SA's essential oils step into global spotlight

Karen Swanepoel, executive director of the Southern African Essential Oil Producers' Association, spoke to Octavia Avesca Spandiel about South Africa's essential oils industry and its rise from a small niche market to a quality-driven, globally recognised, and fast-growing business.

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South Africa's essential oils industry has grown from a little-known niche sector to a standards-driven, globally recognised market player. Karen Swanepoel, executive director of the Southern African Essential Oil Producers' Association (SAEOPA), has been at the forefront of the industry long before essential oils became a household favourite.

That interest became the foundation of an industry movement. As producers struggled to access information, Swanepoel became an unexpected anchor.

“People that were doing essential oils knocked on my door and asked me to help them form an association, as they needed a voice. They needed an information desk,” says Swanepoel.

Following that request, SAEOPA was formed ‘by producers for producers’ in 2000 and the foundation was laid for what is now one of the country’s most promising agricultural value chains.

RAISING STANDARDS TO COMPETE GLOBALLY

By the mid-2000s, the lack of industry standards was holding South African producers back. Without consistent quality testing, buyers could undervalue local products and producers had no leverage when negotiating.

“We were exploited by buyers because we didn’t have standards. That changed when the United Nations Industrial Development Organization (UNIDO) approached SAEOPA and discussed what was needed. They immediately understood.

“UNIDO GQSP-SA (Global Quality and Standards Programme) empowered this industry by guiding us in writing standards so we could negotiate better prices based on quality,” she explains.

Today, all essential oil destined for export must be tested through accredited laboratories.

“We don't allow people to export any oil if it hasn't been tested,” says Swanepoel.

There are even special arrangements made for focus species, such as rose geranium, Cape chamomile, Helichrysum (impepho), buchu and Lippia javanica (unzuzwane), to have it tested for free.