The world is counting on agriculture to produce more nutritious food, and Rooibos fits the mould, according to Nicie Vorster, spokesperson for the SA Rooibos Council (SARC).
Rooibos is only grown in South Africa, mainly farmed in the Cederberg and Sandveld areas of the Western Cape. "Major Rooibos markets view the tea as a premium healthy lifestyle product and promote it in its pure and unblended form, which health-conscious consumers want more of.
"The increased emphasis on health and well-being globally is fuelling a revival and preference for experiences and products that promote wellness," Vorster said in a statement.
"These days, consumers are placing far more value on health, such as using devices and apps to encourage exercise, consuming organic and natural foods, taking health supplements, etc more than ever before, and it's a trend that will continue well into the future."
Vorster added that Rooibos is also very versatile. Apart from being a beverage, Rooibos is used in articles ranging from beauty products and nutraceuticals to alcoholic drinks, confectionery and everyday foodstuffs, such as yoghurt and cereal.
"Every year, we are seeing new and exciting innovations in the Rooibos category as entrepreneurs and branders experiment with the product," Vorster said.
Record high
The current area planted under Rooibos is at a record high of 57 000ha – almost double that of a decade ago as more farmers, especially those in the Swartland region, have cleared existing farmland to make way for Rooibos. According to Vorster, the increasing agricultural footprint of Rooibos demonstrates the growing demand – both locally and internationally.
The sector is also attracting more growers, especially grain farmers who are looking to diversify, since Rooibos is a hardy, dry land crop which is generally less affected by drought when compared to other rain dependent crops.
The Rooibos industry currently employs an estimated 8 000 farmworkers and additional employment is created in upstream activities, such as processing, packaging and retailing. About half (between 6 000 and 7 000 tonnes) of Rooibos is consumed locally, while the balance is exported to more than 30 countries, including Germany, the Netherlands, Japan, the UK and US.