Introduction

Dr. Erja Askola, EU Deputy Head of Delegation,
Ms. Karen Mapusua, Director Land Resources Division, the Pacific Community (SPC),
Senior officials,
Ladies and Gentlemen,
Bula Vinaka and a warm welcome to you all.
It is truly gratifying to witness such a gathering of stakeholders from the Pacific region
and different corners of Fiji here in Nadi today, for this important workshop. Despite
the inclement weather, I trust that your journey here has been without any major
disruptions.
I have been told that the last regional workshop of this magnitude was held in Vanuatu
in 2012 – more than a decade ago. We are indeed grateful to the European Union for
the invaluable funding support that has enabled a broad spectrum of stakeholders
across the kava value chain to participate in this process.
As you are aware, the Regional Kava Development Strategy received endorsement
from the Forum Trade Ministers last year (2023), and now our aim is to operationalise
this strategy without delay.

Importance of a Strategy for the future of the Kava Industry
Senior officials, Ladies, and Gentlemen,

Throughout centuries, kava has remained the cornerstone of our Pacific culture,
serving as an essential catalyst for socio-economic development. Its journey from a
ceremonial elixir to a coveted niche product has earned it global acclaim, symbolising
its profound significance. I need not emphasise the role kava plays in the Pacific
region’s identity and development.

It is important to recognise that we have made significant progress in the past few
years, with the re-opening of Kava market access to Australia and the tremendous
growth in consumption of kava and kava products in the US market.
Despite the progress, we are still only scratching the surface when it comes to building
sustainable Kava industries in the Pacific that provide meaningful livelihoods to our
communities. This reality underscores the importance of our deliberations here today
and the need for concerted effort and commitment from all stakeholders.

The success of our Kava industry hinges upon the actions we take today and the
strategies we formulate for tomorrow. We are not merely convening to discuss the
present state of our kava industry, but rather to envision and shape its future trajectory.
Hence, we stand at a pivotal moment where our collective efforts can pave the way for
a sustainable and thriving Kava sector that truly benefits our people.
Need to be prepared to tackle threats to Kava Industry

Senior officials, Ladies, and Gentlemen,

As we contemplate the opportunities ahead, it is crucial that we also recognise and
prepare for the various threats that could affect the sustainability and growth of our
kava industry.

One such threat that demands our attention is the issue of geographical indicators for
Pacific kava. Geographical indicators serve as markers that identify a product’s origin
and qualities associated with its geographic location. The absence of a robust system
to protect the geographical indication of Pacific Kava makes it susceptible to
exploitation and misrepresentation by others.

Recent media reports have highlighted instances where kava has been successfully
cultivated and harvested outside the region, including parts of the United States and
potentially other areas worldwide.

You may recall that in October of last year, Forum Trade Ministers endorsed the
decision to pursue geographical indication certification for kava collectively. I am
pleased to note that our senior officials have elevated geographical indication as a
standalone priority area under the Regional Kava Development Strategy.

Now, our task is to prioritise addressing this issue and identify development partners
and agencies that can support us in this endeavour. On this note, I am grateful to the
EU Delegation in Suva for organising a roundtable discussion with kava exporters
earlier this year, where valuable guidance and experiences were shared regarding
geographical indicators. It is imperative that we leverage the insights gained from such
collaborative efforts.

It is crucial for our Region to seek guidance from experts as we navigate the complex
process of obtaining GI protection for Pacific Kava. This endeavour requires a deep
understanding of international trade regulations and intellectual property laws, such as
Geneva Act of the Lisbon Agreement under the World Intellectual Property
Organization. Hence, it is essential that we tap into experts who have specialised
knowledge in this area.

Ladies and Gentlemen,

Aligning domestic regulations with international standards is paramount to achieving
the necessary protection for Kava. In Fiji, the Kava Bill has been pending for some
time. However, these domestic legislations must not only address the regulatory
framework for domestic production and trade. It should also incorporate provisions for
Kava GI protection, paving the way for global recognition of our Pacific Kava.

Therefore, I underscore the urgency of swift action. We cannot afford to delay any
longer. The time to act is now. By ensuring that our domestic and regional frameworks
reflect considerations for Kava GI, we can position ourselves to safeguard the integrity
and authenticity of our Kava products on the international stage. This not only protects
our cultural heritage but also strengthens the economic prospects of our Kava industry.

Conclusions
Senior officials, Ladies and Gentlemen,

The success of our kava industry hinges upon the actions we take today and the
strategies we formulate for tomorrow. We are not merely convening to discuss the
present state of our kava industry, but rather to envision and shape its future trajectory.
Hence, we stand at a pivotal moment where our collective efforts can pave the way for
a sustainable and thriving kava sector that truly benefits our people.

I encourage each of you to actively engage in the discussions, share your expertise,
and contribute your ideas towards drafting a comprehensive and effective
Implementation Plan.

We have an opportunity to unlock new pathways for economic empowerment, create
jobs, and enhance the livelihoods of our communities.

With these words, I extend my best wishes for fruitful discussions and meaningful
outcomes from this workshop.

Vinaka Vakalevu. Thank you.