Exploring the Potential for Developing Exports of Kava to China: A Snapshot View
The Fiji Market Access Working Group identified the need to investigate the potential for exporting a range of products to China, and began by prioritising a study on the potential for exporting kava. The roots of kava plants are consumed in a traditional beverage and are also used in herbal medicine to treat anxiety and insomnia. China, with its large consumer, base is a market of interest and the study found there are opportunities for kava in both the food and pharmaceutical industry. The main challenges include the lack of consumer awareness in China about the benefits of kava and the negative perceptions of the product as a result of the previous ban by some countries. Any successful attempt to enter the Chinese market would also require a partnership with a local Chinese importer/distributor that understands local market dynamics.