For Helen Jamaran, selling produce at Luganville Municipal Market has been a way of life since she was young. Today, the 47-year-old mother of six is not only an experienced market vendor, but also a businesswoman, farmer and community leader who is using knowledge gained through the Markets for Change (M4C) programme to strengthen her family’s livelihood and create opportunities in her community.

Helen is from Winsao Big Bay on Santo and earns her income primarily through her market business. She is also President of the Northern Island Market Vendors Association (NIMVA) Executive in Luganville.

Her journey, however, began with very little confidence and few opportunities to access business knowledge.

From Roadside Vendor to Market Businesswoman

Before becoming involved with M4C, Helen sold crops and vegetables at a roadside market in her community. She later decided to travel to Luganville to sell at the municipal market.

The early years were difficult.

Prices for produce were low, while the cost of travelling between her community and Luganville reduced the income she could earn. The market environment also presented challenges, including theft, disagreements and limited facilities.

Helen remembers that she lacked the confidence to engage with customers.
“I always hid under the table because I felt I was not confident to talk and serve my customers.”

Despite these challenges, Helen continued going to the market because the income was essential to support her family.

Her experience began to change in 2014, when she was introduced to the Markets for Change programme and invited to participate in leadership and financial literacy training.

At first, Helen did not fully understand the purpose of M4C. But through the training and continued engagement with the programme, she began to understand the importance of strengthening the capacity of market vendors and improving their ability to participate in decisions affecting their businesses and livelihoods.

Most importantly, she began to find her voice.
“During the years, I started to feel so much confidence and started to talk in public to raise concerns to the market authorities.”

Building skills through UNDP-supported training

In 2016, Helen was nominated by the Market Manager to join the NIMVA Association Executive. Although she initially felt she did not have enough knowledge to take on a leadership role, she accepted the opportunity and became Vice President of the Association.

Her involvement with M4C opened further opportunities to develop her skills through training supported by UNDP and partners.

Helen participated in Financial Literacy and Value Addition training, facilitated by the National Bank of Vanuatu and the Department of Industry. She also participated in climate-smart agriculture training, which strengthened her understanding of farming practices and business planning.

For Helen, the training was transformative.
“Although I have been in the market business for many years, this was the first time I have attended such a training course.”

The sessions helped her better understand how to budget and manage money, while the agricultural training gave her practical knowledge about climate, planting seasons and the production of crops and vegetables.
“I have gained valuable knowledge and practical skills that will help me improve and grow my family farm and market business.”

For Helen, access to these skills was not simply about attending a training course. It was about gaining the confidence and knowledge to make better decisions about her business.

Turning Knowledge into Opportunity

Helen began applying what she had learned to her own livelihood.

She expanded her market farming activities and created employment opportunities for young women and men in her community, hiring them to help with clearing land and planting.

She also established a small store in her community, creating another source of income for her family and a service for local residents.

The financial management skills she gained encouraged her to save more formally. Helen opened bank accounts and began building her savings over time.

Eventually, her improved financial position enabled her to access a vehicle loan.

The vehicle became more than a family asset. Helen used it to transport her produce to Luganville Market and also provided public transport services for people in her community travelling to and from Luganville.

Her experience demonstrates how financial literacy and business skills can help women move from simply earning an income to making strategic decisions about saving, investing and expanding their businesses.

Adding Value to Local Produce

Training also helped Helen see opportunities in the produce she was already growing.

Using local resources, she began producing value-added products including jams, cordial juice, coconut candies and crispy chips.

She sells these products through her small store at home, creating additional income from agricultural products that might otherwise have been sold at lower prices.

Her growing business also required more space. Helen used income from her market activities to expand her family home and create a dedicated area for preparing her value-added products.

For Helen, value addition has been an important way to make better use of local resources while creating new business opportunities.

Investing in her Family’s Future

The benefits of Helen’s business growth extend beyond her own livelihood.
Income from her businesses has helped her support her children’s education and build a stronger future for her family.

Two of her children have successfully completed vocational training and are now supporting themselves. Her eldest daughter works at the community clinic, while another son is involved in agricultural activities, reflecting the importance of farming and enterprise within the family.

Helen also supported her daughter through nursing school.

For her, business is not only about generating income today. It is about creating opportunities for the next generation.