from DION HENRICK in Cape Town
Western Cape Bureau
CAPE TOWN, (CAJ News) – IN a major boost for South Africa’s agricultural exports, Western Cape-based Carmién–Bergendal Rooibos Tea has signed a distribution agreement with Chinese importer ChanX Group, marking a key step in expanding the country’s signature tea into one of the world’s largest consumer markets.
The Memorandum of Understanding (MoU) was signed on the sidelines of the China International Import Expo (CIIE) in Shanghai, signaling China’s growing appetite for premium, health-focused beverages.
Under the deal, ChanX Group will import, market, and distribute Carmién Rooibos across China, building dedicated retail and online sales channels.
According to Charl Rudman, Carmién’s International Sales Manager, the partnership was more than a year in the making.
“When we first tried to enter China in 2023, high import duties of over 30% made it nearly impossible,” he said.
“Thanks to efforts by the South African government and trade partners, the tariff was reduced to 7%, opening the door for re-entry.”
Rudman revealed that initial negotiations were tough, but interest grew after ChanX noted Rooibos’ strong performance in Japan.
Adjustments to packaging and labeling for the Chinese market soon followed, leading to the first confirmed orders earlier this year.
China currently ranks 11th among South Africa’s Rooibos export markets, accounting for just 3% of total production.
However, industry players are optimistic that the deal could propel China into the top five export destinations within the next few years — joining Japan and Germany as major buyers of the proudly South African brew.
– CAJ News