To establish Rooibos internationally as a worldwide winner.
The goal-directed enhancement of the production, processing and international marketing of unique Rooibos products and services for the benefit of all supportive stakeholders, with special reference to:
- Satisfying consumers' expectations
- Facilitating realistic returns on shareholders' investment
- Honouring commitments made to producers, suppliers and buyers
- Creating a pleasant working environment for the motivation of dedicated employees
- Contributing to the development of South Africa's economy and its people