Global tea promotion to get state “fast-tracking” push
In the wake of recent turmoil in key tea exporting markets globally, the Government is currently looking at fast-tracking the much-awaited global promotional campaign having shortlisted two advertising agencies.
The tea promotion fund established in 2012 following an initiative by Plantation Minister Mahinda Samarasinghe has accumulated about Rs.4 billion, Plantation Industries Ministry Secretary Dr. Damitha De Zoysa said in an interview with the Business Times.She noted that currently about Rs.600 million was spent through the funds accumulated for promotional activities on the cricket tournament with the “Ceylon Tea” branding, which was deemed “very effective.” Commenting on the time frame taken to es- tablish the global promotional campaign, it was explained that the bureaucratic procedure would take time as they were compelled to follow certain procurement guidelines.
In this regard, a Technical Evaluation Committee ( TEC) was established comprising representatives from the public and private sectors and candi- dates for the advertising campaign were shortlisted.
In addition the Cabinet Appointed Negotiating Committee (CANC) was set up headed by Plantation Industries former Secretary Ms. Sudharma Karunaratne working on the recommendation made by the TEC.
While some candidates had been selected, others who were rejected had appealed resulting in a further delay in the process, it was pointed out.
The selected candidates were those establishments that had international links with advertising agencies whose offices were based in Colombo and who would have carried out similar campaigns in the required target markets with accounts of over Rs.300 million, Dr. De Zoysa explained.
On Friday the Procurement Appeal Board was studying the representations made by the rejected candidates and would be submitting their reports in this regard.
Meanwhile Minister Samarasinghe was to meet the industry and relevant authorities on Thursday to discuss the issues pertaining to the global campaign.
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