Elevating fresh-pressed coconut oil into an ethical health & beauty brand

Cocofiji was launched as a social enterprise committed to delivering the freshest, purest coconut oil from Fiji to the world, while creating meaningful economic opportunities for local Pacific Islander communities. Starting with a strong belief in ethical sourcing, fair trade, and product integrity, Cocofiji grew to include 18 health and beauty lines, distributed across Australia and the Pacific Islands.

At the heart of Cocofiji is its commitment to freshness: all virgin organic coconut oil is cold-pressed within one hour of cracking the coconut shell, ensuring high lauric acid content, premium taste, and maximum health benefits.

‍

Anthony set out to create a brand that would not only meet the rising demand for clean, plant-based personal care products but also directly benefit underserved communities. The challenge was to:

• Build a scalable and ethical supply chain from rural island regions
• Develop and commercialise 18 premium health and beauty SKUs
• Navigate regulatory and export challenges between Fiji and Australia
• Secure retail and wholesale distribution in competitive FMCG markets
• Establish a business model rooted in community development and fair trade

Anthony's solution involved 5 focus areas:

Brand Development & Product Launch

• Founded Cocofiji with a range of 18 products, including coconut oil, skincare, and body care items - designed to meet the standards of conscious consumers and wellness retailers.

‍

MVP Validation & Freshness Guarantee

• Created a unique product promise: coconut oil pressed within 1 hour of shell cracking, ensuring maximum health benefits and brand differentiation from copra-based products.

‍

Community-Centered Business Model

• Built Cocofiji as a social enterprise - employing local Pacific Islanders, creating sustainable income opportunities, and contributing to long-term community development.

‍

Packaging, Positioning & Compliance

• Positioned the brand as ethical, clean, and fresh - with packaging that stood out on shelves and aligned with Australian compliance and consumer preferences.

‍

‍Distribution Strategy

• Achieved distribution across Australia and the Pacific Islands, establishing a reliable supply chain and relationships with health-conscious retailers.

• Founded Cocofiji with 18 health and beauty SKUs
• Established and operated as a social enterprise
• Distributed across Australia and Pacific Islands
• Created employment opportunities for Pacific Islanders, especially women and families
• Built a recognisable ethical brand in the wellness space with a strong product and mission alignment