Ceylon Cinnamon Brand launched:

Major global promotion at Anuga Fair next month

Ravi LADDUWAHETTY

The Ceylon Cinnamon Brand, launched by the Export Development Board at Hotel Taj Samudra on Friday night, will be globally showcased at the Anuga Trade Fair in Germany next month and at the Expo Fair 2012 in Colombo in March 2012. EDB Chairman Janaka Ratnayake said that following the launch, adding there will not be restricted promotional budgets for Ceylon Cinnamon, which accounted for over 81 percent of the global market.

“Steps are also being taken to register the Trade Mark in USA and the European Union.

“We are a 100 percent Sri Lankan product in contrast to Ceylon Teas which are exported from here which overseas importers adulterate with contaminants,” he said.

He said that the spices and allied products sector grew by 32 percent and cinnamon exports as the main spice crop exported from Sri Lanka has achieved a tremendous growth of 81 percent of which growth of exports of cinnamon to its major markets USA grew by 73 percent, Mexico by 55 percent, Peru by 153 percent and Equador by 281 percent.

He also said that 260,000 families are engaged in the cultivation and processing with more than a million beneficiaries where a third of the income goes to peelers and that average monthly income level of peelers is Rs 30,000.

Foreign exchange earnings for 2010 was US $ 85 million. “Sri Lanka commands for more than 85 percent of the world market share for real cinnamon with USA, Mexico as the main markets and other Markets include Colombia, Equador, Peru, Spain, Gautemala and Chile, he said.

The EDB has taken necessary steps to monitor the export process to assure the quality supply of cinnamon under the “Pure Ceylon Cinnamon” trade mark.

Presently only 80 percent is exported as raw material without value addition.

Value addition to the existing production required to meet this export target is also on the cards and some export companies have developed cinnamon oil, oleoresins, tablets, and essential oils etc.

The EDB Chief also urged members of the Diplomatic Corps to take the message of “Pure Ceylon Cinnamon” to respective markets and make aware the consumers the difference between true cinnamon and its substitutes.

Meanwhile Spice Council Chairman Sarada De Silva, called upon the EDB Chairman to ensure that Ceylon Cinnamon and its logo were not abused.

“The EDB holds the rights in trust, the Ceylon Cinnamon launch and mark for and on behalf of the people of Sri Lanka.

“So, please see that it is not abused,” he told the gathering at the launching ceremony.