By: Staff Writer
December 09, Colombo (LNW): Sri Lanka’s National Tea Sales average for November 2024 dropped to Rs. 1,137.22 ($3.92) from Rs. 1,172.15 ($4.02) in October. However, this marks an improvement compared to November 2023, when the average stood at Rs. 1,116.65 ($3.42), reflecting a year-on-year (YoY) increase of Rs. 20.57 and $0.50.
Despite this progress, the November 2024 dollar average of $3.92 shows a $0.10 decline month-on-month (MoM) from October’s $4.02, according to Forbes and Walker Tea Brokers.
Examining elevation-specific trends, High Grown teas saw a MoM decrease of Rs. 34.82 and $0.10 but recorded YoY gains of Rs. 88.01 and $0.68. Medium Grown teas declined Rs. 27.61 and $0.08 MoM, while YoY figures rose by Rs. 6.32 and $0.40. Low Grown teas, however, performed better, gaining Rs. 41.60 and $0.12 MoM, along with Rs. 0.79 and $0.46 YoY.
Cumulatively, the January-November 2024 period reflected positive variances in both rupee and dollar terms, with gains of Rs. 58.06 and $0.50 compared to the same period in 2023. Notably, all tea-producing regions experienced upward trends in value during this period.
Meanwhile, Ceylon tea took center stage at the HORECA Expo-2024 in Belgium, held from November 17–20. Organized by the Sri Lankan Embassy in Brussels and the Sri Lanka Tea Board in collaboration with the private sector, the event served as a significant promotional platform for Ceylon tea in the Belgian and broader Benelux markets.
The event showcased Sri Lanka’s status as the largest exporter of tea to Belgium, where it holds a 26% market share, with tea exports worth $18.4 million in 2023.
The Ceylon tea pavilion, a highlight of the expo, drew attention to Sri Lanka’s black, green, white, herbal, and flavored teas. Prominent exporters Imperial Tea Exports (Pvt) Ltd and Lumbini Tea Valley Ceylon played key roles, engaging potential buyers through tea tastings and demonstrations of Sri Lanka’s rich tea heritage.
A major attraction was the tea mocktail-making session held on November 18, organized in partnership with the European Specialty Tea Association (ESTA).
Minister (Commercial) Thavishya Mullegamgoda emphasized Ceylon tea’s global marketing potential, while Belgian tea expert Stijn Van Schoonlandt led participants in crafting modern beverages using black, white, and green Ceylon teas.
This innovative approach underscored the versatility of Ceylon tea in contemporary gastronomy.
Belgium remains a critical European market for Ceylon tea. Continuous participation in events like HORECA Expo aims to expand Sri Lanka’s market share in Belgium and increase exports of value-added and specialty teas to the region.
HORECA Expo, a leading trade fair in the food and beverage industry, attracts over 600 exhibitors and 45,000 attendees annually, providing Sri Lanka with opportunities to enhance its tea exports to Belgium and beyond.
In summary, while November 2024 saw a decline in Sri Lanka’s tea sales average, initiatives like HORECA Expo strengthened Ceylon tea’s position in global markets, highlighting its quality and adaptability in both traditional and modern contexts.
