Our Distinguished Officials of the United States Food and Drug Administration, Dr. Kathleen Turner,
Ms. Marissa Chan, Ms. Elizabeth Dahl, and Ms. Jessica Lee;
Fiji’s Trade Commissioner to North America, Alika Cooper,
Fellow Exporters and Importers,
Our Distinguished Guests,
Ladies and Gentlemen,
Bula Vinaka and welcome to this important Webinar.
Please allow me to start by extending our gratitude to the US Food and Drug Administration (FDA), who have graciously partnered with us to share their expertise and insights with us today.
This webinar holds immense significance for Fijian businesses seeking to tap into the US market. Understanding the US FDA standards and requirements is critical for our exporters in order to deliver products that meet the requirements and match the highest quality and safety standards.
The significance of this Webinar extends beyond regulatory requirements. It will also help reinforce Fiji’s reputation as a reliable and responsible trading partner and strengthen the reputation of Fijian exports in the US market and the global arena.
Fiji and the US are also part of the Indo-Pacific Framework for Prosperity (IPEF), together with 12 major economies of the Indo-Pacific Region. The Framework, that is under negotiations, will bind the Region with commitments in the area of Trade, Supply Chains, Clean Economy and Fair Economy. This makes understanding each other’s regulations, standards and practices even more vital.
SIGNIFICANCE OF MEETING LABELLING AND REGULATORY REQUIREMENTS
Ladies and Gentlemen,
We are now doing business with interconnected economies and global trade networks. That means, complying with regulations and global best practice as a cornerstone for economic stability, public health, and fair competition. The global marketplace places a high emphasis on consumer safety and transparency.
Labelling requirements ensure that consumers are informed of products they purchase and creates consumer trust. By providing comprehensive information about our exports, we demonstrate transparency, which is integral in building relationships with international partners.
Moreover, meeting regulatory standards guarantees that our exports adhere to health and safety norms. Consistently meeting these standards positions Fiji in global supply chains and opens doors for further collaboration.
FIJI-US BILATERAL TRADE
The US has been Fiji’s top export destination for a number of years now. Our key exports to the US, include mineral water, kava, fisheries products, turmeric, and other value add products. This long standing trade partnership has yielded remarkable performance, and even in the face of the formidable challenges by the COVID-19 pandemic, our bilateral trade remains resilient and promising.
In 2020, a year of unprecedented global disruption, Fiji’s exports to the US were valued at $442 million. We have continued to witness this growth trajectory with our exports reaching $482 million in 2022.
In 2021, Fiji exported a total of FJ$238 million worth of Mineral Water to the US. Our Artesian water sources have given rise to a thriving bottled water and beverage industry.
Exports of Kava have grown from FJ$9 million in 2016 to around FJ$25.93 million in 2021. Kava is one of the highest value per kg crops that farmers can grow in Fiji.
Fiji’s fisheries sector is important to our economy, and the US is one of Fiji’s key trading partners for fish and seafood products. Fiji exported FJ$43.4 million worth of Processed Fish to the US in 2021.
Turmeric is another product that is gaining traction as an agricultural export commodity from Fiji. In 2021, we exported FJ$22.7 million worth of Turmeric to the US and Fiji’s turmeric exports have increased over the years.
Fiji exports value-added products including cane sugar, ginger products like crystalized candy ginger, ginger powder and ginger syrups, turmeric powder, processed fisheries products, manufactured and baked goods, and Fiji handcrafted products.
EMPHASIS ON SMART TRADE
In our continuous endeavour to foster and strengthen our trade relationship, we have embarked on a journey to explore new avenues of collaboration that are both innovative and mutually beneficial.
In March 2023, we launched “Fiji’s Electronic Phytosanitary Enhanced Services,” a groundbreaking system that revolutionises the way we manage and verify phytosanitary certificates for plant products. This system marks a significant departure from the traditional paper-based approach, paving the way for a modern and efficient era of trade facilitation. Most importantly it saves cost and time for our exporters.
What makes this achievement even more noteworthy is that the United States is the first country with which Fiji has fully embraced this electronic transformation. An e-phyto was exchanged live during the launch with the US Department of Agriculture.
Currently, 35.94% of all phytosanitary certificates issued by Fiji are electronic. However, this is just the beginning.
IMPORTANCE OF TODAY’S WEBINAR
Ladies and Gentlemen, and to our Fijian exporters,
This webinar provides an additional platform in your on-going partnership with the Fiji Trade Commission in San Francisco, to help you realise and consolidate your trade ambitions. And we hope that this is a start of a long term collaboration as you further consolidate or commence on the path of exporting to the US.
Exporting holds immense potential for growth and prosperity, not only for you as individual companies but for the Fiji-US bilateral relations as well. It opens doors to new markets, diverse cultures, and a world of opportunities. However, like any journey, the path to success requires careful planning, dedication, and a strong commitment to excellence. This is where we come in and assist you the best we can.
Please keep in mind that standards and quality matter. The products you export are a representation of your brand and Fiji. It is beholden upon you to maintain the highest standards of quality, safety, and reliability.
Secondly, understand the market you’re entering. The US market has its unique cultural nuances, preferences, and regulations. Tailor your products and marketing strategies to cater to these standards. Investing time in market research and building relationships with partners can make all the difference.
Also, we urge you to embrace change and innovation, be open to feedback, and constantly seek ways to improve your offerings. Innovation doesn’t only refer to products; it extends to processes, customer experiences, and sustainable practices. Leverage technology and digital platforms. In today’s interconnected world, technology can bridge geographical gaps and enable seamless communication with customers and partners around the world, building resilient supply chains. Maximise the use of e-commerce, social media, and other digital tools to reach a broader audience.
Compliance is important as the cost of non-compliance could be high, even if it is inadvertent. It therefore becomes imperative to adhere to the regulations and requirements of both Fiji and the United States. This includes trade regulations, customs procedures, labelling requirements, and product standards. Be patient and persistent. Exporting is a journey that may require time and effort, thus you need to invest in it.
We have Programs under the Ministry that include the “National Export Strategy” and other similar grant programmes. The NES in particular supports export-related projects that achieve sustainable economic growth, increase export competitiveness, and encourages value addition and diversification.
These programmes aim to improve commodity quality; diversify the mix of export products, enhance export volume through cost effective improved processes, enhance market access opportunities for exports; and tap emerging export markets. The grant programmes are also focused on MSME development, aimed at creating employment, formalising businesses, inspire entrepreneurship for those most vulnerable in our communities and finally to enhance services for our fellow Fijians.
Ladies and Gentlemen,
As you embark on this journey, remember that you are not alone. Apart from the Ministry, we have Investment Fiji which has a Trade Promotion Team that supports exporters and works closely with the Trade Commission and Ministry. Experienced exporters, government agencies, and industry associations could provide a useful resource source.
And lastly, but not the least, you have the Trade Commission based in San Francisco that is tasked with supporting all of you and promoting Trade with the United States.
I wish you all the best in your trade, export and business ventures with the US. Alika will give my contacts (and PAs) in the chat and I look forward to meeting all of you again if not in person then virtually. Thank you and as we say in Fiji Vinaka Vakalevu.