5 November 2024 12:36 am Views - 76
The Colombo Tea Traders’ Association (CTTA), the apex private-sector body representing Sri Lanka’s tea trade, marked its 130th Annual General Meeting at the Shangri La on October 25.
This milestone event brought together over 500 distinguished members, industry veterans, and stakeholders to celebrate CTTA’s enduring legacy and its pivotal role in championing Ceylon Tea on the global stage.
Founded on August 9, 1894, the CTTA has consistently driven progress in the tea industry, overseeing the world-renowned Colombo Tea Auction, the largest single-origin tea auction globally.
Over 130 years, CTTA has upheld its founding commitment to “promoting the common interests of tea sellers and buyers while preserving the Colombo Tea Market’s good name.” Reflecting on CTTA’s legacy, Sanjaya Herath, Chairman of the CTTA, stated, “This landmark anniversary reminds us of our responsibility to sustain the legacy of Ceylon Tea and innovate for the future. Our tea industry must harness advanced technology, foster public-private partnerships, and support smallholder farmers to ensure resilience and growth.”
In honour of this momentous year, CTTA organized a series of impactful initiatives, underscoring its dedication to both heritage and social responsibility. The association expanded its outreach by deploying two 1990 Suwasariya ambulances to Maskeliya and Nivithigala in February, increasing access to essential medical services in tea-growing communities. Additionally, the “Ray of Hope” charity initiative, launched in April, further emphasized CTTA’s commitment to supporting vulnerable communities within the tea sector. The association also revived the Colombo International Tea Convention in July 2024, welcoming over 800 delegates to celebrate Ceylon Tea’s heritage, sustainability efforts, and global role.
CTTA’s 130th AGM also highlighted the industry’s ongoing challenges and future strategies to safeguard Ceylon Tea’s position in global markets.
Herath underscored the importance of adopting sustainable practices and enhancing productivity through technology, noting that labor costs, which account for over 60 percent of production expenses, are a significant concern amidst rising inflation and workforce shortages.
He emphasized the need for automation and renewable energy investments to ensure the sector’s resilience. “Our industry’s success depends on a proactive approach to innovation, technology adoption, and sustainable growth,” Herath remarked.
Delivering the keynote, Chief Guest Dr. Rohan Pethiyagoda, former Chairman of the Sri Lanka Tea Board emphasised that tradition alone would not suffice to meet modern demands. “The time has come for the industry to take charge of its destiny,” Dr. Pethiyagoda said. “Wishful thinking isn’t enough. Our success depends on recognizing challenges head-on and embracing a proactive approach to innovation and sustainability.” He urged CTTA members to address climate change, overregulation, and the need for quality standards, echoing the need for a modernized approach to maintain Ceylon Tea’s relevance.
The AGM also reaffirmed CTTA’s commitment to securing Geographical Indication (GI) status for Ceylon Tea in key markets like the European Union. Dr. Pethiyagoda highlighted the unique regional qualities of Sri Lankan teas but cautioned on specific descriptions, underscoring the importance of preserving these identities under the GI to protect the authenticity of the Ceylon Tea brand.
As one of the CTTA’s recent accomplishments, the digital transformation of the Colombo Tea Auction in 2020 stands out as a testament to the association’s adaptability. This transition to online auctioning, driven by the challenges of the COVID-19 pandemic, marked a new era of accessibility and resilience for Ceylon Tea, ensuring the continuity of trade during uncertain times.