Fiji Kava signs MoU to explore Chinese ecommerce and Diagou marketplace opportunities

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BRISBANE: Fiji Kava Ltd, Australian-Fijian medicinal kava health and wellness company, signed a Memorandum of Understanding (MOU) with Zorgen Health and Brand Asia Management to explore future opportunities to access Chinese consumers via Cross Border eCommerce and Daigou market places.

The MOU reflects a key development for Fiji Kava as it seeks to establish distribution of Fiji Kava’s products in China, the world’s second largest vitamin and supplements market currently valued at RMB 148 billion (AUD $31bn).

Fiji Kava Founder and CEO, Zane Yoshida said: “As we continue to focus on growing the availability of our ‘noble kava’ extract capsules and instant powder products, we cannot ignore that over 30 percent of Australia’s $2bn+vitamin and supplements revenues are through exports to China and Hong Kong.

“Zorgen Health and Brand Asia Management’s long-term experience, wholistic offering and proven track record in building revenues for leading Australian supplement and vitamins brands such as Swisse, Bio Island and Blackmores in these channels, represents a considerable opportunity for Fiji Kava, in the largest vitamin and supplements market globally,” Mr Yoshida said.

Fiji Kava has specifically partnered with Zorgen Health and Brand Asia Management as market leaders. Zorgen Health has grown to become one of the most successful China cross border export operations in Australia. In partnership with leading brands, Zorgen Health has built an extensive and fully integrated export service model, engaging all major cross border eCommerce platforms and leading stores in the health supplement category, via its dedicated resources in Australia and Hong Kong.

Brand Asia Management, which was co-founded by Shayne Mele, formerly the ANZ Regional Head of one of China’s largest e-commerce platforms, Vipshop (, works with some of Australia’s leading vitamin and health supplement brands, and brings a wealth of experience in the China Cross Border eCommerce industry.

Brand Asia Management Founder and CEO, Shayne Mele said: “Fiji Kava’s extract and functional products, combined with their integrated supply chain, provide consumers trust that the product is pure and unadulterated; a unique point of difference to the category and more importantly, a natural alternative to combat the growing levels of stress, anxiety and sleep deprivation in the Chinese market.”

The MOU establishes an initial 12-week period for Fiji Kava to work with the two parties to establish the foundations for entering China and to assess distribution opportunities via their existing networks. A decision on any future commercial arrangements will be made at the conclusion of the trial period.

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