For a nation blessed with bountiful fresh produce, Fiji is puzzlingly wrestling with a severe epidemic of non- communicable diseases (NCDs).
This is a paradox that continues to frustrate health stakeholders in the country.
Despite the sheer variety of healthy food options, NCDs are cutting a swathe through the population, often taking people in the prime of their lives.
Bau native Panapasa Daunakamakama, founder and CEO of Juice Fiji PTE Ltd, saw this disconnect as a call to action.
In fact, his journey from humble beginnings to building a business with a dual purpose—health improvement and economic empowerment—has positioned him as an entrepreneurial role model for many in Fiji and the region.
The inspiration behind Juice Fiji
“I realised we don’t need a war to kill us; our biggest killer is food,” Daunakamakama shared, speaking of his inspiration for Juice Fiji.
Witnessing young people succumb to illnesses their elders once rarely faced proved motivation for his business ideals. “Even grandparents are now burying their grandchildren,” he lamented.
The Suva-based businessman believes the solution lies in harnessing Fiji’s natural resources to promote health. His herbal juices, rich in nutrients and designed to boost immunity, aim to replace the sugary and oily foods that dominate local diets.
“These health issues can be reversed by eating well and drinking the right herbal drinks,” he said, drawing wisdom from his grandmothers, both of whom lived over 100 years while remaining independent and healthy.
His concoctions, 100% locally supplied, are made from ingredients like ginger, lemongrass, pineapple, papaya, and layalaya (wild ginger), along with warusi (traditional Fijian herbal drink).
Many suffering from ailments like diabetes, asthma, high blood pressure, high cholesterol, and even leukemia, have attested to the health-affirming benefits of Daunakamakama’s creations.
He has expanded his product range to include items like kumala flour and fruit-infused Virgin Coconut Oil (VCO), which has started gaining traction locally.
Initial challenges
Founding a health-focused beverage company from scratch was no walk in the park.
Daunakamakama grew up in Suva and attended the Navuso Agricultural Technical Institute. He later pursued further studies in agriculture in Samoa.
After a decade in New Zealand, he returned to Fiji with his family, driven by a desire to bring positive changes to the country. Inspired by his grandfather, a dedicated farmer, he sought to follow in his footsteps. Upon his return, he encountered the challenges faced by the agriculture sector, which, as he observed, is caught between the low prices of export commodities and the high volumes of imported food.
As he set about establishing his fledgling enterprise, there were early hurdles to overcome in terms of capital, marketing, and convincing Fijians to embrace his products.
“Our taste buds have been poisoned by sugary foods and drinks – it’s like a drug,” he explained. Educating the public about the benefits of his juices became a central part of his mission, especially as younger generations were unfamiliar with traditional herbal drinks.
“People often asked if I was a doctor,” Daunakamakama recounted. His response was simple: his knowledge came from observing his elders and understanding the power of natural remedies.
He manufactures his juices at a facility in the lofty reaches of Colo-i-Suva, where he employs over a dozen people during periods of production.
Fruitful collaborations
Daunakamakama’s efforts resonate with businessman Pawan Singh, who has been instrumental in supporting Juice Fiji.
“Juice Fiji and Corner Bakery started together in 2017. Pana and I shared a vision of building something meaningful for the community,” Singh said.
Singh, whose family runs the popular Kundan Singh Supermarket in Tamavua and adjoining complex, highlighted his role as a mentor, opening his bakery as a platform for small businesses like Juice Fiji.
“SMEs often lack the platform to start. That’s where established businesses like mine come in – to help them grow and succeed.”
Singh praised Daunakamakama as a role model for young entrepreneurs: “He’s hands-on, builds strong relationships, and connects effortlessly with the youth. His energy and vision inspire others.”
Social media influencer and artist Rusiate Lali, who works alongside Daunakamakama in marketing his products online, echoed these sentiments, saying: “Pana’s story proves that success is not just about profit, but about uplifting your community. He shows us the power of shared growth.”
Competing with giants
When supermarkets questioned how he could compete with multinational brands, Daunakamakama embraced his identity as “the good guy”.
Using humor and relatable messaging, he marketed his products as tools for health and strength, likening them to the fuel for superheroes.
“I used to tell kids and even adults, if you want to be like Superman, Spiderman, or Aquaman, drink my juices, not the fizzy drinks you’ll find in the supermarkets,’’ he quipped.
His strategy resonated, and major retailers took a chance on Juice Fiji. Today, his juices are available in over 60 supermarkets across Fiji.
Social media and export growth
Social media has been a game-changer for Juice Fiji, connecting Daunakamakama to customers who share his health-first philosophy.
“I’m grateful for all my followers who believe in the product,” he shared. Platforms like Facebook have not only boosted his local sales but also paved the way for exports to Australia and New Zealand, with ambitions to expand further.
Lali added: “Pana has mastered the art of using social media to share his mission. His transparency and authenticity are what make people trust his brand.”
Future plans
Despite challenges, Daunakamakama remains optimistic. “This business has grown from a baby crawling to walking,” he reflected. Looking ahead, he aims to scale production, increase exports, and deepen ties with local farmers.
“Right now, I’m exporting around 3000 bottles to 4000 bottles a month. So, I’d love to increase it to maybe one day to a container a month.”
Singh also emphasised Daunakamakama’s innovative approach.
“He’s constantly refining his product, taking what works and rejecting what doesn’t. That’s the hallmark of a great entrepreneur.”
Championing health and youth education
Daunakamakama passionately advocates for healthier food choices and increased awareness among Fiji’s youth.
He criticises fast-food culture and the lack of nutritional education, urging collective action to combat these trends.
A strapping, athletic man who wouldn’t look out of place in a bodybuilding competition, Daunakamakama believes he is proof enough that his concoctions work.
“I haven’t been to the doctor for 15 years,” he proudly stated.
For young entrepreneurs, Daunakamakama’s advice is clear: “Do what you love. When you work on your passion, no one will need to push you, and productivity will follow.”
United for a healthier future
Singh summed up Daunakamakama’s impact: “He’s not just building a business; he’s creating a movement. The potential for Juice Fiji is immense, and he’s just getting started.”
As his business grows, Daunakamakama remains committed to having a positive impact on the economy, as well as Fiji’s agriculture sector.
“If we all grow together, we become powerful.”
