Q&A with Praveen Narayan, Founder of Green Gold Kava
Tell us about yourself.
My name is Praveen Narayan. I was born in Suva, the Capital of Fiji. I come from a small bonded family and am the eldest of two brothers.
My dad, before entering the kava industry, was a salesman, and my mom was a housewife.
Exactly 40 years ago, my dad lost his job. That evening, he and a group of his Kava Swipers were having kava as usual. His friends were worried about his job loss and encouraged my dad to go back to the boss and get back his job.
As always, dad being a self-motivated man told his friends, “I will do this”. So, his friends asked, “What?”, and basically his answer was, “I will buy good kava directly from the farmers and sell it.” As, at that time, quality issues were also a bit of a problem.
How did you get started in the kava industry?
That was 1983, and I was in Grade 2. The very first time I laid my eyes on kava, it was love at first sight.
I had other plans in life, but it all changed in that instance…maybe a call from above driving me to my current destination, who knows.
I vividly remember prices were FJD 3 for chips and FJD 5 for roots. And they were like thick vines. The real stuff.
Thus, our family began our kava journey. By 1986, my dad exported the first shipment of kava to the USA. It was 200 lbs. From there, the export journey began, but we didn't leave our local clients as they were the ones who supported us from the beginning.
Tell us more about Green Gold Kava.
Years passed by. We temporarily moved to Savusavu to start our kava farm. That was 1995. Then the Gold Rush came in 1998 with the opportunity to export for the US pharmaceutical industry which only lasted 3 months and all the hype about it died with all aspirations. Then the EU kava ban happened. Lots has happened in the last 25 years for the Pacific kava industry, but we are still steady and ready for anything that we may come across.
We went back and forth from the Capital to Savusavu for the next 15 years, and then I came back with my better half and two children to Savusavu to start a new life.
I was on my own, and the struggle was real, but I appreciate that struggle which has made us a stronger as a family.
Many would ask me, “How did you get that name Green Gold?” Well a small story about it… I was really hooked on the TV Series Gold Rush. It was similar to my struggles. And when you look at the fine particles of kava, it looks like Gold and its an agricultural product, so that’s where I got ‘Green’.
Thus Green Gold Kava was born.
We, as a family-owned kava business, then ventured to reestablish our niche in the kava industry, and thus Green Gold Kava Fiji was established in 2014. It’s been a 10 year journey on my own, but life didn't say it would be easy. We had our share of happiness and sadness, but a couple of shells in the evening removes that stress.
What challenges and opportunities have you seen the kava industry face?
We are always challenged by what we do, how we present ourselves, and what we say or do.
A challenge is starting with 100 bucks in the pocket, and people you know who disregard or disrespect you. Ones who don't see a vision for the future are the ones who laugh at your small failures, but for me, failures are good omens in life. It’s what tells you where you went wrong. I like it. It brings out the best in me. A man should appreciate his failures to excel in life and in business. That’s my best opinion.
Opportunities come in small droplets. If you are destined, it will drop on your forehead.
I am very much grateful to those droplets which has come upon my family and business for quite some time.
Those who have tremendously appreciated and supported us are always in our hearts and prayers.
Over this long tenacious journey, I have made hundreds of kind hearted friends from the Pacific to America and beyond who have been my mentors and advisors whom I believe in 100%.
During the most harrowing time of our lives, that being the COVID-19 years, was a clear testament for all of us that if one has the vision beyond COVID, those are the people who can stabilize their industry.
So began our new journey amid all sadness and lockdowns, export markets stuttering down and all the problems, Green Gold Kava Fiji embarked on a, I would say, “High Risk Venture”. Where businesses were saving for the rainy days, we started with construction plans for a new kava facility. A bold statement that reminded us that we will survive this unforgettable time, and when the sun shines again, we shall see a new beautiful beginning. This was the pinnacle of our vision and journey as we were passionate about our kava industry and we wanted to bring to our global clients satisfying and quality kava products. After the completion of the kava facility, we didn't stop there.
What special projects are you currently working on?
With the support of PHAMA Plus Program Fiji, we embarked on the HACCP Certification Program. Green Gold Kava Fiji will be the 4th kava company in Fiji in a few weeks to be HACCP Certified.
Anything else you would you like to share with our community?
From a very humble beginning, our kava journey has reached 40 years, but the future of Green Gold Kava Fiji is all in good hands of my wife and children as I see a new generation of kava industry will emerge from the visions of we pioneers.
Bula Vinaka to you all wonderful kava stakeholders who were reading something on a life story of a passionate kava man from Savusava. As I finish this small story, a drop of tears rolled over, and I could see a flash back of those wonderful memories of 40 years.
ISA LEI TURAGA
VINAKA VAKALEVU