Noni is an important agricultural export from Samoa, providing income for more than 17,000 smallholder semi-subsistence farming households and contributing more than SAT$10m annually to the country’s economy.
As a crop, noni is unique in many ways.

The tree is hearty, growing in an unusually wide range of soil and environmental conditions. It has an exceptional tolerance to heat, wind, fire, flooding, saline, and drought that make it arguably the most durable climate-change
immune crop in commercial production anywhere today. Its fruit is harvested continuously throughout the year, containing high vitamin content and potential health benefits unmatched by popular produce. 

Also, unlike other agricultural exports from Samoa, noni is new to world trade. Despite being consumed or used as traditional medicine for thousands of years in the areas where it grows wild, noni fruit was unknown to most consumers outside of Polynesia just 30 years ago.

Samoa only began commercial production in 2000. This creates a number of challenges unique to noni trade that do not exist for other commodities, such as a lack of market data, product standards, supporting institutions, and established markets with predictable demand. However, being new can also have benefits: novel products are
not constrained by commonly accepted uses or historic sales performance. The non-traditional markets where noni trades welcome innovation, creating opportunities for industry growth and value addition only limited by imagination.

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