Red alert: Rooibos packers Joekels and Unilever warn low prices are a threat to farmers

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The problem arises when speculative producers start seeing rooibos as an attractive alternative to other crops. (Pic: Joekels)
The problem arises when speculative producers start seeing rooibos as an attractive alternative to other crops. (Pic: Joekels)

It is in everyone's best interests to have a sustainable rooibos industry where all those along the value chain have a fair profit margin, says Joe Swart, co-founder and co-managing director of Joekels Tea Packers.

Rooibos is unique to SA and only grown in the rugged Cederberg Mountain region of the Western Cape.

"We want farmers to get a fair and sustainable price to ensure that supply remains consistent and that the end consumer can purchase rooibos at an affordable price. Unfortunately, the cycle of over- and under- supply derails that," says Swart.

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