In talks of a new Rooibos Tea Trade Deal, a Western Cape-based company, Carmién–Bergendal Rooibos Tea, is elevating South Africa’s favourite herbal brew to new heights and markets.
The rooibos producer has officially signed a Memorandum of Understanding (MoU) with Chinese importer ChanX Group to distribute South African Rooibos Tea products in China.
The signing took place during the China International Import Expo (CIIE) in Shanghai, marking a major milestone for South African agri-exports.
BUILDING A BRIDGE WITH ROOIBOS TEA
The partnership aims to establish solid distribution channels for Rooibos Tea in China, a market with growing interest in premium health beverages.
Carmién’s International Sales Manager, Charl Rudman, said the journey began in 2023, but it wasn’t an easy one.
“Early attempts to market Rooibos in China faced challenges due to low awareness and import duties above 30%. Thankfully, government interventions helped reduce duties to 7%, making our re-entry possible,” he said.
ROOIBOS TEA TRADE DEAL GAINS MOMENTUM
Rudman explained that it took months of negotiations, emails, and packaging redesigns, including Chinese translations, to seal the deal.
The first order was placed earlier this year, symbolising a promising start for both sides.
“When the group mentioned the brand’s success in Japan and the potential in China, we saw the opportunity immediately,” Rudman said. “This partnership proves that patience and persistence can turn challenges into growth.”
A NEW CHAPTER FOR SOUTH AFRICAN EXPORTS
China currently ranks as the 11th largest export market for Rooibos, accounting for approximately 3% of global production.
However, Carmién expects that to change soon.
“There’s real optimism that China could become one of the top Rooibos export markets in the next few years,” Rudman added.
Japan and Germany currently lead Rooibos imports, but with this new trade deal, Carmién–Bergendal Rooibos Tea hopes to put South African Rooibos firmly on China’s shelves and in its teacups.
