We’re proud to report that Taki Mai made its way into a feature story in the New York Times last week – our first appearance in a major U.S. newspaper.
Under the title Counting on the Trendy to Revive Kava, a Traditional Drink, freelance journalist Serena Solomon talks about the modernization of kava and how governments and others are working to revive the industry by helping kava appeal to a younger, western audience.
Kava has been featured on many regional U.S. news sites in the past few years, due mainly to the increasing numbers of kava bars opening up across the country. But this article is the first to our knowledge to specifically look at the direction of the industry as a whole.
The article is quick to reference the “wave of trendy bars in places like Brooklyn and Berkeley, Calif,” and mentions that there are around 100 kava bars now open across the country – three times the amount open five years ago.
Solomon points out that the journey for kava starts with hard work. She highlights one particular farmer on the island of Ovalau, in Fiji, who now grows kava for Taki Mai rather than drying and processing it himself in the traditional way.
Regular readers of this blog will know that Ovalau is where we grow, source, and process all of the kava that ends up in Taki Mai shots, instant kava, and our kava tablet supplements.
The article goes on to talk about the “mellow buzz” that people get from kava, its “bitter, chalky taste”, the effects of Cyclone Winston on the local kava industry, and how the industry has suffered for years due to inconsistencies in standards.
It then goes on to say how “governments, not-for-profits and a new group of entrepreneurs” are addressing these problems. That’s where Taki Mai comes in: we are mentioned as the company that “wants to do with kava what others have done for exotic coffee”, by helping to raise standards across the board and maintain high quality for export.
You can read the full article here, and find out how working with Taki Mai has changed the fortunes of one particular farmer on Ovalau.
We hope to be helping many more in the future – and coverage in the New York Times certainly helps with that goal.