Rising costs and price squeeze sales

Fiji's kava vendors are grappling with unprecedented financial pressure, as a confluence of rising costs squeezes their ability to earn a living.

Vendors at Suva Market report a sharp decline in sales. They attribute this downturn to escalating yaqona prices, higher fuel expenses, and the general increase in the cost of living, which leaves fewer customers able to afford their usual purchases. For many, what was once a reliable income source has become a daily battle for survival.

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Going 10 years back, it was a bit more. Like we used to get 30% profit. But at the moment, we’re just at the survival stage.

Ritesh Kumar, a kava businessman, described the current conditions as among the toughest in years, with profits shrinking to the bare minimum. "Going 10 years back, it was a bit more. Like we used to get 30% profit. But at the moment, we’re just at the survival stage," he stated. Kumar also pointed to rising farm-gate prices as a burden on both vendors and consumers, suggesting that farmers need to be more reasonable or the industry will be forced to import more kava.

Kava salesman Sanjeev Kumar noted that some days yield minimal income, with customers buying only small amounts. "Most of the time we are not selling that big amount, 1 kg each, we sell around $20, $30 worth of Kava in a day time," he said. He added that local kava production is low, and the supply chain is inconsistent. Vendors are looking to the upcoming 2026-2027 National Budget, hoping for government support for farmers that could help stabilize yaqona prices and alleviate the strain on the industry.

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Most of the time we are not selling that big amount, 1 kg each, we sell around $20, $30 worth of Kava in a day time. So the sale is going down, right down, and prices of Kava have risen and running short of Kava too.