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This Heritage Month, rooibos takes center stage as a uniquely South African story, one that weaves together heritage, geography, Indigenous Knowledge, and innovation. Recognised internationally with Protected Designation of Origin (PDO) status, rooibos remains a crop tied to place and people, with companies like Carmién Tea, launched 26 years ago, contributing to both its preservation and evolution.
Rooibos is indigenous to South Africa, growing naturally only in defined areas of the Western and Northern Cape. In 2021, the European Commission entered “Rooibos/Red Bush” into its PDO register, a first for an African product. The protection ensures that only rooibos cultivated and processed within the designated South African region may bear the name, reinforcing authenticity in much the same way as Champagne.
“PDO status protects rooibos as a product of place, like Champagne. It gives our customers confidence in origin and quality,” explains Mientjie Mouton, founder of Carmién Tea.
The rooibos industry has also made history with its benefit-sharing agreement. Since 2019, producers have paid a 1.5% levy on the farm-gate price of rooibos to the Khoi and San councils, recognising them as the traditional knowledge holders of rooibos.
“We recognise the traditional knowledge of the people who first brewed rooibos for medicinal purposes – or ‘Veldtee’ – in the early 1930s. Carmién believes in adding value and ensuring the benefits of rooibos are shared with all involved, including future generations,” says Mouton.
While rooibos is steeped in heritage, it is also a product of innovation. Over the years, the crop has been developed into multiple formats, including green rooibos for optimal antioxidant retention, powders for functional beverages, and cuts for infusion. Companies such as Carmién have driven much of this product diversification, expanding rooibos into wellness ranges, ready-to-drink formats, and cold brews aimed at broader markets.
“We innovate to meet clear needs. From women’s blends to ready-to-drink and family Cold Brew, we keep traceability and quality at the centre,” Mouton notes.
Rooibos is more than a crop; it sustains communities in the Cederberg region. At Bergendal Rooibos, a key Carmién partner, farm workers hold 50% ownership of the processing facility, ensuring value creation is shared locally. Through the Bergendal Worker Trust and the Mouton Workers Trust (Emgro), more than 620 workers, supporting around 4,000 dependents, have a direct stake in rooibos production.
Community initiatives in education, healthcare, and skills development, coordinated with the Mouton Foundation, further strengthen livelihoods while ensuring supply chain resilience.
For buyers, brands, and consumers, rooibos offers more than a unique taste profile. Its PDO status safeguards origin integrity. The levy system recognises Indigenous Knowledge tangibly. And community ownership models link global demand to local benefit.
As rooibos continues to gain traction internationally, its story remains firmly rooted in South African soil: a heritage crop evolving to meet modern needs while carrying forward the traditions of those who first brewed it.
About Carmién Tea
Carmién Tea is an origin-based rooibos producer, processor, and marketer headquartered in Citrusdal, South Africa. The company partners exclusively with Bergendal Rooibos for drying, pasteurising, and packing. Carmién offers private-label development, quality assurance, and full traceability from crop to cup.
Web: www.carmientea.com