1. Case Studies presentations Rooibos Estelle Biénabe, Dirk Troskie

2. Budapest, Regional Meeting, 24-26 Oct. 2007 2

3. 3 Rooibos presentation Rooibos tea or red bush tea = herbal tea South Africa, Cedarberg region (36.000ha) 10.400 tonnes (2005) 400-450 mainly large scale producers / 8 large processors 40% domestic / 60% export (mainly Germany) ‘Mass’ consumption (large retailers, discount), health product, and niche markets (specialty tea) Export in bulk for mainly flavoured or blended end products

4. Budapest, Regional Meeting, 24-26 Oct. 2007 4 Protection schemes Wine of origin scheme and protection (Act of 1970 & 1989) No GIs in South Africa and no specific system in place Provision for protection as collective trademark = compliance with TRIPS –Private initiatives (i.e. Cambeboo Mohair, Swakara, Klein Karoo Ostrich, etc.) Current revision of Trademark act (indigenous knowledge) Indiv. trademark protection of name rooibos in some countries but also usurpation of name in others / no current collective protection Four provinces Departments of Agriculture GI initiative / National Agricultural Marketing Council

5. Budapest, Regional Meeting, 24-26 Oct. 2007 5 GI system Industry controlled locally by 8 processors (one major player: Rooibos ltd = 75% prod°) and at export level by German brokers Government support in ‘US battle’: South African patrimony, and SA Rooibos Council set up NGO involvement with Small-Scale Farmers (SSF) Western Cape Department of Agriculture, University of Pretoria and CIRAD / GI initiative (IPR DURAS action research project) Cape Nature (provincial conservation agency) and Sustainable rooibos initiative: stakeholder in GI initiative

6. Budapest, Regional Meeting, 24-26 Oct. 2007 6 Motivations and emergence Marketing board dismantled (1994) Phenomenal growth, esp. export market: –742% between 93 and 2003 –15.000ha (out of 36.000ha) planted in 2005 Marketing strategies development: trademark expansion and US battle –From 1 to 8 processors –SSF cooperatives and fair trade /organic prod° –Price wars on export market (high price sensitivity but huge variability)

7. Budapest, Regional Meeting, 24-26 Oct. 2007 7 Impacts of the GI system / protection scheme on sustainability / economic effects Which GI recognition and protection? 4 scenarii 1. No local nor international GI recognition: continuation of individual strategies 2. National GI recognition but no formal international recognition (EU application rejected): collective name reservation, but weak effects 3. National and international recognition (EU application accepted) 3.1. Low requiring collective quality strategy 3.2. Highly requiring collective quality strategy (possibility for GI as an umbrella + collective ‘terroir’ definitions )

8. Budapest, Regional Meeting, 24-26 Oct. 2007 8 Impacts of the GI system / protection scheme on sustainability / economic effects Scenarii 1  2  3. 1  3.2 Name reservat° -- Risk of delocalisation outside SA ++ Collect. Q managmt ----- Risk of reputation and market share loss ++ Value adding potential But risk of loss for convent° rooibos Territorial dynamics -----++ Tourism dev. potential (rooibos route)

9. Budapest, Regional Meeting, 24-26 Oct. 2007 9 Impacts of the GI system / protection scheme on sustainability / social effects Scenarii 1  2  3.1  3.2 Name reservat° -- Risk of SA production decline:  potentially huge impact on labour  stronger impact on trad° prod° area than expans° area ++ Collect. Q managmt ++++ SSF specific assets recognit° Territorial dynamics Potential synergies/ rallying point between SSF and large scale farmers

10. Budapest, Regional Meeting, 24-26 Oct. 2007 10 Impacts of the GI system / protection scheme on sustainability / environmental effects Scenarii 1  2  3.1  3.2 Name res° Delocal° risk: pos. ++ impact on biodiversity and envt Collect. Q managmt - Mainly private initiatives (organic…) + +++ Expans° controlled Sustainable practices enforced collectively Territorial dynamics -- ++ Ecotourism Endemic species adapted to local conditions but current huge threat due to largely uncontrolled expansion

11. Budapest, Regional Meeting, 24-26 Oct. 2007 11 Comparison with other SA GI cases / with fair trade Pilot case in SA: more advanced GI initiative, wide facilitation support from IPR DURAS project Emblematic case: indigenous resource valorised by small and large scale producers / National patrimony GI protection building in a highly dynamic market context Collective industry-based coordination process to set up GI standard (GI committee) –Biodiversity strategy as an integral part of GI specification: adapted to local conditions ≠ Fair trade: global envtal standards with unanticipated social and envtal impacts –Not a differentiation strategy inside SA ≠ Fair trade: high price premium for SSF but sustainability? (large scale farmers certification by FLO) –Evolution from mere name reservation to quality and biodiversity management tool: arena for discussion

12. Budapest, Regional Meeting, 24-26 Oct. 2007 12 Trends and perspectives: GI system (value chain structure/technology/market) Expansion and diversification of export marketing channels and volumes Consolidation of ‘new’ SA players / Increased competition at processor and trader level Significant production potential but quality concerns + environment (new entrants and changes in practices) New needs for coordination at SA industry level Channel captain (corporate governance) but evolution towards sectoral governance (SARC)

13. Budapest, Regional Meeting, 24-26 Oct. 2007 13 Trends and perspectives: GI protection schemes (organization and political strategies ) Rooibos industry lobbying power + other ‘DURAS project’ related GIs initiatives SA international versus local positioning / GIs: –Agricultural negotiations, ‘new world’ country, (local production of port, sherry, camembert, brie…) –Indigenous knowledge and resources: SA patrimony and empowering local communities Lack of local skills and knowledge / GIs –Not a priority? But trademark Act revision –More private initiatives expected?