PHAMA Plus Performance Story – Fijian Kava Summary

Over the past 15 years, Fiji’s kava economy has undergone a remarkable transformation. What was once a largely subsistence crop with modest commercial value has become the country’s most valuable agricultural export. In 2008, near the start of the Pacific Horticultural and Agricultural Market Access (PHAMA) Program, kava exports were valued at under FJD4 million. By 2024, the Fiji Bureau of Statistics reported a more than tenfold increase to over FJD53 million. The broader sector is now estimated to be worth more than FJD190 million when domestic consumption, processing and informal sales are included.