![r Hobbies - Boating, fishing, cooking and gardening r Inspiration - I encourage my staff to do better and always tell them their potential r Ambition in life - To be able to establish my own charity for children in Fiji as my only son adores kids and this charity will be headed by him. r Most passionate about - My son. To groom him to be part of my business empire. r Biggest achievement most proud of - Successfully running four businesses, Natural Fiji, Organic Earth Fiji, Awsamhrm, Natural Fiji Coconut Spa. r Best advice ever received - Never let anything deter you, keep ploughing until you get what you want. r How to achieve work-life balance - Plan and stick to it. I work five days a week around the clock. I avoid taking my laptop home on Friday evening. Saturday-house chores Sunday - a relaxing day. r Most valued possession - My son – Christian Reddy-Bridgemen r Hobbies - Boating, fishing, cooking and gardening r Inspiration - I encourage my staff to do better and always tell them their potential r Ambition in life - To be able to establish my own charity for children in Fiji as my only son adores kids and this charity will be headed by him. r Most passionate about - My son. To groom him to be part of my business empire. r Biggest achievement most proud of - Successfully running four businesses, Natural Fiji, Organic Earth Fiji, Awsamhrm, Natural Fiji Coconut Spa. r Best advice ever received - Never let anything deter you, keep ploughing until you get what you want. r How to achieve work-life balance - Plan and stick to it. I work five days a week around the clock. I avoid taking my laptop home on Friday evening. Saturday-house chores Sunday - a relaxing day. r Most valued possession - My son – Christian Reddy-Bridgemen]()
r Hobbies - Boating, fishing, cooking and gardening r Inspiration - I encourage my staff to do better and always tell them their potential r Ambition in life - To be able to establish my own charity for children in Fiji as my only son adores kids and this charity will be headed by him. r Most passionate about - My son. To groom him to be part of my business empire. r Biggest achievement most proud of - Successfully running four businesses, Natural Fiji, Organic Earth Fiji, Awsamhrm, Natural Fiji Coconut Spa. r Best advice ever received - Never let anything deter you, keep ploughing until you get what you want. r How to achieve work-life balance - Plan and stick to it. I work five days a week around the clock. I avoid taking my laptop home on Friday evening. Saturday-house chores Sunday - a relaxing day. r Most valued possession - My son – Christian Reddy-Bridgemen
Compiled by RANOBA BAOA
Welcome to Hard Talk, where we pose questions to both top executives and budding entrepreneurs on some of the major issues involving business.
Coconut is fast-becoming the commercial ‘it’ business for emerging and established cosmetics companies in Fiji.
This is evident in the way beauty and skin-care companies are marketing it around the world.
One such employer who has taken this ancestral product to the world is Geeta Reddy.
She is the driving force and director of Organic Earth Fiji and Natural Fiji as well as Awsamhrm and Natural Fiji Coconut Spa in Australia.
Ms Reddy moved to Australia in 1988 where she worked for government but had always wanted to create and market a product given her extensive background in marketing.
Ms Reddy has a background in international trade and international marketing and is a former federal government employee of the Australian government.
The ‘coconut lady’ as she is described by her staff and close friends, was always passionate about launching a new kind of product which would take the cosmetics industry to a whole new level.
“One thing I found in Fiji was, there is a monopoly by one company and we need to look at a brand that can also service this market,” Ms Reddy said.
“I took another approach and developed product made from essential oil from flowers.
“We took part in world quality for excellence to find out if our product is of international standards.”
Since the establishment in 2009, the company has to date won four international awards.
This includes the Le Monde World Quality for Excellence Competition held in Athens, Greece annually.
Ms Reddy has established a Research & Development centre in Brisbane and has a qualified chemist on board developing new product range which is to be released this January.
Questions for Geeta Reddy, director of Organic Earth Fiji and Natural Fiji, as well as Awsamhrm and Natural Fiji Coconut Spa in Australia:
1. Tell us about your passion for coconut and your passion to develop it into what some may be seen as becoming an empire?
I love coconut. I eat coconut and I cook with coconut and my dream is coconut. I actually travel with my soap to any part of the world. There’s a range of products I have established, from body butter, body oil and body bars.
We are launching a pedicure set, a facial range and also shampoo and conditioner in January. So there are about six facial masks, a facial scrub, a moisturising cream for day and night.
