Ceylon Tea Global Campaign Will be Kicked Off Shortly with The Lion logo
Ceylon Tea produced in the resplendent island nation Sri Lanka is recognized for her well balanced tasting profile by tea connoisseurs all over the globe. Before pandemic situation, tea was the 4th largest GDP contributor of this pretty island nation following expatriates, Apparel and tourism. Ten percent of Sri Lankan population is involved directly or indirectly in tea industry. So tea plays a vital role in Sri Lankan economy. By the meantime, As Sri Lanka Tea Board had reported, Sri Lankan Government will kick off Ceylon Black Tea campaign sooner with the Lion logo targeting 12 nations namely Russia, Ukraine, Japan, China, Middle Eastern nations, Australia etc.
This global campaign will target special attention among the younger generation creating awareness on Ceylon Tea and her Lion logo using digital and social media, web posts Vedic clippings etc, Sri Lanka Tea Board is also going to use KOL (key opinion leaders) and influencers and few celebrities, according to Tea Board Chairman Mr. Jayampathy Molligoda.
The Chairman added further, “The policy of the Sri Lanka tea industry is to encourage value addition. However, the share of Ceylon Tea exports representing the consumer packs segment up to 03Kgs has been stagnating around 40% for the past several decades. Therefore, promoting the export of branded consumer packs from Sri Lanka is the way forward to achieve this goal. Whilst strengthening the “Nation Brand Visibility” for Ceylon Tea, providing support to the Sri Lankan own brands to reinforce themselves solidly in the consumer markets will be a prime goal,”.
The positive trend that needs to be properly understood is the underlining fact that tea consumption is not declining but it’s changing, Chairman said.
Time is opportune to promote ‘Ceylon Tea’ based on its unique selling propositions (USPs) going beyond ‘country of origin’, such as the sustainability credentials, traceability of the supply chain, wellness factors, rich heritage and premium price of Ceylon Tea. Further, the ample opportunities for employment creation by the tea industry will also support the global marketing effort under the inclusive growth model of our tea industry.
Image Credit: Sri Lanka Tea Board
A revitalization of the image of Ceylon Tea and vigorous promotion of Sri Lanka owned brands through a Business to Business (B to B) and Business to Consumer (B to C) Global Promotion Campaign appears to be the need of the hour, Mr. Molligoda said. Although tea consuming countries are badly affected due to the COVID 19 outbreak, it is expected that our exporters in Sri Lanka may be able to secure orders due to the above positive features associated with the Ceylon Tea. “Ceylon Tea could fetch higher prices compared to teas from other producing countries based on the above sustainable credentials, although the cost structure and productivity levels are totally disproportionate to make the industry viable, especially the producers in the short term. Thus, a strong brand promotional incentive scheme is concurrently lined up for 2021-22”, he remarked.
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