Crisis in the tea industry: Some possible solutions - II
November 12, 2015, 8:02 pm
By Dr. Janaka Ratnasiri
(Continued from Wednesday)
(Continued from Wednesday)
Manufacture of CTC tea
Currently, the major destinations of Ceylon Tea is Russia and several ME countries including Iraq, Iran and Libya, all in turmoil, accounting for over 70% of total exports and these comprise mostly bulk black tea. On the other hand, countries in the West prefer tea bags, and if Sri Lanka wishes to capture these markets, more tea needs to be manufactured as tea bags.
Tea being one of Sri Lanka’s primary sources of foreign exchange, it is surprising that neither the government nor the industry has not taken any meaningful measures to recapture the markets in the West that Ceylon Tea had many decades ago and be content with markets in countries whose economies are fragile.The industry appear to be continuing business-as-usual production which it has been doing for over a century with no drive to adapt to changing market trends, except perhaps a very few.The manufacture of tea bags require CTC tea, but as explained by a former Director of TRI, the industry was not willing to shift to CTC manufacture even though the government was willing to provide subsidies up to 85% to meet the capital cost.
According to a website on CTC tea (www.teamechindia.com/mini_tea.html), India has developed mini-plants for the manufacture of CTC as a cottage industry with capacity of only several hundreds of kilograms of green leaf per day. The investment is little and it is said the rate of return could be around 25%. Apparently, their production has a good demand. Traditionally, tea was grown by British companies owning large estates and hence large factories were built to cater to their own green leaf production. Despite the fact that the majority of tea production is now in the hands of small holders in the low country, the same tradition of building large factories continues. The SLTB could consider the introduction of these mini-plants enabling the small holder societies to undertake the manufacture of CTC tea by themselves under their supervision and promote their sales, if the large factories are not willing to manufacture CTC tea. The profits now earned by the large factories could then be diverted directly to the small holder.
The UK market
The 2012 Annual Report of SLTB says that "the UK market was transformed into a predominately tea bag market accounting for approximately 96% of tea cups drunk daily in UK brewed from tea bags". Tea consumption in UK which was 1.97 kg/capita/year is among the highest in the world.Total amount of tea imported to UK was 144.6 kt in 2012, out of which only 30 kt was imported from Asia, the balance coming from Africa. Regrettably, SLTB having identified the market needs in UK, has not taken any initiatives to capture that market for Ceylon Tea.
The exports to UK from Sri Lanka in 2012 was only 2,300 t which was only 0.7% of SL’s exports and 1.6% of all tea imported to UK. If SL wishes to capture a greater share for SL tea in UK, it will have to supply tea bags rather than bulk tea. Currently, tea bag production is only about 9%. What are the impediments against increasing this share? If the factories need to install new machinery, isn’t it worth government providing some assistance to tea factory owners to enhance their tea bag production?
Currently, tea marketing in UK is in the hands of three multi-national companies two of which have operations in Sri Lanka (SLTB AR 2012). The SLTB could initiate negotiations with them to get our products into the shelves of grocery shops and super markets in UK. Once they get firm orders with time targets, manufacture could commence to meet those targets. Concurrently, it could initiate a publicity campaign along with opening of a tea promotion unit in UK.
The North American market
With respect to USA market, the SLTB Annual Report says the highest growth in the USA market was for ready-to-drink (RTD) products sold in cans and bottles. SL’s export to USA in 2012 was only 3,277 t comprising only 1% of SL’s exports and 1.6% of tea, which is imported to USA predominantly from Argentina. At a National Tea Forum held in Colombo recently, a foreign guest speaker said that SL’s tea industry should endeavor to come up with innovative products rather than continuing with traditional products and he mentioned particularly RTD products as an example.
In this respect, I recall a scientist who moved from the TRI to CISIR several decades ago developing a carbonated tea-based drink which was acceptable during trials. Subsequently TRI had also developed a RTD product in association with a private company (TRI, 2003). However, it was not picked up by the industry to make it a commercial product that time. Currently, however, a minute amount of RTD is exported, according to SLTB database. A tea-extract based tea syrup for preparing ice-tea was exhibited at a recent Tea and Coffee Show in Vienna, according to a recent issue of the Tea and Coffee Trade Journal. Perhaps, the carbonated-tea drink project could be revived with industry participation and marketed aggressively in the West as a substitute for "cola" drinkswhich is a multi-billion dollar industry.
