The Fijian government is making strides to support its burgeoning kava industry with the introduction of a National Kava Policy and a proposed Kava Bill. This initiative is designed to ensure product quality, improve export potential, and elevate the livelihoods of those in rural areas where kava farming plays a crucial role.
Kava, locally referred to as yaqona, holds significant cultural importance in Fiji and serves as a vital economic resource for rural and outer island communities that often lack diverse income opportunities. In 2024, Fiji successfully exported 730 tonnes of kava, generating an impressive $53 million in revenue, marking it as a leading export ahead of other staples like dalo and ginger. This trend solidifies kava’s role as a crucial element of Fiji’s foreign exchange earnings.
The draft policy reflects a rising global demand for kava, especially in markets like the United States, where it is increasingly featured in health and wellness products, dietary supplements, and dedicated kava bars. Similar trends are observed in New Zealand and Australia, benefiting from more relaxed import regulations and labor mobility that enhance kava’s market growth.
However, the kava industry has historically been challenged by the absence of a unified national strategy, leading to inconsistencies in supply, quality discrepancies, and increased regulatory challenges in export markets. The Ministry of Agriculture and Waterways seeks to address these issues through this new policy framework.
The draft policy emphasizes the urgent need for stringent regulatory measures to ensure kava’s quality and safety, as the industry has long operated without a coherent strategic approach.
New statistics emphasize kava’s essential role in Fiji’s economy, with over 83,000 farmers involved in agriculture, including approximately 14,532 households that cultivate kava. The Northern Division represents the largest concentration of kava producers at 42%, with the Central and Eastern Divisions contributing 21% each, and the Western Division making up 16%. A 2017 analysis noted kava sales generating around $320 million, with a significant 92% of this income from domestic markets. Following an increase in market prices, the profitability of kava production has seen improvement, although obstacles persist, such as access to farms, plant diseases, and changing quality standards from importing countries.
The National Kava Policy envisions a “sustainable, resilient and prosperous” kava industry that not only strengthens the national economy but also pays homage to the traditional practices surrounding yaqona cultivation. Key aims include boosting national kava production by 50% over the next five years and meeting international safety standards, while also launching exports to at least five new overseas markets by 2030.
Inclusivity is another focal point, as the policy aims to enhance engagement from youth, women, individuals with disabilities, and communities in remote areas by 30% throughout the value chain. This comprehensive strategy is anchored in five main areas: quality assurance, infrastructure and technology, research and innovation, market access, and capacity building.
The successful implementation of the proposed Kava Bill and policy would mark a pivotal moment for Fiji’s approach to regulating and promoting its kava industry. This will not only strengthen the cultural significance of kava but also address the economic future of the nation. Such a holistic strategy aims to secure kava’s position as an essential asset for Fiji as global demand continues to grow, paving the way for sustainable industry development.