Growing PNG Together,
Since 1997
A Family Built On Purpose
Born From a Vision to Empower Remote Communities
New Guinea Fruit Company Ltd was founded in 1997 by James Watson, a man whose passion for Papua New Guinea, its people and its rich agricultural resources inspired him to create something truly local. After spending more than 20 years working in agriculture throughout PNG, James recognised the incredible quality of the country’s organic fruits and honey and the difficulties faced with logistics getting these fresh produce into the PNG market.
A naturalised Papua New Guinean, James believed that PNG’s farmers deserved better opportunities and that high-quality products could be made entirely from locally grown ingredients. What began as a small operation producing jams and bottled honey has grown into one of PNG’s most recognised food manufacturing businesses.
Under James’ leadership, New Guinea Fruit Company introduced the Highlands Honey brand, which quickly earned a reputation for its pure, natural taste and is now stocked in major supermarkets across Papua New Guinea. Never afraid to innovate, James also pioneered Papua New Guinea’s fruit wine industry with the creation of the well-known Live Lave brand, which became especially popular throughout the Highlands and Momase regions.
James’ commitment to supporting local agriculture and building PNG manufacturing was recognised nationally when he was awarded the prestigious “Put PNG First – Putim PNG Go Pas” medal during the country’s 30th Independence Anniversary celebrations in Goroka. The award honoured his outstanding contribution to Papua New Guinea’s economic development and his dedication to creating opportunities for local communities.
The Family Behind the Brand
Rooted in Tradition, Driven by Purpose
Today, James Watson’s vision continues through his family. New Guinea Fruit Company proudly sources its ingredients from more beekeepers and fruit growing families from across the Highlands as well as the Momase Region.
The company employs over 70 permanent staff, the majority of which are Papua New Guineans, with many senior team members who have dedicated more than two decades of service. Remaining true to James Watson’s original philosophy, New Guinea Fruit Company continues to produce 100% natural products using locally sourced ingredients, without added flavourings, showcasing the authentic taste and quality of local produce. Continuing to support the livelihoods of subsistence farmers.
For the community. By the community.
