Sri Lanka's Ceylon Tea Brand under Lion Logo to be Protected against Misuse & Counterfeits

20th May 2011, www.lankabusinessonline.com

Sri Lanka's Tea Board aims to hire an international agency for global surveillance of the island's Ceylon tea brand under the 'Lion' logo to prevent its misuse and sale of counterfeits, an official said.

The planned action comes in the wake of the island launching new logos for Ceylon tea to protect the island's best known brand under the Geographical Indicators (GI) international trade regime and promote it as ozone friendly.

"In the past, the Sri Lanka Tea Board has played a defensive role and had been reacting to abuses (of the brand)," said Hasitha De Alwis, the Tea Board's director of promotion.

"The new tea promotional and marketing committee had decided to be proactive to (protect Ceylon tea's brand and GI recognition)," he said.

"We intend to assign an international agency to do global surveillance of the 'Lion' logo violations and origin counterfeiting."

The Tea Board and Sri Lankan exporters have long complained about the misuse of the Ceylon tea name and sale of teas from other origins in the guise of pure Ceylon tea.

De Alwis said local registration of the new Ceylon tea GI logos and its planned international registration will increase its protection and discourage misuse of the brand by use of other origin teas in packaging.

The new GI logos denote seven specific agro-climatic regions where tea is grown; Nuwara Eliya, Dimbula, Uva, Udapussella, Kandy, Ruhuna and Sabaragamuwa in the central hills and southern region.

"The registration of agro-climatic regional names and logos in world markets while giving Ceylon tea and growing regions a high level of protection will add value and help earn a premium price," De Alwis said.

Sri Lanka aims to use the new logos to market Ceylon tea as a premium product just like French champagne, Scotch whisky and Basmathi rice.

It decided to protect the Ceylon tea name and seven major regional tea growing area names as certification marks under the GI of the Trade Related Aspects of Intellectual Property Rights (TRIPS) within the World Trade Organisation regime.

De Alwis also said Sri Lanka is the only country qualified to use the 'ozone friendly' logo for tea after it gave up using Methyl Bromide, an ozone depleting substance in tea production.

Related Info :

• Intellectual Property Protection for Ceylon Tea under Global Geographical Indicators Rules

• Sri Lanka Registers Ozone Friendly Ceylon Tea Logo being the First Country in the World to Produce Ozone Friendly Tea

• Sri Lanka Tea Council Chairman Merrill J Fernando Proposes a 10 Year Plan to Take Ceylon Tea to Its Pristine Glory

Sri Lanka Registers Ozone Friendly Ceylon Tea Logo being the First Country in the World to Produce Ozone Friendly Tea

20th April 2011, www.dailynews.lk, By Ramani Kangaraarachchi

Sri Lanka being the first tea producing country in the world to be recognized as a producer of Ozone Friendly tea will register the Ozone Ceylon Tea logo in 30 tea importing countries from 2011 to 2012.

The launching of the new logo will take place in Colombo next month.

Sri Lanka Tea Board Promotion Director Hasitha De Alwis told Daily News Business that Sri Lanka Tea Board (SLTB) has completed the registration of the Ozone Friendly Pure Ceylon Tea logo in Sri Lanka.

As a preliminary measure, Sri Lanka Tea Board, in consultation with tea industry stakeholders, finalized the demarcation of tea factories under each agro-climatic region. Suitable descriptive narrations for protection of Ceylon Tea and other seven regional teas were formulated thereafter.

The approval of the Cabinet was obtained for Sri Lanka Tea Board to register Ceylon Tea and other seven tea growing area names under Geographical Indication and Certification mark in Sri Lanka and other foreign countries on behalf of the Government of Sri Lanka.

Alwis said the protection of a GI registration for a particular product in the home country is a pre-requisite prior to applying for international registration.

The main seven tea growing regions (Nuwara Eliya, Dimbula, Uva, Udapussellawa, Kandy, Ruhuna and Sabaragamuwa) as certification marks under the Geographical Indications.

