An international programme to promote Sri Lankan tea across the world would be implemented shortly.
The promotional work would be done methodically with the participation of Sri Lankan embassy network.
Under this programme, an agent from each Sri Lankan embassy will be trained in tea promotion aspects and deployed. The promotions would be categorised in to three aspects as Generic promotion, Uni-national promotion and Brand promotion.
Promoting the sales of Ceylon tea in some foreign markets, organizing Sri Lanka participation in international trade fairs in the regions, disseminating Sri Lanka tea market information to the trade, gathering economic, social, marketing strategies of other competitive countries and statistical data on the region in general and analysing the tea market trends are some of the responsibilities of these agents. They should send the progress reports once in every three months to the Sri Lankan Ambassador in that country, to the Foreign Minister and to Plantation Industries Minister.
The programme has been introduced by Plantation Industries Minister D. M. Jayaratne as it was reported that the Tea Commissioners who were deployed in Dubai, Japan, Poland and Russia to promote Ceylon tea have not performed their duties satisfactorily.
Depite the Government spending over Rs. 70 million on activities connected with the Tea Commissioners in Dubai, Japan, Poland and Russia, the results have been negligible.