What Fiji Kava does

Fiji Kava Limited (ASX:CCO) is a publicly listed Australian-headquartered natural wellness company that produces and distributes certified Fijian Noble Kava products targeting consumers seeking plant-based alternatives for stress, anxiety, sleep, and relaxation. It serves individual retail consumers primarily in Australia, New Zealand, and the United States, and is the world's first listed kava company and the only foreign firm approved by the Fijian Government to operate in the domestic kava industry.

The company's core technology rests on a decade of plant science research, including cultivar selection from more than 200 known Noble Kava varieties, tissue culture propagation, and a proprietary 100% water extraction method that avoids ethanol and artificial chemicals. Its vertically integrated supply chain comprises an 111-acre SATA Nucleus Farm in Levuka, Fiji, plus a network of over 200 vetted Fijian fair-trade farmers, enabling full farm-to-shelf traceability. Product portfolio centers on two formats: 100% Noble Kava Root Instant Powder (50g/150g/250g) and Noble Kava Capsules (60mg kavalactones per serving, FDA and TGA compliant), supported by traditional preparation accessories such as strainer bags and handcrafted coconut drinking cups. A 2022 acquisition of Leilo Inc added a U.S. ready-to-drink kava line, and a July 2024 product launch of a higher-concentration Instant Kava Powder broadened the on-demand use case.

Fiji Kava generates revenue primarily through direct-to-consumer e-commerce on its owned storefronts (fijikava.com and us.fijikava.com), supplemented by subscription/autoship plans (30/60/90-day cadences with 10-20% discounts), Amazon US marketplace listings, and physical retail distribution through Coles supermarkets in Australia. US orders ship from Texas and Oregon warehouses. Pricing is positioned at $13.99 sale / $19.99 list for the flagship powder and capsules, with Afterpay installment support and free standard shipping on US orders over $50. Customer segments are persona-based and span health-conscious relaxation seekers, wellness and fitness enthusiasts, Pacific Island culture consumers, and individuals seeking non-pharmaceutical anxiety alternatives, with a stated 4.7-star average rating from over 1,000 customer reviews.

Name

Fiji Kava

Legal name

Fiji Kava (Australia) Trading Pty Ltd

Website

https://fijikava.com

Company type

Public

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Fiji Kava Limited (ASX:CCO) is a publicly listed Australian wellness company that produces and distributes certified Fijian Noble Kava instant powder, capsules, and accessories to individual consumers in Australia, New Zealand, and the United States via DTC e-commerce, Amazon, and Coles retail.

Ownership category

akta.pro rank

Product category

Natural Herbal Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Kombucha & Other Fermented Non-Alcoholic Beverages (AFAFABAK)

Keywords

• Noble kava products
• Natural relaxation supplements
• Herbal wellness capsules
• Kava extract powder
• Plant-based stress relief

Headquarters

HQ city

Subiaco

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct E-commerce Product Sales: Products sold directly to consumers through the FijiKava website (fijikava.com and us.fijikava.com), including instant kava powder, capsules, and accessories. This is the primary revenue channel.
2. Subscription/Autoship Plans: Customers can purchase products on subscription with automatic recurring payments at 30-day, 60-day, or 90-day intervals. Subscription plans offer discounted pricing (20% savings for 30-day, 15% for 60-day, 10% for 90-day).
3. Retail Distribution: Products sold through retail channels including Amazon marketplace and Coles stores in Australia, generating revenue through wholesale/product sales to retail partners.
4. Third-Party Marketplace Sales: Products sold through Amazon marketplace, generating transaction-based revenue from consumer purchases on the platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Fiji Kava produces and sells premium Noble Kava-based natural relaxation products, including 100% Noble Kava Root Instant Powder, Noble Kava Capsules (60mg kavalactones per serving), and traditional preparation accessories. Products are sold direct-to-consumer via the company's e-commerce websites, through Amazon marketplace, and in Coles retail stores in Australia, with subscription autoship plans available.

Product overview

FijiKava is a direct-to-consumer kava company offering a focused portfolio of Noble Kava products centered on two core formats: instant powder and capsules. The product line includes the 100% Noble Kava Root Instant Powder (available in 50g, 150g, and 250g sizes) and FijiKava Noble Kava Capsules (60mg kavalactones per serving). Supporting accessories include the Kava Strainer Bag (200-micron nylon mesh for traditional preparation) and the Bilo Coconut Kava Drinking Cup (handcrafted in Fiji). In 2022, FijiKava expanded into the RTD market through the acquisition of Leilo Inc., a U.S.-based ready-to-drink kava brand. Products are sold primarily through the company's e-commerce website, with additional retail presence on Amazon and in Australian Coles stores. The company maintains a vertically integrated farm-to-shelf supply chain sourcing from over 200 Fijian fair-trade farmers.