SLTB is now contemplating to initiate action to apply for international registration for the said GIs in 50 target markets during 2011 and 2012 with funding support from the Industry and Commerce Ministry.

He said worldwide demand and popularity for Ceylon Tea has made it a national brand for Sri Lanka. Since Ceylon Tea Propaganda Board time, the country has spent substantial funds to promote Ceylon Tea in important tea consuming countries.

Due to the premium price received regularly for Ceylon Tea, the overseas packers frequently misuse the name by packing other origin teas as Ceylon Tea.

Therefore, Sri Lanka Tea Board (SLTB) decided to protect the Ceylon Tea name as well as seven major regional tea growing areas under Geographical Indications as Certification Marks under the Trade Related Aspects of Intellectual Property Rights (TRIPS) of the World Trade Organization.

Related Info :

• Regulations Governing the Use of the Certification Mark of Ozone Friendly Pure Ceylon Tea

• Sri Lanka's Ceylon Tea Brand to be Registered in 40 Countries. Only Brand Awarded Ozone Friendly Manufactured Tea

• Sri Lanka Looks for Media Firm for $10mn Ceylon Tea Promotion Campaign

Modern Buses to be Deployed on Five Most Patronised Routes in Colombo

11th March 2011, www.ft.lk

Ministry of Transport is busy rolling out a newly structured city commuting route deploying modern buses raising convenience and comfort levels for public.

As per the fresh initiative the Sri Lanka Transport Board (SLTB) will launch five services encompassing some of the most patronised routes within Colombo.

Modern and spacious buses which are commonly used in Southeast Asia will be deployed. The plan is to ensure that a bus reaches respective halting points in the five routes every 10 minutes during peak hours and within 15 minutes off peak hours.

The Ministry hopes to start the new service within four months following the import of buses.

Route 1 spanning 14 kilometres will cover Pettah – Fort – D.R. Wijewardena Mawatha – Darley Road – Union Place – Town Hall – St. Bridget’s Primary – Maitland Place -Torrington – Bauddhaloka Mawatha – Jawatta Road – Havelock – Dickman’s Road – Milagiriya – Galle Road – Bambalapitiya – Kollupitiya – Galle Road – Old Parliament -York Street - Olcot Mawatha – Pettah.

Route 2 encompassing 19.2 kilometres will serve Town Hall – Union Place – Slave Island – Fort -Pettah- Maradana – Punchi Borella – Borella – Narahenpita – Kirulaponne – Havelock – Museum.

Route 3 spanning 14.9 kilometres will cover Hekiththa New Bridge – Palm Road – New Road – Bo Gaha Junction – Thotalanga – Armour Street – Pettah – Fort – Khan Clock Tower – Kochchikade – Weralabada Road – Aluth Mawatha – Kotahena Police – Palm Road -Hekiththa New Bridge.

Route 4 will cover 12.2 kilometres from Fort – Lake House – Nawam Mawatha, – R.A.de Mel Mw. – Dickman’s Road – Galle Road – Fort.

Route 5 spanning 14.8 km will cover Pettah – Sangaraja Mw. – Maligawatta – Orugodawatta -Wellampitiya – Kolonnawa Junction – Dematagoda – Siri Damma Mw. – Punchi Borella – Ward Place – Town Hall – Deans Road – Maradana – Pettah.

Intellectual Property Protection for Ceylon Tea under Global Geographical Indicators Rules

22nd December 2010, www.lankabusinessonline.com

Sri Lanka has registered a claim locally for intellectual property protection for Ceylon tea under global 'Geographical Indicators' rules that would help market its main export product, a senior official said.

The government has also registered the logo for ozone friendly pure Ceylon tea to certify its tea is grown without use of any ozone depletion substances, Tea Board director - promotions Hasitha De Alwis said.

"We have to register the GI claim and ozone logo locally with the National Intellectual Property Office before we register them overseas," he told LBO in an interview.

The government also plans to locally register the island's seven tea growing regions under GI indicators in January, De Alwis said.

