Sri Lanka unleashes Pure Ceylon Cinnamon brand to international markets

Sri Lanka has officially unveiled the Pure Ceylon Cinnamon brand to the world. Pure Ceylon Cinnamon is Sri Lanka’s second national brand, the first being Pure Ceylon Tea.

Announcing the Pure Ceylon Cinnamon brand to the world at the Anuga Trade Fair in Cologne, Germany on Tuesday (11) Minister of Industry and Commerce Minister Rishad Bathiudeen said, “I request you to take the message of Pure Ceylon Cinnamon to promote our Cinnamon. I also warmly invite you all to taste the unique flavour and inspire the smell of pure Ceylon Cinnamon with Ceylon tea.”

Minister Bathiudeen added, “The Export Development Board, which comes under my Ministry has developed a Trade Mark for Cinnamon, to market it as a branded product. The Lion Logo is the second National Brand launched by Sri Lankan Government for an Agriculture Product after Ceylon Tea. This trademark will be registered in the USA, which is the major market for Cinnamon, and in the European Union. The Export Development Board will take necessary initiatives, to closely monitor the export process, to assure the maintenance of required quality standards by the exporters, to qualify for export Cinnamon under the Pure Ceylon Cinnamon trademark. I also wish to mention that Cinnamon export companies in Sri Lanka have obtained HACCP certificate for their processing centres to conform their produce to international food safety regulations.”

Sri Lanka is the largest producer of true Cinnamon in the world accounting for about 70 per cent of the global supply. The Cinnamon growth trend looks set to continue in future driven by the realization of the dual value in Cinnamon, that, it is not only a spice but also has become a weight loss aid, which shows the increasing touch-points of Pure Ceylon Cinnamon brand as it gains more recognition thereby showing the urgent need for brand engagement at international level.

Elaborating further, Minister Bathiudeen said: “Cinnamon is the most important and valuable spice produced in Sri Lanka. About 31,000 hectares are under Cinnamon Cultivation in Sri Lanka. Approximately 260,000 families are actively involved in the cultivation and processing of Cinnamon. The total beneficiaries of the industry are more than one Million. I am pleased to state that Sri Lanka is the largest producer of true Cinnamon in the world accounting for about 70 per cent of the global production. Sri Lanka commands more than 85 per cent of the world market share for real Cinnamon. Today, Sri Lankan Spice Industry contributes a considerable amount of foreign exchange earnings to the national economy and it is among the top seven export products in the country which has been selected to be developed to achieve one billion dollar industry by the year 2015.

Also it has contributed immensely to the livelihood development in the regional level as spice crops are   mainly produced in home gardens, commonly known as spice gardens or small holder cultivation. Cinnamon plays a major role in the Spice and Allied product sector in terms of exports. Cinnamon grown and produced in Sri Lanka has acquired long standing reputation in the international market due to its unique, quality, colour, flavour and aroma. The percentage of Cinnamon exports accounted for approximately 54 per cent of the total export earnings of the Spice sector recording a turnover of US$ 85 million in year 2010. Ceylon Cinnamon as ‘Cinnamon quills’ with standard lengths and diameters are produced only in Sri Lanka.

The unique method of processing and curing of Cinnamon entices the characteristic Flavour over Cassia. The preparation of Cinnamon quills involves a combination of art and skill unique to Sri Lanka and has been handed down from generation to generation over centuries.”

Minister Bathiudeen will also be promoting ‘Sri Lanka Expo 2012’ outside the Anuga venue in Cologne and Frankfurt. Sri Lanka Expo 2012 is the premier international trade fair organized by the EDB will be held from 28 to 30 March 2012 at BMICH in Colombo.

Anuga Trade Fair is the world’s largest food, beverage and catering exhibition with over 6,596 exhibitors (from 100 countries) and around 150,000 trade visitors from 180 countries joining in 2011. Held once in every two years, it combines 10 F&B trade trends and this year’s fair, which is the 31st in its series, is organised by Koelnmesse GmbH, and will end on 12 October in Cologne, Germany. Anuga is an important event for new markets and target groups for international exporters.   

The top level Sri Lankan team for Germany’s Anuga Trade Fair, headed by Minister Rishad Bathiudeen, also consists of Chairman of Export Development Board (EDB) Janaka Ratnayake and officials of the EDB.

“The largest food and beverage fair will help Sri Lanka to showcase its enticing F&B export items to the world. It will also be a launch pad for our F&B exporters to Europe and the world at large as they will get to network with other visitors and exhibitors,” Minister Bathiudeen added.