Sri Lanka to promote tea brand in key markets

Sri Lanka Tea Board chairman Susantha Ratnayake said the move is part of an international marketing campaign to be launched in 2012 to promote Ceylon tea using a special promotion levy on exports that has collected a billion rupees since November 2010.

“The scheme was put together in consultation with industry. The Tea Board collects and is the custodian of the money,” he told a news conference.

“The whole campaign is totally devised and driven by the private sector. We will have over 50 million dollars over five years.”

Upali Kahandawa, acting director, promotion of the Tea Board said the Ceylon tea name and trade marks for seven growing regions will be registered in 25 target markets during 2012 under the Geographical Indicators law.

“We will launch a global campaign to promote pure Ceylon tea pre-packed in Sri Lanka that will strengthen demand for pure Ceylon tea,” he told the news conference, held to announce two big tea events in Colombo early next year.

The GI law enables promotion of products made in distinct locations such as Scotch whisky or French champagne which Sri Lanka wants to use to market teas with different tastes and flavours grown in different parts of the island.

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