Ceylon Tea creates buzz in London and Scotland parallel to IFE Trade Exhibition
Daily FT: The Sri Lanka Tea Board together with the High Commission of Sri Lanka to the UK kicked off one week of Ceylon Tea Promotional events alongside the participation at IFE Exhibition with an event at the High Commission in London followed by events in Glasgow, Auchenblae – the Birthplace of James Taylor, (Father of Ceylon Tea) and Aberdeen in Scotland, from 25 to 29 March.
The International Food and Drink Event (IFE), a premier food and drink trade exhibition was held at ExCel, London from 25 to 27 March. The Sri Lanka Tea Board participated at the exhibition which was facilitated by the High Commission of Sri Lanka in London, where ‘Pure Ceylon Tea’ was received with great enthusiasm by international buyers and visitors.
The Sri Lanka Tea Board pavilion was inaugurated by the High Commissioner of Sri Lanka to the United Kingdom Rohitha Bogollagama, along with Sri Lanka Tea Board Chairman Niraj de Mel. Sri Lanka Tea Board the Director (Promotions) Pavithri Peiris and High Commission’s Minister (Commercial) Somasena Mahadiulwewa joined at the inauguration along with other invited guests from the UK tea trade and the media. Furthermore, representatives of the 6 Ceylon tea exporting companies who participated through the facilitation by the Sri Lanka Tea Board were also present at the opening ceremony. The visitors to the SLTB stall were served with Ceylon tea from the seven regions of Sri Lanka and Ceylon tea sample sachets were distributed at the pavilion. The participation at the trade fair provided a great opportunity for Sri Lanka to capitalize on the global tea market.
In addition to above, the High Commissioner and Sri Lanka Tea Board Officials met with the European Specialty Tea Association (ESTA) in line with Sri Lanka›s participation at the IFE 2024 on 26 March. The ESTA presented a draft MOU on collaboration with the Sri Lanka Tea Board and it was agreed to continue the interactions.
ESTA President Nigel Melican together with its Executive Director David Veal and the other directors and members of the ESTA who attended this interactive meeting mentioned that they are pleased to work with the High Commission to take forward the ideas generated to a strategy called «Ceylon Tea, to make it fashionable again. The meeting was also attended by Ceylon Artisanal Tea Association (CATA) Chairman Simon Nihal Bell and contributed with important ideas on the development of the specialty tea sector from Sri Lanka›s view point.
After this meeting the directors and the members of the ESTA attended the Ceylon Tea and Sri Lanka Food Business Networking reception held at the High Commission which was attended by nearly 100 members of the UK tea and food trade, senior UK officials including the Department of Business and Trade and the Commonwealth related bodies, trade chamber representatives, media and influencers, and also the exhibitors who came from Sri Lanka to showcase their products at the Sri Lanka Tea Board and Sri Lanka Export Development Board pavilions at the IFE London 2024.
High Commissioner and Tea Board officials addressed as well as made presentations on Ceylon Tea at a session organised at the Glasgow Caledonian University which was a joint Ceylon Tea promotional effort by Sri Lanka Tea Board and Sri Lanka High Commission in London. This seminar on Ceylon Tea with a tea tasting session was organized by the Glasgow Caledonian University and was held at GCU premises on 28 March.
On 29 March, together with MP and UK Energy Minister Andrew Bowie and Sri Lanka Tea Board Chairman Niraj de Mel, High Commissioner Bogollagama commemorated the 189th Birth anniversary of the Father of Ceylon Tea, in his birth village – Auchenblae, in Aberdeen UK and placed a wreath of flowers at the monument of James Taylor. The High Commissioner and Tea Board Officials also visited the house in which James Taylor grew up in Auchenblae.
Bogollagama and de Mel hosted a Ceylon Tea Gala Dinner at Mary Culter Hotel in Aberdeen, UK, on 29 March which was attended by nearly 80 members of the Scotland tea and food trade, senior officials, trade chamber representatives, media and influencers and a host of Sri Lankans now domiciled in Scotland. A memento appreciating the great contribution by James Taylor, Father of Ceylon Tea, to the people of Sri Lanka, was presented to Anne Lawson of Auchenblae Heritage Society at the dinner.
During this visit, Sri Lanka Tea Board and High Commission officials understood that Sri Lanka needs to refocus its promotional activities with a view to regaining the UK tea market through various collaborations and joint actions based on the dynamics and the consumer preferences of the tea. Appropriate measures need to be taken to upgrade the quality standards by deploying new technology and innovation in the tea industry while protecting the indigenous methods, the ethical practices, the focused manufacturing and branding etc., in the tea plantations and to focus on specialty tea promotions in the UK.
Accordingly, a Working Committee to achieve such collaboration was proposed by the High Commissioner Bogollagama as it required a deep study and research in order to penetrate the market.
OSL take:
Sri Lanka’s tea industry is focused on regaining the number 1 slot earlier enjoyed by Ceylon Tea in the international market. Local tea authorities have launched several promotional campaigns in foreign markets as well as use the existing trade ties between Sri Lanka and other countries to promote and expand the market for locally produced tea and tea based products. The Sri Lankan government has also prepared many incentive schemes to attract foreign businesses/investors to explore the expanding business/investment opportunities in the country’s tea industry. Sri Lanka’s tea industry is on an obvious growth path given the increasing prices fetched by locally produced tea in foreign markets, especially in the UK. The global recognition of Sri Lanka’s tea industry has also extended to the country’s tourism industry with The Pekoe Trail. With Sri Lanka’s tea industry on a growth path presenting many business/investment opportunities, foreign businesses/investors could explore the growing opportunities that promises definite returns on investment in the industry.