‘Think outside the box’
Taveuni entrepreneur pursues business opportunities
TAVEUNI-BORN Ana Malumuvatu considers herself a dreamer.
The 39-year-old has plans to set up a commercial kitchen to increase her product line of kava infused confectionery and baked goods.
Currently, her small business, Kavalicious-Taveuni sells kava and kava cookies at her Kava bar in Martintar, Nadi, and the Nadi International Airport.
The fourth youngest of 11 siblings, Ana grew up in Vuna Village, working on her parents’ teitei (plantation), collecting coconuts and cutting copra.
“Life is tough for farmers. My parents struggled to make ends meet. They would have to travel long distances to Labasa or Suva, sleeping on the pavement, trying to sell their kava or dalo. Fluctuating prices and high travel costs affected my parents’ ability to provide for our large family,” she said.
Due to financial constraints, Ana was forced to leave school at 15 years old. This defining moment ignited her desire to work hard to own her own business.
Fast-forward 24 years and today Ana has proven there is no substitute for hard work and perseverance.
“In 2020, during the height of COVID-19, partnering my brother Elia, I was able to start my business with $1000 withdrawn from my retirement savings with the Fiji National Provident Fund.”
Kavalicious-Taveuni currently employs nine staff, mostly women. The company also employs women from Vuna part-time to assist with weeding on the farm.
Initially, the company only sourced kava from the Vuna region, but within two years and with growing demand, they started buying kava from other communities in Taveuni.
“I am thankful for my parent’s sacrifices and the struggle we went through, because it made me who I am today. Now, in my business, I make sure to offer a fair market price to my partner farmers. I currently pay $F60 per kilogram of kava because I value the hard work of the farmers and the people in the village.”
This commitment is a driving force behind Ana’s vision to have Kavalicious-Taveuni products recognised internationally.
2022 has been a big year for Ana, both personally and professionally.
In July, Kavalicious-Taveuni was one of 30 Fijian businesses that participated in an Investment Fiji Trade mission to Australia, an opportunity to network and learn more about the Australian market.
Ana also participated in the YGAP program she says taught her to think outside the box with her business ideas.
She was then awarded a scholarship by the Australian Government to participate in the Fiji Enterprise Engine (FEE) program.
The Fiji Commerce and Employer’s Federation FEE program is Fiji’s first private sector led business accelerator initiative for micro, small & medium enterprises (MSMEs) and is supported by Australia’s Market Development Facility.
The six-month FEE program offers classes and mentoring in six key business areas as well as networking opportunities with industry leaders and other MSMEs to support entrepreneurs to develop stronger business models and access new opportunities.
“When I got this opportunity with FEE, I was crying. I said thank you Lord, because, after all these years, I can go back and study!”
Despite having to travel weekly from Nadi to Suva for the FEE classes, Ana says she sees it as an investment because she is learning new tools for her business.
“Financial bookkeeping hasn’t been my strongest point, but with the patient guidance of the financial management trainer Josh, we now have all our finances recorded for the business.
“I’m learning so much from the FEE trainers, from product marketing and packaging, Human Resource management, and value-adding. I highly recommend the FEE program.”
Earlier this month, the Australian High Commission’s Development Counsellor, Joanna Houghton, and First Secretary, Susannah Hodson, visited Ana’s family farm in Vuna Village on Taveuni.
“We were overwhelmed with the drive and energy Ana and her entire team put into growing their business and supporting farmers. She is an inspiration. Australia, through our Kava Pilot Program, hopes to provide more opportunities for hardworking kava growers and entrepreneurs in Fiji, like Ana,” said Mrs Houghton.
Ana jokes that her business is growing super-fast, and she feels like she trying to catch up.
“This is the opportunity I’ve been waiting for. I’m ready for this and I’m enjoying the journey.”
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