"Rooibos" / "Red Bush" became the first African Geographical Indication (GI) to be included in the European Union (EU) GI Register on 31 May 2021. The origins of this registration started about 30 years ago with the usurpation of 'Rooibos' as a trademark in the United States. This act provided the impetus for the establishment of the South African Rooibos Council (SARC) and the eventual inclusion of rooibos in a GI valorisation project in Southern Africa. The results from the valorisation project led to "Rooibos" / "Red Bush" being included in the GI Protocol of the Economic Participation Agreement (EPA) between Southern Africa and the EU. For various reasons SARC subsequently took the decision to directly apply to the EU for GI recognition which led to success after a process of almost three years. Inclusion of "Rooibos" / "Red Bush" led to observed benefits for the Industry. Key words – Geographical Indications (GI), Rooibos, EU Register, Africa.