Differentiator

Problem solved

Functional benefit

Products and services

• 100% Noble Kava Root Instant Powder Premium Noble Kava root finely ground into instant powder form for easy mixing with water, sold in 50g, 150g, and 250g sizes. 100% traceable from Fijian farms to shelf for individual consumers seeking natural relaxation.
• FijiKava Noble Kava Capsules Vegan capsules containing premium Fijian kava extract standardized to 10% kavalactones, with 60mg kavalactones per serving. Sold in 60-capsule bottles and available via subscription autoship. FDA and TGA certified compliant as a complementary medicine and supplement.
• Kava Strainer Bag High-quality 200-micron nylon mesh strainer bag designed for traditional kava preparation, extracting kavalactones while removing unwanted root fibers. Eco-friendly and reusable accessory sold to individual consumers.
• Bilo Coconut Kava Drinking Cup Traditional authentic kava drinking cup handcrafted in Fiji from 100% real coconuts. Each cup is unique in shape and enhances the traditional kava drinking experience for individual consumers.

Quantifiable outcome

• 4.7-star average rating from over 1000 customer reviews
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Leilo InccoreStrategic or Co-development Partner · 3 October 2022Fiji Kava Limited announced the acquisition of Leilo Inc, a leading RTD (ready-to-drink) kava brand in the U.S., with the transaction expected to close by October 31, 2022. The acquisition was supported by a $1.6 million placement to support rapid expansion and aims to expand Fiji Kava's market share and revenues in the U.S. market.
• TUTU RURAL Training Centre (TRTC)coreStrategic or Co-development PartnerFijiKava partners with TRTC to train 57 students annually in kava farming, with students planting over 90,000 kava crops each year. The partnership includes post-training support, quality maintenance education, and purchasing kava directly from TRTC graduates at premium prices. Each year sees 1,000 crops planted in local communities plus 1,600 at TRTC.
• PHAMA Plus ProgramminorStrategic or Co-development PartnerPHAMA Plus Program (Pacific Horticultural and Agricultural Market Access) has been instrumental in supporting agricultural development in the region. Through this partnership, FijiKava donated a fully equipped nursery to Tutu Rural Training Centre to boost local farming capabilities.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Kona Kava Farm: Hawaii-based kava farm and retailer selling kava powder, extracts, and capsules direct to consumers; overlaps with Fiji Kava on noble-kava cultivars and DTC channels.
• Wakaya Perfection: Premium Fijian kava brand with farm-to-bottle positioning, comparable Noble Kava sourcing story, and DTC/retail distribution in the U.S. and Australia.
• Kalm with Kava: U.S.-based direct-to-consumer kava brand selling powders, capsules, and traditional prep accessories. Closest direct competitor to Fiji Kava in the Western retail kava space.
• Real Kava (Mt. Kava): Vanuatu-origin kava brand selling noble kava shots, powders, and tinctures. Comparable product mix and positioning around traditional Pacific Island kava.
• Bula Kava House: Fiji-based kava company sourcing noble kava from Fijian farmers and selling globally; competes with Fiji Kava on origin authenticity and traceability claims.
• Kava King Products Inc. Identified alongside Fiji Kava as a key player in the global kava drinks market; sells kava root, powders, and kava-based beverages directly to consumers.

Emerging players

• Moon Juice: Premium adaptogen and "plant-based" wellness brand selling powders and tinctures for stress/sleep; targets a similar affluent, wellness-oriented consumer with functional botanicals.

Broad incumbents

• Nature's Way: Large U.S. herbal supplement brand owned by Schwabe, distributing kava and other botanical supplements via mass retail. A broad incumbent in the same shelf space.
• Gaia Herbs: Established U.S. botanical supplement company with broad herbal portfolio (including kava products). Competes with Fiji Kava in the supplement-retail aisle rather than on kava specialization.
• Traditional Medicinals: Major botanical wellness brand selling herbal teas and supplements, including kava-based products, in grocery and natural-food retail. Adjacent competitor in the calming-herbal category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Fiji_Kava

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fiji Kava