CARMIÉN TEA: Drinking to the Good Health of SA’s Rooibos Riches

Cherished in South Africa for generations, rooibos has seen its popularity swell worldwide in recent decades and is now exported to more than 31 countries, including the UK, Germany, China and the United States. Loved by tea aficionados for its flavour, described as smooth and sweet with a hint of vanilla, and easy to blend with other ingredients, there is a good deal more to rooibos than its taste. 

Synonymous with numerous health benefits, it is packed full of antioxidants and is a source of some unique polyphenols which can reduce the risk of inflammation, a key trigger of many serious conditions. Researchers are especially interested currently in Aspalathin, a unique antioxidant found in rooibos that could lower blood sugar. 

PROTECTED DESIGNATION AWARD 

That rooibos has gained global prevalence is all the more remarkable given that, despite the efforts of many farmers far and wide, it steadfastly refuses to flourish outside of a small corridor of the Cedarberg Mountain Range. “The rooibos can only grow in the narrow 60,000 hectare belt in the region where we are located, nowhere else,” underlines Carmién Tea Marketing Director Lize du Preez.  

“This means that all of the production happens this side, a combination of the tea we grow ourselves and what we source from other rooibos farms in the designated rooibos region. All our facilities, factories – everything is on our Citrusdal farm, at the gateway to the rooibos tea region here in South Africa.” Only the best quality organic and conventional rooibos makes its way into Carmién Tea’s end product, taken from prime growing areas such as Piekenierskloof, Wupperthal and Gifberg.  

Without doubt a special region; and certification has now been bestowed upon it to ordain that all rooibos must be cultivated, produced and processed in this specific geographical zone. Joining the likes of France’s Champagne, Greece’s Feta cheese and Porto’s Port, rooibos is in truly iconic company, and becomes the first product in Africa to join this select bunch on the EU register of protected designations of origin and geographical indications.    

“As an industry we recognise the close connection between rooibos, the area where it grows and the community and their traditions,” commented Dawie de Villiers, SA Rooibos Council legal director. “Our goal is to protect, support and promote the sustainability of not only rooibos, but the rich heritage of the industry as a whole, which is why we so doggedly pursued the registration. 

“It protects the product against would-be producers outside of the rooibos region in South Africa.” 

The designation will be pivotal in sustaining the rooibos industry, as increased publicity and recognition leads to higher consumption, in turn contributing to the preservation of traditional knowledge. “Rooibos is one of the most iconic products of the Western Cape and its inclusion in the PDO register will signal its unique quality to consumers, not only in Europe but all over the world,” reasoned Western Cape Agriculture MEC Dr Ivan Meyer.  

“Rooibos also forms part of SA’s rich biodiversity,” added de Villers, “and we believe that the registration will make way for other indigenous species to also be indicated as PDOs and reap similar rewards.” 

LOYAL TO ITS ROOTS 

Like the rooibos it lovingly tenders and produces, Carmién Tea represents another precious South African commodity – the truly authentic family-run business remaining profoundly loyal to its origins. “With a background in the farming operation side, my mother, Mientjie Mouton, who is now Managing Director, started the company back in 1999,” Lize du Preez recounts, “in an old farm shop on the historic Brakfontein Estate near the small town of Citrusdal. 

“Our family farms are in the Citrusdal region, where we work with both citrus and rooibos tea,” du Preez expands. “and when direct product exports became possible Mientjie really saw the great potential, not only in shipping out rooibos tea all across the world, but also in creating a brand connected and coming straight from the farm, unlocking the value chain for the workers involved as well.  

“Initially this was presented to local retailers in South Africa, which led to a few listings, and developed into exporting in bulk, which today represents around 75% of our volume. More than 50% of our turnover, though, comes from packaged, branded products, which we sell locally as well as to some international retailers. 

“We also do private label packing, and have our very own factory on the Bergendal farm where all the rooibos processing and packing happens,” du Preez continues. “When Mientjie first started the company everything had to be outsourced, but as the company grew we were able to invest in our own facilities.” This makes Carmién Tea the producer, processor, packer and exporter of its product, giving the customer an unparalleled direct link to the plant.   

“Our key differentiator is that we are both the label and the producer,” du Preez notes. “Our model is centred around bringing the consumer as close as possible to the source of the product.” 

The deregulation of the rooibos industry in 1993 was pivotal for Carmién Tea, outlines Mouton. “We pride ourselves on what we have achieved since we were allowed to produce, process and market our products on an independent basis, outside the single channel rooibos marketing board that monopolised the South African industry until 1993. 

“We offer quality products, we invest in our people and support the local community to ensure production stability and a rewarding future for all involved for generations to come.” 

Every Carmién Tea sale directly benefits nearly 700 farm worker shareholders, with around 5000 dependants, du Preez reveals. “With the help of government funding we have been able to give the farm workers 50% shareholding in the Bergendal Rooibos factory. The most important thing for us is making sure that the people on ground level also feel the benefit of our growth and sales: Bergendal Rooibos is a joint venture whereby we own 25%, the producer 25%, and the farm workers own the remainder.”  

GOOD NEWS FOR BREWS 

Even in arguably the most trying year in living memory, the nature of its product has meant that Carmién Tea has still been able to report positivity and growth. “Last year was a good time to be selling such a healthy, hydrating product as ours, when people were even more health-conscious than normal,” du Preez explains.  

“Carmién Tea continues to grow well, and we are always looking to add more value on this side prior to export, such as the burgeoning packaging side of the business,” she adds. “We have always had high demand for our bulk exports, including to some of the major international tea blending companies, which is crucial when creating value for our producer-shareholders. 

“As well, though, we are growing and pushing our own brand in both local and international retailers. Between the two approaches we have coverage of Europe, the USA, the far and Middle East and others.” 

The company’s range continues to develop in line with these aims, du Preez sets out. “Last year, we developed and launched the first ever cold brew rooibos tea range, ideal for the hot South African summer and specially developed to be made with cold water. We also have a suite of new wellness products on the way, including a rooibos tea with added Vitamin C designed for immune boosting. 

“Carmién Tea is all for innovation, and we are renowned in the local market for launching a new product every year,” du Preez wraps up, and now the aim is to bring these precious wares to every corner of the globe. “We will look now to expand our markets by expanding our international footprint substantially. 

“It will take time, and significant investment, but Carmién tea aim to bring pure quality, rooibos to cups, in every country.”