1. The value of Information Management Systems for Fiji's Fruit and
Vegetable Export Industry in the 21st century
A.L. Tuivanuavou M. Sheehy
Koko Siga (Fiji) Ltd Koko Siga (Fiji) Ltd
P.O. Box 9048 P.O. Box 2413
Nadi Airport Government Buildings
Nadi Suva
Fiji Fiji
Keywords: Mobile phones, ICT, agriculture, web-based information.
Abstract
Fiji’s fruit and vegetable export industry is growing steadily which is in
contrast to traditional agricultural commodities such as sugar and copra which is in
decline. Unlike the bulk commodities, the smallholder based value chains for these
horticultural products are complex and are constantly evolving. For this reason, the
flow of information throughout the value chain is critical for their development and
long term sustainability. This paper therefore examines a range of strategies
currently being trialled to establish an Information Management System (IMS) for
selected fruit and vegetable crops. Key findings indicate that a private sector
industry led IMS has many advantages over the traditional approach of public
sector bodies delivering these services. The Fiji experience indicates that the use of
print, e-newsletters and text messaging can be valuable tools, linking farmers to
current applied research findings. Although ICT in our agricultural industry in Fiji
has not progressed as fast as those of our other ACP (African, Caribbean and
Pacific) member countries, the expansion of its current use of basic web and mobile
phone technology is viewed as being a more reliable and efficient means to help
develop an effective IMS for our selected exportable fruit and vegetable crops that
would greatly enhance the sustainability of the industry.
INTRODUCTION
Information Management Systems (IMS) is more commonly referred to as
Management Information Systems (MIS) which is defined as the “study of the
relationship among people, technology and organisations” (Mays Business School, 2014).
It is also described as “a people-oriented field with an emphasis on service through
technology” (Mays Business School, 2014). IMS can also be defined as a “system which
provides information support for decision making in the organisation" (University of
Mumbai, 2010).
Fiji’s agricultural exports have been dominated by sugar and to a much lesser
extent, coconut oil. The value chains for the smallholder farmers producing these bulk
commodities are relatively simple. Sugar cane farmers received a predetermined price for
their cane regardless of its quality (sugar content); fertilizer was supplied by the milling
company, with harvesting and transportation organized by the same company. Recent

2. decades have seen significant diversification toward horticultural exports (notably ginger,
taro, papaya and eggplant). Horticultural export crops, after many disappointments, are
now starting to realize their competitive advantage that has long been recognized.
However, there still remain major constraints to fully realizing their potential. For
smallholders to successfully grow these diversification crops they need to become active
and competent enterprise managers and not just passive “employees” in the value chain,
as was the case with sugar and copra farmers. Access to good information is a key
necessary requirement for a successful manager. Market driven quality requirements
relate to every stage of the production process, from site selection to final shipment. For
example, to be successful, a papaya farmer needs information on such things as:
• Site selection – Papaya growers must have access to irrigation to produce export
quality.
• Seed selection – Maintaining and expanding papaya markets for Fiji depends on
having strong red fleshed fruit.
• Planting date – It is important to spread production to match seasonal peaks in the
market and to make best use of quarantine treatment capacity.
• Husbandry practices – Type, timing and amount of fertilizer is critical for fruit
quality.
• Integrated Pest Management (IPM) and other environmentally sound management
practices - Necessary to meet the increasingly stringent requirements of importing
countries.
• Harvesting - Date and time of day determined by the requirements of the market.
• In-field handling and transportation - Minimum conditions must be met.
Information about fertilizers, the availability of seed, prices and even weather
conditions is a critical need for a successful horticultural farmer. The need for information
grows even stronger when it is time to harvest and market their produce. Farmers need to
collect information about the best practices of planting and recommended chemicals from
agricultural extension officers, market prices of crops and the stock available, and maybe
even road conditions and transportation costs from the locals and transport suppliers.
Exporters also need information such as market prices and supply availability etc.
