Why Rooibos Remains One of South Africa’s Greatest Heritage Treasures

As Heritage Month celebrates the traditions that unite South Africans, Laager Rooibos reflects on a homegrown icon that has become part of the nation’s identity.

Every September, South Africans celebrate traditions that define the nation, and few South African products embody this journey quite like Rooibos. Grown nowhere else in the world, Rooibos has evolved from a shrub in the Cederberg mountains to one of South Africa’s most recognisable exports, with brands like Laager Rooibos established as household names that bring communities and countries together.

This year’s Heritage Month theme, Reimagine Our Heritage Institutions for a New Era, encourages South Africans to celebrate the country’s cultural legacy while recognising how heritage continues to innovate and shape the future.

“As South Africans, we often celebrate our heritage through food and music, and Rooibos is especially deserving of such recognition,” says Candice Sessions, Marketing Manager for Laager Rooibos. “It is uniquely South African, deeply rooted in our landscape and culture, and has become part of countless family memories. Every cup tells the story of our biodiversity and our people.”

6 Fascinating Facts About Rooibos

1. It grows nowhere else on Earth

Authentic Rooibos is indigenous to South Africa and only grows naturally in the Cederberg and surrounding regions of the Western and Northern Cape. Rooibos benefits from formal Geographical Indication protection and is recognised as a Protected Designation of Origin under the EU system – meaning it can only be called ‘Rooibos’ if it comes from this defined production area in South Africa.

2. It has been enjoyed for centuries

Long before commercial farming, indigenous Khoisan communities harvested wild Rooibos as a refreshing herbal infusion hundreds of years ago. Dutch settlers adopted it as an alternative to imported tea. Botanist Carl Thunberg documented the plant as early as 1772 as an affordable alternative, helping establish it as a household staple, with brands such as Laager Rooibos celebrating more than 80 years of bringing South Africans together over a cup of tea.

3. It supports South African livelihoods

The Rooibos industry employs around 8,000 people through farming, processing, packaging, distribution and exports, making it a significant contributor to the economy. The industry-wide Access and Benefit Sharing agreement is the first of its kind globally, with R42.7 million shared with Traditional Knowledge holders between 2019 and 2024.

4. Billions of cups are enjoyed every year

In 1904, Russian immigrant Benjamin Ginsberg recognised its commercial potential, becoming the first exporter of Rooibos and laying the foundations for the thriving modern industry. Rooibos is now exported to more than 50 countries, with exports reaching approximately 10 930 tons for the first time in 2025, and more than 10 billion cups of Rooibos consumed worldwide in 2023.

5. It is a healthy option

Unlike traditional tea and coffee, Rooibos contains no caffeine, making it suitable throughout the day for the whole family to enjoy. Rooibos is also the world’s only known natural source of aspalathin, a rare antioxidant being studied for its potential health-supporting properties. Research suggests Rooibos may support heart health, help combat oxidative stress, assist healthy blood sugar regulation and promote overall wellbeing, although further human studies continue.

Note*: Laager is the only Rooibos tea endorsed by the Heart & Stroke Foundation South Africa and continues to encourage healthier lifestyles through initiatives such as its Heart Health Challenge.*

6. Rooibos continues to evolve

Rooibos is legally a tisane – botanical drink – not a tea, but it continues to carve out a global niche in diverse formats including ready-to-drink beverages, skincare ingredients, functional foods, and even mixology in the hospitality sector. Brands such as Laager Rooibos continue to bring new products to the market, including flavoured Rooibos options and the Tea4Kidz range. Rooibos continues to inspire innovation while remaining true to its South African roots.

Source: The South African Rooibos Council

“Heritage isn’t only about preserving the past,” continues Sessions. “It’s also about ensuring future generations continue to value what makes South Africa unique. Rooibos is one of those rare gifts that combines heritage, sustainability, wellness, and world-class quality taste in one product.”

Laager Rooibos: Frequently Asked Questions

1. Why is Laager Rooibos considered an important part of South African heritage?

Laager Rooibos was established in 1945 and continues to be a celebrated household brand. Made from Rooibos that is grown exclusively in the Cederberg region of the Western and Northern Cape, it represents a uniquely South African heritage product.

2. What are the health benefits of Laager Rooibos?

Laager Rooibos is naturally caffeine-free and contains powerful antioxidants that may support heart health, overall wellness and healthy ageing. It is also low in tannins, making it a gentle beverage suitable for the whole family. Laager Rooibos is the only rooibos tea endorsed by the Heart & Stroke Foundation South Africa, highlighting its role as part of a heart-healthy lifestyle.

3. What products are available in the Laager Rooibos range?

The Laager Rooibos range includes Pure Rooibos, flavoured Rooibos varieties, and the Laager Tea4Kidz range specially developed for children. As part of the Joekels family of brands, Laager continues to innovate while remaining true to its South African heritage.

Keep Updated!

Find out more about Laager Rooibos, including health tips and fantastic Rooibos-infused recipes, by visiting www.joekels.co.za or following @LaagerRooibosTea on Facebook and Instagram. Laager Rooibos can be purchased from all major supermarkets, as well as online at www.joekels.co.za.