Rhinoceros are being poached in staggering numbers from South African national parks and private game farms for the Asian market. In 2011 2.7% of the South African rhino population was lost due to poaching. So far it is estimated that 251 rhinos have been killed in 2012. The rhino poaching industry has also resulted in the loss of human life, with both poachers and game rangers being caught up in the conflict. This paper explores the market for rhino horn, why rhino horn is valued so highly and what is being done to combat poaching and ensure the future of rhinos in South Africa.