Colombo International Tea Convention – ‘Tea, A Lifestyle and Livelihood’

The Colombo International Tea Convention 2024, held from July 24th to 26th, was a milestone event for Tea in Sri Lanka as The Colombo Tea Traders Association celebrated 150 years of bringing the tea industry together. This event was a great platform for networking with industry experts and exploring sustainable practices and innovations in the tea sector. Attendees from passionate tea lovers to professionals, found valuable producer insights from Kenya, Sri Lanka, China, and India, as well as market perspectives from Japan, the UK, the GCC, the Middle East, North America, Europe, and North Africa, at this year’s Tea Convention.

 “Tea A lifestyle & A livelihood”, was the theme of this year’s convention. The interesting logo depicted a tea leaf, togetherness, globalization and purity in the form of an abstract representation of the event’s essential values, The central element of the logo being a beautifully illustrated tea leaf, symbolizing the essence of the event—tea in all its forms, flavors, and cultural significance. The tea leaves are arranged in a circular, intertwined formation symbolized unity and collaboration among stakeholders, highlighting the inclusivity of the Tea Convention. It emphasizes that the event brings together individuals from diverse backgrounds to celebrate their shared passion for tea, fostering connections and a collective appreciation of this beverage. The purity of tea, reflecting both its exquisite taste and the integrity of the convention’s theme, is beautifully represented by the shape of a lotus flower.

The Colombo International Tea Convention highlighted the importance of sustainability and showcased the future of the industry. Mr.Ganesh Devianayagam (Chairman Tea Exporters Assocation), Dr. Rohan Pethiyagoda (Sri Lanka’s best known bio diversity scientist), Mr. Mick Saeki (CEO of Mitsui Norin Co. Ltd), Dr Ebrahim Afshar (Managing Director of Ahmad Tea), Dr. Ravi Fernando (Chairman Global Strategic Corporate Sustainability Pvt Ltd), Dr Sharon Hall (Chief Executive of the United Kingdom Tea & Infusions Association – UKTIA) & Mr.Dilhan Fernando (Chairman Dilmah Tea), were among several key tea personalities both from Sri Lanka and the International Tea Market, who addressed this forum. The convention brought together global decision-makers from the entire tea value chain, from crop to cup. The event also featured consumer insights from major global retailers, analysis from climate experts, innovations from leading brands, and contributions from organizations promoting social values. This diverse array of perspectives fostered meaningful discussions and collaborations, within the industry.

Some of the key sustainability initiatives introduced were, a fresh focus on climate change emphasizing innovative practices and climate-smart thinking, adopting renewable energy sources, enhancing energy efficiency, and implementing sustainable agricultural techniques. Creating an equitable distribution of opportunities as a practical necessity for building sustainable and resilient communities. Refocusing the price determinants of tea and differentiating the product to significantly enhance consumer perceptions and elevate the position of tea in the market.

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