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| Sunday, 20 July 2003 |
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| News Business Features Editorial
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Ceylon Tea inching its way into US shelves by Panduka Senanayake 'Within a short period at a competitive price to deliver a quality product,' is the motto of Jaliya Wickramasuriya, a young entrepreneur who is inching his way surely and steadily into the American market.
The CEO of his own company, Ceylon Royal Tea Private Ltd., Wickramasuriya, while pushing Ceylon Tea to American tables, is also diversifying the products he is selling to US supermarket chains. The journey so far has not been easy, but perseverance has had its rewards and this entrepreneur, with his roots in the deep South, is making a name for himself as a man who would deliver what he undertakes. And, what he undertakes range over 60 tea products, sold under four brand names, as well as Green Tea Candy, biscuits, cinnamon and other spices. They reach the consumers through gift baskets, Internet marketing, retail chains, hotels and restaurants and other innovative ways.
Initially marketed in California, where Wickramasuriya moved to three years ago, Ceylon Royal Tea Products are now sold in over 30 states and Canada as well. The tea, mostly in tea-bags, comes in different flavours and is packed in attractive wooden, ceramic, brass, paper and foil packaging as well as in metal and composite caddies. Recently, his latest tea product under the brand name 'Chami' was launched at the New York Fancy Food show, the biggest fancy food show in America. Explaining the unusual brand name - his other products are named 'Beverage 2000, Tea Land and Nature's Pot' - Wickramasuriya said the name is derived from the middle names of his children. It was in fact, selected from a list by his buyers. According to Wickramasuriya, 'Chami' has been well received in the US market and he intends to introduce it to the Japanese and Australian markets as well. Like all Ceylon Royal Tea Products, Chami also proudly displays the Lion logo awarded to quality tea by the Sri Lanka Tea Board (SLTB). Tips Wickramasuriya is full of praise for the SLTB's Promotion Director Hashitha de Alwis and his staff whom he says is providing excellent support to promote Ceylon Tea abroad. Wickramasuriya's introduction to the American market came from a trip sponsored by 'TIPS', a USAID assistance programme to the private sector, through the Tea Board. The visit and important information about the market provided by the then director of TIPS in Sri Lanka, Sujeewa de Alwis made Wickramasuriya confident that he would be able to venture into the US market. He points out the vital service that organisations such as TIPS provides to entrepreneurs in developing countries, but laments that few organisations are now making use of the valuable service provided by them. He has also been fortunate in his bankers, the Commercial Bank whose staff has been understanding and has backed him in his ventures. Wickramasuriya, operates from his office in Atlanta, Georgia. In Sri Lanka, he is backed by a small but efficient director and staff which he treats as a part of the family. A believer in direct marketing, Wickramasuriya bypasses brokers and finds new buyers by participating in the maximum number of trade shows and advertising in US food magazines. He believes that there is much scope for any entrepreneur in the US market provided that they market quality products in quality packaging. Straight from school Jaliya Wickramasuriya's introduction to the tea trade came in 1978 when straight from school, he joined MJF Exports of Mr. Merrill J. Fernando, as a trainee. Having worked in all departments at MJF, he was placed in charge of the new tea bagging section when it was started in 1980. He says he owes most of his knowledge about tea to the training and experience received at MJF under Merrill Fernando, the 'Doyen' of the trade whom he remembers with gratitude. After 18 years at MJF, he joined Standard Trading Company of Mr. Lalin Fernando. There, his knowledge about tea and packaging was buttressed by exposure to promotions and international marketing. A visit to the USA in 1999 proved to be the turning point as he felt there were better prospects there if one was innovative. Currently, the Company is negotiating to build its own factory and warehouse and is in the process of buying its own tea bagging machines to provide a better service to its buyers and consumers. |
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