The global demand for kava is on the rise, prompting the Fijian government to intensify efforts to diversify its product offerings. Today, Lami Kava unveiled its new wellness product line, which includes turmeric, layalaya, and kava-ginger instant powders.
During the launch event, Deputy Prime Minister and Minister for Trade, Manoa Kamikamica, stated that these new products signify the future of Fiji’s agribusiness, aimed at adding value to raw materials and creating fresh market opportunities. Kamikamica remarked, “This marks an important step in our innovation journey and strengthens Fiji’s reputation as a leading sourcing destination for premium kava and wellness products while diversifying the Fijian economy.”
Kamakmica highlighted that the United States remains Fiji’s largest export market for kava, accounting for 315.01 metric tonnes of the 501 metric tonnes exported globally in 2023, valued at $26.3 million. The government is also currently fine-tuning the draft Kava Bill, which intends to establish regulations that ensure safer practices for all stakeholders involved in the kava industry, enhancing both producer and consumer protections.
This initiative aligns with previous efforts in Fiji’s kava sector, which has seen significant growth. A recent scoping mission led by the Assistant Minister for Agriculture and Waterways explored the U.S. market to further enhance kava exports while addressing challenges faced by producers. The mission underscored the importance of maintaining product quality as demand surges, particularly in kava bars and through kava extract products.
With kava’s growing popularity, the focus on quality control and meeting international market standards, especially those of the U.S. Food and Drug Administration, are seen as crucial steps towards transforming Fiji’s kava industry into a billion-dollar sector.
As Fiji capitalizes on the increasing global interest, local producers stand to benefit substantially, leading to significant economic growth. The combination of innovative product offerings and tightened regulations may well position Fiji favorably in international markets, fostering renewed hope for the sustainability and prosperity of its kava industry.
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