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Sri Lanka brews strong cuppa in 2021; but productivity snags persist

 

 

 

Sri Lanka brews strong cuppa in 2021; but productivity snags persist

  • Export earnings and production up from 2020
  • Productivity of tea estates drags down high potential sector
  • Tea Board chief says stakeholders need to explore new avenues to cut cost of production
  • Lack of replanting and infilling efforts hampers production
  • Inability to address climate change impacts adds to industry woes
  • Fresh emphasis on front end of value chain
  • Must push brand story of Ceylon Tea being cleanest in world
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The local tea sector braved through the challenges stemming from the pandemic to record an “excellent performance” in 2021; however, more focused efforts are required to sustain the momentum in 2022, as regional competition gets aggressive, the
Tea Board stressed.

The tea industry exported a total of 228 MnKgs of tea in 2021, fetching for the national economy a revenue of about US $ 1,320 million. In terms of production, Sri Lanka managed to record a figure of 300 MnKgs last year, which was achieved despite the fertiliser issue hampering the plantation activities.

The export and production figures are a significant improvement from what was achieved in 2020, where the export revenue from Ceylon Tea was of US $ 1,213 million and the production was 279 MnKgs.

Although the overall performance in 2021 is praiseworthy, the productivity levels of the tea estates remain grim, as they continue to be on a declining trend, Sri Lanka Tea Board Chairman Jayampathy Molligoda pointed out.
According to him, the tea estates continuing to move forward without addressing the low productivity issue places Sri Lanka’s tea industry under threat, since the competitors such as Kenya have gathered steam and witness an increased global market share.

“The cost of production of tea producers has been increasing due to many factors, which include low productivity, both land and labour, high overheads and adverse impact of climate change and COVID-19.

It is worth mentioning that Kenyan tea production, the main competitor for Sri Lankan teas, has been increasing rapidly and Sri Lankan tea production has been declining during the last 10-15 years,” shared Molligoda in a statement to the media.

When compared to the other tea producing nations, Sri Lanka performs poorly in production, due to lack of tea replanting and infilling efforts. Molligoda pointed out that adding to the industry woes is also the inability of the producers to address the climate change effects and other factors, as there has been a gradual erosion of soil and land degradation, despite the application of fertiliser.

In the year 2000, Sri Lanka tea production was about 305 MnKgs, which gradually improved to 328 MnKgs in 2010. Production reached the highest in 2013, with 338 MnKgs but the levels went on to contract – a 2.6 percent decline based on CAGR, according to the Sri Lanka Tea Board.

The need of the hour is to go forward with an ‘integrated productivity and quality strategy’. Molligoda said it is one of the key focus areas for the producers to reduce the costs per kilo of made tea to enable the exporters and marketing teams to capitalise on the Ceylon Tea ‘brand equity’.

“In the circumstances, it is important that the producers adopt an integrated balanced nutrient management system with more and more mineral and organic inputs to be applied in order to improve the soil quality to achieve environmental and economic sustainability,” said Molligoda.

He added that needed is also an improved focus on the social well-being of the workers and smallholders/growers rather than looking for short-term gains.

Molligoda went on to stress that the industry needs to focus more on the front end of the value chain by implementing the already approved promotional activities under the ‘Ceylon Tea Global Campaign’. This he said should be coupled with an aggressive marketing strategy formulated with the support of all industry stakeholders.
“The brand story that the cleanest tea in the world has to be reinforced through maintaining a minimal level of chemical residues and demonstrating sustainable credentials, including purity and wellness factor of Ceylon Tea,” stated Molligoda.

Iran's support to increase tea exports

 

 

Iran's support to increase tea exports ...

The Ministry of Plantation of the Democratic Socialist Republic of Sri Lanka and the Ministry of Industries, Mines and Trade of the Islamic Republic of Iran desires to formulate a scheme for the settlement of a sum of US$ 250,925,169 outstanding from Ceylon Petroleum Corporation to National Iranian Oil Company by means of utilizing the said sum to facilitate the export of Ceylon Tea to Iran by signing a memorandum of understanding (MoU). The MoU signing took place on Tuesday the 21st December 2021 at 12.00 noon at the Foreign Ministry.

