The paper aims to reflect on the impact of harnessing GI dynamics within the South African policy environment which provides protection for GIs under trade mark law by discussing the relevance for the Rooibos industry of geographical indication (GI) protection. It sets out by depicting the evolution of intellectual property strategies within the industry and analyses how this industry is moving towards GI to address the issues of name protection, quality management and biodiversity conservation. The paper highlights the legal options available to the Rooibos industry and steps that have been taken towards achieving protection nationally and internationally. Factors which have supported the industry in embracing the GI philosophy are discussed against the background of the success factors identified by Barjolle and Sylvander (2002).