Cape Natural Tea Products and the U.S. market: Rooibos rebels ready to raid

Journal Article (Review;Journal)

Cape Natural Tea Products was a young herbal products company based in South Africa. Rooibos tea was the strongest component of their product portfolio. In South Africa, rooibos was a commodity product and a direct competitor of coffee and tea. Antioxidants and other nutrients made rooibos a functional food. The American market developed interest in functional foods; however, the diverse opinions and knowledge of American consumers of functional foods made marketing difficult. Could the company benefit from the American market? With strong competition at home and marketing challenges abroad, what would be the best path of success for the company?

Full Text

Duke Authors

Cited Authors

  • Wilson, NLW

Published Date

  • March 1, 2005

Published In

Volume / Issue

  • 27 / 1

Start / End Page

  • 139 - 148

International Standard Serial Number (ISSN)

  • 1058-7195

Digital Object Identifier (DOI)

  • 10.1111/j.1467-9353.2005.00213.x

Citation Source

  • Scopus