This MoU was signed by Hon. Dr. Ramesh Pathirana, Minister Plantation of Sri Lanka and Hon. Alireza Paymanpak, Deputy Minister of Industry, Mine and Trade of Islamic Republic of Iran. The MoU is a form of mutual commitment in complimenting each other`s duties and function in the Formulation of a Scheme for the Settlement of Sri Lanka’s Oil Outstanding to the Islamic Republic of Iran through the Exportation of Ceylon Tea.

Iran is among the top 10 importing countries of Ceylon Tea for the past several decades. Ceylon Tea which had a market share of around 47% in 2016 dropped to around 25% in 2020 due to the economic sanctions resulting in banking restrictions, payment problems and depreciation of Iranian Riyal. From a peak of 38.42Mn Kgs in 2013, tea exports from Sri Lanka to Iran dropped to 14.73Mn Kgs in 2020.

Due to US sanctions imposed on Iran in November 2012 and with the absence of an accepted payment mechanism through the banking system, Sri Lanka tea exporters found it difficult to receive the export proceeds from Iranian buyers. As at present the payments are usually channeled through intermediary countries and on many occasions export proceeds are received in installments incurring inordinate delays. The additional US sanctions on Iran is creating further impediments for Sri Lanka to export tea to that destination.

The proposed scheme is to seek the possibilities of operationalizing a mechanism to settle the long outstanding debt of USD 250,925,169/= to the National Iranian Oil Company (NIOC) by Ceylon Petroleum Corporation (CPC) through increasing the export of Ceylon Tea. Since the Iranian authorities have been repeatedly highlighting the importance of the early settlement of the debt, this scheme will enable the Ministry of Finance to make the settlement in local currency through trenches of USD 5 million equivalents.  

Under this scheme, Ministry of Finance is expected to release Sri Lanka Rupees of an equivalent amount of USD 5 Million per month (at the exchange rate declared by the Central Bank of Sri Lanka) on the first Monday of each month to Sri Lanka Tea Board (SLTB) in settlement of the outstanding debt arising from oil purchases by CPC until the entire USD 250,925,169.00 is settled. Consequently, SLTB will be settling payments to Sri Lanka tea exporters upon confirmation of tea consignments are shipped to Iran by the tea exporters. The Sri Lanka Tea Board will establish a dedicated account to receive funds from the Ministry of Finance and disburse same to tea exporters.

The mechanism will be scrutinized through a recognized Audit Firm and the Sri Lanka Tea Board (SLTB) will settle the payments to tea exporters from the funds released and deposited by the Ministry of Finance based on the recommendations of the selected Audit firm. The proposed arrangement is envisaged to provide the equivalent of USD 5 Million per month to supply Ceylon Tea to Iran without any international money transactions as overseas remittances will not be involved under this scheme.

Sri Lanka will be in a comfortable position to serve Iranian tea market until the entire USD 250,925,169.00 is utilized and the debt payment to Iran is settled while reimbursing the Sri Lanka tea exporters in SL Rupees. This scheme will not violate any UN or US sanctions since tea has been categorized as a food item under humanitarian grounds while none of the black listed Iranian Banks will be involved in the equation. Further, the recommended scheme will save Sri Lanka much needed foreign currency since the settlement to Iran would be made in Sri Lankan rupees through the sale of Ceylon Tea. Similarly, proposed sale of tea will not generate foreign currency as the tea exporters in Sri Lanka will be paid in local currency.

Ministers of State Kanaka Herath and Tharaka Balasuriya, Iranian Ambassador to Sri Lanka Haseem Azzazade, Secretary to the Ministry of Plantations Ravindra Hewawasam, Secretaries of State Ministries, Chairman of the Sri Lanka Tea Board Jayampathi Molligoda, Chair of the Sri Lanka Tea Board Attended.

Photo description

1. Dr. Ramesh Pathirana, Minister of Plantation and Alireza Paymanpak, Deputy Minister of Industry, Mines and Trade of the Islamic Republic of Iran signing the Memorandum of Understanding.

