The European Union (EU) is working with the Fiji Government on a possible resumption of commercial kava export to the EU markets, following its famous kava ban in early 2000.
The move has been welcomed by Fiji during a high level workshop in Suva last Friday, convened by EU Ambassador to the Pacific, Barbara Plinkert, and was attended by the EU’s head of the African, Caribbean, and Pacific Countries Unit directorate-general for Trade, Cristina Gozalvez, local kava exporters and representatives from the Australia and New Zealand funded market access facility PHAMA Plus.
“We propose to work with the EU Delegation to strategically promote Fiji Kava, through targeted marketing campaigns,” said permanent secretary for Trade Shaheen Ali in his speech at the workshop.
“The idea is to showcase and create more awareness on kava. Ultimately, we would like to position Fijian kava as a premium, safe and highly sought-after commodity in the European market – from a traditional refreshing beverage to a health and wellness product.”
Mr Ali said Fiji first needed to ensure that “we untangle and navigate through complex, and at the moment prohibitive, EU regulations”.
“Our critical objective is to allow commercial exports of kava into the European market.
“In terms of what the EU can do to assist, firstly we’d like to thank the EU for recognising kava as an important product for Fiji.
“My plea to you would be to help us in three key areas. 1. Enable our exporters to legally and commercially export kava into EU member states — we know that different rules may apply — however the commission can assist significantly in clarifying any health or SPS/TBT concerns (SPS — Sanitary and Phytosanitary measures, TBT-Technical Barriers to Trade). 2. Assist Fiji in adopting a robust national kava protection law, which will subsequently feed into regional kava protection framework and EU’s regulations of geographical indicators — kava needs to be classed as a Pacific GI and yaqona as a Fiji GI. 3. Is the most easy – assist in the promotion and marketing of Fiji kava in the EU.”
From Fiji’s end, Mr Ali called for the legal protection of kava through the modernisation of the outstanding Kava Bill and for its urgent passage into Cabinet and Parliament.
“If we have sound legal protection of kava, we can build a sound regional and multilateral protection.”
