Kava vendors at the Suva Municipal Market are experiencing significant challenges this year, marked by declining sales and rising prices, alongside evolving farming and consumer trends. Veteran vendor Amar Singh of Amar Singh & Sons Kava Dealers described the situation as increasingly tough, highlighting issues in obtaining sufficient kava supply. He noted that current prices range from $140 to $160 per kilogram, while pounded kava is priced between $90 and $130 per kilogram.
Mr. Singh attributes the downturn to several factors, including a scarcity of kava, price increases, and a notable change in consumer behavior. He observed that many customers now prefer kava bars over traditional market purchases, leading to a decline in foot traffic for vendors. “Casual buyers who once stopped by for small $5 or $10 bags now opt to buy in bulk only when necessary, which is further impacting our sales,” he commented.
Compounding the vendors’ challenges is the decline of traditional communal farming practices. Mr. Singh pointed out that cooperative systems that historically provided a steady kava supply and equitable labor distribution have nearly vanished. Today’s younger farmers are tending to their plants individually, resulting in fewer kava crops and diminished overall supply. “Before, cooperatives would have around 16 members. Now individuals plant only a few, maybe less than 50 plants,” he explained.
Fellow vendor Asinate Mekevakatoga echoed these concerns, describing this year as “terrible” for sales. She expressed alarm over the harvesting of immature plants and the ongoing threat of theft from kava farms, both of which jeopardize future supplies. “Kava farming is not meant to be structured in that manner. It involves each individual within a family unit to work together to be able to harvest more kava,” Ms. Mekevakatoga stated.
To mitigate the impact of these challenges, both Mr. Singh and Ms. Mekevakatoga have diversified their businesses, venturing into selling virgin oil and handicrafts to supplement their income. As kava bars continue to attract customers while supply issues persist, vendors at Suva’s market are preparing for a future filled with uncertainty. Despite the difficulties they face, the adaptability and resilience of these vendors provide a glimmer of hope as they navigate through tough times.