The right and relevant information communicated to the right person at the right
time empowers the person to make better and more informed decisions instantly.
Informed decisions allows for long term sustainability throughout the value chain.
RESULTS AND DISCUSSION
Background of Nature’s Way Cooperative
Nature's Way Cooperative (Fiji) Ltd (NWC) was formed to carry out mandatory
quarantine on behalf of Fiji's fruit export industry. The Cooperative has over 270
members, comprising of growers and exporters, who are also shareholders in the
company with the vast majority of these being small farmers who rely on the services
provided by NWC to gain access to export markets. Nature’s Way provides the only
quarantine treatment facility for fruit fly host products in Fiji and currently handles only
four commodities: papaya, eggplant, breadfruit and mango. NWC provides various
services such as an extension field service to support its core business and also has a

3. research arm with its activities incorporated into commodity projects such as the Fiji
Papaya Project and the Pacific Breadfruit Project (both funded by the Australian Centre
for International Agricultural Research (ACIAR)). The cooperative has also become the
de facto body representing the horticultural export industry involved in constant
negotiations and dialogue with government and donor and technical-assistance
organizations (Stice, 2012).
Constraints faced
In Fiji, getting relevant information such as current applied research findings to
farmers is still an evolving process, as the transition is made from an entirely government
responsibility to an industry driven process.
The main current information needs faced by the fruit and vegetable export
industry in Fiji can be summarized as follows:
From the farmers point of view
1. Lack of technical knowledge and understanding of the ‘why’, the ‘when’ and the
‘how’ of planting an exportable crop that will ensure not only maximum but quality
yield. What they currently know is what they’ve learnt from their forefathers who
were farmers as well. The requirements to successfully grow papaya for export are
quite different than those needed for sugar cane.
2. Lack of awareness of how to access farming advisory services. Farmers are not even
aware of the availability of the services of the extension officers who exist to provide
the technical know-how. They are also not aware of where they can access quality
seed.
3. Lack of awareness of market access for their crops.
4. Lack of knowledge regarding the pathway for exports.
From the exporters point of view
1. Poor farmer and exporter linkages. Lack of awareness of the availability of supply in
outer rural areas.
2. Poor quality and inconsistent supply of produce. Farmers are not producing the yield
and the quality of fruits/vegetables that the exporter requires.
All of these problems stem from one reason, and that is, the lack of information
flow between and amongst the technical advisors, the smallholder farmers and the
exporters. Hence, the great need to establish an Information Management System (IMS)
for selected fruit and vegetable crops. NWC is driving towards developing a system for
making information available as well as encouraging free and open access to agri-related
scientific information for the benefit of all actors involved within the value chain.
Our experience and achievements thus far
Traditionally, agri-technical advice was broadcast by radio during an hourly five-
day week allocated time-slot. It still continues today in two of its major local languages
(Fijian and Hindustani) via the public service broadcast stations governed under contract
between the Fiji government and the Fiji Broadcasting Commission which allows the
government to "buy" airtime on the stations as well as contribute towards its operations
and costs (Fiji Broadcasting Commission Limited, 2014).
Now we are currently in the Information and Communication Technology (ICT)

4. era - the era of information explosion and revolution. For this reason there is an ultimate
need to understand, create, organize and share information. Technology has greatly
encouraged the exchange of information allowing people with the same interests to reach
out and share information, hence building networks. The Secretariat of the Pacific
Community (SPC) member countries and Fiji has even developed a joint country strategy
in “promoting the use of ICTs in extension delivery and the strengthening of the local
media to disseminate information, and promote awareness on agriculture”.
