Niches to Riches: the Social, Economic and Environmental Impacts of Fiji Water on Local Fijian Communities
Catherine Jones, visiting MA candidate, Victoria University of Wellington, New Zealand
Time: 12–1pm
Venue: MS107 Lecture Theatre, Marine Campus
Small island nations face significant challenges when competing and trading in a global market due to their small size, remoteness and vulnerability. Consequently, isolated states and territories find themselves increasingly powerless to resist the recent accelerated diffusion of neoliberalism and the economic options it entails. Neoliberal policy was introduced to the Pacific Islands later than elsewhere in the developing world, restructuring economic, social and environmental frameworks throughout the region. To gain an advantage, small island nations are continually developing ‘exotic’ niche products to characterise themselves. The case-study of Fiji and the company FIJI Water provides a clear example of this distinct process. The company has cunningly intertwined the cultural identity of Fiji into its product. This market strategy has allowed the brand to become an international success. However, the local impacts of this multinational cooperation remain relatively unknown. This research aims to understand the social, economic and environmental impacts of FIJI Water upon Fiji. By exploring this concept, it is anticipated a clearer understanding of how neoliberalism affects the Pacific Region will be obtained.
