Rooibos seeks a brew break from Uncle Sam

THE SOUTH African Rooibos Council (SARC) has embarked on a co-ordinated effort with the Department of Trade, Industry and Competition (DTIC) and the US Embassy to advocate for the reduction or removal of a 30% tariff imposed by the United States on South African Rooibos imports.

According to SARC, Rooibos is a uniquely South African product, grown exclusively in a small region of the Western Cape. This exclusivity means the tea poses no competitive threat to American agricultural production or domestic manufacturing. The majority of Rooibos exported to the US – over 90% – is shipped in bulk for American companies to blend, package, and market. This process supports value addition, stimulates local business activity, and creates jobs within the US market.

The US currently accounts for around 5% of total Rooibos exports. While the industry's exposure to the US market is notable, it is cushioned by a broad and steadily expanding global customer base. The full impact of the tariff on the Rooibos industry will become clearer over the next few months.

"Our priority is to support Rooibos producers and exporters during this challenging period," says Dawie de Villiers, chairperson of the SARC. "We are actively engaging with stakeholders and exploring all opportunities to ensure Rooibos remains competitive in the US market, while also strengthening our presence in other international markets."