Earlier this month, Fiji’s Assistant Minister for Agriculture and Waterways, Tomasi Tunabuna, spearheaded a significant delegation to the United States on a scoping mission focused on Kava and Agri-Exports. This mission, which included members from the Ministry of Agriculture and Waterways and the Ministry of Trade, Co-operatives, MSMEs, and Communications, aimed to tap into the expanding U.S. market for Pacific Island products, particularly kava from Fiji.
Tunabuna emphasized the vast potential of expanding exports of value-added agricultural products while acknowledging the complexities surrounding the current supply chain. The U.S. market is crucial, as it accounted for 315.01 metric tonnes of Fijian kava exports, valued at approximately FJ$26.3 million, out of a total global export of 501 metric tonnes in 2023.
Meetings with U.S. government agencies, distributors, and members of the Fijian diaspora provided valuable insights into maintaining product quality amidst significant demand. The delegation actively engaged in discussions with the Kava Coalition concerning initiatives focused on kava standards and market access, aimed particularly at expanding reach to the European and U.K. markets.
Additionally, the delegation visited U.S.-based kava growers, where they explored innovative propogation techniques to combat disease in kava crops. Tunabuna expressed the necessity for Fiji to scale up kava production through commercial farming, enhancing farming practices, and providing better support for farmers. The forthcoming Kava Bill will establish export standards in line with U.S. Food and Drug Administration requirements to ensure the provision of safe and high-quality kava products.
Optimism surrounded the mission, with Fiji’s Trade Commissioner to North America, Alika Cooper, emphasizing the dynamism of the kava bar sector and the growing demand for kava extracts in the U.S. He noted the proactive efforts of the Fiji Trade Commission to promote Fijian-grown kava globally while prioritizing quality and food safety.
This mission marks a pivotal moment for Fiji, reflecting a renewed commitment to advancing its kava sector. Given the strategic importance of the U.S. market, along with the insights gained from this delegation, there is hope that Fiji can realize its goal of becoming a leading player in the global kava industry, ultimately benefiting farmers and enhancing international trade opportunities.
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