Supply agreement
AN Australian-Fijian medicinal kava health and wellness company has acquired a major supply agreement in Australia to range the company's new and existing noble kava capsule varieties in selected markets.
According to a statement from Fiji Kava Ltd they had secured the deal with leading national retailer Coles.
The founder and CEO Zane Yoshida said: “This is a major milestone in Fiji Kava's journey, significantly increasing our retail points of distribution and availability across Australia.
“While the economic impact of the agreement to the company is not able to be determined at this time, we believe it will result in an uplift of consumer awareness, as well as increased sales of Fiji Kava's products.
“There are no other material terms to the agreement.”
He added the growing interest in Fiji Kava from retailers and distributors was being driven by the company's strategic vision and key differentiators in the complementary and alternative medicine market.
“Fiji Kava's vertical integrated supply chain, which includes the world's first noble kava tissue culture laboratory and our nucleus estate in Fiji, guarantees a sustainable and 100 per cent traceable supply of unadulterated noble kava, the key ingredient for Fiji Kava's products.
“We are able to produce this at scale to meet growing demand globally for kava, for consumers that are looking for natural alternatives to tackle issues such as stress and insomnia.
“Kava's role in the complementary and alternate medicine market is experiencing rapid growth globally.
“The agreement reached with
Coles to range Fiji Kava's noble kava varieties as a natural alternative to prescription medicines, to promote sleep, soothe and calm the nerves and relax the mind, is a vote of confidence that will only enhance the appeal to consumers both domestically and internationally,” said Mr Yoshida.
To raise further awareness and drive sales, the launch in June will be supported by a strong trade media campaign in Coles and investment in consumer brand marketing.
The company stated the agreement would see Coles range Fiji Kava's existing noble kava extract capsules and three new noble kava varieties.