Page 39 - IB December 2024

The Business of Health The Business of Health

was no walk in the park. fuel for superheroes.
Daunakamakama grew up in Suva and attended the Navuso “I used to tell kids and even adults, if you want to be like
Agricultural Technical Institute. He later pursued further Superman, Spiderman, or Aquaman, drink my juices, not the
studies in agriculture in Samoa. fizzy drinks you’ll find in the supermarkets,’’ he quipped.
After a decade in New Zealand, he returned to Fiji with His strategy resonated, and major retailers took a chance
his family, driven by a desire to bring positive changes to on Juice Fiji. Today, his juices are available in over 60
the country. Inspired by his grandfather, a dedicated farmer, supermarkets across Fiji.
he sought to follow in his footsteps. Upon his return, he
encountered the challenges faced by the agriculture sector, Social media and export growth
which, as he observed, is caught between the low prices of Social media has been a game-changer for Juice Fiji,
export commodities and the high volumes of imported food. connecting Daunakamakama to customers who share his
As he set about establishing his fledgling enterprise, health-first philosophy.
there were early hurdles to overcome in terms of capital, “I’m grateful for all my followers who believe in the
marketing, and convincing Fijians to embrace his products. product,” he shared. Platforms like Facebook have not only
“Our taste buds have been poisoned by sugary foods and boosted his local sales but also paved the way for exports to
drinks - it’s like a drug,” he explained. Educating the public Australia and New Zealand, with ambitions to expand further.
about the benefits of his juices became a central part of his Lali added: “Pana has mastered the art of using social
mission, especially as younger generations were unfamiliar media to share his mission. His transparency and authenticity
with traditional herbal drinks. are what make people trust his brand.”
“People often asked if I was a doctor,” Daunakamakama
recounted. His response was simple: his knowledge came from Future plans
observing his elders and understanding the power of natural Despite challenges, Daunakamakama remains optimistic.
remedies. “This business has grown from a baby crawling to walking,”
He manufactures his juices at a facility in the lofty reaches he reflected. Looking ahead, he aims to scale production,
of Colo-i-Suva, where he employs over a dozen people during increase exports, and deepen ties with local farmers.
periods of production. “Right now, I’m exporting around 3000 bottles to 4000
bottles a month. So, I’d love to increase it to maybe one day
Fruitful collaborations to a container a month.”
Daunakamakama’s efforts resonate with businessman Pawan Singh also emphasised Daunakamakama’s innovative
Singh, who has been instrumental in supporting Juice Fiji. approach.
“Juice Fiji and Corner Bakery started together in 2017. Pana “He’s constantly refining his product, taking what works
and I shared a vision of building something meaningful for the and rejecting what doesn’t. That’s the hallmark of a great
community,” Singh said. entrepreneur.”
Singh, whose family runs the popular Kundan Singh
Supermarket in Tamavua and adjoining complex, highlighted Championing health and youth education
his role as a mentor, opening his bakery as a platform for Daunakamakama passionately advocates for healthier food
small businesses like Juice Fiji. choices and increased awareness among Fiji’s youth.
“SMEs often lack the platform to start. That’s where He criticises fast-food culture and the lack of nutritional
established businesses like mine come in - to help them grow education, urging collective action to combat these trends.
and succeed.” A strapping, athletic man who wouldn’t look out of place in
Singh praised Daunakamakama as a role model for young a bodybuilding competition, Daunakamakama believes he is
entrepreneurs: “He’s hands-on, builds strong relationships, proof enough that his concoctions work.
and connects effortlessly with the youth. His energy and “I haven’t been to the doctor for 15 years,” he proudly
vision inspire others.” stated.
Social media influencer and artist Rusiate Lali, who works For young entrepreneurs, Daunakamakama’s advice is clear:
alongside Daunakamakama in marketing his products online, “Do what you love. When you work on your passion, no one
echoed these sentiments, saying: “Pana’s story proves that will need to push you, and productivity will follow.”
success is not just about profit, but about uplifting your
community. He shows us the power of shared growth.” United for a healthier future
Singh summed up Daunakamakama’s impact: “He’s not just
Competing with giants building a business; he’s creating a movement. The potential
When supermarkets questioned how he could compete with for Juice Fiji is immense, and he’s just getting started.”
multinational brands, Daunakamakama embraced his identity As his business grows, Daunakamakama remains committed
as “the good guy”. to having a positive impact on the economy, as well as Fiji’s
Using humor and relatable messaging, he marketed his agriculture sector.
products as tools for health and strength, likening them to the “If we all grow together, we become powerful.”

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