A new business located along Suva’s Toorak Rd is set to make waves in Fiji’s yaqona industry by offering farmers a faster and more efficient way to process their kava.
Ceva Ventures Kava Grinding Shop, owned by Amelia Tavola Jogia, has been operational for just over a month but is already gaining traction among local growers.
The 50-year-old entrepreneur, who hails from Nabouwalu Village in Kadavu’s Ono district, says her venture was inspired by a family trip to her home island, where she witnessed firsthand the challenges farmers faced in preparing yaqona for market.
“When we came back to Suva, we had a discussion and decided to set up this business to assist yaqona farmers with processing,” Amelia told The Sunday Times.
A $30,000 investment in state-of-the-art machinery
With her businessman husband, Amelia invested $30,000 to import two specialised machines from China — a crusher and a pulveriser — which streamline the kava grinding process.
“The crusher turns the yaqona root into something resembling roughly shaved sawdust, which is then transferred to the pulveriser to turn it into a smooth, fine powder,” she explained.
Farmers who bring their yaqona roots to Ceva Ventures are charged between $5 to $8 per kilogram, with discounts for larger quantities.
“The more grog you get processed, the less it costs in total,” Amelia said.
Amelia describes her business as a “little family enterprise” rather than just a personal venture. She has employed two staff members — Grace, a young woman, and Apete Naitini, a fellow Kadavu native — as part of her commitment to uplifting those around her.
“I wanted to employ people who were looking for work in my own family first to uplift them,” she said.
“I am grateful for the support and positivity they have given me since I started this business.”
Her strong ties to her iTaukei heritage, and village have played a crucial role in shaping her entrepreneurial journey. She credits her success to the support of her family, in-laws, and the wider Kadavu community, which has kept her grounded in her cultural identity.
From corporate career to entrepreneurship
Before launching Ceva Ventures, Amelia had a diverse professional background. She began her career at GEM Fiji, where she worked for 15 years, starting in administration and eventually managing a branch. She later transitioned into the hospitality industry, handling finance and accounts for hotels in Sigatoka and Deuba, before working with NGOs like the Universal Peace Federation.
Despite her corporate experience, Amelia shared that she found greater fulfilment in entrepreneurship.
“I prefer being an entrepreneur to doing a normal eight-to-five job,” she admitted.
The skills she gained from her previous roles, particularly in finance and management, have been invaluable in running her own business.
Encouraging farmers and aspiring entrepreneurs
Amelia is now reaching out to yaqona farmers across Fiji, inviting them to utilise her grinding services to save time and improve product quality for both local and export markets.
She also has a message for aspiring businesswomen.
“Do not for a moment look down on yourself, because when God created you, He ordained you,” she said.
“I have spoken to many businessmen and women — most of them have similar stories of failures and setbacks. Some even dropped out of school, but it was all a matter of mindset. Those roadblocks did not hold them back from wanting to make a better life for themselves and their families.”
Amelia believes that “a persevering heart will always come out victorious”.
As Ceva Ventures grows, she remains focused on supporting farmers, creating jobs, and strengthening community ties.
“All good and perfect things come only from God,” she said, smiling. “And this business is just the beginning.”
Amelia (middle) with her two staff members, Apete Naitini and Grace. Picture: ALFERETI SAKIASI
The crusher machine inside the Ceva Ventures Kava Grinding Shop. Picture: ALFERETI SAKIASI
Amelia Tavola Jogia next to the pulveriser machine. Picture: ALFERETI SAKIASI
Amelia Tavola Jogia with grog processed by the crusher and ready to be pulverised. Picture: ALFERETI SAKIASI
The entrance to Ceva Ventures Kava Grinding along Toorak Road in Suva. Picture: ALFERETI SAKIASI
