Cape Herb & Spice

What Cape Herb & Spice does

Cape Herb & Spice is a South African branded food seasoning company founded in 1994, originally launched as a woman-founded startup from a single barrow at Cape Town's V&A Waterfront. The company designs, sources, and distributes a portfolio of 96 seasoning products across multiple formats including clear grinders (its signature innovation and the world's first in the grocery category), tube-style shakers, rubs in global cuisine profiles, chilli tins, meal solution spice boxes, single herbs and spices, liquid seasoning concentrates, BBQ sauces, vanilla, and refills. It also operates two wholly-owned sub-brands: eat.art (premium food gifting) and T&ME (a 13-SKU premium tea line). The business is differentiated by a traceable supply chain with over 80% of raw materials procured from source, BRCGS A-grade food safety certification across all factories, and a first-to-market non-irradiated range in South Africa.

The company makes money through two primary channels: direct-to-consumer e-commerce via capeherb.co.za (with shopping lists, favourites, and an integrated cookbook feature) and B2B/retail distribution managed through dedicated regional sales teams covering Africa, Europe, North America, Asia, South America, the Middle East, and Oceania. GTM motion is a hybrid of product-led growth via the DTC storefront and sales-led growth via regional B2B offices, with quirky packaging engineered to transcend language barriers for global appeal. The brand is supported by a 203-recipe content library serving top-of-funnel consumer engagement across social channels (Facebook, Instagram) and LinkedIn for corporate communications.

Cape Herb & Spice operates as a subsidiary of Libstar Holdings, a diversified South African consumer goods conglomerate, providing corporate backing without public revenue disclosure. Operations span three Cape Town facilities (Tokai headquarters, Muizenberg tea plant, Maitland office). The company faces a recent operational headwind: a 2024 public recall of certain large grinders produced between September 2023 and May 2024 due to a potential mechanical defect. Leadership includes Managing Executive Paul Jibson and Founder Irene Ivy.

Name

Cape Herb & Spice

Legal name

Cape Herb & Spice

Website

https://capeherb.co.za

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Cape Herb & Spice is a South African branded seasoning producer founded in 1994 (subsidiary of Libstar Holdings) that designs and globally distributes 96 spice, herb, grinder, sauce, and tea products across 30+ countries via DTC e-commerce and regional B2B sales teams.

Ownership category

akta.pro rank

Product category

Herbs, Spices & Seasonings

NAICS

Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Condiments, Sauces & Dressings (CRADAAAB)

akta.pro secondary industries

Ethnic Spices, Herbs & Seasonings Wholesale (AFAIAIAF), Dips, Salsas, Relishes & Chutneys Manufacturing (AFAKADAM)

Keywords

• Culinary seasoning products
• Herb and spice grinders
• Spice rubs and marinades
• Liquid seasonings and sauces
• Premium tea blends

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations

Revenue model

1. Direct-to-Consumer E-commerce: Products sold directly to consumers through their website capeherb.co.za with shopping lists, favourites, and cookbook features
2. Retail Product Sales: Wide range of seasoning products sold through retail channels globally including grinders, shakers, rubs, curries, sauces, and vanilla
3. Sub-brand Products: eat.art premium food gifting products and T&ME premium teas

Go-to-market motion2 records

Distribution channels8 records

Marketing channels5 records

Core offering

Cape Herb & Spice manufactures and sells a broad range of culinary seasoning products — including clear grocery grinders, tube shakers, spice rubs, chilli tins, meal-solution kits, single herbs and spices, liquid seasonings, BBQ sauces, and vanilla — across its own brand and two sub-brands (eat.art premium food gifting and T&ME premium teas). Products are distributed globally via the capeherb.co.za e-commerce storefront and regional sales teams covering Africa, Europe, North America, Asia, South America, the Middle East, and Oceania, with manufacturing out of Cape Town facilities certified to BRCGS A-grade.

Product overview

Cape Herb & Spice is a South African food seasoning company founded in 1994 that offers a diverse range of culinary seasoning products across multiple formats. The portfolio consists of several core product categories: Grinders (clear grocery grinders for salt, peppers and seasonings as the company's signature innovation), Shakers (tube-style dispensers), Rubs (spice blends for various cuisines), Chilli Tins, Meal Solutions (premium curry spice boxes), Single Herbs & Spices, Liquid Seasonings (concentrated flavour enhancers), Sauces (BBQ and chilli sauces), Vanilla products, and Refills. The company operates two sub-brands: eat.art (a premium food gifting brand focused on innovative packaging and global ingredients) and T&ME (a premium tea brand with 13 varieties). Founded as a woman-owned startup at the V&A Waterfront, the company emphasizes quality, innovation, and a traceable supply chain with over 80% of raw materials procured from source. The brand is known for introducing the world's first clear grocery grinders and was the first in South Africa to offer a fully non-irradiated seasoning range. Products are distributed globally across multiple regions including North America, Europe, Asia, Africa, South America, Middle East, and Oceania.

