Page 38 - Islands Business March 2024

Agriculture

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 report notes the need for greater collaboration between
opening of export markets. Collaboration between the private stakeholders and leveraging market opportunities beyond
sector and government is crucial for the industry’s growth,” traditional export destinations such as the USA, Australia and
Narayan remarked. New Zealand.
In Australia, the 2020 lifting of the ban on commercial The report states as kava gains traction in new markets such
imports of kava has created new opportunities. Green Gold as Asia and Africa, efforts to diversify products and enhance
Kava was reportedly the first exporter to take advantage of branding become paramount.
that move. In Fiji, the Calmer Co and Lami Kava are early adopters in
The Australian Department of Agriculture, Fisheries and this space. The Calmer Co produces drinking powders, teas,
Forest (DAFF) states that between December 2021-October shots, concentrates and capsules under brands including Fiji
2022: “Around 147 tonnes of kava have been imported under Kava, Taki Mai and Danodan Hempworks in the US, Australia,
the pilot.” China, New Zealand and Fiji. It is launching a line of kava
Vanuatu, Fiji, and Tonga dominated the kava supplier juice shots into Australian supermarkets early this year and is
landscape, with Fiji exporting 44,361 kg and Vanuatu and planning a range of effervescents later this year.
Tonga contributing 19,645 kg and 69,856 kg respectively in Lami Kava produces a popular range of instant kavas, as
that period. well as traditional grinds.
Other contributions came from Solomon Islands, Samoa, At a smaller scale, the shift to innovative product lines
Papua New Guinea, New Zealand and the US. has seen Fiji’s Kavalicious Taveuni produce kava-laced
The DAFF update says in that period, adherence to cookies, which are sold at duty free stores and other
Australia’s biosecurity and labelling requirements improved outlets. Meanwhile, Tongan business, Pacific Brewing Tonga
to the point that 88% of consignments were compliant as of has introduced ‘sparkling kava’ on tap at the Reload Bar in
October 2022. Nuku’alofa. Bar owner, Tricia Emberson, says she’s looking at
However, the Pacific Horticultural and Agricultural Market other products, including developing flavoured kava drinks.
Access Program (PHAMA Plus) says regulatory hurdles and Despite the growth of the industry, the success of the
market saturation are other issues that need addressing. Australia kava pilot and growing popularity of kava bars in
The strategies of product diversification and safeguarding markets such as the US, challenges remain.
the geographical framework of kava production, aim to carve And regional action appears to have been slowed by the
a niche for Pacific Island nations in the global market. prioritisation of national interests over the ability to agree on
A July 2023 PHAMA Plus Fiji kava value chain analysis a way forward as a group.

38 Islands Business, March 2024