Placing Ceylon cinnamon at its rightful place as the world's finest, a giant national initiative titled 'Cinnamon to the World' was launched 27 January by the National Development Bank (NDB) aiming to empower industry stakeholders and achieve recognition as an international brand synonymous with Sri Lanka's unique identity.

The initiative was ceremonially inaugurated by Economic Development Minister Basil Rajapaksa and Minister of Minor Export Crop Promotion Reginald Cooray. In the line with the event, an online information hub for Ceylon Cinnamon www.cinnamontotheworld.com was launched by Minister Rajapaksa. This will provide easy access to a compilation of insightful information on Ceylon Cinnamon.

A long term strategy which is likely to be a five-year commitment, 'Cinnamon to the World' was rolled out to partner the industry, supporting cinnamon growers, exporters and cinnamon related product manufacturers in the country, with a vision to stimulate the growth of cinnamon exports in Sri Lanka. 

Speaking at the event, Sarada De Silva , Chairman of Spice Council said Ceylon Cinnamon has brought in around US$ 12,630 million revenue to the country in 2012 .The government is hoping to reach the US$1 billion in foreign exchange along with the other spices and allied products in 2020. The industry helps to sustain the livelihood of more than 350,000 families engaged in this industry while benefiting some 1.4 million individuals indirectly. Sri Lanka per annum exports about 13,000 metric tonnes of cinnamon and current cinnamon production in the country is around 16000 metric tonnes per annum.

Through the initiative, NDB will facilitate industry growth both directly and indirectly. While playing its role as a financier, it will also facilitate industry linkages enabling knowledge sharing and development of minor stakeholders of the industry.

Three technical sessions were held with UNIDO Technical Analyst/National Expert Shanaka Dharmapala, Brandix Director Udena Wickramasooriya and MJF Group Director Malik Fernando delivering presentations on benefits and costs of adapting food safety and quality compliance, industry competitiveness and sustainable export trade, solution story from Brandix and taking Ceylon Tea global.

•Pictures by: Thusitha Chandakumara

•Compiled by: Dharman Wickremaratne

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