Differentiator

Problem solved

Functional benefit

Brands

• eat.art: Fine food gifting products brand driven by love of food coupled with uncompromising expertise in design, food trend forecasting and packaging technology. Specializes in beautifully designed packaging, sourcing components and ingredients from all over the world.
• T&Me

Products and services

• eat.art premium food gifting line Premium food gifting brand under Cape Herb & Spice driven by love of food with uncompromising expertise in design, food trend forecasting, and packaging technology. Specialises in uniquely designed packaging and globally-sourced ingredients for gifting occasions.
• T&ME premium tea range Range of 13 premium teas sourced from across the globe, including Signature Black Tea, Green Tea and Rooibos, plus indulgent flavoured teas and soothing herbal infusions. Crafted to highest international food safety and ethical standards.
• Clear Grocery Grinders The signature Cape Herb & Spice product line — world's first clear grocery grinders for salt, spices and seasonings, featuring iconic transparent bodies with adjustable coarseness. Includes Atlantic Sea Salt, Extra Bold Black Pepper, and Himalayan Pink Salt grinders among others.
• Seasoning Shakers Tube-style seasoning dispensers for BBQ, chicken, steak, vegetables and brunch applications. Range includes Smoky Braai/BBQ, Sweet & Sticky Chicken, Steak & Chops, Garlic & Herb, Lemon Pepper, Veggie Steam, Veggie Sprinkle, Sesame & Seaweed, and Everything Seasoning.
• Spice Rubs and Curry Tins Flavourful spice rubs and marinades inspired by global cuisines including Texan Steakhouse, Caribbean Jerk, Portuguese Peri Peri, Mediterranean Style Roasts, Louisiana Cajun, Smokehouse BBQ, Greek Style Lemon & Herb, Korean Style BBQ, South African Style, Madras Curry, and Tikka Tandoori Curry.
• Chilli Tins Premium chilli spice blends in tin packaging featuring Chipotle, Sriracha, Piri Piri, Rose Harissa, Hot Honey, and Ancho Coffee BBQ varieties for seasoning meats, vegetables, pizza, and grilled dishes.
• Meal Solution Kits Ready-to-use spice boxes for complete meals including Butter Chicken Curry Spice (Delhi-style) and Moroccan Spice (for tagines and slow-cooked stews).
• Single Herbs & Spices Individual herbs and spices for home cooking and pantry stocking, including freeze-dried varieties.
• Liquid Seasonings Liquid seasoning concentrates including Liquid Garlic (41% garlic), Liquid Ginger (41% ginger), and Liquid Chilli (41% chilli) — concentrated flavour enhancers as alternatives to fresh ingredients for dressings, dips and drizzling. Vegan formulation.
• BBQ and Chilli Sauces BBQ and chilli sauces including Chipotle BBQ & Grill Sauce and Sweet & Sticky Chicken BBQ & Grill Sauce for grilled and barbecued meats.
• Vanilla products Vanilla products carrying through the Cape Herb & Spice brand values of flavour.
• Grinder Refills Refill bags for grinder products designed to reduce packaging waste and provide an economical alternative to purchasing new grinder units.

Quantifiable outcome

• Over 80% of raw materials from traceable source

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• eat.artminorStrategic or Co-development PartnerThe eat.art brand is driven by love of food coupled with expertise in design, food trend forecasting and packaging technology. Specializes in unique food gifting products of highest quality.
• T&MEminorStrategic or Co-development PartnerT&Me offers a range of 13 premium teas sourced from across the globe, including Signature Black Tea, Green Tea and Rooibos, crafted to highest international food safety and ethical standards.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Diaspora Co. Single-origin spice brand founded in 2018 with premium, traceable positioning. Comparable to Cape Herb & Spice's sourcing-from-origin and transparency narrative, with overlapping premium positioning in the US and global DTC channels.
• Burlap & Barrel: Direct-to-consumer single-origin spice and herb brand. Comparable in traceable sourcing story, premium positioning, and seasoning category focus targeting home cooks and gifting occasions.

Direct peers

• Badia Spices: US-based family-owned spices, seasonings, and condiments brand with broad retail distribution. Comparable mid-tier positioning and broad SKU portfolio of seasonings, rubs, and sauces sold in global grocery.
• The Spice Hunter: Specialty spice, herb, and seasoning blends brand owned by McCormick, with global retail distribution. Directly comparable in curated seasoning blends, rubs, and flavor-forward positioning targeting home cooks.
• Robertsons: Iconic South African spice and seasoning brand owned by Premier Foods, sold across South African grocery retail. The most direct local competitor to Cape Herb & Spice in the home seasonings category and frequently co-shelved.
• Schwartz (McCormick): UK-based herbs and spices brand now owned by McCormick, sold across European grocery. Directly comparable to Cape Herb & Spice's seasoning, herb, and recipe-mix SKUs in the UK and European markets where both compete.
• Ina Paarman's Kitchen: South African premium seasonings, sauces, and dry spice mixes brand targeting home cooks. Closely comparable in product mix (curry powders, rubs, sauces), pricing tier, and South African heritage positioning.
• Simply Organic: Specialty organic herbs, spices, and seasonings brand by Frontier Co-op, sold across North American grocery. Highly comparable in the clean-label, traceable-sourcing segment where Cape Herb & Spice also competes.

Broad incumbents

• Frontier Co-op: US cooperative supplying organic herbs, spices, and botanicals under multiple brands including Simply Organic and Frontier. Comparable as a broad supplier of seasonings, herbs, and botanical ingredients with retail brand presence.
• McCormick & Company: Global leader in spices, seasonings, and condiments with brands including McCormick, Schwartz, and The Spice Hunter. Direct overlap with Cape Herb & Spice's entire seasoning portfolio across retail and foodservice channels worldwide.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/CapeHerbandSpice
• LinkedInlinkedin.com/company/cape-herb-spice
• Instagraminstagram.com/capeherbandspice/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cape Herb & Spice