Fiji’s First Green Kava Beverage Launched, Marking a Milestone for the Industry

Fiji’s kava industry has reached a new milestone with the launch of the country’s first green kava beverage alongside instant kava and wellness products infused with turmeric, layalaya (wild ginger), and ginger.

The launch took place on Friday at Lami Kava’s head office in Lami.

Deputy Prime Minister and Minister for Trade, Cooperatives, Small and Medium Enterprises, and Communications, Hon. Manoa Kamikamica, hailed the launch as a significant step forward in expanding Fiji’s global market presence for premium kava and wellness products.

He emphasized the economic benefits for local farmers and agribusiness stakeholders, reinforcing the government’s commitment to supporting value-added agricultural exports.

"The launch of these new products demonstrates innovation, excellence, and a drive to create more opportunities for our farmers," Kamikamica stated.

"Fiji’s kava exports remain strong, with the U.S. being the largest market, accounting for 315.01 metric tonnes out of the 501 metric tonnes exported globally in 2023, valued at FJ$26.3 million."

The Acting Deputy High Commissioner to Fiji, Andrew Shepherd, highlighted Fiji’s increasing dominance in Australia’s kava market, surpassing Tonga in export volumes since commercial import arrangements began in December 2021.

"Fiji has now exported 185 tonnes of kava to Australia, demonstrating the growing global demand," he said.

The new kava products, developed in partnership with PHAMA Plus, aim to enhance farmer livelihoods and job opportunities in agri-processing while positioning Fijian brands in high-value international markets.

Shepherd noted that this collaboration is driving innovation and expanding Fiji’s trade ambitions globally.

The launch of Fiji’s first green kava beverage represents a new era for the industry, combining traditional knowledge with modern wellness solutions for global consumers.