Europe recognises SA Rooibos as 'protected'

In a first for African food, Rooibos, which is grown in the Cederberg mountains in SA, has received the international protection designation from the European Commission. According to a Cape Argus report, the European Commission has approved the registration of the designation ‘Rooibos’/’Red Bush’ in its register of protected designations of origin and protected geographical indications. ‘Rooibos’/’Red Bush’ now joins Champagne, Irish whiskey, Porto, Queso Manchego and other iconic products already registered. Food products listed on the EU register of protected designations of origins generate almost R1.24trn. Bilateral agreements between EU and its international partners, including between EU and China, recognise the protected designations of origin. The recognition of the products’ origin empowers consumers to distinguish quality products and trust that they are enjoying authentic products linked to the region of origin, knowledge and know-how of its producers. The registration was hailed by the South African Rooibos Council, the Western Cape Government and the Delegation of the European Union to SA. Dawie de Villiers, SA Rooibos Council legal director, says inclusion in the EU register is a ‘big win’ for the rooibos industry and SA. ‘The registration will allow rooibos to use the protected designation of origins logo, which is well-recognised by consumers in Europe. The logo will identify rooibos as a unique product.’ He said the registration would afford the industry greater ability to protect the rooibos trademark worldwide.