Exclusivitea and povertea!

Will the big issues be discussed at International Convention in Colombo in February 2012?

The International Tea Convention to be held in Colombo in February next year is named Exclusivitea.  I learn from the remarks of one of the key organisers that this alludes to the special attributes of Pure Ceylon Tea and the Sri Lankan Tea Industry.

These exceptional qualities as they are referred to are best known exclusively in tea circles, both here and abroad.  The consumers and the potential consumers of tea now passing the seven billion mark globally are less aware of this Exclusivitea. Even if the consumer hears about it, he would not know where to find this PURE CEYLON TEA.  Very little tea in the stores of this world is branded as Pure Ceylon Tea. Popular brands in leading consuming markets which once did use this Exclusivitea as a selling point has since dropped it altogether. Talking about the goodness of Ceylon Tea at home is not going to help or prod the world’s consumer to look for it.

 The impact on our economy

Judging by the regular news items of concerns and articles in the media, it is time for all the stakeholders connected with tea in this country to enter into a dialogue and a free exchange of views to agree on the way forward for our country as one of the main producing countries for export.

The big issues I refer to which should be discussed are the ones which directly impact on the interests of our country as a tea growing nation with vast land areas covered with it and many livelihoods dependant on how we manage what we as Sri Lankans cannot escape from easily.

Engage all stakeholders

In this background, a forum at national level with ‘Inclusivitea’ is by far the more urgent and important to address the main concerns which we will be bound to address sooner than later. The programme must include representatives of the growers and the workers who in number represent the largest stakeholder. To exclude the latter in any discussion in formulating plans for the future and ignoring the concerns of those who directly produce tea would only result in a breakdown of whatever is concluded and decided on in their absence.

From exporting to marketing

The most urgent issue from a marketing aspect on the other hand is the communication of this Exclusivitea of Ceylon Tea to the world’s consumer-a potential market 7 billion people, and less to the exclusive gathering of tea ‘Personaliteas’ attending an International talk shop. Their interests in tea would largely be in conflict with our own except in a few remote and less important common areas.  Exceptionally, maybe there are one or two, who have got there by sheer determination perhaps, but by and large we still do not have key players in Sri Lankan owned branded teas. The greatest gains from tea grown in this country, thus far, have been by foreign parties’ alien to our country’s long term interests. The profits from tea are to be derived from global marketing not in merely exporting the commodity. Business of any significance in fast moving consumer goods can only be achieved by brand marketing. It’s time we did something about that and it is for the Trade to come out with a plan for which we have long been waiting.

Use of technology in growing and making tea

The next big challenge after deciding how best we should market this all important commodity is modernising the way we produce and manufacture tea. The former requires a complete overhaul of the way we have been growing and harvesting tea using human inputs with marginal applications of modern technology. Human inputs may add to the quality of what is produced but a different stakeholder model may soon be unavoidable to increase productivity and to ensure maximum yields.

The reference made to manufacture concerns again the minimum application of technology hitherto applied in our factories compared with other tea growing countries in the world. They have optimised their returns by employing new and innovative methods to derive better results at factory level.  

Time is running out

Not facing the big issues locally will only result in continuing to benefit the Powertea guys of the world while keeping the vast numbers of our own who work for the industry and trade in their Povertea.

(The writer is a past chairman of the Exporters Association of Sri Lanka and can be contacted on [email protected].)