Rooibos tea leaves intertwining with historical documents and a South African landscape, symbolizing tradition, sustainability, and empowerment.

Sipping on Sustainability: Unveiling the Rooibos Tea Paradox

Elliot Brynn in Business & Economy June 2025 • 4 min read.

"Explore the complex journey of South African Rooibos tea from post-apartheid struggles to sustainable market opportunities, and how ethical trade practices can empower marginalized communities."

In today's world, consumers are increasingly demanding goods that meet high social and environmental standards, fueling a "certification revolution" across global markets. This movement aims to counter the destructive practices often found in traditional global value chains, promoting initiatives from Fairtrade to corporate social responsibility (CSR).

In South Africa, the Rooibos tea industry provides a compelling case study. Emerging from a history of exploitation and racial disparities, the industry grapples with implementing effective sustainability initiatives. Rooibos' journey offers valuable lessons about the potential and pitfalls of market-based approaches to sustainability.

This article will look at the sustainability initiatives in the South African Rooibos tea industry, investigating their impacts on small-scale farmers and the intricate power dynamics shaping their involvement. Furthermore, it examines how to overcome barriers and promote equitable arrangements that empower marginalized groups.

The Rooibos Tea Industry: A Complex Landscape

Rooibos tea leaves intertwining with historical documents and a South African landscape, symbolizing tradition, sustainability, and empowerment.

The Rooibos tea industry carries the weight of South Africa's history. Post-apartheid, the industry struggles to overcome racial disparities rooted in exploitation and exclusion. While sustainability certifications and market-based approaches offer potential pathways for marginalized producers, the path to success is fraught with challenges.

Several initiatives have been undertaken to improve the social and environmental impact of Rooibos tea production. These include Fairtrade packaging schemes, corporate community projects, organic seedling research, biodiversity labeling, and shared leadership programs. Each approach has its own strengths and weaknesses, and none have achieved fully sustainable outcomes.

While many Rooibos tea sustainability initiatives failed, here are the central common challenges and barriers:

Complex challenges and broad potentials in different market-based approaches to sustainability
Complex barriers in reinforcing disparities
Focus on vertical power

These barriers include inequitable access to land and resources, limited training and support for small-scale farmers, and relational challenges stemming from decades of racial conditioning. These structural and relational issues reinforce a culture of risk and dependency, hindering the development of more equitable arrangements.

A Promising Future for Rooibos Tea

Despite the hurdles, the Rooibos tea industry holds the promise of market-based sustainability. Some practices include shared leadership, long-term commitment, and systemic upgrading. These include participatory training and networking, supporting small farmers, and developing industry-wide standards and responsive extension systems. Social standards offer a path to more equitable arrangements, and a shift from vertical to relational governance

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

This article is based on research published under:

DOI-LINK: 10.1525/sod.2017.3.2.143, Alternate LINK

Title: The Promise And Perils Of Market-Based Sustainability

Subject: Development

Journal: Sociology of Development

Publisher: University of California Press

Authors: Jennifer Keahey, Douglas L. Murray

Published: 2017-01-01

Everything You Need To Know

What are the main challenges facing the Rooibos tea industry in achieving sustainability?

The Rooibos tea industry in South Africa faces challenges rooted in the country's history of racial disparities and exploitation. Although sustainability certifications and market-based approaches aim to empower marginalized producers, progress is hindered by inequitable access to land and resources. Limited training and support for small-scale farmers, coupled with relational challenges stemming from decades of racial conditioning, also pose significant barriers.

What specific sustainability initiatives have been undertaken in the Rooibos tea industry, and how effective have they been?

Fairtrade packaging schemes, corporate community projects, organic seedling research, biodiversity labeling, and shared leadership programs are examples of initiatives implemented within the Rooibos tea industry to enhance social and environmental impact. Despite their potential, these approaches have not yet achieved fully sustainable outcomes. Addressing complex challenges and reinforcing disparities continues to be an issue.

What are the key barriers preventing small-scale farmers from fully benefiting from sustainability initiatives in the Rooibos tea industry?

Inequitable access to land and resources, along with limited training and support for small-scale farmers, are significant structural barriers. Furthermore, relational challenges resulting from decades of racial conditioning contribute to a culture of risk and dependency. Overcoming these barriers is essential for fostering equitable arrangements and sustainable development within the Rooibos tea industry.

What practices are identified as promising for promoting market-based sustainability in the Rooibos tea industry?

To foster market-based sustainability in the Rooibos tea industry, practices such as shared leadership, long-term commitment, and systemic upgrading are crucial. These involve participatory training and networking, which support small farmers. Also industry-wide standards and responsive extension systems are needed. Social standards offer a path to more equitable arrangements, and a shift from vertical to relational governance is important.

Why is a shift from vertical to relational governance important for fostering equitable arrangements in the Rooibos tea industry?

A shift from vertical to relational governance is crucial for promoting equitable arrangements. Vertical power dynamics often perpetuate inequalities, whereas relational governance emphasizes collaboration, shared decision-making, and mutual accountability. This shift can empower marginalized groups, promote transparency, and build trust among stakeholders, ultimately contributing to a more sustainable and equitable Rooibos tea industry.