Fruitful ambitions: Juice Fiji goes international

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.

But for Bau native Panapasa Daunakamakama, founder and CEO of Juice Fiji, this disconnect as a call to action.

“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 motivational 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.

His concoctions, 100% percent locally supplied,  are made from ingredients like ginger, lemongrass, pineapple, papaya, and layalaya (wild ginger) along with warusi (traditional Fijian herbal drink).

He has now expanded his product range to include items like kumala flour and fruit-infused Virgin Coconut Oil (VCO), which has started gaining traction locally.

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.

“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 Colo-i-Suva where he employs over a dozen people during periods of production.

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.”

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 3,000 bottles to 4,000 bottles a month. So, I’d love to increase to maybe one day to a container a month, you know.’’

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.”

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.”

He is now looking to international markets, travelling with an Investment Fiji mission to Tonga recently seeing Juice Fiji secure a distributor in Luna’Eva Supermarket and Hardware Store in Nuku’alofa.

Juice Fiji is also available in Australia and New Zealand.

This article first appeared in the Fiji Trade and Investment Guide 2025.