Fiji is poised to become a global leader in premium kava production, but to capitalize on the rapidly increasing international demand, local farmers need to boost their output. This was emphasized by Zane Yoshida, the founder of Fiji Kava, during a recent meeting with Agriculture Minister Tomasi Tunabuna.
The discussion focused on enhancing the kava industry and identifying ways to empower local farmers. Yoshida noted the surging global interest in high-quality Fijian kava, with new international markets emerging at an accelerated pace. He expressed, “There is huge potential for Fiji to lead the world in premium kava production. But the growth of international markets means farmers must scale up now. With the right investments, training, and industry-wide collaboration, we can ensure every Fijian kava farmer benefits.”
To seize these opportunities, Yoshida highlighted the necessity for consistent supply and improved production capabilities. Minister Tunabuna acknowledged the cultural significance and economic potential of kava in Fiji, asserting that to take full advantage of these expanding markets, farmers need to increase their production while maintaining quality. He emphasized the importance of collaboration among local kava companies and leaders like Fiji Kava to uplift farmers and broaden Fiji’s presence in the global kava market.
This collaborative effort could not only enhance the livelihoods of kava farmers but also position Fiji as a premier supplier in the global kava industry, fostering sustainable economic growth for the nation.
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