Sri Lanka has for years been seeking GI protection under the World Trade Organisation intellectual property rights rules known as the Trade-Related Aspects of Intellectual Property Rights (TRIPS).

The industry is keen on getting the GI recognition as it could be used as a marketing tool, like French wines which were among the first products to be registered under the WTO regime.

The seven tea growing areas for which GI recognition is also sought are Nuwara Eliya, Dimbula, Uva, Udapusellawa, Kandy, Ruhuna and Sabaragamuwa, in the island's central hills and southern districts.

The rules for geographical indicators enable registration of products based on defined growing areas as well as distinct product characteristics.

Registration of the ozone friendly pure Ceylon tea logo will help market the product as an environmentally friendly one.

Sri Lanka has stopped using methyl bromide, an ozone depletion substance that had been used in pest management after adopting alternative environment friendly technologies for which it received the 'Montréal Protocol Implementers Award' in 2007.

That allowed the country to market Ceylon tea worldwide as an environmentally friendly and ozone friendly product.

Sri Lanka Tea Earnings Top and Tea Futures Considered

26th September 2010, www.island.lk, By Steve A. Morrell

The Sri Lanka Tea Board ( SLTB), through their crop results analysis last week said production returns to end August at 221.2 million; was approximately 39.3 million kilos above last year, the same period.

John Keels Weekly Tea Market report recorded that apart from crop successes, forex earnings would move up to ‘never before’ levels, and the year would end with Tea earning Over 1.3 Billion Dollars in foreign exchange. (Forex).

Brokers’ reports received by us confirmed this forecast and universally what they said was positive impacts of Ceylon Tea would continue to influence the Tea world quite considerably. They were however cautious labeling ‘Ceylons, the best’, tag line, but although reality was that that was not so ‘We will get there’, they said.

SLTB analysis indicated low growns continued to dominate production. Low growns as recorded in these columns quite often, are mostly small holdings held by the rural ‘Appuhamys, and Menikes’, approximately 400,000 in number, who produce greater volume to ensure Sri Lanka retains upper level status.

High grown volumes were recorded at 53.7 million kilos to end August. Mid grown elevation Tea mostly located in Matale, and the lower reaches of Nawalapitiya and Pupuressa, had production returns of 38.2 million kilos.

The Tea Board report further said orthodox teas including Bio, Instant, Reclaimed, and CTC production was 206.8 million kilos. Green tea also included in the auctions, was 2.2 million kilos.

These returns were significant to forecast tea successes.

However an interesting feature last week, as informed by Ceylon Tea Brokers PLC, Tea market report, was that ‘Tea Futures", would soon be an integral part of Tea marketing strategy.

Quoting from ‘Tea Futures’, the report said The Tea Board of India was speculating the introduction of futures trading in Tea mid way in their 12th five year plan. Roshini Sen Deputy Chairman Tea Board informed the media futures trading in Tea was eagerly awaited by the industry at large, but lack of uniformity was delaying its application.

India produces approximately 979 million kilos annually, second only to China who produce 1.3 billion kilos . Sen Said Tea futures would not only support prices, but provoke transparency to the existing price mechanism. India’s per capita consumption in Tea was modest at 750 Grams per annum, followed by Pakistan, and Germany (700 grams).

The UK consumption figure was 2 billion cups per annum.

Lanka Commodity Brokers said ‘Although we like a situation where the market strengthens progressively more realistic assessment would no doubt make us realize it cannot go on indefinitely’.

The report said low grown Teas last week, were lower as prices fell. Demand from Turkey Saudi Arabia, and Iran was selective.

Russian buying interests were sustained.

Top sellers included Waltrim, in Lindula, Tymawr, (Frotoft) in the upper reaches on the Nuwara Eliya, road ,Laxapana, at the foot of the peak wilderness. And Glentilt in the Maskeliya sub district. Also included are Lovers Leap, (Pedro) on the Nuwara Eliya town border, and Mahagastota, also in Nuwara Eliya.