 

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France to provide 1 million euros for Geographical Indication (GI) certification of Ceylon Tea

 

 

 

France to provide 1 million euros for Geographical Indication (GI) certification of Ceylon Tea

The French Development Agency (AFD) signed a grant agreement worth 1 million euros with the Sri Lanka Tea Board (SLTB) and French Agricultural Research Centre for Development (CIRAD) towards the development of a Geographical Indication (GI) for Ceylon Tea. The agreement was signed by AFD Country Director and SLTB Chairman in the presence of Hon. Minister of Plantation, H.E. Ambassador of France, Hon. State Minister of Company Estate Reforms Tea and Rubber Estate Related Crops and Hon. State Minister of Estate Housing & Community Infrastructure. The creation of a GI for Ceylon tea will aim at promoting quality products, protecting traditional know-how it is based upon, enhancing its commercial value and recognition in international markets.

Sri Lanka's tea sector dates back more than 150 years and is the second highest net foreign exchange earner of the country. Ceylon Tea’, identified by the Lion Logo exhibits unique qualities with a range of flavours and aroma. The geographical aspects and conditions of each of the seven tea-producing regions have significant influences on the characteristics of teas they produce. Despite its uniqueness, ‘Ceylon Tea’ does not have protection to uphold and to authenticate the quality reputation of the product. Counterfeit Ceylon tea is sold in various consumer countries.

A Geographical Indication (GI) certification serves to uphold and authenticate the quality, reputation and characteristics of a product by linking them to a specific territory through intellectual property protection, while also giving it added value in national and international markets.

This grant will, over a four-year period, provide technical assistance to establish GI and the relevant certification systems for ‘Ceylon Tea’. It will enable the CIRAD, which has proven experience in the implementation of geographical indications, and the UNIDO (United Nations Industrial Development Organization), which has been working for several years on the establishment of a GI for Ceylon cinnamon, to support SLTB and numerous actors from the tea industry. Through this process, the ‘Ceylon Tea’ value chain is expected to become more productive, inclusive, and sustainable. Ceylon tea will have enhanced value-addition in international markets through intellectual property protections and national and international certifications.

“AFD in Sri Lanka is committed to support integrated, sustainable and resilient agricultural value chains. The tea industry is a large contributor to income generation in rural area and a positive driver of economic growth. We are pleased to accompany the development of GI and certifications on Ceylon Tea that will be crucial to protect traditional agricultural and industrial know-how while promoting improved living conditions and better natural resource management along the value chain.” said Reda Souirgi, Country Director of AFD in Sri Lanka.

The Honourable Dr. Ramesh Pathirana, the Minister of Plantation has stated at his speech that this is a momentous occasion of Ceylon Tea of its 150 years history. Ceylon Tea industry is stagnant at the present manly due to the presence of poor expanding global market as well as the social and economic issues in the major importing countries such as Middle Eastern countries. Even the Ceylon Tea export revenue is range from 1.3 to 1.5 billion US dollars for past 5 years, he highlighted that it’s a sizeable income when compare with the country’s total export revenue of 12 billon US dollars. Accordingly it is required to create new avenues to build from where we are for which GI is very much of important. Once this GI is established this will create value and ensure sustainability, inclusiveness as well as the productivity of the Ceylon Tea. He further highlighted that he would be thankful to H.E. the Ambassador of France in Sri Lanka on behalf of the 2 million people who involved in the Sri Lanka’s tea industry directly and indirectly for making this opportunity for the sake of the betterment of the Ceylon Tea.

“I am very proud to witness the launch of a fruitful cooperation between, French agricultural research center for development (CIRAD) and Sri Lanka Tea Board (SLTB) on geographical indication supported by French Development Agency (AFD). France has been a pioneer in the establishment of Geographical Indications contributing to create added value to its quality products and preserve the reputation of French gastronomy over the world. I am confident that the solid experience of CIRAD in partnership with the UNIDO and the SLTB, will allow a broad endorsement of the Geographic Indication by all stakeholders, based on high-level product quality, together with sound environmental and social standards.” said H.E. Eric Lavertu, Ambassador of France in Sri Lanka.

