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South Africas indigenous rooibos tea farmers seek a fairer deal

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

The reddish, caffeine-free drink rooibos means red bush in Afrikaans has become increasingly popular with global consumers in recent years. In 2019, exports reached 7,700 tons, up from 6,600 tons in 2013, according to the South African Rooibos Council, a trade body.

Because of this unique heritage, rooibos cultivation in South Africa has become a model for the ethical sourcing of agricultural produce and for sharing the benefits of biodiversity with local communities.

I grew up with rooibos, says Barend Salomo, managing director of an organic tea-growing co- operative in Wupperthal, a small town in the Cederberg. Its members comprise Khoi and San farmers, some of them third- or fourth-generation. Its in my veins, in all of the community members, he explains.

Today, large plantations account for almost all of South Africas rooibos production, which hit 20,000 tons in 2019-20 supporting enough sales worldwide to brew 6bn cups of tea. The Wupperthal co-operatives produce is prized for its quality.

Q. 1 why attractiveness of the company and reputation and image are fundamental for sustainable supply chain management for the rooibos business. provide understanding of the concepts before you provide at least two application points per concept.