Taki MaiTaki Mai

By Zane Yoshida

Big 2017 Predicted for the Kava Industry

It’s not just us at Taki Mai who are predicting good things for the kava industry in the year ahead.

We said it a lot in 2016: despite the devastation of Cyclone Winston, the kava industry is heading in the right direction, getting its ‘house’ in order and starting to take the right measures to protect the industry for the longer term, as demand increases overseas.

Now one of the major authorities in the retail food trade is saying it too…

The Shelby Report: Whole Foods Market 2017 Trends Forecast

The Shelby Report is one of the foremost voices in the retail food industry in the US and is distributed nationwide, with five monthly regional print and digital editions. It is an educational resource targeted at everyone from manufacturers and wholesalers to independent and chain stores.

And this giant of the industry just released its Whole Foods Market Trends Forecast for 2017. This is compiled by the Whole Foods Market’s global buyers and experts and includes everything from trends in wellness beverages through to condiments and particular food colours that are going to be popular.

We’re delighted to see that, alongside the likes of coconut and Japanese condiments, kava got a big mention as one of the products to watch in 2017.

Here’s what the report said about the rising popularity of wellness toniocs:

Wellness Tonics: The new year will usher in a new wave of tonics, tinctures and wellness drinks that go far beyond the fresh-pressed juice craze. The year’s hottest picks will draw on beneficial botanicals and have roots in alternative medicine and global traditions.

Buzzed-about ingredients include kava, Tulsi/holy basil, turmeric, apple cider vinegar, medicinal mushrooms (like reishi and chaga) and adaptogenic herbs (maca and ashwagandha). Kor Organic Raw Shots, Suja Drinking Vinegars and Temple Turmeric Elixirs are just a few products leading the trend.

There it is in black and white: kava is a “buzzed-about ingredient”.

No argument from us… let’s keep the buzz going and make 2017 a huge one for the kava industry and Taki Mai.

Happy New Year to all our readers…have a relaxing, stress-free 2017 full of all the good things.

Kava shot anyone?

By Zane Yoshida

What Is The Kava Bill – And How Does It Affect You?

In recent months you probably heard talk of a Kava Bill, if you’ve been following Fijian news at all.

Because of problems in recent years with European bans and in maintaining kava quality, calls have grown louder for measures to be introduced that help protect the key players in the industry, from the farmers through to the exporters.

When Cyclone Winston hit the country in February, the devastating consequences for many kava farmers in Fiji again reminded us of the fragile nature of the industry.

The Kava Bill is the Fijian government’s response to past problems and future opportunities. It had its first reading in the Fijian Parliament on 27th April 2016, and we take a closer look at it below.

What’s in the Kava Bill?

First and foremost the Kava Bill aims to:

establish the Fiji Kava Council for the purpose of the regulation and the management of the Kava Industry and its related matters.”

The Bill contains information about the functions and powers of the Fiji Kava Council, and details:

“a proper legal framework to establish the Council which will manage, administer and assist the growth of the kava industry”.

And it aims to:

“ensure that the trading of kava at domestic level and exported or imported at international level, will be done according to appropriate standards and procedures.”

Perhaps for the first time, this formally recognises kava as a key contributor to the Fijian economy and which requires adequate protection, as domestic and international demand increases. It also provides a formal platform for local kava farmers and exporters to voice problems and concerns.

While Fiji is a member of the International Kava Executive Council (IKEC), there is no legislation currently in place to manage the kava industry in the country; this understandably has many people in Fiji nervously looking over their shoulders.

A word from the president…

When the prime minister of Fiji, Frank Bainimarama, opened the South Pacific Elixir factory on Ovalau island, he noted the following:

“Kava is one of our nation’s most cherished crops and Ovalau has long been known as one of Fiji’s premier kava-producing regions. Despite this, however, we have struggled over the years with exporting kava to overseas markets. Many of you will remember a few years ago when Europe’s demand for kava created a boom in the industry. Unfortunately, in the rush to take advantage of this windfall, little consideration was given to quality control. Leaves and stems were mixed with the roots and look what happened. There was no quality control. Governments must engender quality control and standards.”

So the Kava Bill is partly a response to this recognition that the Fijian kava industry is in a precarious position while it remains completely without regulation; it is very much a case of learning from past mistakes on that front.

Protection through quality

The future of the Fijian kava industry relies on protecting the high quality of its product. That’s behind the local Kava Bill and it’s also a regional consideration.

Recently, the WHO’s Regional Codex Committee met in Vanuatu to discuss the introduction of a kava standard, aimed at maintaining quality and preventing future damage to the reputation of kava.

This is an important step regionally; and the Kava Bill tackles the problem locally, by helping the industry focus on producing high quality, elite kava. This is the way forward, as it will protect everybody from the farmer to the consumer. That’s perhaps why nobody is seriously opposing the Kava Bill – except maybe a few of the ‘middlemen’ who currently profit from their monopolies over the farmers.

