No suitable promo partner for Ceylon Tea
View(s):By Sunimalee Dias
Sri Lanka Tea Board authorities have not found a satisfactory presentation from the companies shortlisted for the 2-billion-rupee global tea campaign aimed at re-positioning Ceylon Tea, a key official said.
Following the call for tenders four companies were shortlisted by the Technical Evaluation Committee (TEC) established to study the tenders, SLTB Tea Promotions Director Hasitha De Alwis told the Business Times.
Out of about 10 parties that applied four were selected but noted “we are not satisfied with the presentations to the TEC.” He pointed out that since this would be a “global and historical” campaign they were searching for an “out-of-the-box” campaign but were not satisfied with what was presented by the four companies selected.
In this context, the SLTB is currently uncertain about the next move and were looking at other options to either select an overseas promotions company by themselves or even re-open tenders. The campaign was due to have been launched in 2012 and the government had approved a levy of Rs 3.50 per kg imposed on each kilo of tea exported, for a period of five years. Millions of rupees were collected with the intention of raising US$10 million a year for this promotion campaign. Sri Lanka annually exports around 300 million kg of tea.
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