Saudi Press

Saudi Arabia and the world
Monday, Jan 30, 2023

Sri Lanka targets UAE, Saudi Arabia in global tea promotion campaign

Sri Lanka targets UAE, Saudi Arabia in global tea promotion campaign

Sri Lanka’s tea industry is planning a global promotional campaign targeting its main export destinations, including the UAE and Saudi Arabia, as the crisis-hit country looks to attract additional foreign exchange.
The industry is famous for Ceylon tea — which refers to the island’s colonial name — and it is one of the country’s biggest exports. Revenue from tea exports stood at around $1.26 billion last year. This year the target is $1.4 billion.

The foreign exchange the industry generates is badly needed by the island nation of 22 million people, which has been gripped by a deep financial crisis since early 2022.

The Middle East and North Africa region is a top export market for the product, comprising more than half of Sri Lanka’s tea exports in 2022.

Pavithri Peiris, Sri Lanka Tea Board’s promotion director, told Arab News on Wednesday that Ceylon tea was highly valued in the region and preparations for its global promotion project were now in full swing ahead of the launch.

She said: “A digital-based PR campaign is set out to be launched in March 2023... This campaign will be online in 20 countries, including KSA and UAE.

“The low-grown teas in Sri Lanka are known to Middle Eastern tea consumers for (their) superior leaf appearance.”

The UAE is the largest destination in the MENA region and the third-largest market overall for Ceylon tea exports. It is the main hub for the product, Peiris said, where the buyers re-pack and distribute it to other countries in the region.

However, to be successful in reaching its targets, the Sri Lankan tea industry needs to shore up production output after lower-than-expected harvests last year following a controversial temporary ban on fertilizers introduced by the previous government in 2021.

Though the ban was lifted a few months later, tea producers say its impact and a labor shortage affected last year’s harvests.

“There were no chemicals, no fertilizer, so we couldn’t harvest our crops,” Ihithisham Meezan, chairperson of tea conglomerate Meezan Group of Companies, told Arab News.

“And this year we are getting the required fertilizers, but the workers at the estate are leaving for Middle East jobs in search of greener pastures.

“Here the cost of living is very high, most of the labor is going out of the country. That is becoming very bad for us.”

But following nearly five decades of the company’s presence in the market, Meezan had faith that harvests of the famed Ceylon tea would soon restore its prominence.

“Saudi Arabia, European countries, everybody likes Sri Lankan tea,” he said. “Our tea is one of the best teas in the world.”

Related Articles

Saudi Press
Bill Gates is ‘very optimistic’ about the future: ‘Better to be born 20 years from now...than any time in the past’
Tesla reported record profits and record revenues for 2022
Germany confirms it will provide Ukraine with Leopard 2 tanks
Prince Andrew and Virginia Giuffre Photo Is Fake: Ghislaine Maxwell
Opinion | Israel’s Supreme Court Claims a Veto on Democracy
Moonwalker Buzz Aldrin Gets Married On His 93rd Birthday
Who’s Threatening Israeli Democracy?
Federal Reserve Probes Goldman’s Consumer Business
China's first population drop in six decades
Microsoft is finalising plans to become the latest technology giant to reduce its workforce during a global economic slowdown
Saudi FM discusses Kingdom’s economy, oil, Iran and US ties in Davos
Israelis rally in three cities against Netanyahu legal reforms
China's foreign ministry branch in Hong Kong urges British gov't to stop the biased and double standards Hong Kong report
Tesla slashes prices globally by as much as 20 percent
1.4 Million Copies Of Prince Harry's Memoir 'Spare' Sold On 1st Day In UK
After Failing To Pay Office Rent, Twitter May Sell User Names
Lisa Marie Presley, singer and daughter of Elvis, dies aged 54
FIFA president questioned by prosecutors
Britain's Sunak breaks silence and admits using private healthcare
Saudi Arabia plans to use domestic uranium for nuclear fuel
Mohammed Bin Salman chosen most influential Arab leader of 2022
Hype and backlash as Harry's memoir goes on sale. Unnamed royal source says prince 'kidnapped by cult of psychotherapy and Meghan'
United Arab Emirates says it will teach Holocaust in schools
Saudi Arabia set to overtake India as fastest-growing major economy this year 
International medical experts speak out against COVID-19 restrictions on China
Google and Facebook’s dominance in digital ads challenged by rapid ascent of Amazon and TikTok
FTX fraud investigators are digging deeper into Sam Bankman-Fried's inner circle – and reportedly have ex-engineer Nishad Singh in their sights
TikTok CEO Plans to Meet European Union Regulators
France has banned the online sale of paracetamol until February, citing ongoing supply issues
Japan reportedly to give families 1 million yen per child to move out of Tokyo
Saudi Arabia’s female ambassadors: Who are the five women representing the Kingdom?
Almubarak named ‘The Best Central Bank Governor of the Year 2023 for the Middle East’
Hong Kong property brokerages slash payrolls in choppy market
U.S. Moves to Seize Robinhood Shares, Silvergate Accounts Tied to FTX
Effect of EU sanctions on Moscow is ‘less than zero’ – Belgian MEP
Dubai announces $8.7 trillion economic plan to boost trade, investment and global hub status
Coinbase to Pay $100 Million in Settlement With New York Regulator
FTX assets worth $3.5bn held by Bahamas securities regulator
A Republican congressman-elect is under investigation in New York after he admitted he lied about his education and work experience.
Brazilian football legend Pele, arguably the greatest player ever, has died at the age of 82.
Hong Kong to scrap almost all its Covid rules
EU calls screening of travellers from China unjustified
US imposes Covid testing for visitors from China
Ukraine President Volodymyr Zelenskyy Addresses Joint Session of Congress - FULL SPEECH
Where is Rishi? Chancellor Jeremy Hunt's excuses about the UK's economic challenges just don't make sense
Former FTX CEO Bankman-Fried finally arrested in Bahamas after U.S. files charges
Corruption works: House Financial Services Chair Waters doesn't plan to subpoena her donor, Sam Bankman-Fried, to testify at hearing on FTX collapse
Ronaldo's new contract...
Prince William's godmother resigns honorary royal role after exposing her/their racism
Tax fraud verdict again exposes illusion of Trump the master businessman