Sept 27, Colombo: Marking a significant milestone in Sri Lanka's export development sector, Sri Lanka's country-of-origin trade mark 'Ceylon Spices' master brand for the spices sector was officially launched on Wednesday in Colombo.
The brand was officially unveiled at the Ceylon Spices launching ceremony by Development Strategies and International Trade Minister Malik Samarawickrama, in collaboration with the Sri Lanka Export Development Board (EDB).
The 'Ceylon Spices' mark supports growers, processors and manufacturers by helping them clearly identify their products as Sri Lankan-made, and informs customers and consumers that all significant parts, produce, processing and products are of genuine Sri Lankan origin. Cinnamon, pepper, clove, nutmeg, mace and cardamom are covered under the 'Ceylon Spices' master brand.
Spices & Concentrates sector has been identified as apriority sector under the National Export Strategy (NES) for export promotion.
Speaking at the occasion, Minister Samarawickrama said branding of Spices is identified as a priority action in the NES to achieve a export target of US$ 880 million from the Spices and Concentrate sector by 2022.
Minister said that export development is a top priority of the government and the goal for the next three years is to increase exports to USD 28 billion by 2022. He added that it is only through export-driven growth that Sri Lanka will truly realize country's full potential and bring economic prosperity to people.
"The new challenge we must tackle from here onwards is to build more and more Sri Lankan brands, and take them to the world. And we will support you in this. The EDB has the Market Access Support Programme that provides matching grants and trade guidance for you to go confidently into global markets and worry less about the initial financial costs. If you had postponed thinking of branding overseas for a few years down the road, we want you to do this now - we will support you, through the various financial schemes available."
The Michel Nugawela (Pvt) Ltd developed the brand architecture strategy to express the relationship between Ceylon Cinnamon, Ceylon Pepper and other spices within the portfolio as well as the visual identity or face of the brand that represents the larger ideas captured in the brand definition model.
The Masterbrand brand architecture places all Ceylon Spices that meet the required standards under one trademarked name - 'Ceylon Spices' - which maximizes brand awareness by focusing brand marketing on a single brand strategy and brand image. It also lowers brand marketing costs by eliminating the need for separate and distinct logos and imagery.