Embassy of Sri Lanka in Brussels and Sri Lanka Tea Board together with the private sector, promoted Ceylon tea at the HORECA Expo-2024, the largest trade fair representing the Belgian food & beverage and catering sectors, and commercial kitchens for the past thirty years. Held from 17 to 20 November 2024, HORECA was a business-to-business (B2B) event.
HORECA Expo-2024 became a platform for promoting high-quality Ceylon tea in the Belgian market and the Benelux market, further strengthening Sri Lanka’s position as the largest exporter of tea to Belgium.
The Ceylon tea pavilion was one of the key attractions at HORECA Expo and the two prominent Sri Lankan tea exporters -Imperial Tea Exports (Pvt) Ltd and Lumbini Tea Valley Ceylon played a significant role by promoting a diverse range of black, green, white teas, specialty teas, and herbal and flavored tea varieties. B2B potential buyers to the pavilion enjoyed tea tastings, received information on Ceylon tea and an experienced Sri Lanka's rich tea heritage.
Highlighting the innovative potential of Ceylon tea, the Embassy of Sri Lanka partnered with the European Specialty Tea Association (ESTA), hosted a Ceylon tea mocktail-making program on 18 November 2024 at Sweet Inspirations Corner in HORECA Expo. Minister (Commercial) of the Embassy, Thavishya Mullegamgoda presented on the diversity of Ceylon tea while highlighting strong marketing points for Ceylon tea in the global market specifically focusing on Belgium. Renowned tea specialist in Belgium, Stijn Van Schoonlandt conducted the tea mocktail tasting programme where participants explored the versatility of Ceylon Tea in modern beverages prepared using exquisite mocktails crafted with Ceylon black, white, and green tea.
Belgium, being a key market for Ceylon tea in Europe, imported teas worth US$ 18.4 million from Sri Lanka in 2023, making Sri Lanka the largest supplier of tea to Belgium recording 26% of the market share in Belgium. The Embassy of Sri Lanka participated in the HORECA with the aim to further increase Sri Lanka’s market share in Belgium. Continuous participation by Sri Lanka at HORECA Expo will boost exports of value-added and specialty Ceylon teas to Belgium and the Benelux market.
HORECA Expo annually attracts industry leaders, featuring over 600 exhibitors representing 3,000 brands and drawing nearly 45,000 attendees. This year's figures are yet to be announced.
Embassy of Sri Lanka
Brussels
25 November 2024
