Page 38 - IB December 2024

The Business of Health The Business of Health

Panapasa Daunakamakama at his humble Suva office, is turning passion and purpose Juice Fiji taps into Fiji’s wide range of natural foods in efforts to harness wellness.
into a movement for health and empowerment across Fiji. Photo: Ernest Heatley Photo: Supplied

FRUITFUL AMBITIONS

JUICE FIJI FIGHTS NCDS WITH VISIONARY BUSINESS MODEL

By Ernest Heatley he lamented.
The Suva-based businessman believes the solution lies
For a nation blessed with bountiful fresh produce, Fiji in harnessing Fiji’s natural resources to promote health.
is puzzlingly wrestling with a severe epidemic of non- His herbal juices, rich in nutrients and designed to boost
communicable diseases (NCDs). immunity, aim to replace the sugary and oily foods that
This is a paradox that continues to frustrate health dominate local diets.
stakeholders in the country. “These health issues can be reversed by eating well and
Despite the sheer variety of healthy food options, NCDs are drinking the right herbal drinks,” he said, drawing wisdom
cutting a swathe through the population, often taking people from his grandmothers, both of whom lived over 100 years
in the prime of their lives. while remaining independent and healthy.
Bau native Panapasa Daunakamakama, founder and CEO of His concoctions, 100% locally supplied, are made from
Juice Fiji PTE Ltd, saw this disconnect as a call to action. ingredients like ginger, lemongrass, pineapple, papaya, and
In fact, his journey from humble beginnings to building layalaya (wild ginger), along with warusi (traditional Fijian
a business with a dual purpose—health improvement herbal drink).
and economic empowerment—has positioned him as an Many suffering from ailments like diabetes, asthma, high
entrepreneurial role model for many in Fiji and the region. blood pressure, high cholesterol, and even leukemia, have
attested to the health-affirming benefits of Daunakamakama’s
The inspiration behind Juice Fiji creations.
“I realised we don’t need a war to kill us; our biggest killer He has expanded his product range to include items like
is food,” Daunakamakama shared, speaking of his inspiration kumala flour and fruit-infused Virgin Coconut Oil (VCO), which
for Juice Fiji. has started gaining traction locally.
Witnessing young people succumb to illnesses their elders
once rarely faced proved motivation for his business ideals. Initial challenges
“Even grandparents are now burying their grandchildren,” Founding a health-focused beverage company from scratch

38 Islands Business, December 2024