Minister for Agriculture, Waterways and Environment, Honourable Mahendra Reddy,
Permanent Secretary for Agriculture,
Permanent Secretary for Commerce, Trade, Tourism and Transport,
Senior Officials,
Kava industry stakeholders,
Distinguished Guests,
Ladies and Gentlemen,
Bula Vinaka and a very good morning to you all. I am pleased to join you today at this inaugural National Kava Committee Meeting.
It is no secret as to why kava is so important to Fiji. Kava is not only a tradable commodity for us – it has tremendous cultural, traditional and social significance for Fijians as well.
Kava has provided a source of livelihood for our communities and individuals for years, and attracted positive attention to the Pacific region as a whole.
Over the years we have seen kava evolve significantly from a ceremonial drink to a niche product that has captured attention globally. It has diversified into products such as flavoured kava beverages, ready to drink mix, capsules, micronised kava and kava fit for pharmaceutical and complementary medicine.
Most importantly, kava has become a significant export commodity, for markets such as the United States of America, New Zealand, and other Pacific Island Countries.
Ladies and Gentlemen,
I have spoken about kava, its historic background and its therapeutic qualities at various forums around the world and have witnessed, more than ever, a rise in demand for kava and kava products. This is directly reflected through the exponential increase in our export earnings, from $14.2 million in 2016 to $43.6 million in 2020.
But this is just the beginning – we have achieved this outcome by exporting kava to only a handful of countries and mostly promoted kava through word of mouth. But we know our potential is much greater than this.
This is why we are continuing with our endeavor to expand our reach to prospective markets, like Europe and Asia.
This includes holding bilateral discussions with countries to tackle market access issues and change mindsets through positive marketing to facilitate review of import restrictions on kava in international jurisdictions.
One such example is Australia. We have worked hard to gain access into the Australian market and have been successful. With the success of the first phase of the kava pilot programme, allowing an increase in the personal importation of kava from 2kg to 4kg into Australia – the second phase of this programme has commenced from 1st December 2021.
Essentially, this means that Fijians can now commercially export kava to Australia with no limit on quantity, provided they meet all the regulatory requirements.
Ladies and Gentlemen,
The kava industry has faced many impediments like natural disasters, supply constraints, burden of regulatory requirements and standards. Hence, at the regional level, Forum Trade Ministers have mandated the officials to determine ways of enhancing market access and market diversification for kava and kava products.
In this regard, a Regional Kava Development Strategy will be developed by the Regional Kava Working Group that consists of members from the Forum Island Countries, including Fiji. And I have been informed by my officials that work has already kick-started, with the first meeting of the Regional Kava Working Group held yesterday.
The Regional Kava Working Group will guide the development of the Strategy and its effective coordination and implementation. And you all will be involved in this development process.
Ladies and Gentlemen,
Whilst the Fijian Government is exploring all possible opportunities for market access internationally, it is imperative that you respect the market regulations as traders and exporters, by maintaining high quality standards at all times and following market entry requirements.
The task of negotiating market access takes years for fruition. Hence, we cannot risk losing important markets, because some exporters are not willing to follow the minimum quality standards. Compromising quality of kava or the market entry requirements will be a blunder we will regret for ever.
This is why kava quality and standard should be of utmost importance to Fiji and Fijian exporters. The Fijian brand is synonymous with high quality, pristine, clean and high-end products. Hence, the brand should never be tainted for quick-wins.
Ladies and Gentlemen,
It is through our shared responsibility and equal contributions that will take our kava industry to new heights. And platforms such as this, provides you with both, a role to play and an opportunity to transform the kava industry for its long term sustainability.
Let’s make this partnership a success for the industry and for the people of Fiji.
Moving forward we will also need to deliberate upon key issues like the protection of kava through the use of Geographical Indicators to take measures against others who produce kava without the permission of the Pacific Region.
Ladies and Gentlemen,
I would take to take this opportunity to acknowledge the Ministry of Agriculture for organising this meeting and thank you all for taking your time to attend the meeting.
There are officials from the Ministry of Commerce, Trade, Tourism and Transport attending this meeting today. These are officials specialised in trade, business development and advisory (MSME Fiji) and the Fijian Made branding.
I also want to reassure the industry players that the Ministry of Commerce, Trade, Tourism and Transport together with the Ministry of Agriculture will take on board your concerns.
I look forwards to receiving the outcomes of today’s meaningful dialogue.
Vinaka Vakalevu.