Sri Lanka's Ceylon Tea Brand to be Registered in 40 Countries. Only Brand Awarded Ozone Friendly Manufactured Tea

03rd August 2010, www.dailynews.lk

In a partnership between the Industries and Commerce Ministry and Sri Lanka Tea Board, the ‘Ceylon Tea’ brand and ‘seven regional tea brands’ will be geographically registered in 40 countries worldwide which will be the first step towards the robust drive that is planned for in the Sri Lanka’s export industry under the new administration.

This was the key decision taken when the Industry and Commerce Minister Rishard Bathuideen met the key officials of the Tea Advisory Committee at the ministry premises with the senior officials of the tea industry and Sri Lanka Tea Board.

Minister Bathuideen who is in charge of the Sri Lanka Export Development Board said “Sri Lanka must cross the $2 billion mark in exports proceeds from tea in the near future and the advisory committee of tea must support the Plantations Ministry, Tea Board, Tea Research Institute and the private sector institutions like the TEA and CTTA so that we can achieve this target together for Sri Lanka.” CTTA Chairman Avindra De Silva and TEA President Jayantha Keragala were present with senior Tea Board officials who shared their perspectives of the industry and the importance of GI protection for the country.

Industries Ministry, Advisory Committee for tea Chairman Rohantha Athukorala said that special mention must be made of the Sri Lanka Tea Board that commenced this initiative and thanked the Minister for allocation 9.5 million rupees from the industries Ministry while the Sri Lanka Tea Board invested 3.5 million to spruce up the Ceylon Tea brand globally.

Ceylon Tea being the only brand in the world to be awarded the ozone friendly manufactured tea proposition and is poised to be a two billion dollar brand but the challenge is the marketing and promotional funding that is required.

Currently the country is estimated to invest around 17 million dollars in brand marketing spend from with one million coming from the Government. Sri Lanka is poised to achieve a record 320 million kilograms of tea out put this year and over ninety five percent will be exported globally to over 130 countries.

Image: Industries Minister Rishard Bathiudeen, Tea Advisory Committee Chairman Rohantha Athukorala, Tea Exporters’ Association President Jayantha Keragala and CTTA Chairman Avindra de Silva

Sri Lanka Produces 30pct more Tea 1st Half of the Year

25th July 2010, www.news.lk

Sri Lanka is on track for a record tea crop. Sri Lanka, one of the world’s biggest black tea exporters, produced nearly 30 percent more tea in the first half of the year. Tea is Sri Lanka’s biggest cash crop and is sold in overseas markets as “Pure Ceylon Tea”. The industry suffered a setback last year due to a drought and fall-out from the global commodities crash of 2008. But this year tea output for the six months to June rose 27.8 percent compared to the same period last year to 166.9 million kilos.

The Sri Lanka Tea Board said favourable weather, better fertilizer use and an absence of labour unrest all helped has contributed to the increase in production. Board’s Director General, H.D. Hemaratne aid strong demand from key buyers in Russia and the Middle East helped Sri Lankan tea exports earn 399 million dollars for the four months to April, compared to 300 million dollars earned in the same period in
2008.

Tea production in June 2010 alone was up 18 percent at 29.5 million kilos compared to the same month a year earlier.

Colombo-Jaffna Bus Service Starts, Sri Lanka Transport Board Offers Normal and Semi-Luxury Services

12th November 2009, www.dailynews.lkIrangika RANGE

The Sri Lanka Transport Board (SLTB) yesterday commenced a two-way bus service between Colombo and Jaffna on the A9 Road. The first bus between the two destinations commenced its journey to Colombo yesterday morning from Jaffna city, a Transport Ministry spokesman told the Daily News. Meanwhile, the return bus service is due to commence from Colombo at 1.00am today to Jaffna.

The normal service will depart from the Pettah bus stand while two semi-luxury buses will leave from Kotahena St. Lucia's Cathedral and the Wellawatta Railway station via the Pettah Central Bus Stand and will proceed through Kurunegala, Dambulla, Kekirawa and Mihinthale on the A9 road to Jaffna.