By Maile Matsimela

In the Eastern Cape fields of Keiskammahoek, an hour from East London, a farming revolution is quietly taking root. Across 63 hectares of once-underutilised land, rows of aromatic rosemary and delicate chamomile plants are not just growing crops – they’re growing futures.

Qobo Qobo Essential Oils, formally registered in 2014, has transformed agricultural potential into economic reality through a community-centred farming model that’s changing lives one plant at a time. The company owns 23 hectares while supporting communal farmers who manage the remaining 40 hectares.

“The model is simple enough on paper but radical in practice,” explains Tafara Shuro, chief executive officer of Qobo Qobo Essential Oils. “Those who express an interest in farming are supported from the beginning. If they don’t have land, the team assists in finding rental or lease options. If funding is a barrier, they help explore ways to cover start-up costs. Training is available for those without agricultural experience. Once farmers are up and running, Qobo Qobo purchases their crops, creating a clear and supported pathway into the agricultural sector. It’s farming with scaffolding, agriculture with empathy.”

The agricultural impact extends beyond just growing plants. In Keiskammahoek, every aspect of production happens locally – from the nursery where seedlings begin their journey to the distillery where the precious oils are extracted. Careful planting, harvesting and drying of the herbs are all managed within the community, creating a complete agricultural value chain that keeps the economic benefits local.

Beyond their established rosemary and chamomile crops, the company is diversifying its agricultural portfolio by introducing vetiver grass as their next promising crop, showcasing their commitment to sustainable agricultural innovation.

The fields are often managed by women like Nokulunga Quma, who once earned an average wage of R1 900 a month and now brings in over R100 000 a year while still living close enough to tuck in her kids. She’s not just growing rosemary for oil or chamomile for extraction – she’s cultivating independence and farming dignity.

From these carefully tended fields, Qobo Qobo Essential Oils has built a business that now employs 20 full-time and 65 part-time staff. The company is now aiming to automate their processing line, extract more oils on-site and reach R6 million in sales this financial year – with R3 million already achieved and five rosemary oil containers exported to the United States.

“Funding in agriculture is often a short-term affair in a long-term world. Many funders want results in two years. Plants don’t. But Qobo Qobo Essential Oils has stuck it out. We are building local and international markets. Today, our products are used in cosmetics, cooking and cardio-friendly preservatives from Midrand to Mumbai,” says Shuro.

Taking locally grown herbs to international markets presents significant challenges beyond cultivation. “This is where government support has been valuable. For example, the Eastern Cape Development Corporation (ECDC) stepped in, helping open doors for us into the world of trade. They offered export training and helped us put our oils on the global map. With the ECDC’s help, we have been able to showcase our products in countries such as Cameroon and the United States, and at multiple trade expos across South Africa. The ECDC is also assisting us with our upcoming trip to the United States. This type of help has opened crucial doors and built our confidence to engage with international partners,” explains Shuro.

Linda Lubengu, ECDC Trade Promotion Specialist, says the corporation’s export development programmes equip exporters and potential exporters with the knowledge and skills to take advantage of new and increasingly complex export opportunities.

“Qobo Qobo Essential Oils is a participant of our export development programme and has successfully expanded its global footprint by showcasing its innovative products on international platforms. The ECDC Export Promotion programme supported the company with tailored support, expert guidance and valuable networking opportunities empowering them to navigate the complexities of international trade. The company gained the confidence and capabilities to tap into new markets, enhance its brand visibility and drive business growth,” says Lubengu.

When asked what one quality he’d bottle if he could, Shuro doesn’t miss a beat – a functioning partnership. Everyone doing their bit. No passengers. Just people pulling together.