Home / / Ceylon Tea aims for niche markets

Ceylon Tea aims for niche markets


Comments / 1055 Views / Tuesday, 31 January 2012 00:00


At a press briefing held adjunct to the inauguration, Sri Lanka Tea Board Promotions Director Hasitha De Alwis noted that Sri Lanka as a high quality producer does not prioritise on volume. “If you look at value, Sri Lanka despite exporting 300 million kilos and becoming a main exporter has earned much more foreign exchange than any other country in the world.

As a high cost, high quality producer, the priority going up the ladder is to target the niche market. Priority is not to become the biggest exporter but to become the biggest revenue earner, which we are at the moment. We need to maintain it and go higher up the ladder in value addition and brand marketing.”

De Alwis added that in general, Ceylon Tea still maintains the premium and is half a dollar ahead from other auctions. However when going deeper into the market, things have begun to change, he said. “Countries in Middle East, Gulf and N. Africa still demand Ceylon tea and are willing to pay higher prices. Similarly Russia and CIA despite all obstacles still demand Ceylon tea. Things have however changed in the western world. Europe and North America among others cannot pay high prices. We move towards markets that can pay for the premiums.” Sri Lanka’s main target is tea bags and other speciality teas.

Speaking about US going for low quality tea, De Alwis stated that 80% of all tea consumed in US are taken as ice tea which are consumed in Ready To Drink (RTD) form.

 


Share This Article


COMMENTS

Today's Columnists

MS and the Managed Spectacle

1 September 2016

WHEN TROUBLES COME – an under-siege chief executive is fast discovering that the singular joy of being the Democratic-Republican project’s cherished common candidate is easily undermined by dint of being the Joint Opposition&r...


Time to reengineer management education?

1 September 2016

There is growing evidence of graduate/postgraduate students (particularly in management streams) ‘out-sourcing’ their academic assignments. There are now small KPOs offering such services! To an employer, this raises major con...


Science and Technology for Society: The Colombo Gathering

1 September 2016

In 2015 the STS Forum in Japan witnessed the presence of Prime Minister Ranil Wickremesinghe     It is quite rare that we have big scientific forums in Sri Lanka. Even though we speak of MICE tourism, Sri...


The sacred and profane at crossroads

31 August 2016

 Listening to President Maithripala Sirisena at the Matara rally threating to reveal secrets of the Joint Opposition, instinctively I recalled this exquisitely emblematic confluence of the benign and the bawdy that Steinbeck describes in his ...


Columnists More