How are we involved?

South Pacific Elixirs is committed to working with local farmers on Ovalau, growing elite varieties of kava in our nurseries, and exporting the highest quality of kava overseas to new markets in the USA, Australia, New Zealand, Hong Kong, and elsewhere.

Our cultivation methods help to ensure disease-free, elite kava that delivers predictable and consistent properties. We hope that, by doing this, customers of Taki Mai always feel confident about the kava in their hands, and the reputation of Fiji’s kava farmers is also enhanced.

The Kava Bill will help us on all these fronts!

By Zane Yoshida

Kava in 2016: Higher Demand, Higher Quality

Kava looks set for a happy 2016, if recent trends continue.

With more kava bars opening in the US, European markets opening up, kava becoming available in more health stores and supermarkets worldwide, and more awareness of its relaxation and health benefits, the profile of kava is on the rise.

We can look forward to increasing demand and increasing quality in the year ahead.

Higher demand for kava in 2016?

The Fijian Secretary for Agriculture visited the US towards the end of last year and, on his return, challenged farmers around the country to work hard to meet the increasing demand for kava.

Clearly recognising a big opportunity from what he saw, he said:

“We should be thankful because this are opportunities for our farmers here in Fiji on how we can meet this particular demand in the US markets so the bottom line is farmers to get organized and produce the product that is required in whichever markets”

Fiji News recently reported that we should “expect a boom in kava exports” noting that “kava exports are expected to increase significantly with the European Market opening up from 2016.”

The Ministry of Agriculture is now preparing the first draft of a Kava Bill that will guide the sale of kava in Fiji, incorporating suggestions for how Fiji will be best placed to meet the increased demand.

Meanwhile, the Fiji Sun recently reported on plans for a proposed, new $25 million project on the island of Vanua Levu. The two-storey factory will employ the entire ground floor for kava and spice processing.

Higher quality of kava in 2016?

Of course, while Taki Mai uses exclusively Fijian kava, famed for its high quality, kava is grown and used all around the Pacific area. Vanuatu is one of the biggest producers and there has been plenty of positive comment about the expected growth in kava exports there too.

In the past, however, there have been concerns about the quality of kava produced there – including potent strains known as ‘wild kava’ and ‘two day’ kava because the effects last up to 48 hours (which is produced even though it is banned). Only around 10 out of 80 strains grown there have been declared suitable for export.

Calls are growing for more responsibility among farmers there to comply with regulations and plant only ‘noble’ varieties of kava that are processed correctly before export.

The Food and Agriculture Organisation in Vanuatu has been trying to raise awareness of these issues with recent training initiatives:

“Kava is an important commodity both locally and to the external market. It is important that the farmers know more about their own kava because now we have a kava act, and the kava act actually pushes the nobles and that is where the quality standards must be reflected in the kind of product that goes to the market.”

In tandem with this, the European Union-Africa Caribbean Pacific (EU/ACP) project was initiated last year by the Vanuatu Embassy in Brussels to produce a definition of regional quality standards for kava.

This is good news in light of the past problems kava has had with regional bans, and will help to uphold the reputation of kava internationally.

Ambassador Roy Mickey Joy commented:

“Evidence shows that some products marketed as kava cannot be considered as such in light of the traditional experience. Accordingly, the decision to accelerate the ongoing definition of quality standards by kava-producing countries could not have come at a better time.”

A regional boost in 2016?

The export of quality kava is essential not only to the Vanuatu government, but to farmers around the whole Pacific region.

Fiji and Vanuatu are the two largest producing countries, with approximately 25,000 ha cultivated, producing an estimated 10,000 tonnes of kava – with around 1,100 tonnes exported every year.

A damaged kava reputation harms the economies of all producing countries and badly affects rural communities, no matter where the kava originates. The focus on guarding the quality is well-founded.

In Fiji, South Pacific Elixirs are doing our bit for quality.

At our kava nurseries in Ovalau, we cultivate only ‘elite’ kava cultivars that produce the finest quality root ready for export. These are guaranteed disease-free strains that produce consistent and predictable varieties of kava, ideal for making our shots, powders, and capsules for the export market.

By Zane Yoshida

Kava Farmers Across the Pacific Enjoy Surge in Demand!

Kava farmers across the Pacific have faced anxious times in the past, as bans and trade exclusions affected their income.

But the surge in demand for all-natural anxiety relief and stress relief medications across the globe in recent years, has reduced anxiety for the farmers too!

Here we look at the business of kava and what your purchases could mean to kava farmers in Fiji or elsewhere.

  Read more

Big 2017 Predicted for the Kava Industry
What Is The Kava Bill – And How Does It Affect You?
Kava in 2016: Higher Demand, Higher Quality
Kava Farmers Across the Pacific Enjoy Surge in Demand!