Concerns are mounting in Fiji over the increasing sale of adulterated kava, a traditional drink with significant cultural and economic importance to the island nation. Authorities are warning that the practice, which involves mixing kava with substances like flour and even bleach, threatens both public health and Fiji’s reputation as a producer of high-quality kava in the global market.
The Ministry of Agriculture issued a recent warning regarding compromised kava quality, prompting the Consumer Council of Fiji to call for stronger enforcement measures as consultations on a proposed Kava Bill continue. These measures include substantial fines and the potential blacklisting of licenses for those found to be adulterating the product. , the Consumer Council of Fiji emphasized the need for a robust set of penalties to deter businesses from engaging in these deceptive practices.
The adulteration isn’t limited to domestic sales. The Ministry of Agriculture has specifically highlighted instances where cooking products, including flour, have been mixed with kava intended for export. This practice poses a significant risk to Fiji’s standing in international markets, potentially eroding trust in Fijian kava and impacting export revenue. Reports have also surfaced of bleach products being used in the Vanua Levu region to clean kava before sale, raising serious health concerns for consumers.
The issue came to light following a complaint received by the Consumer Council of Fiji just two weeks prior, involving a kava dealer at the Suva Municipal Market. A small business owner from Beqa discovered the issue after reselling the kava to her customers. She reported that the kava was unusually powdery, and a white sediment settled at the bottom of the water after mixing, indicating the presence of foreign substances.
An investigation conducted by the Consumer Council confirmed the suspicions. Comparing the suspect kava with control samples, investigators observed clear differences in both appearance and smell. While genuine kava samples produced a light brown color, the suspected adulterated product was pale and grey, with visible white powder and black specks. These visual cues strongly suggest the addition of extraneous materials.
Seema Shandil, CEO of the Consumer Council of Fiji, stated that this is not an isolated incident. The Council has received numerous complaints in the past, including reports from international consumers, regarding kava with unusual characteristics. “The signs point to possible mixing with another substance,” Shandil said, emphasizing the widespread nature of the problem.
The Ministry of Agriculture is urging farmers, traders, and exporters to adhere to strict quality control standards. The Consumer Council echoes this call, advising consumers to purchase kava only from reputable vendors and to report any suspicious products to the Council’s National Consumer Helpline at 155. This proactive approach aims to protect consumers and safeguard the integrity of the kava supply chain.
The proposed Kava Bill is seen as a crucial step in addressing the issue. The Consumer Council is advocating for the legislation to include provisions that send a clear message that adulteration will not be tolerated. Stronger enforcement and more severe penalties are considered essential to deterring unscrupulous businesses from compromising the quality and safety of kava.
Kava holds a deeply rooted cultural significance in Fiji and across the Pacific region. Traditionally consumed in ceremonial settings and social gatherings, it plays a vital role in social cohesion and cultural identity. Beyond its cultural importance, kava is also a significant contributor to the Fijian economy, particularly through exports. The adulteration of kava not only undermines public health but also threatens the livelihoods of farmers and the nation’s economic interests.
The Ministry of Agriculture and Waterways, as outlined in its vision, aims to foster a resilient, inclusive, competitive, innovative, and food-secure agriculture and waterways sector. This commitment to sustainability and economic opportunity is directly challenged by the practice of kava adulteration, which jeopardizes the long-term viability of the kava industry and the well-being of Fijian communities.
The current situation underscores the need for comprehensive quality control measures throughout the entire kava supply chain, from cultivation and harvesting to processing, packaging, and distribution. Increased monitoring, rigorous testing, and stricter penalties are essential to ensuring that consumers receive a safe and authentic product. The ongoing consultations on the Kava Bill represent a critical opportunity to strengthen regulations and protect the integrity of this important cultural and economic resource.
