Fiji expands push into EU and UK markets as kava becomes a flagship export target
Fiji is stepping up its effort to open new export opportunities in the European Union and the United Kingdom, with the government signaling that kava is a primary commodity to push into these markets. Trade Minister Manoa Kamikamica told Parliament last week that discussions with the EU, the UK, and Australia are advancing to enable commercial exports of kava, especially to the EU and UK. He noted that engagement with Australia involves a temporary trading arrangement that could be finalized soon. Kamikamica also highlighted steps in other sectors, including Fiji Water’s growing commercial agriculture initiatives and a broader focus on commercial aquaculture, underscoring the need for a wider range of offerings to sustain external trade.
A milestone under the Interim Economic Partnership Agreement with the EU has opened new doors for Fiji’s exports. Kamikamica said the agreement has secured a positive development by approving a global sourcing derogation that allows seafood processors to source from other Pacific nations and export under preferential arrangements. He pointed to PAFCO, Fiji’s major tuna processor, which currently has idle capacity of about 40 percent, as a potential candidate to begin EU exports once market partners are identified.
In September, Denarau will host a major investor forum designed to connect 200 businesses with potential EU investors and those from French Territories of New Caledonia and Tahiti. The event aims to create tangible opportunities to diversify Fiji’s trade, a step Kamikamica described as a direct outcome of deeper EU engagement.
This broader push aligns with ongoing discussions around Fiji’s use of the IEPA framework to maximize opportunities in the EU market. The Global Sourcing provision, in particular, permits Fiji to import qualifying raw materials like frozen tuna from other countries, process them locally, and still enjoy duty-free, quota-free access to EU markets. This mechanism is expected to bolster exports of tuna loins and canned tuna, supported by PAFCO’s readiness to align production with EU standards and compliance requirements, thereby supporting jobs and coastal communities.
Beyond tuna, the government’s strategy encompasses expanding offerings in other sectors—kava for EU and UK markets, continued growth in commercial aquaculture, and additional investments highlighted by recent investor discussions—building a diversified, resilient blue economy with a sustained emphasis on sustainable fisheries management and regulatory compliance.
A hopeful note: if Fiji can successfully align its supply chains, standards, and market partnerships, this multi-pronged approach could broaden employment opportunities, attract investment, and strengthen coastal economies while maintaining strong ties with Europe and its trading partners.
Summary: Fiji is pursuing a coordinated export expansion into the EU and UK, prioritizing kava and tuna under the IEPA’s Global Sourcing framework, leveraging idle capacity at PAFCO, and hosting an investor forum to attract EU capital, all aimed at diversifying the economy and fortifying its blue economy.
Additional context and analysis:
– The IEPA Global Sourcing mechanism is a strategic tool for Fiji, enabling local processing of imported raw materials to gain duty-free EU access, potentially boosting seafood export volumes without increasing raw material constraints.
– PAFCO’s idle capacity presents an opportunity, but market development and partner matching will be critical, along with maintaining EU standards and sustainable fisheries practices.
– The September investor forum could accelerate partnerships and investments, particularly if there is clear alignment on product standards, supply chain resilience, and sustainable certifications.
– Ongoing compliance with EU regulatory regimes, including Green Deal considerations and sanitary/traceability requirements, will be essential to sustain and grow market access in Europe.
– The push to diversify beyond tuna and into kava and other products signals a broader strategy to reduce reliance on a few sectors and strengthen Fiji’s export base.
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