Agricultural industries play a key role in promoting the economic prosperity and growth of Tongan society. Agricultural exports, such as the pumpkin industry, receive foreign exchange to pay for the imports. This project aims to develop an understanding of the problems involved in exporting pumpkins from Tonga to the Japanese rice market. It also aims, as an action research project, to increase the understanding of the problem owners in order to improve the operation of the industry. The inquiry explores the perceived problems and concerns of all parties involved in the development of the industry including the exporters, farmers, government departments and the Tongan Development Bank as well as the Japanese pumpkin importers. The study used a systems approach, utilising action research methodology as an entry point to conduct a collaborative inquiry. A market analysis of the niche market of the pumpkin industry was carried out.The following have been identified as the most important factors in the development of the industry. (1) It was found that low quality standard of pumpkin exports has been the main concern as it hinders the development of the niche market. (2) Insufficient government support services have also contributed to the low quality standard. Partly as a result of the action research project a strategic plan for the industry was developed and this has already led to changes in industry practices. / Master of Science (Hons)