SUSTAINABILITY FOR CEYLON TEA INDUSTRY
Ceylon tea is recognized by one of the finest tasting teas in the world. But currently the industry is facing many obstacles due to loosing traditional markets and increasing cost of production. Below are some of my views / suggestions conveyed to TEA (Tea Exporters Association) in order to be discussed at the NATIONAL TEA SUSTAINABILITY DISCOURSE meeting with His Excellency the Sri Lankan President Maithripala Sirisena on 15th of August 2018. I have hidden some points since those are matters to be sorted out internally rather than going international. Below are certain points that I am willing to share with you all for the betterment of “Pure Ceylon Tea”.
1. Strengthen the interaction among government related organizations
Innovative products like “Tea Wine” developed by Sri Lanka Tea Research Institute should be promoted effectively by organizations such as Sri Lanka Tea Board / Export Development Board in the international market. Finding them business partners to develop those products is also equally important. Proper dissemination is a key to the success in the world market.
2. Focus more on less costly marketing tools such as social media.
Maintaining a page itself won’t do. Regular interaction and updates are vital to strengthen the relationship with stakeholders. Professional medias like LinkedIn are highly recommended. In addition to those Facebook, Twitter etc. are also vital to uplift the image of “Pure Ceylon Tea” all over the world due to the popularity of those tools. This strategy won’t bring instant results, it’s a long term process to develop the profile / good image of the trade.
3. Passion and dedication of Tea professionals
Even till the recent past, planters and other Tea professionals were so passionate on Tea and considered to be an honor for being a part of this trade. For example a planter / superintendent always lived in the estate and concerned a lot on the quality and productivity. Nowadays the same passion can’t be seen from young professionals.
4. Encourage Sri Lankans living abroad to start Tea business & promote Ceylon Tea
Government institutions like Sri Lanka Tea Board should educate and encourage Sri Lankans living overseas to start Tea business by introducing small scale suppliers and by giving them examples of entrepreneurs who also do the same. This strategy not only promotes Ceylon Tea, but also helps to fetch some foreign revenue to the nation. Education sessions can be arranged parallel to Tea Board’s international trade fair participation.
5. Follow strategies to attract more talented professionals in to Tea
More highly skilled marketers, engineers, Agriculturists etc. should be attracted to the trade in order to make a brighter future for Ceylon Tea.
6. Develop High End Supreme Ceylon Tea Producing Zones
For instance, Nuwara-Eliya Tea growing region (situated at the highest peak) consists of few estates like Pedro, Court Lodge, and Kenmare etc. which produce good quality Ceylon Tea with a unique character (Learn more: http://www.teawithnipun.com/2018/07/26/champagne-of-ceylon-tea/). Encouraging Seedling replanting instead of VP (Vegetative propagated) cultivars, educate to produce specialty Teas and other conventional grades like BOP / BOPF / Pekoe. Finally assist them to invest on a Vacuum packing machine which preserves the unique flavor and character of Nuwara-Eliya Tea and encourage direct exports out of factory to foreign buyers in smaller volumes.
By the meantime, it’s equally important to take measures to minimize the cost of production specially at the plantation sector which is a separate topic to be discussed.
