Ceylon Tea at Saudi Food exhibition

Sri Lanka Tea Board used the Kingdom of Saudi Arabia's biggest international food and beverage exhibition - "Food and Hotel Arabia 2009", held annually in Jeddah as the platform to boost Sri Lanka tea exports further to Saudi Arabia, the largest consumer of tea in Gulf Cooperation Council (GCC).

Three Sri Lankan tea exporting companies were selected under the sponsorship of the Sri Lanka Tea Board to take part at this event held from May 24-28 in Jeddah. This event attracted 172 exhibitors including 122 international participants representing over 20 countries.

Sri Lanka's participation at this event was organized by Minister Counsellor (Tea Promotion) of Sri Lanka Consulate General in Dubai Upali Kahandawa. According to Kahandawa, the main focus of the Sri Lanka stand was to enhance the awareness and demand for Ceylon tea among the Saudi consumers. Liquid tea service, distribution of promotional materials and free tea samples were well received by a large number of visitors.

They were given the choice of tasting speciality teas of six agro-climatic regions in Sri Lanka as well to popularize this sector among the trade members and consumers.

An information desk was also maintained to provide in depth information on Sri Lanka tea industry to the visitors including media personnel.

Saudi Arabia has always been an important market for Ceylon tea. As per the export performance of 2008, Saudi Arabia is the 11th largest buyer of tea and fifth largest buyer of tea bags from Sri Lanka. Sri Lanka has been the main supplier of tea to this market and holds approximately 50 per cent share of the market. "Chai Ceylon" is the household name among the Saudi tea consumers, Kahandawa said.

The companies that participated under the sponsorship of Sri Lanka Tea Board were extremely satisfied with the outcome of this exhibition as they were successful in negotiating serious trade inquiries worth US$ 3.4 Mn which includes confirmed orders for a value of US$ 660,000.