At a side event during the Commonwealth Heads of Government Meeting (CHOGM) in Apia, Samoa, last month, Pacific Islands Forum Secretary General Baron Waqa highlighted the economic and cultural significance of kava, describing it as the Pacific’s “Green Gold.” Highlighting its deep roots in Pacific culture and vital role in supporting local livelihoods, Waqa spoke about the plant’s potential as a valuable export that empowers thousands of families across the region.
The event, titled “Kava: The Green Gold of the Pacific,” focused on the growing global demand for kava and the collaborative efforts of Fiji, Vanuatu, and Samoa to increase its market reach. Waqa commended these countries for leading the initiative, noting that in nations like Fiji, kava production contributes to 82 percent of household income, with similarly high figures in Vanuatu and Tonga.
In 2023, the Pacific Islands Forum Trade Ministers endorsed a Regional Kava Development Strategy, a framework aimed at standardising kava production, enhancing market access, and promoting sustainable practices. Waqa called this strategy a pivotal step forward, aligning with the Pacific’s 2050 Strategy for the Blue Pacific, which envisions economic resilience and prosperity for the region.
Waqa also acknowledged the role of partners like the Commonwealth Secretariat in advancing kava’s potential through digital infrastructure, which he sees as essential for quality control and trade expansion. He stressed that digitalisation could be transformative for kava’s development, enhancing production standards and supporting investment in this emerging industry.
With the global market for kava projected to reach a billion dollars, Waqa urged Pacific countries to retain ownership of the industry, including efforts to secure Geographical Indicator status to protect kava’s Pacific origin. He also welcomed further support from development partners to unlock access to Commonwealth markets, envisioning a future where kava and its derivatives gain prominence in wellness and alternative product sectors worldwide.
Zane Yoshida, Founder and Executive Director of Calmer Company International, highlighted the significant economic potential of kava for Pacific nations. He said it was important to establish consistent quality standards and sustainable farming practices to meet international market demands. Yoshida, who is also President of the Australia Fiji Business Council, discussed the cultural significance of kava in the Pacific and its growing acceptance in global markets, particularly in the health and wellness sectors. He called for regional collaboration to enhance production capabilities and ensure that Pacific communities benefit from the expanding kava industry.
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Photo: Pacific Islands Forum Ssecretary General Baron Waqa speaking at CHOGM Side Event on Kava -The Green Gold of the Pacific. (Photo courtesy PIFS website).
