Australia’s Kava Pilot Program, launched in 2019, strengthened Pacific trade opportunities by permitting the private and commercial importation of Pacific kava into Australia. Since its inception, PTI Australia has played an active role in supporting Pacific kava exporters to enter the Australian market through education, guidance and commercial importation facilitation. In the years since, the program has supported steady growth in kava exports to Australia, alongside increasingly complex supply chains and rising regulatory and compliance expectations for Pacific suppliers.
Kava production supports tens of thousands of smallholder farmers across the Pacific and remains one of the region’s most culturally significant and economically important agricultural products, particularly in Fiji, Vanuatu and Tonga. In Vanuatu, for example, kava is consistently ranked among the country’s largest export commodities and is widely recognised as a cornerstone of rural livelihoods, supporting more than 30,000 households - while in Fiji kava exports also contribute substantial rural income and foreign exchange earnings.
Six years into the program, PTI Australia continues to support Pacific suppliers by offering market information and introductions. Each quarter, PTI Australia releases a Kava Pilot Program update, providing a snapshot of Pacific kava exports to Australia by country of export, quantity and number of suppliers.
The most recent figures provide an overview of kava exports to Australia across the first three quarters of 2025. The Q3 update shows that 44,027 kg of Pacific kava was exported to Australia across the quarter, a 5.9% increase on Q2, and 120,147 kg of Pacific kava this year to date. While Fiji continues to be the largest Pacific kava exporter to Australia, Vanuatu has shown steady growth, with volumes increasing each quarter. Tonga, despite being the second-largest Pacific kava exporter since the commencement of the program, has shipped comparatively modest volumes this year, totalling 13,571 kg. Papua New Guinea (PNG) and Samoa are yet to ship any kava direct to Australia in 2025.
While these figures provide a useful snapshot of the regional trade in kava, it’s important to note that the data are based on ‘country of export’ rather than the ‘country of origin’. Supply dynamics within the region are evolving. In some cases, exporters indicate that kava sourced from Papua New Guinea may be processed and exported via Fiji, reflecting broader supply and demand considerations. These on-the-ground insights, help provide additional context to the headline data and highlight the increasingly interconnected nature of the Pacific kava supply chain, with PTI Australia maintaining regular engagement with exporters to draw on their expert perspectives as these trends evolve.
Zane Yoshida, founder, Director and CEO of The Calmer Co., the umbrella company that owns both FijiKava and Taki Mai, said the Pacific must be ready to approach rising demand as a region.
“We are witnessing a surge in demand primarily driven by Gen Z’s reduced alcohol consumption […] with consumers increasingly opting for kava as a healthier and safer alternative. Another significant factor contributing to demand is the clinical evidence demonstrating kava’s ability to alleviate anxiety. This, coupled with improved sleep quality, has contributed to the growing acceptance of kava among consumers.”
“Growers must enhance their comprehension of the escalating consumer demand for kava in Western markets to ensure sustainable supply. The Pacific Island Forum Secretariat (PIFS) is actively developing a regional approach to kava, announcing its ‘Regional Kava Development Strategy’. This strategy aims to address the growing, processing and export of noble kava to meet international standards. Additionally, it is imperative to establish robust legislation in the Pacific to enforce compliance with international standards. For instance, Fiji is considering adopting the Fiji Kava Bill in 2026, while Vanuatu already has the Kava Act 2002 in place,” he said.
Sergine Tahun, founder and Director of Tahun Kava Exports Limited, is the first woman kava exporter from Vanuatu, who, most recently, has also achieved the internationally recognised Hazard Analysis Critical Control Point (HACCP) certification, unlocking international opportunities. Sergine said the biggest opportunity for kava currently is the growing demand for a high-quality, clean and consistent supply.
“Customers are becoming more educated about kava, and there is increasing interest from wellness, food, and beverage sectors. The main challenges are meeting strict import requirements, ensuring consistent supply from the islands, freight costs, and navigating the compliance procedures for each market. Education about kava quality and proper processing is also important to maintain confidence in the industry.”
“PTI Australia’s support has been very helpful in moving our export journey forward with their introductions and insights into accessing the Australian market. The assistance has helped us to understand requirements more clearly and to connect with the right people, which supports the growth of our business,” she said.
As demand for kava continues to grow and regulatory and market expectations become more complex, exporters are increasingly required to navigate compliance, quality assurance and buyer expectations across multiple markets. PTI Australia works closely with export-ready Pacific kava suppliers to strengthen their market readiness, support compliance with Australian import requirements, and facilitate commercial connections, helping businesses position themselves for sustainable growth in a competitive and evolving market.
To learn more about exporting kava from the Pacific to Australia, please reach out to our team.
