Co-hosted by Fiji, Republic of Marshall Islands, The Pacifika Kava Forum, Lami Kava and Weta Cafe
Your Excellencies,
Permanent Secretary for Agriculture,
Pacific Colleagues,
Ladies and Gentlemen,
Bula Vinaka and a very good evening.
It’s a pleasure to be here for this session on Kava Awareness. I thank Lami Kava for this initiative – to create awareness on Kava and its significance to Fiji and the rest of the Pacific Region.
For visitors and locals, a true Fijian or Pacific experience is never really complete without savouring our most popular beverage. Kava, the way it’s prepared, the way it’s consumed, is an expression of our identity, culture and heritage.
This is why Kava is one of the top most things that we Fijians miss when we are abroad. And nothing beats a good talanoa session over a traditionally prepared Kava – which is a skill in itself.
Our local kava companies have diversified into innovative offshoots kava products, such as, kava chocolate, coffee, instant kava mix, kava capsules and dietary supplements. These products have enabled the non-Pacific community to experience and appreciate the many benefits of Kava.
Ladies and Gentlemen,
There is evidence that suggests that Pacific Islanders aren’t the only consumers of Kava.
This is further supported by the growing popularity of Kava and the chains of Kava bars emerging in the United States. Almost every other month, I get sent pictures of new Kava bars opening in the States. Customers and bar owners don’t need a valid ID or liquor license, and cost of a Kava-shot is considerably less than what you pay for a cocktail.
Ladies and Gentlemen,
In Fiji, a 2017 Kava value chain analysis identified that 10,400 rural Fijian households cultivate Kava as their source of livelihood.
This means, 1 in 8 rural households in Islands and Provinces such as Kadavu, Ovalau, Cakaudrove and Gau, have Kava as their principal source of income. It not only contributes towards household income but contributes towards essential expenditure.
Ladies and Gentlemen,
In the Pacific, we use Kava as an offering for special social events and visits. Notably, kava is commonly used in the context of conflict resolution and negotiations as it encourages inclusive dialogue.
Fiji successfully united people of all nationalities during our COP23 Presidency in Bonn. In fact, this tradition even carried on to COP24 in Poland. Our Fijian Rugby team sits with its rivals after thrashing them in a rugby match. By exporting kava, we’re sharing this practice with the world.
Apart from having cultural importance for centuries, Kava is vital in the socio-economic development of Fiji. In 2019, Fiji exported $32 million worth of kava to countries like the United States, New Zealand and other Pacific Island Countries. It is currently our 7th largest export.
Kava has evolved significantly from a ceremonial drink to a niche product for Fiji, that has captured attention globally. It’s used as a social drink and is considered a better substitute for alcohol.
Science is conclusive on Kava being free of any toxic properties, rather its consumption has a calming and soothing effect – without any addictive properties. It’s the ultimate beverage to have after a long, hard day to wind down.
It’s also used as a pharmaceutical product to help deal with sleep, stress and anxiety disorders.
Ladies and Gentlemen,
You may ask, why internationally, Kava product, Kava-trade is so controversial.
It has been a ‘point of contention’ in almost all trade negotiations Fiji has been involved in – whether it’s the EU-Pacific Economic Partnership Agreement, and recently, UK Pacific EPA, PACER Plus. This is surprising, given the innocuous nature of Kava.
Europe banned commercial marketing and sales for kava for most of the early 2000s. Other countries such as the UK, Canada and Australia did the same thereafter, for various reasons – unjustified to us, of course. Suffice to say, this had dire consequences on Kava trade.
Since then, the world has made good progress. The EU lifted its ban in 2015, Canada in 2012 and we have taken significant steps to pilot that commercial sale of Kava into Australia under the Vuvale Partnership – with personal consumption increased from 2kg to 4kg.
Kava is still being stopped in certain European countries, but at least freighted Kava is allowed. With Australia, all hand carry of personal Kava has halted due to lack of commercial flights, and our diaspora are being starved of Kava. I am informed that the price of 1kg of kava is as high as 1,000 AUD.
Efforts by the Heads of Mission and our trading partners to remove this global distortion against Kava will ensure that Fiji and the Pacific will be able to benefit from this important resource that is intricately linked to us, socially and economically. We should note that these are mainly non-tariff barriers, which are the most stubborn and difficult to remove, and we need your help in this regard.
If Kava trade is not allowed to flow openly, then our Pacific Community is deprived of its culture, economic security and livelihood – it’s as simple as that.
Ladies and Gentlemen,
It goes without saying, Kava is unique to the Pacific. The protection of its Intellectual Property is important to the livelihoods of all those involved in the entire value chain. This includes small rural farmers, labourers, traders, vendors and exporters.
Kava, and its brand can easily be misappropriated by countries with much larger trading and production capacity, thereby decimating any Kava industry in the Pacific.
The exclusivity of Kava, as a product originating from the Pacific, needs to be protected through Geographical Indication (GI) under the World Intellectual Property Organisation (WIPO). Products like Darjeeling Tea, Basmati Rice and Champagne have achieved this milestone. With the support of international partners, Kava could also be accorded the same protection.
Ladies and Gentlemen,
The future of the Kava Industry and the opportunities it generates is in our hands.
Its recognition and acceptance world over as a safe beverage which can be traded without any barriers, is essentially what we hope to achieve.
Looking ahead, there is potential for us to do more together for the benefit of our businesses, our people and our region.
So, Excellencies, let’s have a bilo or two, and talanoa on how can we enable export of Kava to your countries/region.
Vinaka Vakalevu. Let’s Taki.