Karoo lamb GI gains traction, strengthening export outlook and local integrity
Momentum is building around Karoo lamb’s Geographical Indication (GI) status, following its official registration in October 2023. As the first non-wine product in South Africa to receive such designation, Karoo lamb is now positioned for increased consumer trust, premium pricing, and growing interest from international buyers.
A unique taste born from the land
Originating from sheep raised in the arid plains of the Central Karoo (including towns like Loxton, Victoria West, Carnarvon, and Williston) Karoo lamb’s distinctive taste is directly linked to its environment. The animals graze on wild, indigenous shrubs like kapokbos and bitterbos, which give the meat its celebrated herbaceous flavour.
The GI status, published under Government Gazette Notice 3992, legally protects this regional identity. Only lamb produced according to certified standards within the designated geographical boundary may be marketed as “Karoo lamb”.
From validation to value
Although the GI registration was finalised in late 2023, the current phase in 2025 is about implementation. This includes certifying more producers, enforcing correct labelling in retail spaces, and formalising export routes. Support from the Karoo Lamb Consortium, along with technical input from organisations like the Agricultural Research Council and CIRAD, has helped streamline training and auditing processes.
Since the GI registration in late 2023, the Karoo Lamb Consortium, supported by initiatives like the GI Support Fund, has focused on strengthening stakeholder engagement across the value chain, particularly in areas such as traceability, certification, and the correct marketing of GI-labelled lamb.
Export readiness and new market ambitions
The GI designation has sparked interest from foreign buyers seeking traceable, high-value meat products. Following GI registration, export momentum into established markets, especially the UAE, which accounted for a major share of lamb exports, has been strong. Stakeholders report that GI certification offers a powerful marketing edge in trade negotiations with Middle Eastern buyers. Government trade envoys are also exploring opportunities in Europe, where GI labels are widely understood and valued by consumers. A UK registration process has already been initiated, building on bilateral trade channels developed post-Brexit.
Retail trust and consumer confidence
Back home, national retailers such as Woolworths and Checkers are eligible to carry Karoo lamb brands, provided they and their suppliers meet GI compliance and traceability standards. Consumers are increasingly seeking authenticity, and the GI mark acts as a guarantee of origin, ethical rearing, and quality. According to Food for Mzansi, local chefs and butchers have also embraced the GI status as a way to spotlight South African culinary identity.
Challenges in certification and enforcement
Despite the progress, not all producers have yet opted into the system. Some cite the cost of audits and the complexity of documentation as barriers. Others remain outside the designated geographical boundary and are now unable to use the Karoo lamb label. The Karoo Lamb Consortium continues to campaign for greater enforcement, noting that misuse of the term “Karoo lamb” in retail remains a concern. The next phase, they say, is about deepening accountability while expanding opportunity.
From land to legacy
Nearly two decades after the first discussions about protecting Karoo lamb’s unique identity, the GI status has now become both a seal of origin and a springboard for economic growth. With global markets watching and local producers mobilising, the story of Karoo lamb moves beyond heritage to becoming one of future value.
