Fiji’s kava industry has seen extraordinary advancement over the past 15 years, transforming from a crop mainly utilized for personal consumption into the nation’s most lucrative agricultural export. Currently, this burgeoning sector boasts an estimated value exceeding $190 million, highlighting its significant economic impact on the country.
In 2008, kava exports were worth a mere $4 million, corresponding with the initiation of the Pacific Horticultural and Agricultural Market Access (PHAMA) Program. By 2024, this figure surged to over $53 million, according to reports from the Fiji Bureau of Statistics. When factoring in domestic consumption, processing, and informal sales, the overall valuation of the kava sector surpasses FJD190 million, underscoring its vital contribution to Fiji’s economy.
Additionally, the rise in kava exports has fostered greater support for local farming families. As of 2024, over 14,500 households are engaged in kava cultivation, an increase from approximately 10,400 households recorded in 2016, as outlined in the Fiji Yaqona Farming Household Census. Key areas contributing to kava production include Kadavu, Bua, Cakaudrove, Naitasiri, along with specific regions in Macuata and Lomaiviti.
For numerous rural communities, kava has become a reliable source of income. The report indicates that earnings from kava have consistently outstripped subsistence income for these communities, enabling them to maintain stable livelihoods and boost local economies, even in the face of adversity.
The kava industry has witnessed three significant boom cycles throughout its history. The initial boom was driven by exports to Europe but faced collapse in the early 2000s due to a temporary export ban caused by safety and quality concerns. After a period of recovery, production stabilized, continuing to grow in both domestic and export markets until around 2012.
According to the insights provided by PHAMA Plus, advancements in market access, adherence to quality standards, and improved industry coordination have played a key role in the sector’s resurgence, firmly positioning kava as an essential element of Fiji’s agricultural and rural development narrative. This encouraging trajectory not only reflects the resilience of the kava industry but also indicates promising prospects for further growth and sustainability in Fiji’s agricultural future.