South Africa’s rooibos industry is set to benefit from expanding export opportunities as growing international demand and improved market access create new opportunities for farmers, processors and exporters.
Industry leaders say the expansion is expected to strengthen demand for the indigenous tea, giving farmers, processors and exporters greater confidence to invest in production while creating new opportunities for businesses across the rooibos value chain.
The South African Rooibos Council (SARC) says growing global demand, together with improved market access, including new opportunities in China, is expected to introduce the indigenous product to millions of new consumers while supporting long-term industry growth.
SARC director Dawie de Villiers said entering new export markets is essential because the industry’s future depends on sustained consumer demand.
“Access to any new market is always welcome. Reaching new consumers is also very welcome. Without demand, you can’t really grow the industry,” he said.
He explained that increasing production without secured markets would expose producers to unnecessary financial risk, making export growth a key driver of confidence for the sector.
Opportunities for small businesses
The expansion of export markets could also benefit small-scale rooibos farmers, processors and exporters by creating stronger demand throughout the supply chain.
“I think growing demand benefits all farmers. It’s not limited to small farmers or intended to favour them. It’s the concept that a rising tide floats all boats,” De Villiers said.
The SARC recently highlighted that the removal of tariffs on qualifying South African agricultural exports to China could unlock additional opportunities for rooibos producers and exporters.
Protecting the rooibos brand
While export prospects are improving, the council says protecting the authenticity of South African rooibos remains critical.
Rooibos has Geographical Indication protection and is recognised as a Protected Designation of Origin in the European Union. This means only tea made from Aspalathus linearis grown in designated areas of the Western and Northern Cape may legally be sold as rooibos in markets that recognise the designation.
However, De Villiers warned that counterfeit products remain a concern.
“The risk is always that you might have fake products,” he said.
He noted that while Geographical Indication status offers legal protection, identifying counterfeit products in overseas markets remains difficult and often requires legal action between the industry and government.
SARC said maintaining product traceability, certification and consumer confidence will become important as rooibos reaches more international markets through complex global supply chains.
