That is the core of what we do. It is about relationships.
We have about 67 members, and the leaders of those businesses are always eager to make new relationships and look for opportunities.
It is great when you sit down and have a conversation with some of our members because they see opportunities that perhaps a minister or a senior government official may not see.
If we can create an environment or platform where they can reach out, we can address very practical things. Take farm machinery, for example. I talked with a person working in farm machinery. We talk about agriculture in very broad, high-level terms, but at some point there is a person with a tractor asking: what is the best solution? Is John Deere the right solution, or is another supplier better?
It is about taking the broad strokes painted by national government conversations and getting down to the nuts-and-bolts solutions that businesses actually need.
Kava is another example. It is culturally important in Fiji and has become more popular in the US. My family lives in Florida, and I was recently driving across the state with my nephews. We went to a small town called Port St. Joe, in the Florida Panhandle, and there were two kava bars there. We wondered how people in this little town even knew what kava was.
But there have also been conversations about quality control. I think there was an issue where some kava exported from Fiji was not up to the required standards.
I have spoken with producers here who have gone to great lengths to ensure they are producing a product that is safe, clean and high quality.
What fascinated me was the machinery required to do that. Some of the machinery is sourced from the US. Ground kava passes through machines with strong magnets that remove magnetic particles that can become attached to the roots.
It is a sophisticated process. You might expect to walk into a factory and see something very simple: dry the kava, grind it and ship it. But there are sophisticated machines involved in producing a product that meets US standards.
That gets to the regulatory environment. We need to make sure that the regulatory environment in Fiji is strong enough so that when products reach the US market, there are no problems.
As AmCham, I think it is our job to highlight locally that we need to meet those standards. Sometimes there is tension because people want to enter the market cheaply and perhaps not meet the standards required for export. That undercuts companies that are doing the right thing and puts the whole ecosystem at risk.
We need to highlight the importance of getting that right.
There is also a cultural side to doing business here. Having worked in government and at the embassy, I spent a lot of time explaining to Washington and senior officials how business is done in Fiji, how things work and how conversations should take place.
I remember the first time we had the four-star Admiral from US Pacific Command come to Fiji. He was on the ground for about four hours: the plane landed, he met the Prime Minister, got back on the plane and left.
I told him beforehand that it was great because it was the first time it had happened, and it would be in all the papers. But I said that wasn't the real win.
The real win was when he came back, and then the next person came back, and the relationship was sustained. The Pacific is all about relationships.
When the Prime Minister shook the Admiral's hand just before he left, he looked him in the eye and said, “Come back.”
And the Admiral came back.
That lesson applies to business. If you think you are going to come in, do a quick handshake, take a photo and leave, and then have a successful business in Fiji, you are not going to have it.
It is absolutely critical that you maintain and invest energy in relationships.
You also have to expect business to move at a different pace here. People are not necessarily going to move as quickly as someone from Los Angeles or New York might expect.
So be ready to adapt to the pace of life and business in Fiji.
If you maintain relationships, have patience and remain adaptable, you can be successful in Fiji.
6. What would have the greatest impact on Fiji-US business relations?
Connectivity is one area that we are already working on.
Starlink is already in Fiji, which I think has been absolutely great, especially in remote areas. Google is putting in a new cable, which will provide redundancy and higher speeds.
Between those two, I think the work is already in progress, and we will be reaping the benefits of what has already been done by Starlink and Google.
Locally, the fiber network is still being built out. Even with the new cable, there will still be work to do to bring fiber-level connectivity everywhere.
Starlink is excellent for remote areas, while fiber will still be faster. But having both options will make Fiji just as well connected as anywhere else in the world.
Port infrastructure is critically important.
Right now, we rely mainly on Suva and, to a lesser extent, Lautoka. The geographic constraints in Suva have made things difficult.
I am excited to see what happens, but the work has to be done. This has been talked about for a very long time. We have known that the Port of Suva is not fully adequate for growth.
