Page 29 - IB APR 2017

Business
‘ kava is compliant with the standard ...similarly exporters may be ‘
...farmers will now need to go the extra mile in ensuring that the

required to improve their processes to ensure a quality product ...
“Farmers will now need to go the ex-
tra mile in ensuring that the kava they
produce is compliant with the standard.
Similarly, exporters may be required to
improve their processes to ensure a qual-
ity product. Government agencies will
need to monitor quality.
Fiji Kava Taskforce secretary Vio
Veretawatini told Island Business the
government was pushing farmers to grow
kava that are higher in kavalactones, the
component that creates the mellow buzz
enjoyed by kava drinkers.
Right and top: Calming ... Taki Mai’s drinks and Kava farmers at the launch of the Fiji Kava Quality These varieties are ideal for concen-
pills. Above: Lami Kava’s new packaging Manual and Fiji Kava Standard in Suva last month.
that is among a group that hopes to New Zealand governments, it is training trated products, such as pills, which are
modernise kava cultivation to spread farmers and exporters from around the often marketed as a natural relief for
and sustain the drink’s popularity in the country to embrace a new culture of kava insomnia and anxiety.
global market. cultivation and marketing. Draunidalo, who is among Fiji’s 21,000
The company’s processing techniques Launching Fiji’s first Fiji Kava Quality farmers who provide livelihoods in an
have made it easier for farmers such as manual and Fiji Kava Standard Minister industry that generates around $66mil-
Draunidalo. for Forests and Acting Agriculture Min- lion annually, said the difficult years for
He still has to process kava the time- ister, Osea Naiqamu, said the documents the industry were over and it was time to
consuming and tiring way his ancestors would help promote Fijian kava as the enjoy the rewards.
did, uprooting the plants, washing the world’s best and “absolutely safe for “The prices of kava have never been
roots in a river then chipping the stalks consumption”. this high,” said Draunidalo, who sells
before drying them in the sun for the lo- “The introduction of these manuals is dried kava at F$85 a kilogram and green
cal market. timely given the renewed interest of mar- kava to Taki Mai at F$10 for roots and
But he doesn’t have to pound the kava kets for kava in Europe and the steadily F$7 (stump) regularly.
into powder for consumers. He leaves that growing market in the United States of “Although it’s not much compared to
to the kava dealer. America. one kg of dried kava, green kava is heavi-
Taki Mai buys straight from his farm “We must explore every opportunity er in weight because it is mostly water.
and takes the green kava to its modern to protect and promote Fiji kava as an “I have managed to buy a three-tonne
processing facility in Levuka where it does authentic high quality Fijian product truck and Toyota Hilux pick-up. I have
all the hard work. when competing in the international been able to educate all my four children,
It markets kava as instant powder and markets. These manuals will support and one of whom is about to graduate with a
as a fruit-flavoured refreshing drink that’s validate to our overseas markets these Masters from the University of the South
a hit in the United States. attributes and will assist all stakeholders Pacific, all these from the kava dollar.
The company is among two from Fiji in their efforts to ensure that domestic “I employ men and women who previ-
whose kava products are certified by and international trade of Fiji Kava meets ously never earned before. When I sit and
HACCP, an Australian food safety ac- internationally accepted standards and reflect, I am humbled and satisfied that
creditation system. procedures.” while the kava from Lovoni is enjoyed
The other is Lami Kava, which has PHAMA Fiji team leader Guy Redding by strangers thousands of miles away
refined its marketing and packaging for said the manuals mark a significant mile- in the United States and elsewhere in
overseas buyers. stone in the history of Fiji’s kava industry the world, we also live and enjoy a good
Unlike his forefathers, who solely relied and its future. decent life here.”
on traditional knowledge, farmers such as “Kava-producing countries like Fiji now In a good year, he rakes in around
Draunidalo are equipped with new farm- need to work extra hard to restore the in- $120,000, a far cry from the $5000-per-
ing techniques that have been perfected ternational reputation and image of kava. annum salary he earned about 10 years
by scientific research and development. The ... manuals are an important part of ago while working as a civil servant.
Fiji’s Ministry of Agriculture, in a move this effort, offering advice and guidance Taki Mai director Zane Yoshida said
to support kava farmers and promote Fiji to farmers and exporters on how they can he was happy to see government and
kava to untapped regions of the global produce and export better quality kava. farmers “now adopting strategies that we
market, has vowed to ensure its quality “Developing the standard and manual have been pushing/promoting for a few
is the best in the region. is all part of a bigger plan to develop a years now which ensures a high quality,
With the assistance of an aid-for quality system that will ensure that the sustainable platform for the production
trade program called the Pacific Horti- quality and reputation of Fiji’s kava is pro- of kava”.
cultural and Agricultural Market Access tected. This will, in turn, help maintain its
(PHAMA), funded by the Australian and long-term access to international markets. n Continued overleaf

Islands Business April 2017 29