“We’re a family that gives back”: How one Fiji business balances profit with purpose

Staff members of DeckedOut Fiji (Photo: File)

DeckedOut Fiji has emerged as a significant player in the country’s tourism sector by providing everything from cocktail ingredients to uniforms, while maintaining a strong commitment to community service.

The 20-year-old multi-venture company led by Manging Director Louise Joseph, operates multiple businesses under its umbrella brand; Jackdaw Fiji, Triple Three and DeckedOut Apparel, serving major clients like McDonald’s, Marriott, and Radisson hotels.

“We’ve got about 22 of us, and the majority of our main market is the tourism sector,” says Joseph, explaining how the company has diversified its offerings to meet the hospitality industry’s needs.

Through subrand Finer Liquor, the company represents New Zealand’s Kings Liquor, producing and distributing over 50 different liqueurs.

“We import all the raw materials from them, and they have a recipe that we follow to make the liqueurs, which is all blended, packaged, labelled, boxed and distributed by our company,” Joseph explains.

The company’s strategy focuses on providing economical alternatives to international brands.

“We have our own ‘me too’ product for Bailey’s which is an Irish Cream called Shamrock, and a product called Ice Melon for Midori,” says Joseph.

This pricing strategy has made cocktails more accessible to tourists, allowing them to “enjoy a cocktail and in fact maybe two cocktails” during their stay.

The company’s non-alcoholic beverage division, Triple Three, has secured partnerships with major franchises.

“Coffee Hub is one of our clients for the iced teas particularly, and McDonald’s buys all their iced teas from us,” Joseph notes.

The company also prides itself on quick service and cost-effective solutions, with products that can last up to two years once opened.

In the apparel sector, DeckedOut has built a reputation for quality uniforms, serving prestigious clients including the Marriott, Sheraton, and Intercontinental hotels.

Clothes hanging on a rack
Hotel staff uniforms by DeckedOut Fiji (Photo: File)

“All our staff is local, and everything except raw materials is locally produced,” Joseph proudly states.

The company maintains strict quality control, using high-end equipment like Japanese Tajima embroidery machines and French-made threads.

“Our threads we buy from New Zealand, they’re all French made. Even up to our needles, all French made,” Joseph emphasises.

Despite facing challenges during COVID-19, the company has remained resilient and views competition positively.

“Competition is actually good. It makes us work hard and keeps us on top of things,” Joseph reflects.

DeckedOut’s future plans include expansion into other Pacific markets.

“We’re looking at growing into the South Pacific, neighbouring countries like New Caledonia, Vanuatu, all the ones that have tourism because the liqueurs and tourism go hand in hand,” she says.

According to Joseph, what sets DeckedOut apart is its strong commitment to community service.

The company supports various social causes, including providing sleeping bags to homeless people around Suva and contributing to cancer awareness through Pinktober campaigns.

“We feel it’s very important for us privileged people to give back to the community,” Joseph says, sharing a personal connection to their cancer awareness work after the loss of a loved one.

The company’s community engagement also extends to helping street youths, who often are seen begging on the streets.

“We went and spoke to them, took them lunch, sat with them,” Joseph recalls.

“They’re human beings. At the end of the day, we’re all brothers and sisters.”

“We’ve been blessed, and I believe God blesses us. The reason why we’re here is just to help people. He’s using us to help the people that need help.”

This sense of family extends to their workforce, where many employees have stayed for over 20 years.

Joseph stated, “Our team is very tight knit. We work very well together. We’re a family in fact.”

“We value each other and prioritise our family time as well. At the end of the day, you work for your family, so you got to spend time with your family.”