How a unique South African plant became a global tea sensation
The Red Bush That Conquered the World: South Africa’s Rooibos Journey
Healfromzero.com – From the sun-baked slopes of South Africa’s Cederberg Mountains, a humble shrub has transformed into an international beverage phenomenon. This native plant, known locally as rooibos or “red bush” in Afrikaans, now graces tea cups across continents, representing one of Africa’s most successful agricultural exports.
A Geographic Treasure
The Cederberg region, situated approximately 155 miles north of Cape Town, encompasses roughly 60,000 hectares—or 140,000 acres—of unique terrain. This arid landscape, celebrated for its striking rock formations and diverse wildlife including baboons and leopards, harbors something far more valuable than its scenic beauty. Rooibos grows exclusively within this defined boundary, making it geographically irreplaceable.
For centuries, the Indigenous San and Khoi peoples, recognized as southern Africa’s oldest populations, harvested wild rooibos from the mountains. They utilized the plant’s needle-like leaves to prepare a distinctive, woody-flavored infusion. European settlers began cultivating the herb commercially during the 1930s, transitioning it from wild harvest to agricultural production.
Explosive Global Growth
The past few years have witnessed remarkable expansion in rooibos consumption worldwide. Between 2022 and 2024, global demand surged by 12.5 percent. By 2025, South African exports exceeded 10,000 tons for the first time in history—a substantial increase from approximately 5,900 tons recorded in 2015.
“In the beginning, rooibos was virtually unknown, so the growth was just driven by more people getting to know it and enjoying its flavor,” explained Martin Bergh, managing director of South Africa-based Rooibos Limited, the world’s oldest and largest rooibos processor.
Bergh notes that the current growth trajectory differs from earlier decades. Today, health-conscious consumers drive much of the demand, seeking alternatives to traditional caffeinated beverages.
Health Benefits and Market Appeal
Rooibos naturally contains no caffeine, positioning it as an ideal substitute for black tea and coffee. While researchers continue studying its properties, preliminary evidence suggests connections to reduced cardiovascular disease risk and lower cancer rates. These potential benefits stem from the plant’s rich concentration of antioxidants and polyphenols.
The commercial landscape reflects this growing interest. Rooibos Limited, originally established in 1954 as the Rooibos Tea Control Board before privatization, generates approximately 400 million rand—equivalent to $24.17 million—through annual exports to more than 50 nations. This volume represents nearly half of South Africa’s total rooibos shipments.
The company sources raw material from local farmers and distributes it in bulk to international packaging companies and brand operators, including Tick Tock, Tetley, and Twinings. These partners create diverse product lines tailored to regional preferences. Unflavored rooibos enjoys particular popularity in South Africa, Japan, and the United Kingdom, while fruit and herb-infused varieties resonate more strongly with European and American consumers.
Japan Emerges as Key Market
Although Germany initiated the rooibos boom, Japan has since surpassed it as the company’s primary export destination. In 2025, Japan accounted for 33 percent of South Africa’s total rooibos exports. This relationship extends beyond beverages; Japanese consumers increasingly embrace rooibos in skincare formulations, creating additional demand channels for the herb.
Indigenous Recognition and Equity
Historical inequities shaped the rooibos industry for decades. White-owned enterprises benefited from extensive subsidies and protective measures under apartheid-era policies, while Indigenous farmers remained largely excluded. The South African San Council formally raised concerns about inadequate recognition of traditional knowledge in 2011.
Government research validated these claims, leading to comprehensive negotiations. The resulting 2019 benefit-sharing agreement mandated that rooibos industry companies pay an annual levy to Indigenous traditional knowledge holders representing the San and Khoi peoples.
Despite this progress, disparities persist. A 2017 academic study revealed that Indigenous communities controlled fewer than 7 percent of rooibos-producing lands and contributed only 2 percent of South Africa’s total rooibos tea production. Rooibos Limited signed the benefit-sharing agreement and maintains that its purchasing practices remain equitable.
“The contribution of the commercial industry I think is very fair,” Bergh stated. “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 acknowledged that small-scale farmers, who tend to be farmers of color, possess certain market advantages as niche producers seeking to differentiate their products through cultural identity.
Protected Designation of Origin
In 2021, following extensive industry advocacy, the European Union granted rooibos Protected Designation of Origin status. This prestigious accreditation made rooibos the first African product to receive such recognition, ensuring that only tea produced within the designated Cederberg region can bear the rooibos name in European markets. This designation not only protects the product’s authenticity but also enhances its premium positioning in global commerce.
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