Chief questions fast food marketing to children as NCD crisis worsens

Ro Naulu Mataitini has raised sharp concerns over Fiji’s growing non-communicable disease (NCD) crisis, questioning the role of fast food consumption and corporate marketing as McDonald’s marks 30 years of operations in the country, in particular, marketing Happy Meals to young children.

In a detailed Facebook post, Ro Mataitini described Fiji’s NCD situation as a “devastating trajectory", pointing to diseases such as diabetes, heart disease, hypertension, and stroke as among the nation’s leading killers. He argued that the expansion of fast food culture has coincided with worsening public health outcomes, stating that the issue cannot be ignored.

He further criticised what he described as the “ultra-processed foods” offered by multinational fast food chains, saying these are “engineered to be high in salt, sugar, and unhealthy fats, yet low in fibre and essential nutrients". According to Mataitini, these meals are designed to be “convenient, affordable, and appealing", particularly to busy families and younger consumers, but come with long-term health consequences.

Ro Mataitini also raised concerns about marketing practices, arguing that promotions often “mask deeper systemic issues" with campaigns that “appeal to children and families” while normalising frequent fast food consumption. He questioned whether such strategies should continue in a country already facing a severe NCD burden.

While acknowledging that personal responsibility is often cited in discussions around diet and health, Ro Mataitini said this argument “wilts under scrutiny” in the Fijian context, where accessibility, pricing, and aggressive marketing play a significant role in shaping consumer behaviour.

He noted that cheaper fast food options, compared to healthier alternatives, continue to drive consumption patterns across communities.

He further argued that the issue goes beyond individual choice, stating that “the backbone of this business model is not just supply chains, but demand created through decades of ingrained brand familiarity", adding that this has contributed to a food environment heavily influenced by convenience and marketing.

Ro Mataitini also questioned whether milestone celebrations should be viewed in isolation, saying it is not possible to “celebrate an industry that accelerates these very deaths" while Fiji continues to struggle with one of the highest rates of NCDs in the region.

McDonald’s Fiji is currently marking its 30-year anniversary, having first opened in Nadi in 1996, and has since expanded its presence across the country.