Claims made by the International Kava Organization that the United States Food and Drug Administration (FDA) has acknowledged “traditionally prepared kava beverage made solely from kava roots and water as food” have sparked excitement within the global kava production community. This news is particularly welcomed by The Calmer Co. International Ltd (ASX:CCO), an Australian-listed company that specializes in kava-based products which have gained significant traction online.
In a statement issued to the Australian Stock Exchange (ASX), The Calmer Co. expressed that the FDA’s “clarification” surrounding kava provides considerable regulatory clarity for the global kava sector, enhancing the company’s strategic position in the US market. Zane Yoshida, the founder and CEO of The Calmer Co., called the FDA’s announcement a monumental step for both the industry and the company. He emphasized that the clarification will reinforce their US product offerings, including their Fiji Kava® drinking powders and Taki Mai® flavored shots, tinctures, and capsules, which are produced in compliance with strict US Good Manufacturing Practices (cGMP).
Mr. Yoshida pointed out that over 21 million Americans are now using kava, making the FDA ruling a validation of the company’s strategic direction while opening further opportunities for growth in retail, eCommerce, and business partnerships. He added that Fiji Kava® remains the top-branded kava product on Amazon USA, while Taki Mai® ranks among the fastest-growing brands in the supplement market.
It’s important to note that while kava as a food product was recognized under CODEX standards by the Codex Alimentarius Commission in 2020 for North America and the Southwest Pacific, the FDA has yet to formally declare this recognition in the US. The International Kava Organization contends that the “federal confirmation” regarding kava was derived from multiple FDA case responses that have informed states like Hawaii and Michigan to classify kava as Generally Recognized As Safe (GRAS), based on its long history of safe cultural use.
The acknowledgment carries deep significance for Pacific Island communities, including Native Hawaiians and numerous families from Fiji, Tonga, and other Pacific Island nations residing in the US. It honors the cultural importance of kava and solidifies its relevance in contemporary American society. Comments are currently being sought from the FDA regarding this matter.
This development represents a promising opportunity for the kava industry, not only affirming its cultural heritage but also expanding its reach within modern markets, thus highlighting the potential for continued growth and appreciation of this traditional beverage.
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