Fijians might have to dig a little deeper into their pockets as the price of kava continues to escalate, driven by booming global demand and rising export volumes. Fiji Kava Association President John Sanday has confirmed that local shortages are now unavoidable, with exports to countries like the United States, China, and Spain surging. Mr Sanday is warning that local consumers could soon be paying between $200 and $250 per kilogram. “The world wants our kava, and farmers have every right to sell their produce where they get the best return,” Mr Sanday told the Fiji Sun. “We simply can’t stop them. It’s their produce and it’s their choice.” While acknowledging the impact on local supply and affordability, Mr Sanday defended the exporters. “There’s a strong loyalty among exporters — they send kava to family and friends overseas. That bond is stronger than their interest in the local market,” he said. Vendors at Suva’s Municipal Market say the price spike is already hitting home. “We used to buy kava for around $60 to $70 per kilo, but now it’s over $100 and still increasing,” said market seller Merewalesi Rotukana. “It’s getting harder to make a profit because customers are struggling too.” She said the shortage is causing stress among vendors and customers alike. “We feel sorry for our customers. They can’t afford what they used to. And there’s not enough supply to meet the demand,” Ms Rotukana said. Mr Sanday warned that unless immediate steps are taken, prices will continue to rise — and local consumers will feel the brunt of it. “We must grow more kava. That’s the only solution,” he said. “If we don’t act now, the situation will only worsen.” With international demand showing no signs of slowing, the pressure is now on local stakeholders to ramp up planting and protect domestic supply — or watch Fiji’s most iconic commodity slip further from everyday reach. Feedback: rariqi.turner@fijisun.com.fj