Further, Mr. Jayampathy Mollogoda, the Chairman of Sri Lanka Tea Board stated “The registration for Ceylon Tea in Sri Lanka will not automatically create eligibility for a GI registration for “Ceylon Tea” name in overseas markets. Although, the reputation factor of Ceylon Tea could be well established, it is mandatory to prove the identification and verification of the origin of “Ceylon Tea” as against other origins through qualitative and quantitative research. Towards this end, the Sri Lanka Tea Board has sought assistance from AFD to finance the partnership, we wish to enter into and implement with CIRAD, as a technical partner in order to support Ceylon Tea value creation through the development of   geographical indication and International Quality certifications. Accordingly, French Development Agency (AFD), French government agency has agreed to provide financial assistance to Sri Lanka Tea Board through the CIRAD, as a technical partner. This agreement is to set out the terms and conditions governing the partnership between the SLTB, the agency (AFD) and the technical partner (CIRAD).”

About The French Development Agency

The French Development Agency (Agence Française de Développement – AFD) implements France’s policy on international development and solidarity. Through its financing of NGOs and the public sector, as well as its research and publications, AFD supports and accelerates transitions towards a fairer, more resilient world. It also provides training in sustainable development (at AFD Campus) and other awareness-raising activities in France.

With our partners, we are building shared solutions with and for the people of the Global South. Our teams are at work on more than 4,000 projects in the field, in the French Overseas Departments and Territories, in 115 countries and in regions in crisis. We strive to protect global public goods – promoting a stable climate, biodiversity and peace, as well as gender equality, education and healthcare. In this way, we contribute to the commitment of France and the French people to achieve the Sustainable Development Goals (SDGs). Towards a world in common.

About French Agricultural Research Centre for Development (CIRAD)

CIRAD is the French agricultural research and cooperation organization working for the sustainable development of tropical and Mediterranean regions. CIRAD works with its partners to build knowledge and solutions and invent resilient farming systems for a more sustainable, inclusive world. It mobilizes science, innovation and training in order to achieve the Sustainable Development Goals. Its expertise supports the entire range of stakeholders, from producers to public policymakers, to foster biodiversity protection, agro ecological transitions, food system sustainability, health (of plants, animals and ecosystems), sustainable development of rural territories, and their resilience to climate change. CIRAD works in some fifty countries on every continent, thanks to the expertise of its 1650 staff members, including 1140 scientists, backed by a global network of some 200 partners.

About The Sri Lankan Tea Board

Ceylon tea has been the country’s one of principal and most famous exports; for generations, it formed the backbone of the Sri Lankan economy, and plays a major part, even today, in the country’s fortunes. The Tea Board is the apex regulatory and administrative body of the Sri Lankan tea industry. First set up in 1976, it comprises representatives from both private and government bodies involved in the industry,

As the regulatory body, Sri Lanka Tea Board is responsible for regulating the activities of tea industry, viz. production, increase of cultivation, replanting, rehabilitating old gardens, establishment of factories and monitoring their operations. The whole process has been monitored and evaluated from factory to the shipment to maintain the “Quality of Ceylon tea” and many actions have been initiated to intensifying the monitoring of quality standards of tea at the point of sale, pre-shipment, warehouses of brokers, blenders and exporters and providing advisory services on hygienic blending and storing.

SLTB conducts promotional activities throughout the years to the marketing and promotion of Ceylon tea in globally, collection and interpretation of tea statistics and delivering competency of the actual markets and ability to retain and expand Ceylon tea among leading markets. With the sole purpose of protecting the Ceylon Tea brand locally and internationally, the SLTB is keen on establishing the required control systems to protect “Ceylon Tea” as a geographical Indication. Furthermore, the sector is eager to register the GI protection system in important export markets with a view to prevent the infringement and passing-off teas originating outside of Sri Lanka being marked and marketed as “Ceylon Tea”.

 

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Press contact:

AFD – Morgane BEGON

Project Officer – This email address is being protected from spambots. You need JavaScript enabled to view it.

SLTB – Chathura Fernando

This email address is being protected from spambots. You need JavaScript enabled to view it.

CIRAD - This email address is being protected from spambots. You need JavaScript enabled to view it.

Exhibition-2021 “Ceylon Products-Growing Friendship” & Tea Stakeholders’ Gathering in Tehran

Exhibition-2021 “Ceylon Products-Growing Friendship”

& Tea Stakeholders’ Gathering in Tehran

Sri Lanka Embassy in Iran in collaboration with Sri Lanka Tea Board organized an Agricultural Export Exhibition-2021 “Ceylon Products-Growing Friendship” together with a Tea Stakeholders’ Gathering at the Chancery premises on 06th December 2021. Over 75 invitees comprising of relevant stakeholders, including tea associations, leading importers, retailers, prominent businessmen and media personnel were in attendance. Objectives of the event were to promote      Sri Lankan tea and other agricultural export products in Iran and interact with the relevant stakeholders.

