Establishing her business during the peak of the COVID-19 pandemic in 2021, Fijian entrepreneur Ana Geli Malumuvatu has grown Kavalicious Fiji from a kava business into one producing Kava Cookies and other packaged kava products, with ambitions to expand production and take these value-added products into markets beyond Fiji.
Founded by Malumuvatu, Kavalicious Fiji reflects an opportunity for Fiji’s kava industry to move beyond traditional commodity production and into higher-value global markets.
For Malumuvatu, the vision has always extended beyond simply selling kava.
Investment Fiji says the business demonstrates how Fiji’s natural resources can be transformed into distinctive, Fiji-made products with the potential to compete in wider markets while creating jobs at home.
It says Kavalicious Fiji has already gained exposure through established retail outlets, including Prouds Duty Free and Jack’s of Fiji, providing a platform for the brand to reach both local consumers and international visitors.
Investment Fiji says international consumers are increasingly seeking products that are natural, sustainable and authentic, while Fiji has a wealth of resources and cultural stories that can be translated into premium products.
It adds that, for investors, this creates an opportunity to support businesses that are moving beyond traditional commodity production and developing products with greater commercial value.
Investment Fiji says strategic investment could help Kavalicious Fiji increase production, strengthen its supply chain, develop new products, and pursue international distribution and partnerships.
It further says Kavalicious Fiji has participated in business development, trade, networking and export-focused opportunities, giving the business greater insight into the requirements of taking a Fijian brand into international markets.
Investment Fiji says these experiences have helped Malumuvatu better understand how to position a locally owned business for growth and how international markets can open new doors for Fiji-made products.
It says the global consumer market increasingly favours products that are natural, culturally authentic and connected to their place of origin.
Fiji holds a unique advantage in this space, with its natural resources, cultural heritage and reputation as a tourism destination providing a platform for developing products that tell a distinctly Fijian story.
Investment Fiji says the journey has not been without its challenges.
Over the past four years, setbacks involving farming investments, business assets and financial capacity affected Kavalicious Fiji’s ability to reinvest in its original growth plans.
However, it says rather than allowing these setbacks to define the future of the business, Malumuvatu has used them as lessons that have strengthened her determination to rebuild Kavalicious Fiji and pursue opportunities beyond the local market.
Investment Fiji says these experiences reinforced the importance of protecting business assets, establishing strong legal agreements, maintaining proper financial records and understanding the risks associated with business growth.
Investment Fiji has also played an important role in this journey, helping Malumuvatu develop her understanding of international trade, international business opportunities and the process of positioning a Fijian business for global markets.
For Malumuvatu, the support from Investment Fiji has also been particularly meaningful as a woman entrepreneur building a business in Fiji.
She believes women in business should have the confidence to pursue their ideas, seek opportunities and build businesses capable of competing beyond Fiji.
Her experience demonstrates how the right support, combined with determination and a clear vision, can help entrepreneurs navigate challenges while continuing to pursue growth.
Investment Fiji says community contribution is also central to Malumuvatu’s approach to entrepreneurship.
Kavalicious Fiji has supported grassroots rugby initiatives through sponsorship, reflecting her belief that businesses have a responsibility to give back to the communities that support them.
The business has also been involved in community-focused initiatives through the Vuna Foundation, supporting children, families and communities where possible.
For Malumuvatu, success is therefore not measured solely by financial performance.
It is also measured by the opportunities a business creates and the positive impact it can have on the people and communities around it.
