The Fijian government is taking significant steps to support its rapidly growing kava industry through the introduction of a National Kava Policy and a proposed Kava Bill. This initiative aims to safeguard product quality, enhance export opportunities, and bolster rural livelihoods in regions where kava cultivation is vital.
Kava, known locally as yaqona, is a culturally significant crop in Fiji, playing an essential role in the economies of rural and outer island communities, which often face limited alternative income sources. In 2024, Fiji exported an impressive 730 tonnes of kava, generating $53 million in revenue and surpassing earnings from other key exports like dalo and ginger. This underscores kava’s importance as a significant contributor to Fiji’s foreign exchange earnings.
The draft policy highlights a growing global demand for kava, particularly from the United States, where the product is gaining popularity in health and wellness beverages, supplements, and kava bars. This trend is also evident in New Zealand and Australia, where relaxed import regulations and labor mobility schemes have bolstered kava’s market presence.
Despite this impressive growth, the kava industry has long lacked a cohesive national strategy, resulting in challenges such as inconsistent supply, varying quality standards, and heightened regulatory barriers in international markets. The Ministry of Agriculture and Waterways aims to rectify these issues through the new policy and legislative framework.
According to the draft, there is a critical need for stronger regulatory measures to ensure the quality and safety of kava, as the industry has operated without a strategic framework for far too long.
Recent data underscores kava’s vital role in Fiji’s rural economy, with over 83,000 farmers engaged in agriculture, including about 14,532 households dedicated to kava farming. The Northern Division houses the majority of kava producers at 42%, followed by Central and Eastern Divisions at 21%, and the Western Division at 16%. A 2017 analysis reported kava sales grossing around $320 million, with a significant 92% of that income being derived from domestic markets. With farm-gate prices having nearly doubled since, the profitability of kava production has improved, though challenges remain, including access to farms, plant diseases, and evolving quality requirements from importing nations.
The National Kava Policy articulates an ambitious vision for a “sustainable, resilient and prosperous” kava industry that not only enhances the national economy but also honors the traditional roots of yaqona cultivation. Key objectives include a 50% increase in national kava production over five years and ensuring compliance with international safety standards, as well as expanding exports into at least five new international markets by 2030.
Inclusion is also a key priority, with the policy aiming to boost participation by youth, women, individuals with disabilities, and remote communities by 30% across the value chain. The strategy is supported by five main focus areas: quality assurance, infrastructure and technology, research and innovation, market access, and capacity building.
Should the proposed Kava Bill and policy be implemented, this would represent a historic national strategy to regulate and promote Fiji’s kava industry, reinforcing its deep cultural ties while simultaneously addressing the country’s economic future. This comprehensive approach aims to ensure kava remains a vital asset for Fiji amidst growing global demand and establishes a framework for its sustainable development.