Jack’s of Fiji Restaurants has joined the 4FJ Movement. It is reinforcing its commitment not to serve Kawakawa and Donu on its menus.

It is also engaging their customers to be involved and support the movement through the peak spawning season which begins this month through to September.

Jack’s of Fiji Restaurants chief executive, Eugene Gomes, said as a local business, it was dedicated to helping improve the well-being of Fijian communities.

This is part of its corporate social responsibility programme.

Chef Gomes said he wanted to be able to see both Fijians and visitors continue to be able to enjoy these Grade-A fish.

“Fish is such a wonderfully versatile, nutritious food and with so many exciting varieties available to us,” he said.

“It’s vital that we encourage people to try lesser known species and raise awareness of the importance of safeguarding marine resources to ensure a sustainable future for our fish and seafood,” said Mr Gomes.

FJ Movement

The 4FJ pledge is aimed at reviving the declining population of these fish.

Mr Gomes explained: “All the establishments have also committed to share the urgent need to let these fish breed every year, June through September, with their customers, through store signage and interactions with wait staff.”

Growth

Since the launch of this campaign last year, it has managed to secure nearly 4,000 individuals to pledge.

The campaign has grown widely and received support in rural and urban areas, from high profile leaders, both nationally and internationally.

This month, the campaign received a pledge from the Prime Minister Voreqe Bainimarama.

In a release, SeaWeb Asia Pacific executive director Scott Radway said: “Jack’s of Fiji is an icon for visitors and Fijians alike and truly a leader in Fiji’s private sector.

“To have its stamp of approval and its tremendous network of businesses means we can effectively engage hundreds, if not thousands of people, every day to support the 4FJ movement.”

Feedback: rachael.nath@fijisun.com.fj