Pacific Island nations are considering implementing Geographical Indication (GI) protections for kava to safeguard its reputation and uniqueness.
This move aims to capitalise on the growing global demand for kava and ensure that the economic benefits from its commercialisation remain within the region.
However, there are concerns over the slow pace of this process, with the news that American kava growers have moved ahead with a new variety.
The American Kava Growers’ Group, a collective of American businessmen working with contract growers, has trademarked a new American kava cultivar under the name “Kalikava”. The cultivar was selected in Hawaii and is being grown in California and Florida for the American kava drinking market. It is being sold as fresh and frozen green kava to stateside kava bars. The collective told The Fiji Times that it is selling Kalikava for $US150/kg dry, and $US45/pound for frozen, green kava. It says it has 4000 “plants in the ground” throughout the collective.
The development of US-grown and processed kava is concerning kava growers and sellers from the islands, where discussion over GI protections have been ongoing without resolution for several years.
Collective action needed
The Pacific Community (SPC) says securing Geographic Indication protections for kava involves establishing geographical boundaries for kava-producing regions and implementing regulations to safeguard the quality, reputation, and uniqueness of kava products originating from these areas.
The economic significance of kava to Pacific Island nations cannot be overstated. With Fiji, Vanuatu and Tonga leading production, kava serves as a vital cash crop, contributing to household incomes and rural livelihoods.
In Fiji, the kava industry has become a cornerstone of agricultural trade, contributing significantly to the nation’s GDP. Deputy Prime Minister and Trade Minister Manoa Kamikamica says he envisions a future where kava surpasses the earnings of the floundering sugar industry, with figures from 2022 showing exports exceeding FJ$40 million.
In an interview with The Fiji Times, Kamikamica highlighted the potential for expansion into European, UK, and Chinese markets, with the European Union recently expressing interest in lifting the ban on kava exports.
“The government is also exploring ways to optimise benefits for local farmers, potentially centralising kava supply under cooperatives,” said Kamikamica.
“Kava is potentially a billion-dollar industry for Fiji… If we play our cards right, there should be a bit of a boom in the kava industry in the years to come.”
The Pacific Islands Forum Secretariat’s (PIFS) regional kava development strategy aims to drive economic growth in the industry and anticipates continued high demand. It eyes major global markets across Australia, New Zealand, the United States, and the European Union. PIFS trade policy officer, Sapai Moana Matariki, said: “The vision is to uphold our cultural heritage while fostering a resilient and high-quality kava industry for the prosperity of the Pacific region.”
The regional strategy, developed through extensive consultations from 2022 to 2023, prioritises six key areas: institutional support, ecological farming practices, regional collaboration, market development, product diversification, and intellectual property protection. The final strategy is due to be presented to Forum members within weeks, and implementation plans discussed.
According to Matariki, the strategy seeks to elevate the kava industry into a resilient, robust, and high-quality economic sector, while also addressing the challenges stemming from regulatory changes, quality control issues, and fluctuating market demand.
Aligned with the broader regional agenda outlined in the Blue Pacific 2050 Strategy, sustainability is a focus, with Matariki saying: “We aim to blend traditional wisdom with modern innovations to ensure the longevity of our kava industry. This includes addressing climate change impacts and fostering dialogue for collective action.”
Forum member, Solomon Islands, has recently established a Kava Industry Working Group (Kava IWG), supported by the Australia and New Zealand-funded PHAMA Plus program, focussed on elevating kava quality standards and fostering trade and export prospects, while also capitalising on burgeoning export markets.
PHAMA Plus reports that Deputy Permanent Secretary for the Ministry of Agriculture and Livestock, Michael Ho’ota, is optimistic, stating that the standard will position Solomon Islands kava as an authentic, high-quality product in key export markets such as Australia, New Zealand, and the United States.
Fiji has similar Kava Working Group, although its progress as a collective has been slow.
Commercial pilot performs
The kava industry’s past challenges range from bans to quality concerns.
Regulatory changes in key export markets, such as Europe and the United States, prompted efforts to establish quality standards and certification schemes.
Addressing concerns over low-quality kava in the market, Green Gold Kava Managing Director, Praveen Narayan said his company “is in the final stages of obtaining HACCP (food safety) certification, ensuring our products adhere to health protocols and GMP standards.”
“We appreciate the government’s efforts to accelerate the opening of export markets. Collaboration between the private sector and government is crucial for the industry’s growth,” Narayan remarked.
In Australia, the 2020 lifting of the ban on commercial imports of kava has created new opportunities. Green Gold Kava was reportedly the first exporter to take advantage of that move.
The Australian Department of Agriculture, Fisheries and Forest (DAFF) states that between December 2021-October 2022: “Around 147 tonnes of kava have been imported under the pilot.”
Vanuatu, Fiji, and Tonga dominated the kava supplier landscape, with Fiji exporting 44,361 kg and Vanuatu and Tonga contributing 19,645 kg and 69,856 kg respectively in that period.
Other contributions came from Solomon Islands, Samoa, Papua New Guinea, New Zealand and the US.
The DAFF update says in that period, adherence to Australia’s biosecurity and labelling requirements improved to the point that 88% of consignments were compliant as of October 2022.
However, the Pacific Horticultural and Agricultural Market Access Program (PHAMA Plus) says regulatory hurdles and market saturation are other issues that need addressing. The strategies of product diversification and safeguarding the geographical framework of kava production, aim to carve a niche for Pacific Island nations in the global market.
A July 2023 PHAMA Plus Fiji kava value chain analysis report notes the need for greater collaboration between stakeholders and leveraging market opportunities beyond traditional export destinations such as the USA, Australia and New Zealand.
The report states as kava gains traction in new markets such as Asia and Africa, efforts to diversify products and enhance branding become paramount.
In Fiji, the Calmer Co and Lami Kava are early adopters in this space. The Calmer Co produces drinking powders, teas, shots, concentrates and capsules under brands including Fiji Kava, Taki Mai and Danodan Hempworks in the US, Australia, China, New Zealand and Fiji. It is launching a line of kava juice shots into Australian supermarkets early this year and is planning a range of effervescents later this year. Lami Kava produces a popular range of instant kavas, as well as traditional grinds.
At a smaller scale, the shift to innovative product lines has seen Fiji’s Kavalicious Taveuni produce kava-laced cookies, which are sold at duty free stores and other outlets.
Meanwhile, Tongan business, Pacific Brewing Tonga has introduced ‘sparkling kava’ on tap at the Reload Bar in Nuku’alofa. Bar owner, Tricia Emberson, says she’s looking at other products, including developing flavoured kava drinks.
Despite the growth of the industry, the success of the Australia kava pilot and growing popularity of kava bars in markets such as the US, challenges remain. And regional action appears to have been slowed by the prioritisation of national interests over the ability to agree on a way forward as a group.
