Nadi, Fiji – The Pacific Community (SPC) has announced the release of The Magic Lens, an animated short film that showcases and celebrates the significant role of women in agriculture across the Pacific while raising awareness of the relevance of “wearing” a gender lens to foster gender equality.

The short film, released by the Pacific Organic and Ethical Trade Community (POETCom) initiative and produced by the Building Prosperity for Women Producers, Processors and Women-owned Businesses Through Organic Value Chains (BPWP) Project, premiers at the Gender and Organic Value Chain Analysis Toolkit Training of Trainers held at this week in Nadi, Fiji. Toolkit trainees will enhance their capacity to conduct a gender and organic value chain analysis, as well as hone their skills as facilitators, enabling them to transfer their acquired knowledge to their national context.

The Magic Lens aims to challenge deep-rooted stereotypes and transform perceptions about women’s involvement in agriculture, emphasizing their vital contribution that broadens and deepens the guiding principles of organics.

Karen Mapusua, SPC’s Land Resources Director, shared in her opening remarks, “The Magic Lens Story tells the story of countless Pacific families involved in farming, where everyone plays an equally valuable role, but are often not equally recognized and supported. Agriculture forms the backbone of our Pacific countries and communities. Yet, for far too long, the essential contributions of women in this sector have been overshadowed by prevailing gender biases and norms, and structural inequalities. It is time we recognize and support their crucial role.”

Through the BPWP Project, POETCom continues its mission to empower a new generation of women farmers and entrepreneurs, equipping them with the skills, knowledge, and tools needed to successfully navigate the challenges of the agricultural sector.

BPWP Project Manager, Neema Nand says, “Through the POETCom Magic Lens Story, we hope to empower communities and societies in recognising the value and skills women bring to the agricultural sector. By amplifying their voices and experiences, we can create a more inclusive and equitable agricultural sector that benefits everyone.”

The Magic Lens film can be found at: https://www.youtube.com/watch?v=tNKFPugzaXA

About POETCom
POETCom is the peak body for organic movement in the Pacific region. It is a membership organization of farmers’ associations, farmer support organisations, NGOs, private sector, and research institutions working with governments across the Pacific. POETCom is hosted by the Land Resources Division (LRD) of the Pacific Community (SPC) in Suva, Fiji.

POETCom is breaking new ground in the Organic movement, with a gender-inclusive people-centred approach that marks an important milestone in gender mainstreaming into the organic agriculture sector in the Pacific.