Built in Fiji. Trusted across the Pacific.
We build strong, trusted brands with partners who share our vision. By collaborating with renowned companies, we bring trusted choices closer to homes.
Building Home Brands
Founded in Fiji in 1928, CJ Patel has grown into a diversified, family-owned fourth generation group serving the Pacific. We manufacture, distribute, and support brands people choose every day. Our heritage guides long-term decisions while modern systems help us scale with consistency and care.
Our Vision
To be the Pacific Region’s leading manufacturer, distributor, and marketer of trusted global and home brands, delivering sustainable and responsible growth.
Our Mission
Delighting our consumers with better value every day. We are CJ Patel: The name behind the brands.
Our Values
Our values guide every decision, partnership, and promise.
Family-Owned Business
We foster a sense of purpose and belonging.
One Team
We win as one team, respecting everyone's contribution counts.
Integrity and Respect
We are open, honest, and ethical in all our interactions.
Excellence
We commit to excellence, delivering our best promises.
Our Journey
Since 1928, CJ Patel has proudly partnered with global and local brands, bringing them into everyday moments across the region.
CJ Patel was founded in Fiji as a trading company
Expansion as grocery wholesalers in Suva
Represented Colgate Palmolvie
Rewa (Fiji Dairy Limited) becomes the group’s core dairy manufacturing brand
Expansion to Western & Northern Divisions
Setup Pacific Batteries Limited
Joint Venture with Nestle in local manufacturing
Distribution partnership begins with the Nestlé portfolio (e.g., Maggi, Milo)
Diversified into pharmaceuticals, Hotels & Catering services
Viti Foods expands its frozen and canned products manufacturing
ICEMAN strengthens industrial refrigeration capability
Appointed distributor for Sanitarium from P Meghji
Acquisition of Viti Foods Limited and Inkk Mobile
Acquisition of Nestle operations in Fiji
Formation of Iceman (FJ) Ltd
Agency for Hertz Rental Cars in Fiji
Acquisition of Fiji Dairy Ltd
Joint venture with Bolloré Logistics
Hertz Fiji expands the group’s travel services.
Distribution agreement with Rooster Poultry
Distributor for Murray Goulburn
Partnership with CEVA Logistics enhances regional supply chain operations
Fiji Sun expands into media and publishing.
Macquarie Travel World expands travel services.
Oceania Tobacco Company
Vatuwaqa WH- leased warehouse
Successfully diversified across Manufacturing, Distribution, Services, Media, and Travel.
CJ Patel was founded in Fiji as a trading company
Expansion as grocery wholesalers in Suva
Represented Colgate Palmolvie
Rewa (Fiji Dairy Limited) becomes the group’s core dairy manufacturing brand
Expansion to Western & Northern Divisions
Setup Pacific Batteries Limited
Joint Venture with Nestle in local manufacturing
Distribution partnership begins with the Nestlé portfolio (e.g., Maggi, Milo)
Diversified into pharmaceuticals, Hotels & Catering services
Viti Foods expands its frozen and canned products manufacturing
ICEMAN strengthens industrial refrigeration capability
Appointed distributor for Sanitarium from P Meghji
Acquisition of Viti Foods Limited and Inkk Mobile
Acquisition of Nestle operations in Fiji
Formation of Iceman (FJ) Ltd
Agency for Hertz Rental Cars in Fiji
Acquisition of Fiji Dairy Ltd
Joint venture with Bolloré Logistics
Hertz Fiji expands the group’s travel services.
Distribution agreement with Rooster Poultry
Distributor for Murray Goulburn
Partnership with CEVA Logistics enhances regional supply chain operations
Fiji Sun expands into media and publishing.
Macquarie Travel World expands travel services.
Oceania Tobacco Company
Vatuwaqa WH- leased warehouse
Successfully diversified across Manufacturing, Distribution, Services, Media, and Travel.
What sets us apart?
We prioritise the fundamentals that matter to partners – reach, quality, governance, partnership and execution – so performance stays steady at scale.
Reach And Distribution
Reliable distribution across Fiji and the Pacific, built for everyday availability.
People And Culture
Teams that plan carefully and deliver with discipline.
Governance And Compliance
Strong controls across markets to meet local regulations and group policies
Partner-first Growth
Long-term relationships that create value for brands and communities.
Manufacturing Quality
Consistent processes and safety standards that protect the product and consumer.
The Late Mr. Sundip Patel
Managing Director | Owner of CJ Patel
Sundip Patel was an entrepreneur whose passion for business and long-term vision has taken CJ Patel from the early days of being a Distribution Company in Fiji, to later expanding into manufacturing and export throughout Fiji, Pacific Islands, Australia, New Zealand and USA.
He had the ability to see “potential” in people and opportunities, was never afraid to take risks and never gave up.
A true leader who is highly respected in the business community, Sundip, single handedly, has left a lasting legacy not only at CJ Patel but also in Fiji, making his brands household names and taking CJ Patel to the company it is today, a fourth generation family business.
Our Businesses
From dairy and distribution to media and travel, CJ Patel operates across sectors that power everyday life in the Pacific.
01 Distribution, Sales & Marketing
Backed by a robust logistics network and 500+ retail outlets, our distribution, sales, and marketing network delivers leading global and regional brands across the Pacific. We ensure reach, reliability, and strong market presence in every partnership we build.
02 Manufacturing
Our manufacturing facilities across Fiji produce trusted household, dairy, and food products that meet global quality standards. With strong co-manufacturing partnerships, we continue to strengthen local production and supply for regional growth.
03 Media
Our strong media presence and in-house marketing team lead brand building through purposeful storytelling and creative communication. The marketing division at CJ Patel drives dynamic activations, limited editions, and product innovation across markets.
04 Service
From technology-driven payment platforms to telecommunication solutions, our service vertical supports Fiji’s digital and economic growth. We bring innovation and reliability together to empower businesses and communities.
05 Travel
Our partnership with Macquarie Travel enables us to offer end-to-end travel solutions, including flights, car rentals, planning, and exclusive travel discounts.
Our Partners
From food and personal care to telecom and pharmaceuticals, CJ Patel has enabled global brands to thrive across the Pacific, combining strong distribution, brand-building expertise, and regional know-how.
Talk to our team
Have a partnership, supply, or media inquiry? We’re here to help.