SARC Participates in Talks to Advocate for U.S. Tariff Relief on Rooibos

Johannesburg – The South African Rooibos Council (SARC) has announced the launch of a “coordinated engagement” with the Department of Trade, Industry and Competition (DTIC) and the U.S. Embassy to advocate for the reduction or removal of the tariff.

This initiative, disclosed by SARC on Monday, 18 August 2025, is in response to the recent implementation of a 30% tariff on all imports from South Africa, including Rooibos.

SARC emphasizes that Rooibos is a unique South African product, exclusively grown in a designated area of the Western Cape and not cultivated elsewhere in the world.

“Thus, it does not represent any competitive threat to American agricultural production or domestic manufacturing,” stated SARC.

“In fact, over 90% of Rooibos exported to the U.S. is sold in bulk for blending, packaging, and marketing by American companies, thereby contributing to value addition, stimulating local business, and generating jobs in the U.S. market.”

The council indicated that the full ramifications of the tariff increase on the Rooibos industry will become evident in the upcoming months, with the U.S. currently accounting for about 5% of total exports.

While the U.S. is an important market, the industry’s exposure is somewhat cushioned by a diverse and steadily expanding global customer base.

“Our focus is to support Rooibos producers and exporters during this challenging period,” said Dawie de Villiers, Chairperson of SARC.

“We are actively engaging with stakeholders and exploring various avenues to ensure Rooibos remains competitive in the U.S. market, while also boosting our presence in other international markets.”