South Africa’s Red Espresso Beverage Rises as Global Superfood

Red Espresso, a rooibos tea-based beverage from South Africa, is gaining international popularity as a caffeine-free alternative to coffee. Founded by Pete and Monique Ethelston, the brand reimagines rooibos tea into an espresso-style drink rich in antioxidants, drawing on the unique, high-quality shrub grown only in the Western Cape. The Ethelstons’ ethical business model supports local farmers through their Seeds of Hope program, providing fair wages and agricultural resources. Today, Red Espresso’s product line includes over 100 offerings available in 12 countries and is growing at an annual rate of 30%. Despite challenges, such as energy shortages in South Africa, the company refuses to take on investors. It remains family-owned and committed to upholding sustainable practices like solar power and water conservation. Because of the Ethelstons’ commitment to innovation and taste, Red Espresso has grown to become a notable player in the global wellness market.

SOURCE: AL JAZEERA