Sri Lanka Tea Board commences second leg of global promotion of Ceylon Tea
Sri Lanka Tea Board has reportedly kicked-off the second leg of the Ceylon Tea global promotion campaign in Kyiv, Ukraine.
A delegation led by Sri Lanka Tea Board Chairman Lucille Wijewardena along with the Board’s promotions team had attended the event in Ukraine.
The three-day World Food Ukraine 2019 is a major exhibition of food products and beverages, which generates cash flow for the food industry, retailers and restaurant business, the local media has reported.
According to reports, Sri Lanka Tea Board had launched its global campaign in Moscow at the 28th International Exhibition World Food 2019, which is one of the largest exhibitions serving the global food and drinks industry. Russia is also the main export platform Ceylon Tea.
“The second edition of the global promotional campaign in Kyiv, Ukraine was unveiled today (23). We received great comments from representatives from around the world for Ceylon Tea,” Lucille Wijewardena has told the Daily FT.
It was the first time in the 150 years of Ceylon Tea that the Government conducted an international marketing blitz of this magnitude. Sri Lanka Tea Board has earmarked Rs. 200 million for Ukraine until 2021 under the global campaign, the Daily FT has further reported.
The Sri Lanka Tea Board has added that over around 241 companies from 23 countries including Italy, Lithuania, France, Spain, Germany, Argentina, Georgia, England, Malaysia, Kazakhstan, Greece, Egypt, Iran, China, Armenia, Sri Lanka, Indonesia, Poland, Russia, Bulgaria, Belarus, Albania and Ukraine are participating this year – where organisers are expecting over 9,000 visitors from 27 countries of the world.
Sri Lanka Tea Board refocused its promotion campaign from expensive traditional methods to more effective social media platforms to reach out to a larger audience.
The Chairman has added that the promotional campaign drive will later move to the two vital Far Eastern countries; Japan and China. The other target markets within the campaign include the US, Australia, Turkey, Saudi Arabia, UAE, Iran, Chile and Germany.
OSL take:
Sri Lanka’s tea industry is on a growth path with the country’s authorities offering incentives and many other measures to further boost the industry. The government of Sri Lanka has also invested a large sum of monies to carry out a global promotional campaign for Ceylon Tea. Sri Lankahas been recording a growth in its tea production as well as tea exports in the past few months. Given the many trade agreements as well as the trade concessions enjoyed by the country, Sri Lanka’s tea industry is expected to see a further boost resulting in the expansion of business/investment opportunities in the industry.
| Article Code : | VBS/AT/28102019/Z_2 |