We are focussing more on the face now because the face is a very delicate part of the body and you need to get the product right. So we’re developing these products. We have tested them and it is now used in our salons in Australia and now we’re ready to bring it into Fiji. It’s the other way around.
Normally we would have to take it from Fiji and develop it overseas but I’ve developed it the other way around and some of the products actually fly off the shelf.
2. What was your initial investment and what’s your investment to date?
Well, I’ve put every egg in the basket that I have. Initially for both businesses, I’ve poured in about AU$350,000 (FJ$587,430). And in the past financial year, we’ve invested about US$250,000 (FJ$472, 497).
We’ve purchased our commercial property already in Navua because we’ve got so much of packaging and we’re setting up our coconut processing centre. We have imported the coconut processing equipment worth US$70,000 (FJ$132,000). So there’s a lot of things right now. And I’ve got a dream to be the coconut company of Fiji.
3. Tell us where you get your primary products from?
We get the coconut originally from here and work closely with the Ministry of Agriculture. At the bio-fuel division, we buy coconut oil from there. And it has been a good plan because at the moment I’m not geared to get my own but having that from the Government and working with the ministry is fantastic.
4. Why did you establish the brand and set up business in Australia rather than developing the brand in Fiji first?
Fiji being a small country and testing the international standard is difficult. There (Australia) we have access to high spin-over laboratories and so we also have our results very quickly and that is the main aim to have the Research & Development centre in Australia.
This also boils down to confidence. I am a confident person. I plan very strategically, I plan thoroughly and I don’t like to be a failure. I focus on what I do. I have a mission and objective on what to achieve.
For instance if I need to put a product out in the market it has to be a product that will actually work and not just one to get the name out there. I had a low start but I believed in myself. I had the confidence and the confidence of the staff who have brought me here today.
5. How many employees do you have at the moment?
In Fiji we have close to 15 staff. In Australia I have eight staff but over the years we will see this increase even further. We have grown big time in Australia and our spa this season is fully booked out. We’ve got massage therapists and our beauticians and chemists.
6. What’s Organic Earth Fiji and Natural Fiji’s unique concept which sets it apart from other Fijian-made skin-care products?
We are positioning ourselves as Fiji’s 100 per cent Pure Coconut Skincare Company. My aim is to develop more products at our R&D (Research & Development) centre in Australia with coconut oil as the base ingredient.
7. What are your current target markets, your future?
We are growing in Australia, Korea, USA and New Zealand. Our future market is India, Malaysia, Hong Kong China and Japan. We are gearing up to launch in the Asian Market in the first quarter of 2014.
8. Why is coconut becoming a household name when it comes to beauty and skin-care products?
As you know, coconut is known as tree of life. Coconut has miracle cures to common health diseases, cold pressed virgin coconut oil has many health benefits and I have testimonials from clients who are using our products.
This is one of the reasons why coconut is getting so popular not only in Fiji but overseas markets as well. In Fiji it is readily available and I suggest that we all should abandon oils from the supermarket shelves and start making your own virgin coconut oil to cook your meals.
It will certainly make lot of changes to your health.
9. What are your future plans for the company?
Basically I would like to see that we have our own chain spas in Fiji. We’d like to have our own retail stores because we’d like to take it directly to the public.
And because that is the way we are moving towards in terms of doing things as Natural Fiji brand is owned by Jack’s of Fiji. We’d like to expand that lane and work with them very closely and we’re gearing up to launch the new products with them in January.
We would be hopefully moving into our new factory in Laucala Beach by March 2014. My plan is to establish a coconut processing centre in Navua where Organic Earth Fiji has invested to purchase a warehouse.
Here we would produce our own VCO (Virgin Coconut Oil) and RBD (refined, bleached, and deodorised) coconut oil. We would also expand in other products as well such as jewellery, noni products etc.
10. What is Organic Earth Fiji and Natural Fiji Director Awards and why is it important for you?
What the awards mean to me is I want some loyal commitment from the staff so they progress and grow in the business and they actually are looked after.
The commitment that my staff have given to me over the five years has been enormous. It was first held last year in Brisbane and now this year in Fiji and it important because staff efforts should never go unnoticed.
And if they are committed to my business, I too have to show appreciation for all their hard work throughout the year.