Kava vendors at the Suva Municipal Market are facing one of their toughest years yet, with declining sales, soaring prices, and noticeable shifts in both farming and consumer habits.
Veteran vendor Amar Singh of Amar Singh & Sons Kava Dealers said it had been a challenging period.
“The sale wasn’t so good and we are also having issues of getting kava from some of the places at times that even today, we have very less kava supply,” Mr Singh said in an interview.
He reported current prices of $140 to $160 per kilogram, with pounded kava selling for $90 to $130 a kilogram.
Mr Singh blames the downturn on a combination of scarcity, price hikes, and a shift in consumer behaviour.
“Most people go to kava bars these days and not so often come to the market, which is why we the kava vendors here at Suva market face this problem.
“Casual buyers who once stopped by for small $5 or $10 bags now only purchase in bulk when needed, further impacting sales.”
The situation has been made worse by the collapse of traditional communal farming.
He said the cooperative systems that once ensured steady kava supply and equitable labour distribution had all but disappeared.
The younger generation now prefer to plant individually, resulting in fewer plants and reduced supply.
“Before, cooperatives would have around 16 members. Now individuals plant only a few, maybe less than 50 plants.”
Fellow vendor Asinate Mekevakatoga agreed with the sentiment saying this year was “terrible” for sales.
Worse, she notes is the current practice of harvesting immature plants and the ongoing threat of theft from kava farms, both of which threaten future supplies.
“Kava farming is not meant to be structured in that manner. It involves each individual within a family unit to work together to be able to harvest more kava,” Ms Mekevakatoga said.
Both Mr Singh and Ms Mekevakatoga have diversified into selling virgin oil and handicrafts to supplement their income.
With kava bars drawing away customers and supply challenges growing, Suva’s market vendors are bracing for more uncertainty in the year ahead.
