The Managing Director of Kava Fiji Limited, Zane Yoshida says there is collectively a 200 billion dollars opportunity for the kava industry in the Pacific if it gives western consumers confidence in the therapeutic benefits of kava for treating various disorders such as anxiety, insomnia and pain.
He says this potential upside would be possible with a more structured and regulated Pacific kava industry.
Speaking at the USP 2020 Entrepreneurial Fair, Yoshida says the kava industry would have to go up against pharmaceutical companies for the treatment and alleviation of various disorders.
He adds that the challenge is how we in the Pacific start working together to ensure that there is consistency with regards to the growing and processing of kava.
In December 2018, Fiji Kava Limited became the first Kava public company on the Australian Securities Exchange.
Yoshida says they have ticked off major milestones with re-branding from Taki Mai to Fiji Kava for the international markets.
He says they launched in New Zealand prior to Christmas with the largest pharmacy group out of New Zealand called Green Cross Health so they have distribution at the moment for their kava instant powders and kava capsules are up to 200 pharmacies.
He further says they are looking at building on various channels including grocery for the New Zealand market and likewise continue their push to make their product visible across many platforms in Australia and into the United States.
