The 30% tariff the United States has applied to South African imports is a real headwind for exporters. Rooibos is a uniquely South African-origin product with deep roots in rural Western Cape communities, a diversified customer base, and a strong sustainability narrative that travels well. There is also a powerful story of innovation that shows how rooibos can move up the value chain. At the same time, we can act on a bigger opportunity set that builds value and keeps more of it in South Africa. The red espresso story shows how South Africans can unlock new value without caffeine, without compromise, and with more jobs at home.