Rooibos tea has a long history in South Africa, with Boltwin Tamboer continuing the tradition of harvesting this native shrub in the Cederberg mountains. The Europeans brought rooibos tea to a broader market in the 18th century, making it a South African staple known for its soothing properties. However, it was never considered trendy until husband and wife Pete and Monique Ethelston discovered its potential as a coffee substitute. Their journey began when a friend experimented with brewing rooibos in an espresso machine and created a caffeine-free coffee alternative with a frothy “crema” on top.
The Ethelstons combined their skills in finance and marketing to launch Red Espresso, a business that introduced rooibos-based beverages to the market. Their initial focus was on cafés and restaurants, eventually leading to a partnership with South African supermarket Woolworths. Over the years, they expanded their product line to include superfood lattes, hot chocolate, and chai, catering to a growing demand for health-conscious and caffeine-free drinks. Despite facing challenges like power cuts and shipping delays, the business has grown significantly and now operates in 12 countries.
To ensure high-quality ingredients, the Ethelstons sought out hand-harvested rooibos from small-scale farmers in the Cederberg region. Through their Seeds of Hope program, they provided farming necessities and modern agricultural techniques to help farmers increase their yield. These efforts have not only improved the quality of the tea but also empowered farmers like Barend Ockhuis to enhance their livelihoods. By paying fair-trade prices and providing support, Red Espresso has created a sustainable supply chain that benefits both the farmers and the business.
Despite the interest from investors and venture capitalists, the Ethelstons have maintained full ownership of the business, prioritizing control over their destiny. They have established a succession plan within the family and emphasized promoting employees from within the company. While the business continues to grow, they remain committed to their core values of ethical and responsible practices, evident in their SEDEX accreditation and environmental initiatives. Looking towards the future, they plan to transition away from day-to-day operations and focus more on developing relationships with key accounts and visiting export markets.
As they navigate the business landscape, Pete and Monique are eager to spend more time traveling and engaging with their partners and farmers. They envision a future where they can balance work and personal pursuits, creating a harmonious blend of entrepreneurship and adventure. With a focus on quality ingredients, superior taste, and sustainable practices, Red Espresso has established itself as a leader in the rooibos beverage industry, creating opportunities for both the business and the community it serves.
