What started with one family’s connection to yaqona is growing into a business that is opening new markets for Fijian kava while creating opportunities for farmers and communities in Lomaiviti.

For Mr. Sowani Saunitoga, kava has always been part of his life.

“I am a third-generation kava farmer, so kava has been part of my family and our culture for generations,” he said.

Growing up, Mr. Saunitoga saw the important role kava played in his community. He also saw the challenges faced by farmers, especially those living in rural and maritime areas.

“Growing up, I saw both the importance of kava to our communities and the challenges farmers face, particularly in rural maritime Fiji,” he said.

It was this experience that led him to establish Saunitoga Enterprise Pte Ltd, trading as Heritage Kava, on Ovalau in Lomaiviti.

The idea was simple. Farmers needed reliable markets, and Mr. Saunitoga saw an opportunity to connect them with those markets while building a business of his own.

“We saw an opportunity to bridge the market gap for local kava farmers by connecting them to reliable markets and helping them scale production to meet demand,” he said.

For Mr. Saunitoga, the business is about more than selling kava.

“It is about creating opportunities directly within our iTaukei community, strengthening rural livelihoods and ensuring that more value stays within Lomaiviti.”

That connection to his community remains at the heart of Heritage Kava.

“As a third-generation farmer, I feel a responsibility to build on what previous generations have given us and create something sustainable that future generations can be proud of.”

‍

From Ovalau to Australia

Building a business in a maritime community has not always been easy.

One of the biggest challenges Heritage Kava faced was kava die-back disease, which resulted in the loss of much of the company’s farm investment.

“Operating from rural Ovalau also brings challenges with road access, transportation and logistics,” Mr. Saunitoga said.

But these challenges did not stop the business.

“Overcoming these challenges has required resilience, adapting our approach and rebuilding.”

Support from government agencies and Investment Fiji also helped Heritage Kava look beyond its traditional market.

“The support and encouragement from government agencies and Investment Fiji through the Australia Business Mission have also helped us pursue new market opportunities,” he said.

That support contributed to one of the business’s biggest milestones — taking Heritage Kava to Australia for the first time.

Through its participation at Fine Food Australia, in collaboration with Pacific Trade Invest, Heritage Kava joined just five Fijian businesses selected to represent Fiji at the international event.

“It is a proud opportunity to showcase Fijian kava, our culture and the story of our farming communities to an international market,” Mr. Saunitoga said.

For him, taking Heritage Kava overseas is not only about finding customers.

It is also about telling the story behind the product.

“For us, success is about taking Fijian kava to the world while ensuring the benefits flow back to the farmers and communities at home.”

Heritage Kava has also been recognized locally, receiving the Fiji Development Bank Best Maritime Business Award in 2023 and 2024.

While the business is looking towards international markets, its roots remain firmly in Lomaiviti.

Heritage Kava provides a direct market for farmers through its green kava buying operations. This puts income directly into farming households and also creates opportunities for local transport providers, laborers and other service providers.

“Our growth is closely connected to the people around us,” Mr. Saunitoga said.

“As a third-generation kava farmer, I understand the importance of reliable market access. Our goal is to bridge that gap, empower farmers to increase production and create sustainable opportunities in our maritime communities.”

Heritage Kava sets itself apart in the market by positioning Fijian kava as a premium product, offering a superior taste and quality that distinguishes it from standard kava offerings and gives consumers a distinctly elevated kava experience.

The opportunity for Heritage Kava also reflects the wider potential of Fiji’s kava and agricultural sector.

Mr. Saunitoga believes there is room to increase production, improve value addition and develop more export markets for quality Fijian kava.

“We see significant opportunities in the kava and agricultural sector, particularly by connecting Fiji’s rural farmers to growing local and international markets.”

For Heritage Kava, the next step is to strengthen its supply chain in Lomaiviti, support more farmers to increase production and take the brand into new markets.

“With the right investment in farming, infrastructure, processing and market access, we believe Fiji’s kava sector can create more jobs, increase rural incomes and bring greater value to our maritime communities.”

Investing in Fiji’s Roots

For Mr. Saunitoga, building Heritage Kava has been a journey of learning, resilience and opportunity.

His advice to other investors and businesses considering Fiji comes from his own experience.

“I’m just a kava farmer at heart,” he said.

“I’ve been fortunate to make the right connections and have opportunities to grow a business that ultimately supports the community I was raised in.”

He believes businesses should look beyond profits and understand the people and communities they are working with.

“My advice is to believe in Fiji; build genuine relationships and understand the communities you are investing in.”

For Mr. Saunitoga, the greatest measure of success is seeing his community benefit from the growth of his business.

“Growth is not only about building a successful business; it is about creating opportunities for others along the way.”

And after generations of his family being connected to kava, his vision for the future remains closely tied to his roots.

“For me, there is no better way of giving back than investing in your roots and seeing your community grow with you.”

From a kava farm in Ovalau to an international food and beverage market, Heritage Kava’s journey shows what can happen when local knowledge, entrepreneurship and community come together.

It is a story of a Fijian farmer building a business around what he knows best — and creating a pathway for Lomaiviti’s farmers to reach new markets along the way.

To explore investment, market access or partnership opportunities within Fiji’s kava and agricultural sector, contact Investment Fiji.

‍