Sri Lanka targets UAE, Saudi Arabia in world tea promotion marketing campaign

COLOMBO: Sri Lanka’s tea trade is planning a worldwide promotional marketing campaign concentrating on its major export locations, together with the UAE and Saudi Arabia, because the crisis-hit nation appears to draw extra international change.
The trade is legendary for Ceylon tea — which refers back to the island’s colonial title — and it is among the nation’s largest exports. Income from tea exports stood at round $1.26 billion final yr. This yr the goal is $1.4 billion.
The international change the trade generates is badly wanted by the island nation of twenty-two million folks, which has been gripped by a deep monetary disaster since early 2022.
The Center East and North Africa area is a high export marketplace for the product, comprising greater than half of Sri Lanka’s tea exports in 2022.
Pavithri Peiris, Sri Lanka Tea Board’s promotion director, advised Arab Information on Wednesday that Ceylon tea was extremely valued within the area and preparations for its world promotion challenge have been now in full swing forward of the launch.
She mentioned: “A digital-based PR marketing campaign is got down to be launched in March 2023… This marketing campaign will likely be on-line in 20 international locations, together with KSA and UAE.
“The low-grown teas in Sri Lanka are recognized to Center Jap tea shoppers for (their) superior leaf look.”
The UAE is the most important vacation spot within the MENA area and the third-largest market total for Ceylon tea exports. It’s the major hub for the product, Peiris mentioned, the place the patrons re-pack and distribute it to different international locations within the area.
Nevertheless, to achieve success in reaching its targets, the Sri Lankan tea trade must shore up manufacturing output after lower-than-expected harvests final yr following a controversial non permanent ban on fertilizers launched by the earlier authorities in 2021.
Although the ban was lifted a couple of months later, tea producers say its impression and a labor scarcity affected final yr’s harvests.
“There have been no chemical compounds, no fertilizer, so we couldn’t harvest our crops,” Ihithisham Meezan, chairperson of tea conglomerate Meezan Group of Corporations, advised Arab Information.
“And this yr we’re getting the required fertilizers, however the employees on the property are leaving for Center East jobs seeking greener pastures.
“Right here the price of dwelling may be very excessive, many of the labor goes in another country. That’s changing into very dangerous for us.”
However following practically 5 many years of the corporate’s presence out there, Meezan had religion that harvests of the famed Ceylon tea would quickly restore its prominence.
“Saudi Arabia, European international locations, everyone likes Sri Lankan tea,” he mentioned. “Our tea is among the greatest teas on this planet.”

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