How a unique South African plant became a global tea sensation

From the Cederberg to the World: Rooibos Tea’s Remarkable Journey

Qwenews.com – Deep within South Africa’s Cederberg Mountains, where dramatic stone formations and creatures like leopards and baboons thrive, sits an unassuming shrub that has captured international attention. Known locally as “red bush” in Afrikaans, rooibos flourishes in just one specific region spanning 60,000 hectares—roughly 140,000 acres—located approximately 155 miles north of Cape Town. For generations, Indigenous populations utilized its needle-shaped foliage to brew a distinctive, woodsy beverage. Today, this ancient tradition has evolved into a worldwide phenomenon.

Expanding Global Reach

International appetite for rooibos has surged considerably in recent years. Consumer demand climbed by 12.5 percent between 2022 and 2024, while shipments abroad exceeded 10,000 metric tons for the first time in 2025. That figure represents a substantial jump from the roughly 5,900 tons exported in 2015. According to Martin Bergh, who leads South Africa’s Rooibos Limited as managing director, early expansion stemmed primarily from awareness building. “In the beginning, (rooibos) was virtually unknown, so the growth was just driven by more people getting to know it and enjoying its flavor,” he noted. Currently, health-focused buyers fuel much of this momentum.

“Rooibos is naturally caffeine free. So … it replaces, or can be a substitute for, black tea and coffee,” he explained.

Although scientists emphasize that additional studies remain necessary, preliminary evidence links the plant to potential wellness advantages. Elevated concentrations of polyphenols and antioxidants may help lower susceptibility to cancer and cardiovascular conditions.

A Legacy of Cultivation and Commerce

Rooibos Limited traces its origins to 1954 when it launched as the Rooibos Tea Control Board before transitioning to private ownership. The enterprise currently generates 400 million rand—equivalent to $24.17 million—through annual sales distributed across more than fifty nations. This volume constitutes nearly half of all rooibos leaving South Africa. After purchasing raw material from local growers, the firm sells wholesale quantities to major international brands such as Twinings, Tetley, and Tick Tock, who package the herb into diverse consumer goods.

“By far, the biggest market is the teabag,” Bergh observed, noting that international partners customize flavors according to regional preferences. While plain varieties resonate strongly in Japan, the United Kingdom, and South Africa, European and American consumers favor versions blended with herbs and fruits. Germany initially sparked the rooibos craze, yet Japan now stands as the company’s leading export destination. That nation consumed 33 percent of South Africa’s total rooibos shipments in 2025, according to Bergh. Beyond beverages, Japanese buyers increasingly seek rooibos-infused cosmetics and personal care items.

Indigenous Roots and Modern Recognition

Long before European colonists began farming rooibos commercially during the 1930s, the San and Khoi peoples—the oldest documented communities in southern Africa—gathered the wild plant from natural habitats. During apartheid, white-controlled enterprises received extensive government subsidies and protective measures, effectively sidelining Indigenous cultivators. In 2011, the South African San Council formally petitioned officials regarding inadequate acknowledgment of their ancestral expertise concerning the herb. Subsequent governmental investigations validated their assertions, culminating in a 2019 benefit-sharing accord that mandated annual payments from industry participants to traditional knowledge custodians.

“The contribution of the commercial industry I think is very fair,” said Bergh. “Land distribution lies in the hands of the state, so it’s beyond our powers. But we will, and do, buy (rooibos) from anybody,” he adds. “Very small-scale farmers, who tend to be farmers of color, do have some marginal advantages in that they are niche pockets in the market looking to identify their tea with somebody — and generally, we’re putting those people together.”

Critics argue the arrangement falls short of addressing historical inequities in land possession. Research conducted in 2017 revealed that Indigenous groups managed under seven percent of rooibos-growing territory while contributing merely two percent of national production. Rooibos Limited signed onto the agreement, maintaining that its purchasing practices remain inclusive. Meanwhile, following sustained advocacy efforts, the European Union granted rooibos Protected Designation of Origin status in 2021, marking the first time an African agricultural product received such prestigious accreditation.