Seeds of Hope
Changing Lives Through Rooibos
A Project Rooted in Community
Launched in 2014, Seeds of Hope is the red espresso® subsistence farming initiative designed to uplift Rooibos’ original custodians in the remote upper Cederberg region in South Africa. In these villages, daily life had remained unchanged for centuries - donkey carts on gravel tracks, limited access to markets, and few opportunities for economic advancement. Poverty and isolation defined the region. Seeds of Hope has helped to change that reality by creating pathways to sustainable livelihoods.
Empowering Rooibos Farmers
Rooibos has been part of these communities for generations. Through Seeds of Hope, red espresso® provides seed, transport, ploughing equipment, and agricultural expertise to subsistence farmers. This support not only improves production but also connects farmers to stable markets.
At the end of each production cycle, red espresso® guarantees a consistent, premium price for the Rooibos harvested - regardless of supply or market fluctuations. Since 2014, red espresso® has purchased more than 250 tons of Rooibos and partnered with over 20 subsistence farmers. The impact has been significant: a subsistence farmer who once relied solely on a donkey cart now owns a pickup truck, some farmers have opened bank accounts for the first time, and communities are experiencing renewed pride and purpose.
Walk Through the Rooibos Lands
See the impact firsthand. Watch this video as Pete Ethelston, Co Founder and Managing Director of red espresso®, and Barend Ockhuis, one of the first subsistence farmers to join Seeds of Hope, walk through the tea lands during harvest: