The next 12 months will be an exciting period for Joe’s Farm as it diversifies its line of business.

A farmer at heart, Michael Joe, the son of farmers who inspired him to establish Joe’s Farm, says 2022 will be the year of value adding for his agricultural business.

“We are talking with Australia about exporting ginger,” the company director said yesterday.

“We want to take farming to the next level.

“We are working on obtaining a licence for that.

“Joe’s Farm is diversifying its market for fresh farm produce.”

Joint Venture
Joe’s Farm Lake Estate in Colo-i-Suva is a 10-acre property with the factory to farm concept.

“It’s our central distribution base,” Mr Joe said.

The estate has a 70-year lease tenure remaining, after it was established 30 years ago, following an earlier 10 year success of Joe’s Farm retailing in Flagstaff.

“Joe’s Farm business is 40 years old,” he said.

The factory caters for overseas orders and is certified by the American Food and Drug Administration.

“That means we have access to the American market,” Mr Joe said.

The property includes:
– Greenhouse farms.

– Factory.

– Distribution centre.

– Warehouse.

– Packaging, storage area, and

– Processing areas.

“There’s been much interest in joint venture projects at the farm,” he said.

“I don’t want to sell the estate for the sake of selling it.

“I don’t want the money as much as I want a joint venture – for someone with the know-how to come and run it with me, to expand on the current operations.

“I want to give it to someone who knows how to run it, who knows what to do to keep it going, someone who can add value to it.”

Nothing Lasts Forever
Meanwhile, a million dollar renovation project is taking shape at Joe’s Farm supermarket, Tamavua, as the company hands over to its new leasee to P Meghji Trading PTE Ltd.

The interior of Joe’s Farm supermarket is being gutted out to make way for a makeover at the expense of its new tenants.

The face-lift will span two months, Mr Joe said.

“The idea is to create a pleasant shopping environment,” Mr Joe said.

Dedicated to the development of agriculture, he has served the fresh produce retail sector for the past 40 years.

“You have to be there from sunrise to sunset,” he said, while explaining his decision to lease the supermarket space to P Meghji.

“Running retail operations was nowhere near easy.

“We cannot keep working like this.

“The Bible says nothing lasts forever; there is a season to everything.”

Feedback: frederica.elbourne@fijisun.com.fj