Nature’s Way Cooperative as a private sector organization is currently trialling the
following strategies, in its aim to share information and at the same time rectify or
provide solutions to constraints/issues faced by its members, for the betterment of the
nation’s fruit and vegetable export industry:
1. Organizing and conducting Research and Extension Partnership meetings in which
stakeholders are invited to participate through open discussion. The meetings
objectives are as follows:
a. Provide a platform for the industry to discuss issues related to the
mentioned commodities (breadfruit, papaya, eggplant and mango).
b. Provide regular feedback to the industry partners on research findings,
project accomplishments and emerging issues.
c. Guide the industry partners in prioritising research and extension
activities related to its currently handled commodities.
d. Provide technical expertise to the project team (PBP and FPP) for
implementation of the research activities
e. Provide assistance in the analysis and validation of research
outcomes.
Industry stakeholder meetings such as that mentioned above enhances member
connections. Market information and technical know-how is shared amongst members
during these meetings and at the same time they are made aware of the organizations
activities. Decisions made at board and executive meetings are even made available to
all members, hence promoting transparency and in turn increasing trust between the
members, the board and executive personnel. The overall functioning of the
organization is greatly improved as a result of this (Stice, 2013).
2. Organizing participatory workshops with industry partners such as the Biosecurity
Authority of Fiji (BAF), the Ministry of Agriculture (MOA) and the Secretariat of the
Pacific Community (SPC) to conduct various hands-on and technical training such as
post-harvest handling and management practices for exporters; field hygiene, crop
management practices, weed control, scheduled protein bait spray for fruit flies etc.
for farmers. Participants at these workshops that are held every three (3) months have
verified the great value of the ‘lessons learnt’.
3. Facilitating farmer field schools to promote first-hand farming experiences. The NWC
Extension team chooses a single champion farmer in a particular region and arranges
for other farmers within the region to make an on-site farm visit. The champion
farmer being one who is deemed as very successful with his crop. This farmer is
encouraged to relate his ‘success story’ to the visiting farmers. In this way, farmers
learn first-hand the know-how from an experienced farmer who ‘has been there, done
that’ (L.D. Tora, pers. commun., 2014).

5. 4. Linking cluster group of farmers with exporters. Through its extension team, NWC
actively seeks out and establishes a locality group or cluster of farmers to link up with
exporters. Meetings between the parties are facilitated by NWC whereby the exporter
highlights his requirements in terms of fruit quality, quantity of produce, buying price
and desirable date of collection of harvest. The farmers on the other hand, advise on
the availability of the produce based on their planting phases plus their selling price.
The farmers and the exporters must come to an agreement on the payment schedule.
This method has taught farmers to only start planting once an exporter has been
secured to buy their produce hence reduces wastage. Information gathered from these
arranged meetings are then passed on to other farmers verbally by the extension
officers during their field visits and disseminated to exporters during the Research and
Extension Partnership meetings and Special Exporter Brief meetings and also via
printed and e-newsletters (R.R. Chand, pers. commun., 2014).
5. The use of print media. Producing brochures/leaflets, fact sheets, posters and even
newsletters highlighting lessons learnt and research findings etc. to distribute to
stakeholders within the fruit and vegetable export sector at the industry stakeholder
meetings and workshops. This medium has proven to be an effective means of sharing
information as most members do not have access to the internet (electronic
mail/websites).
6. The use of the worldwide web/internet. Producing e-newsletters for mass distribution
to not only the local network but also the worldwide network as well via the internet
enables instant interaction through a wide range of feedback responses in the form of
comments or suggestions. This method proves to be more cost-effective and timely as
opposed to traditional methods of postage which generally cost more and was often
delayed. Newsletters can be obtained from the Fiji Papaya Project website
(www.fijipapayaproject.com), the Ministry of Agriculture website
(www.agriculture.gov.fj) or the Pacific Island Farmers Organisation Network website
(www.pacificfarmers.com) to name a few.
7. The use of text messaging or Short Messaging Service (SMS). Bulk text messages are
sent out via a mobile phone provider to advise or remind NWC members who own
mobile phones, of their upcoming special meetings such as the Annual General
Meeting (AGM) to which they are invited and encouraged to attend. This is a much
more efficient and low cost means of disseminating information (FJ $0.15 per SMS).
