Ajay Singh, the director of Bula Premium Kava, is bringing a traditional beverage from the South Pacific to the mainstream market. Kava, which has been consumed in Fiji and the broader South Pacific for over 3,000 years, is now gaining popularity globally, especially for its reported health benefits. Known to help reduce anxiety and relieve stress, kava is becoming a preferred alternative to alcoholic beverages, with a strong appeal to those seeking natural and relaxing options.
“Kava has been deeply rooted in the cultural and traditional practices of the Pacific Islands. But now, people are recognizing its health benefits, and it’s quickly becoming a popular non-alcoholic beverage,” says Singh.
The Bula Premium Kava product is pure, all-natural Fijian kava, harvested after four to five years. The roots of the plant are processed into a powder in Fiji before being packaged and sold. Singh's passion for kava stems from his upbringing in Fiji, where he witnessed its significance in daily life. Although he has worked in technology for over 25 years, Singh saw an opportunity to introduce premium kava to Australia when the kava pilot program opened.
Since its introduction, Australia has imported over 380 tons of kava through the pilot program, with Singh's company contributing significantly to the rising demand. "The Australian market is still emerging for kava, but it’s growing fast. We’re proud to be one of the leading brands,” Singh adds. The quality of Bula Premium Kava adheres to international food standards, and Singh collaborates with the Fijian Trade Commission to promote the product at expos such as the Naturally Good Expo.
Bula Premium Kava is easy to prepare, with 50 grams of powder making approximately 1.5 liters of the beverage. Traditionally served at room temperature, consumers are now getting creative by mixing it with coconut water or juices to create mocktails. However, regulations in Australia currently only allow it to be consumed with water.
For those interested in trying this unique beverage, Bula Premium Kava is available for purchase online at their official website, bulapremiumkava.com, and through various retailers across Australia, including Paul’s Liquor. Singh continues to work closely with Fijian authorities to bring this cultural gem to a wider audience, ensuring that the product remains of the highest quality.
Though kava-infused products such as chocolates and desserts are emerging in other parts of the world, Singh emphasizes that in Australia, kava can only be sold in its traditional form as a beverage. The journey of Bula Premium Kava is just beginning, and Singh is confident that the product will continue to grow in popularity as more consumers discover its benefits.
For more information, visit bulapremiumkava.com.
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