Fiji’s kava industry has an opportunity to go beyond traditional commodity production and into higher-value global markets. Kavalicious Fiji is pursuing that opportunity by transforming yaqona one of the country’s most recognized natural resources—into innovative, Fiji-made products.

Established in 2021 during the COVID-19 pandemic, Kavalicious Fiji was founded by Fijian entrepreneur, Ana Geli Malumuvatu, who saw an opportunity to create products that could generate greater value from locally available resources while supporting farmers, suppliers and communities.

The business now produces Kava Cookies and packaged kava products. Its ambition is to expand production and take these value-added products into markets beyond Fiji. For Ms. Malumuvatu, the vision has always extended beyond simply selling kava.

This shows that Fiji’s natural resources can be transformed into distinctive, Fiji-made products that have the potential to compete in wider markets while creating jobs at home.

From a Local Resource to a Global Opportunity

Yaqona is deeply embedded in Fiji’s culture and economy, but its potential extends beyond its traditional use.

Kavalicious Fiji is exploring that potential through value addition transforming a familiar Fijian resource into products that offer consumers a different way to experience kava.

The business has already gained exposure through established retail outlets, including Prouds Duty Free and Jacks of Fiji, providing a platform for the brand to reach both local consumers and international visitors.

The potential for Kavalicious Fiji sits within a much broader opportunity emerging across Fiji’s value-added agricultural, natural wellness, food and consumer product sectors.

International consumers are increasingly seeking products that are natural, sustainable and authentic, while Fiji has a wealth of resources and cultural stories that can be translated into premium products.

For investors, this creates an opportunity to support businesses that are moving beyond traditional commodity production and developing products with greater commercial value.

Kavalicious Fiji is seeking opportunities to expand its manufacturing capacity, product development, market access and export potential.

Strategic investment could help the business increase production, strengthen its supply chain, develop new products and pursue international distribution and partnerships.

For international partners, the opportunity is to work with a Fijian brand built around a resource that is already strongly associated with Fiji’s identity.

For Fiji, the opportunity is even greater — to retain more value within the country by transforming local resources into finished products that can be sold to consumers around the world.

The opportunity extends beyond one business. It highlights the potential for Fiji to move further up the value chain by developing finished products locally rather than relying solely on the export of raw commodities.

A Fijian Brand with International Ambitions

Kavalicious Fiji has participated in business development, trade, networking and export-focused opportunities, giving the business greater insight into the requirements of taking a Fijian brand into international markets.

These experiences have helped Ms. Malumuvatu better understand how to position a locally owned business for growth and how international markets can open new doors for Fiji-made products.

The global consumer market is increasingly favors products that are natural, culturally authentic and connected to their place of origin. Fiji holds a unique advantage in this space; its natural resources, cultural heritage, and reputation as a tourism destination offer a platform for developing products that tell a distinctly Fijian story.

Kavalicious Fiji is seeking to build on that advantage, with a vision to strengthen its Fiji-made brand, increase production and establish access to international markets where demand for distinctive natural and culturally authentic products continues to grow.

Turning Challenges into Lessons for Growth

The journey has not been without its challenges. Over the past four years, setbacks involving its farming investment, business assets and financial capacity affected Kavalicious Fiji’s ability to reinvest in its original growth plans.

However, rather than allowing these setbacks to define the future of Kavalicious Fiji, Ms. Malumuvatu has used them as lessons that have strengthened her determination to rebuild the company and pursue opportunities beyond the local market.

The experiences reinforced the importance of protecting business assets, establishing strong legal agreements, maintaining proper financial records and understanding the risks associated with business growth.

For an entrepreneur, resilience is often just as important as the original business idea.

For Ms. Malumuvatu, the challenges have strengthened her determination to rebuild Kavalicious Fiji and pursue opportunities beyond the local market.

As Kavalicious Fiji works towards its next stage of development, access to knowledge, networks and international opportunities has become increasingly important.

Investment Fiji has played an important role in this journey, helping Ms. Malumuvatu develop her understanding of international trade, international business opportunities and the process of positioning a Fijian business for global markets.

For Ms. Malumuvatu, the support by Investment Fiji has also been particularly meaningful as a woman entrepreneur building a business in Fiji.

She believes that women in business should have the confidence to pursue their ideas, seek opportunities and build businesses capable of competing beyond Fiji.

Her experience establishes how the right support, combined with determination and a clear vision, can help entrepreneurs navigate challenges while continuing to pursue growth.

Creating Opportunities Along the Supply Chain

Kavalicious Fiji’s impact extends beyond the products it sells.

The business works with local farmers and suppliers and purchases locally available ingredients and services, contributing to economic activity within the communities connected to its supply chain.

By transforming local resources into finished products in Fiji, value-added businesses can generate activity across manufacturing, packaging, distribution and other services. For farmers, suppliers and other small businesses, this growth can create additional avenues to participate in Fiji’s economy. Business with a Purpose

Community contribution is also central to Ms. Malumuvatu’s approach to entrepreneurship.

Kavalicious Fiji has supported grassroots rugby initiatives through sponsorship, reflecting her belief that businesses have a responsibility to give back to the communities that support them.

The business has also been involved in community-focused initiatives through the Vuna Foundation, supporting children, families and communities where possible.

For Ms. Malumuvatu, success is therefore not measured solely by financial performance.

It is also measured by the opportunities a business creates and the positive impact it can have on the people and communities around it.

Ms. Malumuvatu’s ambition is to rebuild Kavalicious Fiji, strengthen its operations and take Fiji-made products into international markets.

The opportunity extends beyond one company. Scaling value-added kava products can generate activity across farming, manufacturing, packaging, distribution and other services, while retaining more value within Fiji. For investors and international partners, the opportunity is to help a locally owned brand turn a resource closely associated with Fiji’s identity into finished products for wider markets while supporting jobs, suppliers and communities at home.

To explore investment, distribution or partnership opportunities with Kavalicious Fiji, contact Investment Fiji.

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