Ceylon tea promotes in Brussels

•  ”A Journey of Flavour and Aroma from Sri Lanka to Belgium”

The Embassy of Sri Lanka in Belgium hosted the first-ever Ceylon tea promotion and tasting event, titled “A Journey of Flavour and Aroma from Sri Lanka to Belgium,” on 18 October at the Press Club Brussels. 

This event, organised in collaboration with the Sri Lanka Tea Board and the Export Development Board was designed to showcase Ceylon tea’s exceptional quality and rich aroma in Belgium.

Over 80 participants, including Belgian tea importers, brokers, international tasters, and industry experts, were joined by journalists, media personnel, social media influencers and bloggers.

Ambassador Grace Asirwatham highlighted Ceylon tea’s 150-year legacy, emphasising its unique flavours from hand-picked tea leaves grown in diverse Sri Lankan climates. She commended Ceylon tea’s high-quality production, achieved through ethical labour practices and sustainable agriculture. Sri Lanka’s role as the leading exporter of orthodox black tea to the EU, valued at Euro 79 million under EU GSP Plus, was commended for its positive societal impact.

Ambassador Asirwatham stressed Sri Lanka’s commitment to sustainability, global best practices and partnerships with conservation organisations. Ceylon tea boasts a range of certifications including Fair Trade, Ethical Tea Partnership, Rainforest Alliance and various organic certifications, underscoring its eco-friendly production practices.

Brussels’ tea expert Cinzia Merlin shared insights into how Ceylon tea fosters cross-border unity. Panellists from renowned Ceylon tea brands discussed the quality of Ceylon tea and their contributions to social empowerment and environmental protection.

The participants enjoyed a unique tea-tasting experience, featuring products from top brands. The event showcased the excellence of Ceylon tea and its pivotal role in Sri Lanka’s economy and global tea culture.