Trade, Industry and Competition on approval of protection of the name “Cape Flora” and its logo

Announcement of Protection for R1,7 Billion Cut-Flower Export Industry

Minister of Trade, Industry and Competition, Ebrahim Patel, today announced that the application submitted by Cape Flora SA to protect the name “Cape Flora” and its logo has been approved and has been published in the Government Gazette. The next step will be for Cape Flora SA to apply for a Geographical Indication (GI), and the industry is considering this.

GIs are signs or logos identifying goods that have a specific geographical origin and possess a given quality, reputation or other characteristic that is essentially attributable to that origin. Rooibos, Honeybush and Karoo Lamb all are registered GIs and are subject to international protection.

South Africa is currently the third-largest exporter of cut flowers on the African continent with exports of over R1,7 billion in 2021. Cape Flora SA, the fynbos cut-flower association, 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. The Cape Floristic Region is one of the most biodiverse areas in the world and therefore contains incredible species diversity.

The manager of Cape Flora Mrs Karien Bezuidenhout said that 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 2500 people and the biggest proportion of them are women from rural areas. Exported product amount to R766 million per year and the European Union is the main market (67% of exports), but there has been an increase in exports to the Middle and Far East (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.

Minister Patel, said “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”.

Source: Government of South Africa