Trade, Industry and Competition Minister Ebrahim Patel has gazetted the protection of the “Cape Flora” name and logo, following an application by Cape Flora SA to this effect.

Cape Flora SA is a fynbos cut-flower association that identifies and addresses the strategic needs of the fynbos and protea industry, which is prevalent in the Cape Floristic region.

The Cape Floristic region – one of six floral kingdoms in the world - is a biodiversity hotpot comprising 13 protected areas in the Western and Eastern Cape provinces.

Cape Flora SA will now apply for a geographical indication (GI), which identifies goods that have a specific geographical original and possess a given quality, reputation and other characteristics that are attributable to that origin.

For example, Rooibos, Honeybush and Karoo Lamb are registered GIs and are subject to international protection.

South Africa is currently the third-largest exporter of cut flowers on the African continent, having exported R1.7-billion worth of flowers in 2021.

Cape Flora SA says South African flower exports are dominated by the indigenous flora (proteas, pincushions, greens), most of which are cultivated in the Western and Eastern Cape, but also sustainably harvested from the veld.

Cape Flora SA manager Karien Bezuidenhout says the growth of the export market has triggered modernisation and innovation within the industry, leading to higher product quality. In turn, this has benefitted sales in domestic and international markets.

Primary fynbos cut-flower production in South Africa is currently valued at almost R1-billion, with 30-million stems being exported from the Western Cape every year.

“The industry provides direct employment to close to 2 500 people and the biggest proportion of them are women from rural areas. Exported product amounts to about R766-million a year, with the European Union comprising 67% of exports.

“Notably, there has been an increase in exports to the Middle and Far East, comprising a combined 24% of exports, in recent years. Even though many other countries, like Australia, Israel, Ecuador, also export fynbos cut-flowers, South Africa is seen as the pioneer and leader in fynbos cut-flower production,” says Bezuidenhout.

Patel believes the industry is an important niche and has the potential to grow and expand, off the back of growing global demand.

“The fact that more and more fynbos cut-flower production is starting abroad, means that the protection of the name Cape Flora SA and logo is important so that our unique products and quality can be easily recognised, whether they are used for a wedding in Japan or an office in the UK, he states.