Ambassador Vipulatheja Wishwanath Aponsu in his welcome address highlighting the significance of this first ever Agricultural Export Exhibition together with Tea Stakeholders Gathering in Tehran, emphasized the unique characteristics of Ceylon Tea, other food and beverage products with numerous health benefits. He requested all participants to extend their support in promoting Sri Lankan agricultural export products in Iran specially enabling the country to retain its tea market in Iran.

Chairman of Sri Lanka Tea Board Jayampathy Molligoda delivering keynote address, gave overall outlook of the tea industry of Sri Lanka, the stringent quality control measures of tea products, present status of Sri Lanka tea export market and future plans, targets and strategies in promoting Ceylon tea in Iran. While explaining World tea market, Chairman underlined that Iran is an important market for Sri Lanka as the country is among the top seven largest tea buyers in the world market.

The interactive session of the event created a platform for Iranian tea importers to sort out their issues, barriers and challenges directly from Sri Lanka Tea Board officials. The exhibition was inaugurated by Head of Iran Tea Association Hamidreza Movassaghi and displayed a wide range of Ceylon tea and other agricultural export products including coconut, species, dried fruits and herbal plants.

The Chairman Hamidreza Movassaghi, in his brief remarks, thanked the Sri Lanka Ambassador and his staff for the invitation to him and the representatives of both Exhibition and Gathering for the fruitful day. He assured his Association’s fullest support to promote Ceylon Tea in Iran and requested Sri Lankan authorities to continue their export to Iran in good quality with the Iranian standards.

Participants showed great interest on the presentation of the benefits of “Ayurveda” products in Sri Lanka by Dr. Sarath Gunawardhana of the Adithya Ayurvedic Hospital. A documentary on Ceylon Tea was also screened.

The participants were treated to a high tea arranged by the Embassy. A gift pack of Sri Lankan tea and tokens was presented to all guests.

Sri Lanka Embassy in Tehran

06th December 2021

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Fostering friendship and people-to-people ties through religious diplomacy: Sri Lanka promoted at the Feast Day of the National Shrine of St. Jude Thaddeus in Manila

 

 

 

At the invitation of Rev. Fr. Lino Nicasio SVD, Parish Priest and the Rector of the National Shrine of St. Jude Thaddeus, the Embassy of Sri Lanka in Manila participated with a country promotion at the celebration of the feast day of the shrine’s patron saint on 28 October 2021.

With the goal of promoting Sri Lanka to the devotees and religious community of the parish, a tourism and tea promotion booth was organized by the Embassy to showcase the country’s tourism attractions including the religious tourism sector as well as its most prominent export product - Ceylon tea. The booth was formally launched with the lightning of the oil lamp by H.E. Jose F. Cardinal Advincula, the Archbishop of Manila, Ambassador Shobini Gunasekera, and shrine officials.

 

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In the holy mass officiated by the Archbishop of Manila, the Embassy’s officials and staff performed a soulful rendition of “Namo Mariyani” a hymn of devotion to the Virgin Mary in Sinhala.

In her remarks, Ambassador Gunasekera highlighted the shared faith of Christianity as a notable platform to further enhance and consolidate the longstanding cordial relations between Sri Lanka and the Philippines particularly in the economic, political, social, and cultural spheres. She also invited the parishioners to enjoy Sri Lanka’s beauty and unique features by visiting the country as their pandemic-stress buster destination.

Meanwhile, Rev. Fr. Nicasio expressed his appreciation to the Embassy for its valuable participation and commended its worthwhile initiatives to develop cultural and people-to-people ties with the Philippines.

After the mass, Ceylon tea was served to the guests and devotees while tourism promotional materials and tea samples were distributed. The festivities were attended by hundreds of devotees from all-over the country and was broadcasted live in social media with approximately 100,000 virtual attendees.

The Philippines is a predominantly Catholic nation ranking third with the largest Catholic population after Brazil and Mexico globally. Notably, the country is home to a Sri Lankan religious community of the Catholic faith composed of priests, nuns, and missionaries, most of whom are engaged in various pastoral activities and higher education pursuits.

