Press briefing of Cabinet Decision taken on 2011-11-23

Implementation of a Strategic Plan for the Promotion of Ceylon Tea

- tea industry in Sri Lanka provides direct and indirect employment to around 1.5 million people in the country. Contribution of tea to the total export earnings of Sri Lanka in 2010 was 15.6% which is an increase of 16.1% over the previous year. Sri Lanka is the largest exporter of orthodox black tea which is globally known as Ceylon Tea. Due its superior characteristics, it is the most expensive black tea in the world. Hon. Mahinda Samarasinghe, Minister of Plantation Industries presented a Strategic Plan for a promotional campaign on Ceylon Tea for the period from 2012 to 2016 which was approved by the Cabinet. This Plan expects to -

* sustain the current demand for Ceylon Tea in vulnerable markets and increase demand in potential markets;
* rebuild the image of Pure Ceylon Tea and create the environment to reach the consumer;
* create awareness at consumer level on "Lion Logo" Trade Mark; and
* enhance demand for Pure Ceylon Tea packed in Sri Lanka and marketed globally.