OUR STORY
Rooted in Origin.
Founded by a South African now living in Canada, KHOA was created to introduce
rooibos without losing sight of the land, people and history behind it.
WHY PLACE MATTERS
Origin is not a footnote. It is the beginning.
South Africa is not simply where KHOA’s rooibos comes from. It is why the brand exists. Peter created KHOA to maintain and share his connection to South Africa after moving abroad. That sense of place shapes how KHOA presents the product, its history and the people behind it.
For KHOA, South African origin is part of the foundation of the brand, not simply a statement on the packaging.
CEDERBERG · SOUTH AFRICA
THE CEDERBERG
A landscape strong enough to carry a brand.
Rooibos (Aspalathus linearis) is indigenous to South Africa and closely associated with the Cederberg region of the Western Cape. Its landscape, climate and rooibos-growing heritage are central to understanding the plant. KHOA wants that South African context to remain visible in the story of every cup.
FOUNDER AND COMPANY STORY
The Khoa story deserves its own chapter.
While living in different countries before settling in Canada, KHOA founder Peter often found rooibos on supermarket shelves, in cafés and in tea shops. Yet its South African origin was not always part of the story.
Rooibos was frequently introduced through blends before people could discover its own flavour and character.
That observation inspired KHOA: not to reinvent rooibos, but to present it with greater context, care and respect for where it comes from.
WHAT KHOA STANDS FOR
The principles behind the brand.
01
Origin
Keep South Africa, the Cederberg and rooibos’s regional heritage central to the KHOA story.
02
Quality
Build quality into the brand through experienced suppliers, product documentation, testing and traceability.
03
Authenticity
Present rooibos for what it is, without exaggeration, invented history or unsupported claims.
04
Education & Respect
Share credible research and history while recognising the communities and knowledge connected to rooibos.
FROM STORY TO PRODUCT
One origin, expressed in two ways.
Rooibos and Green Rooibos come from the same South African plant, Aspalathus linearis.
Traditional rooibos develops its rich amber-red colour and smooth taste through oxidation. Green Rooibos is processed to limit oxidation, giving it a lighter, fresher character.
Two distinctive expressions, both naturally caffeine-free.
