It took a while, but the result is quite nice: rooibos is now a protected geographical indication in the European Union.
Since this South African tea is very popular and companies tried to abuse the name, this protection is well on time. The urge for immediate political negotiations between South Africa and the European Union at the highest level was caused by some trademark applications in France of AFRICAN ROOIBOS BIO and ROOIBOS. Of course, the trademarks covered tea.
The only tea which may have the rooibos name is tea grown in South Africa and approved by the concerning authorities.
Source: The Guardian
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“Trademark protection gives freedom to do business.”