The South African rooibos producer Carmién–Bergendal Rooibos Tea has entered a partnership with the Chinese importer ChanX Group to distribute its tea across China. Signed at the China International Import Expo in Shanghai, the agreement follows a significant reduction in Chinese import duties for the tea, which fell from over 30 percent to just 7 percent at the start of 2024.
Charl Rudman, Carmién’s International Sales Manager, indicated that previous market entry efforts were hindered by high tariffs and low consumer awareness. He expressed optimism that China could become a leading export destination, noting that Japan and Germany are currently the top markets. The partnership will involve modifying product packaging to include Chinese labeling.
The rooibos industry, centered in the Western Cape’s Cederberg region, supports thousands of jobs and exports over 20,000 tonnes annually. This new agreement, with an initial value of R2.5 million, is expected to capitalize on growing global demand for healthy, caffeine-free beverages and boost exports to a market with hundreds of millions of tea drinkers.
Charl Rudman, Carmién’s International Sales Manager, indicated that previous market entry efforts were hindered by high tariffs and low consumer awareness. He expressed optimism that China could become a leading export destination, noting that Japan and Germany are currently the top markets. The partnership will involve modifying product packaging to include Chinese labeling.
The rooibos industry, centered in the Western Cape’s Cederberg region, supports thousands of jobs and exports over 20,000 tonnes annually. This new agreement, with an initial value of R2.5 million, is expected to capitalize on growing global demand for healthy, caffeine-free beverages and boost exports to a market with hundreds of millions of tea drinkers.
