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The story of Rooibos began centuries ago in the Cederberg
region of Southern Africa. Indigenous people almost certainly
harvested the fragrant Rooibos bush, crushing the leaves with
their primitive tools and leaving them in heaps to ferment
before drying them in the sun. Little has changed since those
tribal days, but the process has, of course, become more scientific,
hygienic and efficient.
In 1904, Benjamin Ginsberg, a Russian immigrant and pioneer
in the area, became interested in Rooibos and realizing its
marketing potential, began trading with the "people of
the mountains" No doubt the fact that Ginsberg was descended
from a family who had been in the tea industry in Europe for
centuries, provided him with a good background and the necessary
experience to market this new "Mountain tea".
The scarcity of Ceylon tea and improved cultivation methods
at the onset of WWII resulted in a steady increase in popularity
for the tea. However, after the war, the Rooibos tea market
collapsed. In an effort to save their industry, the producers
established the Clanwilliam Tea Cooperative in 1948. At the
request of the Cooperative, the Minister of Agriculture appointed
the Rooibos Tea Control Board in 1954, with the defined goals
of regulating marketing, stabilizing prices, and improving
and standardizing quality.
A new era began for the Rooibos tea industry, as the Board's
leadership guided the industry in refining its production
methods and increasing distribution so that Rooibos can today
be enjoyed by people the world over. In addition to its naturally
sweet flavor, Rooibos has been recognized for its many health
benefits: caffeine-free Rooibos is the perfect beverage for
everyday consumption, and can be enjoyed in unlimited quantities.
In 1996, to meet the escalating demand for this popular product,
Herbal Teas International was appointed as the authorized
distributor for Rooibos,
Ltd. in North America. Warehouses for Rooibos, Honeybush,
and other herbal products were established in Los Angeles
and New Jersey in order to provide prompt shipment of even
the largest orders. Today, Herbal Teas International Is the
largest direct source for Rooibos tea in North America, and
the major supplier of Rooibos and other unique herbals to
the tea, beverage and cosmetic industries.
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