Rooibos is the first African product to receive PDO status from the EU

Let’s face it, South Africans love their Rooibos that’s usually grown in the Cederberg, a small mountainous area in the region of the Western Cape.

But this much-loved plant is now receiving global recognition, and as South Africans, we couldn’t be more ecstatic.

Rooibos officially became the first African product to receive Protection Designation of Origin (PDO) from the European Union (EU) during a ceremony where EU Ambassador to South Africa, Riina Kionka, handed over a certificate to the Rooibos industry recognising its registration for PDO.

According to IOL, Rooibos will now receive the same protection as champagne, which is classed by the EU as product that is “produced, processed and prepared” in a specific area, using a particular traditional method.

This will create greater product recognition and demand, thereby stimulating job creation. 

These sentiments were echoed by Western Cape Premier, Alan Winde, who said that rooibos was now the first African product to receive PDO status from the EU, which would afford greater access to the industry.

I welcome the collaboration between the Western Cape Government, the Rooibos industry and the European Union, which has ensured that Rooibos is registered as a PDO. pic.twitter.com/jlJxsQVJ5H

— Premier Alan Winde (@alanwinde) August 23, 2021

He went on to say that “Among Rooibos’ top importers in the EU are Germany, Netherlands, France, Belgium and Italy. We look forward to seeing the economic impact that PDO registration will have on this important industry and its revenue stream. I commend all the stakeholders involved who have played their part in making this a reality.”

We look forward to seeing the economic impact that PDO registration will have on this important industry and its revenue stream. I commend all the stakeholders involved who have played their part in making this a reality.

— Premier Alan Winde (@alanwinde) August 23, 2021

Rooibos was officially included in the EU’s Geographical Indication Register which means that unless a product is made from dried leaves derived from the Aspalathus linearis plant that has been harvested from the Western or Northern Cape and specifically from the Cederberg region, it can’t be called Rooibos, IOL adds.

Rooibos Limited managing director Martin Bergh received the certificate from Kionka at the Yzerfontein Guest farm near Clanwilliam.

Upon handing over the certification, Kionka said: “It’s great news that South Africa’s agri-food exports to the EU have grown to just under R40 billion despite the pandemic.

“The successful registration of ‘Rooibos/Red bush’ as a Geographical Indication will contribute to South Africa not only sustaining but growing jobs and incomes in benefiting rural communities. For the EU it is a priority to work with local partners to develop agri-value chains to benefit local development and jobs growth.”

According to Kionka, food products listed on the EU register of PDOs generated around R1.24 trillion in value, and there was significant demand for Rooibos in Europe.