Challenges in marketing tea overseas
The above propositions to capture markets in the West would take many years to accomplish as penetration of markets need long gestation periods. Shifting of the destinations to European and American markets need an aggressive approach by the government both at policy level and technology development initiatives. Such a move needs the cooperation of the private sector involved in the tea trade including tea factories. It is desirable if the government authorities undertake a study to determine the reasons for the industry not manufacturing tea to suit the international markets and to make recommendations to improve the situation enabling them to capture new markets.
Unlike in the past, selling food items today in Europe is subject to strict quality control and the industries will have to comply with all their standards, for which government intervention is necessary. The current practice of importing low grade tea from Asia and re-exporting after blending with local tea needs review, as it would tarnish the image of Ceylon Tea. Government should ensure that all varieties of tea exported meet currently available international standards. The quality control needs to beginning from the fields where the green leaves have no agro-chemical residues.
Another issue impacting on exports is Sri Lanka tea having the highest price in the region. According to SLTB annual Report 2012, the Colombo auction price was USD 3.07 per kg in 2012 while all other countries offer their tea at prices lower extending down to USD 1.70 per kg. In a report of the Indian Tea Board released in 2012, the average price paid for green leaf was INR 8 per kg, equivalent to LKR 18 per kg. In Sri Lanka, at the current rates of wages, pluckersworking in small holdings are paid LKR 648 (with EPF and ETF) for plucking 24 kg, the day’s minimum target, and this works out to LKR 27 per kg. So, the cost of plucking green leaf in Sri Lanka is 1½ times costlier than in India.
Issues on wages
Another development in the tea industry is the agreement reached recently by regional plantation companies (RPC) and worker trade unions to raise the maximum daily wages to LKR 790 as against the present maximum wage of LKR 620 with effect from April 2015, as reported in the media. Though the government holds discussions with RPCs and trade unions and make decisions, subsequently the decisions are enforced on the small sector also. There are two categories of small holders; those who grow tea in their backyards extending to an acre or less and others who may have extents of a few acres up to a few tens of acres. In the case of the former, no labour is hired and all work including plucking and weeding is done by members of the household. Whatever money received for leaf goes as income and wages board decisions do not affect them.
On the other hand, management of larger extents require hiredlabour who need to be paid at rates determined by the respective wages board including EPF and ETF. Wages and other costs need to be paid out of money paid by factories and this keeps declining. Under such a situation, if the wages are increased, management of small holdings no longer becomes viable. Nevertheless, tea pluckers deserve a better lot. Tea plucking is not like working in a factory or in an office. Pluckers have to be in the field in the sun and in rain, trudge up and down the hills carrying kilos of leaf on their back and then to the collection centre. However, at the end of the day, they get only a pittance while the staff in exporters’ and brokers’ offices sitting in air-conditioned environs get the lion share. This situation needs to change.
When this problem was posed tolabour officers, their answer was that the productivity of workers need to be increased, but there is a limit to it. Tea yield is subject to vagaries of weather including prolonged cloud cover depriving plants adequate radiation to produce shoots, and extended droughts depriving the plants adequate water. With the anticipated climate change, tea yield, particularly in the low country, is forecasted to decline significantly. Though adaptation measures are available, small holders may not have the capacity to implement them and the government intervention is necessary to source funds from international agencies providing funding for such activities under the Climate Change Convention, to provide relief to affected small holders.
Conclusion
Considering the wide difference between the auction price of tea and its export value, as a short term measure,a mechanism should be established to divert part of the profits currently earned by the exporters to growers and processors, either by increasing the cess levy or introducing an export duty.As a mid-term measure, the government needs to explore aggressively the possibility of diverting Sri Lanka’s tea to new markets in the West in a form acceptable to them. The local industry also should adapt to changing trends in the global marketsincludingexpansion of the manufacture of tea bags and development of new forms of tea such as ready-to-drink products to cater to overseas markets. Being a primary source of revenue to the country, all stakeholders should join in safeguarding the industry.
(The writer was the Principal Investigator of a GEF funded Project on Impacts of Climate Change on Tea Plantations in Sri Lanka,carried out during 2002 – 2004 by a team of scientists from the TRI and Meteorological Dept. with assistance from the Indian Agricultural Research Institute, New Delhi. He is a small-holder of tea as well.)