A new venture in Suva is revamping the kava industry for local farmers, promising enhanced processing efficiency for the beloved traditional drink. Ceva Ventures Kava Grinding Shop, founded by Amelia Tavola Jogia, has quickly made a mark since launching over a month ago. The 50-year-old entrepreneur, originally from Nabouwalu Village in Kadavu, was motivated by the challenges she observed during a family visit to her home island, where farmers struggled with kava preparation.
With a $30,000 investment, Amelia imported advanced machinery including a crusher and a pulveriser from China, designed to streamline the grinding process. “The crusher turns the yaqona root into something resembling roughly shaved sawdust, which is then pulverised into a smooth powder,” Amelia explained. This innovative method allows farmers to bring their kava roots to Ceva Ventures, with processing costs ranging from $5 to $8 per kilogram, offering discounts for higher quantities.
Amelia’s enterprise not only addresses efficiency but also emphasizes community upliftment. She has employed two staff members, prioritizing individuals from her village, reflecting her commitment to supporting those in need. “I wanted to employ people who were looking for work in my own family first to uplift them,” she shared.
Drawing strength from her iTaukei heritage and community, Amelia credits her family’s support for her entrepreneurial spirit. Prior to launching Ceva Ventures, she accrued diverse skills managing roles across corporate sectors, from finance in hospitality to administration in NGOs. Despite this background, she finds greater fulfillment in entrepreneurship, stating, “I prefer being an entrepreneur to doing a normal eight-to-five job.”
Amelia is now actively engaging with yaqona farmers throughout Fiji, encouraging them to utilize her services to enhance product quality for local and export markets. “Do not for a moment look down on yourself, because when God created you, He ordained you,” she advises aspiring businesswomen, highlighting resilience and positivity as keys to overcoming the challenges that often accompany entrepreneurship.
As Ceva Ventures continues to develop, Amelia aims to strengthen community ties, create more job opportunities, and support the local agricultural economy. Her optimistic outlook is evident in her belief that “all good and perfect things come only from God,” framing her venture as just the beginning of a larger impact in the industry.
The story of Amelia Tavola Jogia is an emblem of hope and determination, mirroring broader trends where women in Fiji are driving economic change and fostering community support through entrepreneurship. As local initiatives like hers gain momentum, they pave the way for a brighter future within the traditional kava market.
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