Finding The Real Fiji
The founding values behind Bula Coffee — a coffee production company in Fiji — extend far beyond providing a good cup of morning joe. As Luke Fryett, whose job title cleverly reads ‘Man on the Ground,’ explains, while giving the world a great shot of coffee, Bula Coffee is “all about giving Fijians a better shot at life.”
What started out over a decade ago as a small enterprise working with one family in one village in Fiji has since expanded across 38 villages to buying coffee off of 5,000 people annually — a significant number of Fijians who now have additional sources of revenue.
“It’s more than money — we exist to give people a hand up — to give people a better shot at life,” he said. “To give people access to education, to give them financial independence. Money matters, but it’s more than money. We are changing lives one cup at a time.”
More recently, Bula Coffee launched the Crop to Cup Coffee Tour, giving travellers “the chance to not only taste Fiji’s wild harvest coffee and see how we process it, but also the chance to become a part of our story, becoming invested in our work and becoming part of the change we are making in Fiji.”
With Bula Coffee being one example, Tourism Fiji’s CEO Brent Hill notes that sustainability and supporting the development of meaningful experiences in the destination are two key corporate priorities going forward.
“We’re very conscious of how tourism actually contributes to local life,” he shared. “I really want people to leave the resorts — you start to really experience what Fiji is all about.”
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