As associations Robed Mr. Jeety in Traditional Attire and Conferred upon him the Liberian name “Kolleh”
Monrovia, Liberia – Businessman Upjit Singh Sachdeva (also known as Jeety) has been recognised by the Rubber Planters Association of Liberia (RPAL) and the Rubber Development Fund Incorporated (RDFI) for his company’s contribution to the country’s rubber industry.
The groups praised Jeety Rubber for its unwavering support of smallholder farmers while other buyers halted rubber purchases in protest of a government decision to impose a controlled farm-gate price, describing the company as a true partner of the rubber industry.
“This Certificate of Honor is in recognition of your exceptional contributions to Liberia’s rubber sector and your unwavering support for rubber farmers, particularly during critical periods of limited market access,” RPAL President Wilhelmina Mulbah Siaway and RDFI Chairman J. Tokpah Mulbah stated in the certificate presented to Jeety Rubber CEO, Mr. Sachdeva (alias Jeety).
They added: “Your [company] commitment to sustaining farmer livelihoods and promoting community welfare is highly commendable.”
The recognition of the associations coincides with Jeety Rubber’s continued support for the regulated pricing scheme implemented by the Ministry of Agriculture in June 2025. Farmers’ objections about pricing practices where purchasers had previously controlled prices led to the reform.
Farmers receive approximately $657 after deductions of US$27 for government tax, US$4 for RDFI, and US$2 for RPAL, despite the government-set price for a tonne of rubber being $690 as of March. Firestone Liberia quickly halted its rubber purchases at the announcement of the price scheme in 2025, claiming the government’s intention to impose a new, required, higher, and controlled rubber pricing structure.
The biggest purchaser of smallholder rubber, Firestone, claimed in a statement at the time that the government-set price was unsustainable and did not account for its social commitments and operating expenses. Whether Firestone has now started buying rubber again is still unknown.
Between 200 and 250 tonnes of raw rubber are needed every day for manufacturing at Jeety Rubber’s more than US$75 million rubber processing facility in Weala, Margibi County. Smallholder farmers are the primary suppliers of the 25,000–40,000 tonnes of rubber that the company needs each year.
Mr. Jeety was also given the Liberian moniker “Kolleh,” which means “a bright and good man,” during the honouring event by RPAL and RDFI. This uncommon cultural distinction highlighted the high regard he has gained in the community.
The Liberia Agriculture Company and Agriculture Minister Dr. Alexander Nuetah were also honoured during the event. In his speech, Minister Nuetah pointed out that the industry was operating considerably below the combined intake capacity of its four processors and reminded smallholder farmers of the pressing need to boost production.
He pointed out that although the business now has the market and the infrastructure to handle higher volumes, it still struggles with production shortages; last year’s total output was only about 180,000 tonnes, well below the government’s production expectations.
“The factories are ready. The price regime is fair and transparent. What we now need is production, more tapping, more output, more commitment from every farmer with rubber on their land,” Min. Nuetah said.
Additionally, the Minister reiterated the government’s unwavering policy against the export of raw rubber, reminding farmers and their cooperatives that they must only sell to processors and not to unofficial or roadside purchasers who operate outside of the law.
Minister Nuetah emphasised that farmers themselves have a crucial role to play while maintaining that the government’s policy has not changed. He cautioned that selling to outside customers hurts the industry and impairs implementation of the program.
The Minister’s stance coincides with the Liberian government’s August 2025 Executive Order No. 151, which prohibits the export of raw rubber in order to encourage domestic processing, employment, and income production. There are fines for breaking the decree, which mandates that all rubber be processed domestically.
To help overcome the industry’s insufficient production capacity, Jeety Rubber has provided interest-free loans to over 100 farmers since 2025 to fund farm growth and replanting. The loans are progressively repaid through predetermined deductions from the farmers’ future rubber sales.
