Success often begins with a simple decision to follow one’s passion. For this humble and hardworking farmer, the journey started in an unexpected place, the kitchen.
Before stepping into agriculture, Asaeli Uluimoala worked as a chef. While the profession provided stability, he always carried the dream of one day building something of his own through farming. He eventually made the bold decision to leave his job and start small, using whatever resources he had to begin his farming journey.
“Farming was always in my heart. Even when I was working as a chef, I knew that one day I wanted to build something of my own on the land,” Asaeli shares.
Coming from a farming background but with no formal business training, he focused mainly on production. Like many small farmers, he worked hard every day but lacked knowledge in record-keeping, budgeting, and long-term planning.
Pacific Agri-Innovate Competition
Everything began to change when he entered the Pacific Agri-Innovate Competition 2024. The competition was funded by the European Union in the Pacific through the Sustainable Transformation of Domestic Agrifood Systems in Fiji, Solomon Islands, and Samoa (STODAS) Project and technically supported by Food and Agriculture Organisation of the United Nation (FAO).
Joining the competition opened doors he had never imagined. The competition was led by Business Assistance Fiji (BAF) in partnership with the Ministry of Commerce and Business Development and the Ministry of Agriculture, Waterways, and Sugar Industry.
Through the 10 days of virtual bootcamp and mentoring support provided, he began to understand the importance of financial management keeping records, tracking costs and profits, managing cash flow, and planning for growth.
“For the first time, I started to see farming as a business, not just as daily work. I learned how to plan, keep records, and make better decisions,” he explains.
He learned how to develop a business model, set realistic goals, solve problems strategically, and communicate his ideas with confidence.
Exposure to other participants and evaluators at the regional level allowed him to compare his progress, learn new ideas, and think beyond his local environment.
One of the most impactful areas of support came from Business Assistance Fiji’s guidance in preparing his financials.
He was subsidized with his financials and was also taught comprehensive bookkeeping; this gave him a clear picture of his business performance. For the first time, he could clearly see his costs, revenue, and profit margins. This clarity improved his decision-making and gave him confidence when engaging with partners and institutions.
“Having proper financial records changed everything for me. I could finally understand where my money was going and how my farm was really performing,” Asaeli says.
This support proved critical when applying for funding.
Funds to grow
With the assistance of subsidized financials from BAF, he successfully lodged grant applications to Business Link Pacific (BLP). BLP is a private sector development programme funded by the New Zealand government and delivered by DT-Global. In Fiji, BLP partners with BAF. For more information go to: https://businesslinkpacific.com/
With his BLP grant application approved, Asaeli says the financial injection marked a major turning point in his journey and strengthened his farming operations. A grant enabled the purchase of a rotovator worth $4,000 which has transformed land preparation, reducing manual labour and saving valuable time.
“These opportunities helped me grow from a small farmer into someone who can think bigger, plan better, and prepare for the future,” he reflects.
Beyond the physical improvements, the competition filled a major gap in his knowledge. It built his confidence and gave him the skills to present his business professionally at both national and regional levels. His journey and progress also expanded his network, eventually opening an opportunity to work as a consultant with the Food and Agriculture Organization of the United Nation (FAO), while continuing to manage and grow his farm.
Looking back, participating in the Pacific Agri-Innovate Competition was a life-changing moment. The mentoring, training, and financial support provided through BAF and BLP played a vital role in shaping his success.
Today, Asaeli, stands as proof that with passion, guidance, and the right opportunities, it is possible to start small and grow into something remarkable. His story is a reminder that success is not just about where you begin, but about how willing you are to learn and grow along the way.
To start your journey with BLP, you can self-assess your needs by using the free online tools available to help small- and medium-sized businesses diagnose areas in their businesses that an advisor could improve.
The first step can be the online Business Health Check. You can also check your business’s resilience to respond to crises or climate change challenges on the Business Continuity Planner and the Climate Action Sensor. If you prefer to meet a local BLP representative in person to discuss your business, get in touch with our local partners to arrange a face-to-face Diagnostic.