Embassy of Sri Lanka
Manila
03 November 2021

Ceylon Tea and snacks attracted a large number of visitors to the Sri Lanka stand at the Café Show 2021 in Beijing

 

 

 

Ceylon Tea and snacks attracted a large number of visitors to the Sri Lanka stand at the Café Show 2021 in Beijing which was held from 15th to 17th October 2021. The Tea Promotion Unit of the Embassy of Sri Lanka in Beijing organized the seven Ceylon Tea brands (Impra, Dilmah, Lions, Sinolan, Samley, and Fond tea) agents to display their products.
Mr Sampath Perera (Second Secretary – Tea Promotion) of the Tea Promotion Unit also arranged liquid tea tasting for the visitors throughout the fair along with a media briefing and Ceylon Tea PowerPoint Presentation in parallel.
The Café Show in Beijing is the largest Café Sector Products and Technologies Fair in China, attended by manufacturers, buyers and suppliers from overseas and mainland.

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How do we market Sri Lanka globally as a unique country green socio economic system

 

 

How do we market Sri Lanka globally as a unique country – green socio-economic system

By Jayampathy Molligoda, Chairman, SLTB.

Introduction:

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One consignment of ‘Potassium Chloride’ fertiliser arrived on September 14, presumably, to be applied for the paddy sector. The potassium chloride is not an organic material. However, the input materials approved for organic farming need not only be organic. Potassium Chloride is a mineral and not organic, but it’s permissible to be used for organic farming under international and SLS standards. Even some chemicals such as copper based chemical mixtures are allowed to be used for organic farming under international standards.

Tea sub sector:

As for the tea sector, what we have been saying is the government policy change as per Cabinet decision on 27th April, will enable us to arrest the tea land degradation and improve soil quality and thus moving towards green agriculture- plantation economy. As stated in the Cabinet paper, the state policy change is ‘migrating into green socio- economic pattern; this can be termed ‘regenerative agriculture’ or the green economic system. One of the milestones in the Tea strategy 2030 road map is improving soil quality and air and water quality through an integrated soil fertility management and balanced nutrient management.

Nevertheless, SLTB officials are closely watching and monitoring the entire tea supply chain – five months have lapsed from the government policy change prohibiting fertiliser imports and up to end September, a detailed scientific analysis on statistics of production, auction sales data and physical inspection of factories/estates have not revealed any major drop in quantity, however there will be issues if no nutrients are provided at the earliest.

Tea Production:

Cumulative tea production for the period January to September 2021 shows an increase of 16% respectively against last year.

Addressing tea growers’ concerns:

In fact, the tea production to date is higher than the average of the corresponding period during the last five years. This shows that good weather conditions,especially water and sunlight, are equally important, along with providing required nutrients. Therefore, it is important to address the adverse effects of ‘climate change’ through mitigating and adaptation strategies. The confusion here is that the majority of the people have misunderstood the word ‘organic’ in the government proposal, thinking the stakeholders are required to immediately convert tea production and exports into organic. We need to educate the farmers and there should not be loss of income for efficient growers even during the transitional period. At the same time, malpractices and under-utilisation of land and over use of inputs without following GAPs need to be arrested by the authorities. The name of the game is ‘green agricultural system’ as stated in the said Cabinet paper and the President’s address at the General Assembly, United Nations, recently – green energy, green agriculture-this is how I understood the vision.

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The positive feature is the emergence of R&D initiatives mooted by the tea sector hitherto not happened and the admission that there has been an excessive usage of chemical fertiliser and decline in yields. There has been hardly any soil analysis undertaken during the last couple of years and lack of site- specific fertiliser application. Scientists have concluded that beneficial microbes in the soil are disturbed with excessive application of chemicals.

In order to address farmers concerns and genuine grievances, there is nothing wrong in using nano-hybrid chemically bonded, ‘slow release’ fertiliser until we are self-sufficient in the production and supply of ‘organic’ fertiliser. Based on approvals received from the government, the private sector importers have already been allocated ordering sufficient quantities of Ammonium sulphate last week (under Import control licence scheme-07/05/21) to be mixed with minerals such as ERP and potassium for tea estates. The production and supply of organic fertiliser is also increasing.

