Rooibos claims iconic status on EU’s protected origin list

Rooibos will join the ranks of Champagne and Irish whiskey on the EU’s protected designation of origin (PDO) register.

DURBAN, June 8 (ANA) – Rooibos, the plant used to make tea indigenous to South Africa, has earned its spot on the European Union’s list of items with a protected designation of origin (PDO).

Product names registered as PDOs are those that have the strongest link to the place in which they are made, according to the EU.

It will be the first African food or drink to be approved and will be listed on the EU register, joining ranks of Champagne and Irish whiskey.

The listing is a big win for the local industry in South Africa, said the chief executive officer for the SA Rooibos Council, Dawie de Villiers, as it forms part of the country’s history and heritage.

“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,” De Villiers said in a joint statement on Tuesday.

“Our goal is to protect, support and promote the sustainability of not only rooibos, but the rich heritage of the industry as a whole, which is why we so doggedly pursued the registration,” he added.

The recognition of rooibos could also mean that the local farming industry in regions where it is produced could see an increase in demand for the product, said Western Cape Minister of Agriculture Dr Ivan Meyer.

“Rooibos is one of the most iconic products of the Western Cape and its inclusion in the PDO register will signal its unique quality to consumers, not only in Europe but all over the world,” Meyer said.

Geographic indications offer a competitive advantage, which is why the registration of rooibos on the EU list is important for both regions, explained Dr Riina Kionka, EU ambassador to South Africa.

“These relations include the protection of geographical indications, which enable a stronger connection between unique local food products and European consumer tastes. This has direct benefits for all involved in South Africa and in the EU,” Kionka said.

– African News Agency (ANA); Editing by Yaron Blecher