- Fiji Kava has launched into the fast-growing kava market with its products now available on Amazon in the United States
- This launch comes at a time when the U.S. is experiencing a boom in kava bar openings
- Kava is a medicinal drug native to the South Pacific that relaxes muscles and can induce feelings of wellbeing
- However, long-term use can lead to weight loss, malnutrition and apathy
- The company is up 16.2 per cent this morning with shares trading for 11.5 cents apiece
Fiji Kava has launched into the fast-growing kava market with its products now live on Amazon's United States marketplace.
Fiji Kava's range of Noble Kava Extract Capsules and Instant Kava Powder products will be available immediately to consumers across North America.
This represents a considerable opportunity for Fiji Kava at a time when kava is experiencing a boom, including a surge in kava bars opening with hundreds now open across the country.
Kava is a drug made from the ground roots of the plant Piper methysticum, a member of the pepper family, and is native to the South Pacific.
The name kava comes from the Polynesian word which means bitter.
Kava can be consumed as a drink, supplement or extract. Traditionally, the root is crushed, ground or powdered and soaked in water to be drunk as tea. The tea is often consumed socially and as part of traditional ceremonies and cultural practices throughout the Pacific Islands.
In small doses, the effects of kava can include muscle relaxation, feelings of wellbeing, and sleepiness. However, long-term uses can lead to a range of health problems such as weight loss, malnutrition and apathy.
It is expected that the global kava market will exceed US$210 billion (AUD$309 billion) by 2026.
Fiji Kava's medical kava products are produced by high-quality GMP (good manufacturing practice) and are both TGA and FDA approved by years of independent research.
"This launch validates the progress Fiji Kava is making in enhancing the availability of its products, including capitalising on the growing popularity of kava in the United States; where kava usage is increasing with more people searching for natural remedies to tackle anxiety disorders and depression in our society," Fiji Kava Founder and CEO Zane Yoshida said.
"This is an exciting time for Fiji Kava as we begin to benefit from our unique Noble Kava integrated supply chain and the growth in the natural medicinal market globally, including the growing acceptance of kava in the US$39.3 billion supplements market," he added.
Fiji Kava is up 16.2 per cent this morning with shares trading for 11.5 cents apiece at 11:35 am AEDT.