A NEW digital platform launched for public testing this week aims to connect Fijian kava farmers directly with buyers around the world, cutting out middlemen and giving growers their own verifiable identity.
Eliki Dakuitoga is driving a revolution around how Yaqona is being sold. He and his team at yaqona.net had started a unique project that connects Fiji’s yaqona farmers to the world.
It’s a simple idea, harnessing currently available technology.
It is a significant development because according to Dakuitoga said yaqona earned around $FJD270 million per annum.
A substantial amount of capital that goes back into the economy so the idea is to streamline the process by directly connecting farmers to markets.
There are plans on the way to have an interactive map. This map would inform users where the yaqona was grown and information about the product.
Yaqona.net was developed over several months by a coalition of local businesses, allowing farmers, traders and industry supporters to create verified profiles with unique QR codes. When scanned, the code opens a member’s profile showing where their kava originates and how to contact them directly.
“Scan the QR, meet the source,” Dakuitoga said in an announcement video.
The platform offers three membership types: producers (farmers and growers), traders (wholesalers, retailers, exporters and importers), and ecosystem partners including NGOs, researchers, financiers and media.
During the public testing phase, membership is free. An earlier version tested on Facebook required fees of $20 for local members and $50 for overseas members.
Dakuitoga said the platform addresses a long-standing problem: while Fiji now has hundreds of kava brands, many farmers remain difficult for buyers to find. The network gives each member an official ID, profile page and QR code.
“We understand today that yaqona is not only just a drink anymore,” he said.
“It’s culture, it’s income, it’s business, and it’s one of Fiji’s major commodities.”
The project is one of five initiatives being developed by a partnership. Future plans include an interactive map of registered members.
Dakuitoga encouraged kava growers, traders and industry supporters to apply at yaqona.net and provide feedback.
“We will learn and develop along the way, as we usually do,” he said.