I want to see what the plan is. We have the high-level announcement that there will be a new port, but where is it? What is it going to be? How will it increase our throughput?
If we are talking about expanding agriculture, manufacturing, cosmetics or bottled water, all of those products still have to be shipped by sea to the US and other markets.
Any growth in Fiji's export economy ultimately depends on getting the ports right.
On the financial side, I am less fluent, but I know there have been improvements.
One example is direct deposit of US government payments abroad. In the past, US financial authorities maintained an approved list of countries eligible for direct deposit of pensions and other federal payments, and for a period Fiji was not on that list. That meant retirees and beneficiaries living in Fiji could not have those payments deposited directly into a Fijian bank account. They had to rely on other, less convenient methods.
That hurdle has since been cleared. Fiji is now on the approved list, so US retirees and beneficiaries here can have payments deposited directly into local accounts. So banking has become easier in that respect. I know there is still progress to be made, but the trend seems to be in the right direction.
I think Fiji is doing better than some others in the region and is showing leadership on the financial side.
There may be opportunities in finance that we are not yet accessing. That is something I need to explore further with our members.
There are no major American banks operating locally, while we have banks from Australia, France and elsewhere. BSP is Pacific-owned rather than a Western multinational.
The US Embassy has also mentioned this issue: what do we need to do to get American banking services localized in Fiji?
Perhaps AmCham can help build a roadmap for how to create that opportunity.
7. What message would you like to share with Los Angeles Times readers and the American business community about Fiji's economic potential? Why should US companies and investors be looking at Fiji as a long-term partner and gateway to the wider Pacific?
The first message I always give people, even people in Los Angeles, is: we're not that far away.
People hear “Fiji” and think it is going to be a 20-hour journey with multiple connections. But every day, you can get on a plane in Los Angeles and about 10 hours later you are in Fiji.
The time difference is only about five hours. So we are not that far away physically, and we are not that far away in time.
The connectivity side in terms of getting here is already solved. There are daily flights from Los Angeles, and there are also several flights a week from San Francisco.
So that should not be an excuse. Fiji is close, accessible and increasingly connected to the United States.
Why should US companies look at Fiji as a long-term partner and gateway to the Pacific? We can go back to our history.
During World War II, on any given day there were around 60,000 Americans in Fiji. Whether they were rotating through, supporting logistics or using Fiji as a base, the first port of call for ships in the Pacific was Fiji.
That is because Fiji sits along the sea lines of communication connecting the United States with Australia, New Zealand and Southeast Asia.
That geography has not changed.
We are still reliant on shipping. We are still reliant on undersea cables. Satellites will never be faster than cables, assuming the laws of physics remain the same. Everything still has to move by ship.
Fiji's strategic geography has not changed, and that means its importance as a Pacific hub has not changed either.
Tourism will also remain critical. I think we will see continued growth, particularly with thousands of new hotel rooms coming online.
If you remember, the very first tiki bar in the world was started in Los Angeles in the 1930s. It was about escapism. People could not easily travel back then, so the idea was: if you can't get to paradise, bring paradise to you.
You don't have to do that anymore. You can get on a plane and go to Fiji.
With geopolitical turmoil and the political stress people are experiencing, people want to get away. What better place to go than Fiji?
But the good thing about coming here is that Fiji is not just a place where you can escape and then go home. There is real business to be done here.
Real estate is another opportunity. For example, an American operates the Professionals Fiji real estate firm. He is from Los Angeles and came to Fiji initially thinking it would be a one-time trip. He ended up buying a real estate company and has been doing extremely well, particularly with American clients.
That is an indicator. If people come, stay and buy property, that demonstrates confidence in the market.
There are many Americans in Savusavu who go back a long way. There are these small American communities around Fiji, and people are coming here and buying property.
So there are already examples of Americans and American companies putting down roots, or at least anchoring themselves, in Fiji.