However, if they don’t provide with sufficient N and K, there will be issues both in quantity and quality. Another issue for exporters is lack of shipping space and shortage in containers more than other Issues- that’s being sorted out.

Conclusion:

My understanding is the vision of The Head of the State is; How do we reposition and market ‘Sri Lanka’ globally as a unique country? As for Ceylon Tea marketing strategy- how do we position ‘Ceylon Tea’ in the minds of discerning tea consumers globally as a unique product? The State policy change should be viewed in that perspective. Our ‘Ceylon Tea’ Brand story; the cleanest tea in the world is being reinforced with this state policy change: ‘green socio- economic pattern’. This is on par with the Tea strategy road map 2030 prepared by CTTA, the private sector apex body for tea industry, in consultation with Tea Board, Ministry and other stakeholders. Let us work together to realise true potential to obtain higher net foreign exchange, so that the benefits will trickle down to the farmers in accordance with the Tea Control Act No. 51 of 1957. The way forward strategy should be communicated to everyone.

Ceylon Tea promotion at the International Bazaar of the Diplomatic Club Syria

 

 

Ceylon Tea promotion at the International Bazaar of the Diplomatic Club Syria

As a part of the Economic Diplomacy programme       the Embassy of Sri Lanka to Lebanon & Syria and the Sri Lanka Tea Board participated at the International Bazaar in Damascus, by exhibiting Ceylon Tea and handicrafts on 09th October 2021 at the Dama Rose hotel in Damascus Syria. The International bazaar had a participation of 19 countries and Sri Lanka stall had prominence.

The Embassy stall was declared open by lighting the traditional oil lamp by Hon. Minister of Education in Syria Dr. Darem Tabbaa, and Chairperson of the Diplomatic club Mrs. Barry Phillip Gilder.

All visitors were served with Ceylon Tea tasting and samples of Ceylon Tea packs. The participating companies were Shan Teas (Pvt) Ltd, Mabroc Teas (Pvt) Ltd, Vintage Teas (Pvt) Ltd, Ceylon Tenny Tea (Pvt) Ltd, and Ceylon Fresh Teas (Pvt) Ltd.

 

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Embassy of Sri Lanka

Beirut, Lebanon

11th October 2021

Sri Lanka Pavilion Expo 2020 Dubai UAE

 

 

 

Ceylon Tea promotions now in EXPO 2020-Dubai, UAE

 

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Sri Lanka Tea Board Participates at the “World Food Moscow 2021

 

 

 

Sri Lanka Tea Board Participates at the “World Food Moscow 2021”

Tea Promotion Unit (TPU) of the Embassy of Sri Lanka in Russia with the support of the Sri Lanka Tea Board participated at the 30th Jubilee exhibition of food products “World Food Moscow 2021”, which took place at the IEC “Crocus Expo” from 21st to 24th September 2021. Together with the Embassy, Ceylon Tea Land Pvt Ltd. and Kaushalya Tea Export Company also took part in the exhibition.

The Ceylon Tea stall, which was brightly decorated, attracted a large number of visitors who were eager to learn more about Ceylon Tea. The stand was the only stand with hot tea cupping featuring Ceylon tea from the seven unique regions in Sri Lanka. All visitors were offered a cup of fresh Ceylon tea by a Russian tea demonstrator dressed in traditional Sri Lankan Osari.

The Ceylon tea stand was officially opened by Chargé d' Affaires, a.i Ruvini Munidasa, of the Embassy of Sri Lanka in the Russian Federation, along with Third Secretary (Tea Promotion) Mr. Tishan de Silva and Sri Lankan embassy staff.

“World Food Moscow” is the largest autumn food exhibition in Russia with a wide range of affordable and high-quality food products. This year, more than 600 Russian and foreign food and beverage manufacturers and suppliers presented their best new products to a large audience of food market specialists.

For the first time, over 110 companies representing manufacturers and suppliers from 30 foreign countries exhibited at the “World Food Moscow 2021”, and around 15 countries organized national pavilions including Sri Lanka. The domestic exposition was presented by companies from 59 regions of Russia.

 

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URL: https://world-food.ru/Home

Embassy of Sri Lanka in Moscow

28th September 2021

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