Unlocking the growth of Southern Africa’s Marula Industry through regional collaboration, sector development planning and geographical indication advancements

The Marula tree is an indigenous plant to South Africa, Namibia, Botswana, and Zimbabwe, as well as in neighboring countries.  

The Southern African Marula industry is committed to the sustainable development of the sector, and recognises Marula’s value in global cosmetics, food, and beverage markets. In line with this, on 30 April 2025, representatives from industry associations in South Africa (Southern African Essential Oil Producers' Association*), Namibia (Namibian Network of the Cosmetics Industry), Botswana (Natural Products Association of Botswana – NPAB), and Zimbabwe (BioInnovation Zimbabwe) gathered at Victoria Falls, Zimbabwe. Their aim was to collectively shape the next steps for a regional Marula industry agenda.

Co-hosted by the Swiss-South Africa Intellectual Property Project (SSAIP) and the ABS Compliant Biotrade in Southern Africa (ABioSA) project, the workshop focused on: assessing progress on the Marula Sector Development Plan (SDP); sharing updates on ongoing initiatives and opportunities; exploring pathways for regional collaboration towards a thriving Marula industry.

Assessing progress with the Marula Sector Development Plan

The Marula Sector Development Plan was developed in 2021 under the ABioSA Phase I project. It outlines the strategic vision, key activities, and associated costs to facilitate  investment from sector stakeholders. A presentation during the workshop highlighted progress  on the implementation of activities, noting that various stakeholders have been instrumental in driving actions under the SDP. This demonstrated the value of a sector-wide plan which can mobilise multiple organisations and attract funding from diverse projects and funders.

Despite some successes, participants emphasised that significant challenges remain, particularly in securing sustainable funding, improving market access, and fostering institutional development.

Presently, ABioSA is supporting a review of the Marula SDP in 2025 as part of its quo vadis process. This review presents an opportunity for stakeholders to reflect on what has and hasn’t worked, and to recalibrate future priorities for the Marula sector.

Ongoing initiatives and opportunities including Marula Geographical indication advancements

While the quo vadis review looks to the future, the workshop also showcased ongoing sector initiatives that emanated from the SDP. One of these is the Novel Food registration for the European Union. Marula oil is already approved for export to Europe. However, the development of a Novel Food application will broaden market access by allowing new Marula-based products to enter the EU market. This represents a significant step in expanding the product portfolio beyond oil. Efforts are underway to establish a Marula Fruit Products Association, which would strengthen industry coordination and representation for Marula fruit producers.  

Another key activity is the Botanicals Trusted and Authenticated Fingerprinting (b-TAF) project. Now concluded, the b-TAF projects marks a breakthrough in quality control. Its authentication process can detect adulteration with 80–90% accuracy. The newly launched b-TAF website allows for free, high-level assessments of oil samples based on selected quality and composition parameters.

Furthermore, efforts are ongoing to register a regional Geographical Indication (GI) for Marula, with support from SSAIP. A Marula GI could help distinguish Southern African Marula products in global markets and drive regional economic development. Workshop discussions acknowledged the complexity of the GI registration process but emphasized its strategic value. Notably, the 30 April Marula Industry Workshop preceded the World Intellectual Property Organisation’s orldwide Symposium on Geographical Indications which was held on 1–2 May 2025, in Victoria Falls. Industry representatives attended both events and gained insights into recent developments in the GI field and implications for collaboratively pursuing regional registration.

Enabling regional collaboration

To position Marula as a regional economic asset, cross-border collaboration is essential. Given the scope of work needed—particularly on the GI registration and sector development plan—no single organisation or country can succeed alone. A coordinated regional approach and enabling structures are imperative to create sustainable opportunities and unlock the potential of Southern Africa’s bioeconomy.   

For further information on these initiatives please contact Amanda Nyingwa and Magdaleen van Wyk .

The SSAIP and ABioSA projects are funded by the Swiss State Secretariat for Economic Affairs and are respectively implemented by the Swiss Federal Institute of Intellectual Property and Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH.  Kruger Swart & Associates was responsible for developing the content and facilitation of discussions during the workshop. The Southern African Essential Oil Producers' Association is a regional organisation representing members in South Africa and other countries within Southern African Development Community.