In the verdant landscapes of Luganville, a story of resilience, community empowerment unfolds through the efforts of Joana Uguna.

From humble beginnings as a vendor selling her own locally grown produce, Mrs Uguna’s journey has evolved into a beacon of hope for women facing the challenges of finding a place to sell their agricultural produce.

Mrs Uguna’s foray into entrepreneurship began in 2004 when she decided to sell her own local produce at her own yard at Shapi 2 in Luganville, Santo.

She said as she engaged with fellow vendors, predominantly women, she became acutely aware of the hardships they faced in bringing their local produce to market.

“It was not only the hardship of finding a place to sell, but also difficulty to raise funds to help them at home with basic human needs and wants,” Mrs Uguna said.

“I have a desire to uplift the Shapi community by making it easier, accessible to the people to get their fresh veggies at their door step rather than spending money on taxi and bus fare to the main market in town.”

Mrs Uguna , alongside her family, established a temporary market that provided a platform for local farmers to sell their goods.

In 2013, recognising the growing significance of the family endeavour, they officially registered the market with the Vanuatu Financial Services Commission as Golehala market.

However, the road to success was not without its challenge. The devastating impact of Cyclone Harold in 2020 left Golehala market in ruins.

“I initiated negotiations with my family, particularly my brother Hutchinson Bogiri, to build a permanent market house that would provide a secure and stable environment for vendors,” Mrs Uguna said.

In November 2023, Mrs Uguna and her family witnessed the fruits of their labour as the doors of the new market, called ‘Sarabulu’, swung open to the Shapi community and the farmers of Santo rural.

The excitement was palpable among women vendors, the Uguna family, and the entire community.

The new facilities came at a cost, reflected in the increased table fees from the initial VT100 in 2004 to the current VT400, but also enabled the building of proper washrooms for vendors and people with disabilities.

One of Mrs Uguna’s primary motivations for championing the cause of women in business was to help them generate funds for their daily sustenance. For Mrs Uguna herself, the income generated from the market played a crucial role in financing her children’s education, covering tuition fees for both high school and university.

She urged more women to come forward and join the group of vendors at the new market, emphasising that the Sarabulu market is designed specifically to support and uplift women in business.

Mrs Uguna highlighted the reasonable prices of local produce, ensuring that the community can access fresh and affordable local goods.

By Premilla H Vagaha