More than 100 yaqona farmers in Tailevu North have shown strong support for the Fijian Government’s initiative to formalize and strengthen the country’s kava industry as nationwide consultations commence on the proposed Kava Bill and its accompanying policy framework.
Losalini Leweniqila, a consultant with the Ministry of Agriculture, indicated that the significant turnout at the initial public consultation reflects the farmers’ recognition of the need to protect Fiji’s kava reputation while working to secure future markets.
She highlighted that the global demand for high-quality Fijian kava is on the rise, especially in international markets. To ensure the sustainability of both domestic and export sales, a more robust legal and strategic framework is essential. “What we are striving for is a sustainable, prosperous kava industry. It’s important for stakeholders to understand their roles and uphold the standards necessary to protect the Fijian kava brand,” she stated.
Key to the reform is the proposed creation of a National Kava Council, which would facilitate the organization of farmers into working groups, cooperatives, and clusters. This body is expected to set standards that enhance quality and safeguard the integrity of the Fiji kava brand.
During the discussions, farmers exhibited high engagement levels, with some advocating for the council’s immediate establishment.
The consultations will continue in Naitasiri and will extend across the Western, Northern, and Eastern divisions over the next three weeks. Stakeholders such as processors, exporters, retailers, along with women and youth groups, are encouraged to participate in this essential dialogue. This initiative marks a significant step toward solidifying Fiji’s kava industry, securing its heritage, and fostering collaboration among all involved parties.
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