In the world, more people owned a mobile phone than owned a toothbrush (Stice,
2013). Pacific Islanders have increased mobile penetration from less than 10% to 60%
since 2005 (Fig. 1) (CTA/Equalman Studios).
CONCLUSIONS
“Mobile phones and information and communication technologies (ICTs) have the
potential to transform the lives of hundreds of millions of smallholder farmers.” Will this
hype of the potential of mobile phones and ICTs last? Are we reaching our intended
audience, through its use? Is it effective? Is it efficient? These questions remain to be
answered (Stice, 2013).
ICT in agriculture has not really taken off in Fiji. Hence, it is highly recommended

6. that in order to establish a reliable Information Management System (IMS) for our
selected fruit and vegetable crops, it would be worthwhile to just build on the current
existing technology through the following means:
1. Expanding on bulk or group text messaging. Mobile phones are affordable and
provide extensive access to farmers in Fiji. Bulk or group text messaging is a more
logical and cheaper means of reaching most farmers. Group text messaging may be
used for:
• Announcing availability of input supplies such as new stock of seed or
field crates etc.
• Announcing meetings and workshops (AGM, training)
• Extreme weather alerts or warnings
• Post-disaster surveying
(Stice, 2013).
2. Exploring the potential benefits of simple movie making applications that can be
installed on inexpensive smart phones and tablets. A picture is worth a thousand
words. Video is a powerful tool that can be used in various ways including:
• Visually demonstrating a new technology
• Visually describing standards
• Showcasing a successful farmer etc.
One does not have to be a professional film producer with expensive equipment to
make a video worth watching. A wide range of smart phones or tablets are now
available that are not expensive but have good cameras and can also be installed with
a movie making application. With this technology, it is the farmer or the field officer
themselves that produce/record the video and edit it. These videos can either be
projected onto a wall or screen using a small projector connected to the smart phone
or tablet or even uploaded onto YouTube for public viewing (Stice, 2013).
3. Consider establishing a web presence. Access to reliable, up-to-date information
enables people to grow both personally and professionally. Housing relevant
information resources on a website allows for easy access to users in an organized
manner. The organization’s website could feature a library or database of agri-
resources such as downloadable reports, e-books, newsletters, e-bulletins, news, fact
sheets, videos et cetera grouped under searchable categories. This feature demands
constant updating of the website in order to keep users up to par with the ‘latest’ in the
industry. In effect, the website becomes a trusted source for knowledge and
information which continually generates user traffic.
Sustainable agriculture and even rural development can be achieved through the
inter-networking of farmers and industry stakeholders who care to share ideas and
information via text, videos and pictures.
The benefits of an IMS or MIS in this case would not only be that it would speed
up the process of problem-solving or decision making but that it would also facilitate
interpersonal communication with the different stakeholders within the industry (actors in
the value chain) and even promote learning.

7. ACKNOWLEDGEMENTS
Thanks to Dr. Andrew McGregor and Kyle Stice for technical advice.
Literature Cited
CTA/Equalman Studios 2014. ICTS: an @gricultural revolution. Spore 169 | April-May :
16.
Fiji Broadcasting Commission Limited. 2014. Retrieved 22 August, 2014, from
http://www.fbc.com.fj/about-fbc.
Mays Business School. 2014. What is management information systems? Retrieved 17
July, 2014, from http://mays.tamu.edu/info/what-is-mis/
Stice, K.N. 2012. The past, present and future of farmer organizations in the Pacific.
Stice, K.N. 2013. ICT4Ag International Conference – Some perspectives for Pacific
island farmer organisations.
University of Mumbai. 2010. Introduction to management information systems. 3.
Retrieved 17 July, 2014, from http://www.mu.ac.in/mis.pdf
Figures
Fig. 1. Mobile penetration in Pacific island nations from 2000 to 2011 – the dotted lines
indicate penetration pre-competition [Source: ITU ICT Eye statistics, TRR]