Tea promotion through Overseas missions

Chaminda PERERA

COLOMBO: The Plantation Industries Ministry will launch a programme to promote Sri Lankan tea in foreign countries through our overseas missions, said Plantation Industries Minister DM Jayaratne.

The Minister was speaking at a meeting held to formulate strategies for the promotion of Lankan tea in foreign countries at the Ministry.

The Government expects to augment the tea export earnings from Rs. 91.5 billion to Rs. 125 billion within three years.

The officials in Lankan missions overseas will receive comprehensive training in promoting and explorating new market avenues for our tea, the Minister said.

Under this programme, an embassy official should send an extensive report on the demand for Sri Lankan tea and new strategies that could be employed for the promotion of tea in particular country every three months to the foreign minister and the plantation minister.

We have to seek new market opportunities in countries to which our tea is not being exported. Sri Lanka should identify the tea market variations in the Middle East and European countries and endeavour to increase our tea export earnings on which over 1.5 million employees are dependent.

Sri Lanka Tea Board Chairman Lalith Hettiarachi, said “China is among the top of our emerging markets. Their demand for beverages is higher with the growth of their per capita income.”

Managing Director of HVA Lanka Exports Limited Rohan Fernando, Sri Lanka Tea Exporters Association Vice President Deepal Chandrasekera, Ministry Secretary J. Abeywickrema, Board Director General W. Hemaratne and Ministry Additional Secretary Y Wijeratne also participated.