Rooibos, which is exclusively farmed in the Cederberg and Sandveld areas of the Western Cape of South Africa is fast becoming one of the most attractive agricultural products to invest in.

It started by adding Rooibos wood chips to wine and a unique range of red wines was born. Audacia is now well established and known for their Rooibos Wooded ‘No Sulphur Added’ wines worldwide. They have a strong global following and in China the wines are even sold in pharmacies and promoted for their health qualities.

Rooibos is becoming a big deal in Japan – one of the largest tea-drinking nations in the world – with exports of our indigenous tea hitting record highs in 2018.

There has been some speculation around whether South African products, such as Rooibos, will continue to enjoy Geographical Indicator (GI) status following the UK’s withdrawal from the European Union.

A growing preference for natural products free from chemicals, along with a concern for the environment is driving the demand for herbal beauty products, which includes our indigenous herb, Rooibos.

Decades of local and international research into Rooibos’ anti-diabetic properties confirms its effectiveness at improving sugar levels when used in conjunction with a healthy lifestyle and should form part of a holistic strategy to tackle the disease say experts.

For James Bond, it’s a Vodka Martini, shaken not stirred, for Carrie Bradshaw – lead character in Sex and the City, it’s a Cosmopolitan of course and nothing can quench Homer Simpson’s thirst more than a can of Duff Beer.

The refocusing of priorities amid the global pandemic has put an already buoyant health and wellness market into overdrive.

While the Rooibos industry has always had environmental preservation at heart, an increased global demand for the tea has compelled the industry to more proactively review its impact across its value chain.

When South African rooibos tea became the first African foodstuff to join French champagne and Cypriot halloumi on the EU’s “protected designation of origin” list this year, it was only the latest landmark for one of the country’s most distinctive exports.

January marks the start of the Rooibos harvest season in Clanwilliam – a quaint town tucked away at the foot of the majestic Cederberg mountains and the only place in the world where Rooibos grows. 

A ground-breaking benefit-sharing agreement was signed in 2019 between South Africa’s lucrative rooibos herbal tea industry and two organisations representing Indigenous San and Khoi people.