Sustainable Rooibos Tea Fields in South Africa

Is Sustainable Rooibos Tea Possible? Unpacking the Challenges and Future of Ethical Markets

Kai Mendoza in Climate & Environment August 2025 • 4 min read.

"Dive into the complexities of market-based sustainability in South Africa's Rooibos tea industry, exploring the power dynamics and barriers facing small-scale farmers."

In today's world, consumers are increasingly demanding goods that meet strict social and environmental standards, sparking a “certification revolution” across global markets. Sustainable trade systems, once relegated to the fringes, are now partnering with major corporations to offer an alternative to the destructive practices often found in global value chains. These systems range from well-known third-party certifications like Fairtrade and organics to internally monitored corporate social responsibility (CSR) initiatives.

These shifts have significant implications, particularly in the global South, where domestic markets are opening up to goods that promote both local and global sustainability agendas. While certifications offer potential for marginal producers seeking buyers committed to social responsibility, they also require considerable resources and skills to manage effectively. As a result, understanding the power dynamics at play and determining the true efficacy of these practices is critical.

In post-apartheid South Africa, the Rooibos tea industry grapples with persistent racial disparities rooted in a history of exploitation and exclusion. Examining the impact of market-based approaches to sustainability on small-scale coloured producers offers valuable insights into broader challenges and opportunities within ethical markets. This analysis highlights the complexities of achieving genuine sustainability in an industry shaped by historical injustices and evolving market demands.

What are the Hurdles to Rooibos Sustainability?

Sustainable Rooibos Tea Fields in South Africa

Despite the growing interest in sustainable and ethically sourced Rooibos tea, numerous challenges hinder the progress of small-scale farmers in South Africa. These barriers can be broadly categorized into structural and relational issues, creating a complex web of obstacles that reinforce existing inequalities.

Many research participants voiced a strong desire to transform the Rooibos industry from a model of racial exclusion to one of interracial inclusion. However, this progress is hampered by several interconnected factors:

Inequitable Access to Land and Resources: Small-scale farmers face severe land shortages, with limited access to arable land. This scarcity is further compounded by historical land distribution patterns that favor white-owned estates.
Significant Gaps in Training and Support: A lack of adequate technical training and support, particularly in the context of B-BBEE (Broad-Based Black Economic Empowerment) initiatives, hinders the ability of small-scale farmers to effectively manage their operations and access certified markets.
Relational Challenges: Decades of racial conditioning and historical power dynamics create significant relational challenges, hindering effective collaboration and communication between stakeholders. The legacy of apartheid continues to influence interactions, with “experts” often being white and “beneficiaries” being coloured.

These structural and relational barriers contribute to a culture of risk and dependency, undermining the potential for genuine sustainability within the Rooibos industry. Addressing these challenges requires a multifaceted approach that tackles both the tangible inequalities and the deeply ingrained social dynamics that perpetuate them.

Moving Forward: A Path to Genuine Sustainability

The journey toward a truly sustainable Rooibos industry is undoubtedly complex and challenging. However, by prioritizing inclusivity, reducing barriers to entry, and fostering genuine collaboration, it is possible to create a more equitable and environmentally responsible market. The key lies in recognizing the historical injustices that have shaped the industry and actively working to dismantle the structural and relational barriers that continue to perpetuate inequality. Only then can the promise of market-based sustainability be fully realized, creating a brighter future for small-scale Rooibos farmers and the environment alike.

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Everything You Need To Know

What are the main challenges faced by small-scale Rooibos tea farmers in South Africa?

Small-scale Rooibos tea farmers encounter significant hurdles, primarily stemming from structural and relational issues. These include inequitable access to land and resources, a scarcity amplified by historical land distribution favoring white-owned estates. Furthermore, a lack of adequate technical training and support, particularly within B-BBEE initiatives, hinders their ability to effectively manage operations and access certified markets. Relational challenges, rooted in decades of racial conditioning and power dynamics, also impede collaboration and communication among stakeholders, perpetuating inequalities within the Rooibos industry.

How do historical injustices impact the sustainability of the Rooibos tea industry?

Historical injustices, particularly the legacy of apartheid, profoundly shape the sustainability of the Rooibos tea industry. These injustices manifest through racial disparities in land ownership, resource allocation, and access to training and market opportunities. The historical power dynamics and racial conditioning lead to relational challenges, hindering collaboration between stakeholders and perpetuating a cycle of inequality. Addressing these historical issues is critical for achieving genuine sustainability and creating a more equitable market.

What role do certifications and market-based approaches play in the Rooibos tea industry's sustainability efforts?

Certifications and market-based approaches, such as Fairtrade and corporate social responsibility (CSR) initiatives, offer potential for sustainable trade in the Rooibos tea industry. They provide avenues for small-scale producers to connect with buyers committed to social and environmental responsibility. However, these approaches demand considerable resources and skills for effective management. The efficacy of such practices hinges on understanding the power dynamics at play and ensuring that they genuinely benefit small-scale farmers, particularly within the context of post-apartheid South Africa.

What are the key steps to achieving genuine sustainability in the Rooibos tea industry?

Achieving genuine sustainability in the Rooibos tea industry requires a multifaceted approach. The most important steps include prioritizing inclusivity, reducing barriers to entry for small-scale farmers, and fostering genuine collaboration among all stakeholders. This involves actively dismantling structural and relational barriers that perpetuate inequality, such as addressing land access issues, providing adequate training and support, and overcoming historical power dynamics. Recognizing and rectifying the historical injustices that have shaped the industry is crucial for creating a more equitable and environmentally responsible market.

How does the concept of 'market-based sustainability' apply to the Rooibos tea industry?

Market-based sustainability, in the context of the Rooibos tea industry, involves using market mechanisms to promote ethical and environmentally sound practices. This includes implementing certification programs, such as Fairtrade and CSR initiatives, to connect small-scale Rooibos farmers with buyers who prioritize social responsibility. The goal is to create a market where sustainable practices are rewarded, leading to improved livelihoods for farmers and reduced environmental impact. However, the success of market-based sustainability depends on addressing the industry's historical injustices and ensuring that these market mechanisms genuinely benefit all stakeholders, especially small-scale coloured producers.