A small tea manufacturing business rooted in the rural landscapes of Limpopo’s Sekhukhune district is preparing for one of its most significant milestones yet: placing its products on the shelves of every camp shop in the Kruger National Park.
For Retang Phaahla, chief executive officer of Setšong Tea Crafters, the breakthrough is about more than sales. It is about taking indigenous knowledge, local biodiversity and rural entrepreneurship to one of South Africa’s most recognised tourism destinations.
The Kruger National Park, which celebrated its centenary at the weekend is one of South Africa’s top tourist attractions, with an estimated 2 million tourists visiting the park annually.
Setšong Tea Crafters, which specialises in herbal teas made from indigenous plants found in the Sekhukhune region, officially launched its products across Kruger National Park’s curio shops as part of the park’s centenary celebrations.
The move is expected to expose thousands of local and international visitors to a uniquely South African product that tells a story of culture, heritage and community development.
“This is a platform that allows us to showcase indigenous knowledge systems and the richness of our biodiversity to travellers from around the world,” Phaahla said from the curio shop in Skukuza, the Kruger National Park’s biggest camp.
Unlike a limited rollout in a single location, Setšong Tea Crafters’ products will be stocked across all Kruger camp shops, significantly increasing the brand’s visibility. The partnership is expected to open doors to other retail opportunities while strengthening the company’s position in the growing market for natural and wellness products.
Getting there, however, was far from easy.
Phaahla said the company spent several years improving product quality, strengthening standard operating procedures and ensuring compliance with industry requirements before securing access to the market.
“We had to invest heavily in testing, quality assurance and refining our systems,” she said. “We also focused on creating products that carry a story and represent where we come from.”
By leveraging existing relationships and networks, Setšong Tea Crafters was able to overcome barriers that often keep rural enterprises out of mainstream retail channels.
The company currently operates at about 50 percent of its production capacity, leaving room for growth as demand increases. It has developed eight herbal tea flavours and is initially supplying three varieties in both tea bag and loose-leaf formats. The Kruger launch will also feature tea accessories such as brewing pots and strainers.
Beyond commercial success, Phaahla sees the expansion as an opportunity to deepen the company’s social and economic impact.
Sejong Tea Crafters currently employs 30 permanent workers and a further 15 seasonal or casual employees. Increased demand from the Kruger partnership and other emerging markets could see many of those temporary positions converted into permanent jobs.
The impact is expected to ripple beyond the factory floor. Additional employment opportunities are likely to emerge in merchandising, logistics, distribution, sales and promotional activities linked to the growing brand.
“Our mission has always been to stimulate the rural economy and create sustainable livelihoods,” Phaahla said.
While South Africa remains the company’s primary market, Setšong Tea Crafters is steadily building an international footprint. Its products are already available in Botswana, Lesotho, Namibia and Zimbabwe, while exports to the United States and the United Kingdom have begun through online retail platforms. Discussions are also under way with distributors in Japan and Germany.
For a business born in rural Limpopo, the journey from indigenous herbs to international shelves demonstrates how local knowledge, patient investment and strategic partnerships can transform a community-based enterprise into a globally competitive brand.
Setšong Tea Crafters has bagged a number of awards including the Most Progressive SMME by the Johannesburg Chamber of Commerce – Global Business Accelerator, Bio-Entrepreneur of the year by AfricBio, Top Female Run Enterprise at the SA Innovation Summit – SEDA Pitch and Perfect Competition and was second runner up in Agro-processing at the Eskom Business Investment Competition.
