First Ever Silpo - Sri Lankan featured Supermarket Mall opens in greater Kiev, Ukraine by Fozzy Group joint with Sri Lanka Tea Board
Silpo – Sri Lanka is the World’s first Sri Lanka featured mall and provides unrivalled Ceylon tea shopping facilities and Sri Lankan experience. Fozzy Group is one of the largest trade industrial groups in Ukraine and one of the leading Ukrainian retailers, with over 500 outlets all around the country and slipo was established in 1998. The group sells food and household products via its Silpo supermarkets chain and Le Silpo.
The Sri Lanka Tea Board delegation met Silpo Food LLC during the official visit to Ukraine in last year and impact of that discussions, the Silpo supermarket chain of Fozzy Group has proposed this novel concept to promote Ceylon Tea by setting-up a Sri Lankan featured shopping outletin greater Kiev under the Silpo supermarket chain
Further Sri Lanka Tea Board established a separate zone for Ceylon Tea at Silpo – Sri Lanka mall and it’s offering tea tasting, details of the Diversification of the Ceylon Tea and lion logo, Ceylon tea face mask etc. The Silpo – Sri Lanka mall offers customers a wide variety of Ceylon Tea signature brands packed in Sri Lanka with Lion Logo such as JAF Tea, Basilur, Dilmah, Akbar, English Tea Shop and Hyleys.
In addition to the Slipo – Sri Lanka opens-up, Sri Lanka Tea Board is planning to conduct promotional and branding activities for Ceylon Tea at the Sri Lankan featured Mall and some of the identified outlets of Silpo Supermarket Chain such as degustation in every week, category Branding and Placement for Ceylon Tea brands, Shelf-Talkers with-Lion Logo, educational programs about Ceylon Tea, Tea Ceremonies and Ceylon Tea competition and Winning for Our Guests will visit Ceylon Tea lands in Sri Lanka. The Tea Board is coordinating with Ms. Olesia Oliinyk, Import Manager of Silpo Food LLC in Kiev for all operational activities.
Ms. Pavithri Peiris, Director Promotion at Sri Lanka Tea Board says “Degustation sessions and Educational Programs will be started in 2021 due to the pandemic situation in Ukraine. She also said that SLTB was planning to roll out the Ceylon Tea promotional Campaign in Ukrainian by early next year and the promotions would be conducted three ways, targeting Key Opinion Leaders (KOLs), public relations and search engine optimization.
Ukraine is a traditional tea consuming nation and the Fourth largest tea importing country in Russia/CIS Region after the Russian Federation, Kazakhstan and Uzbekistan. Sri Lanka has taken the leading position in the Ukrainian tea markets with a share of around 22% in volume term followed by other major suppliers such as India, China, Kenya and Vietnam. As per the Sri Lanka Custom Data, around 70% of the volume Ceylon Tea was exported to Ukraine in bulk form and balance 30% in packets and tea bags.