China Promotes Black Tea Export

China Promotes Black Tea Export
2009-04-14 14:37:33 CRIENGLISH.com Web Editor: Cao Jie
Global tea prices are surging as some major exporting countries suffer from declining production due to severe drought. The 'United Nations Food and Agriculture Organization' estimates that tea prices will soar if production continues to drop. Will this deepening shortfall present a business opportunity for China, which boasts the largest tea production operation in the world? Our reporter Wang Ling has more.
Reporter:
An extending gap between demand and supply has driven international tea prices soaring, as explained in the FAO's preliminary estimates. The pinch is felt mainly by consumers of red-tea, which makes up 80% of the global tea export market. China, being the biggest green-tea exporter, however, would be able to secure the chance to find a niche market. Wu Xi-duan, the director general of the 'China Tea Marketing Association', explains.
"The global tea market is suffering from a short supply of black tea since some major exporters, like Kenya, Sri Lanka and India, were hit by drought. Southwest China's Yunnan province enjoys a reputation for its vintage black-tea and hopefully we can take this opportunity to promote China's black tea to the world market. "
However, Wu Xi-duan says black-tea only accounts for 13% of China's tea export which means the increasing demand on the global market can only provide a nudge for China's tea trade.
"Last year China had a tea export volume of 300 thousand tons, out of which black-tea only made up 40 thousand tons. We are taking steps to boost production of black-tea to meet global market demand; however, we anticipate an export growth of no more than three tons in the coming year. "¡¡¡¡¡¡
Wu Xi-duan explained that most of China's tea products are sold in the domestic market, which summed up to 900 thousand tons out of the total production of 1.24 million tons last year. Yet, with rapid increase of tea production, China has topped India to become the biggest tea producer in the world and as a consequence looks forward to increasing its global market share.
Sun Yu, who exports Chinese tea products, says the local tea industry is looking for an international approach through some trademark products.
"We also have reputed brand names, like Qimen red tea and Tan Yang Kung fu black tea, which have already achieved stable sales on the international market. However, small-scale production has restrained Chinese black tea from getting into the international market. So we are now working to help tea producers improve production and quality of kung fu red tea. At the same time, we are intensifying promotion efforts by offering our international buyers more knowledge about Chinese tea culture. "
What's more, Sun Yu says Chinese tea producers are introducing new types of tea other than the traditional green tea, black tea, or oolong tea to the market. Healthier tea products like organic tea and caffeine-free tea have offered more choice for foreign tea buyers. Here is Sun Yu again.
"With government support, China's tea industry is growing rapidly, both in terms of quantity and quality. We have our sights firmly set on tea production to ensure consumers can enjoy safe, healthy and high quality tea. Plus, we are engaging in more international cooperation, such as the Tea Industry Conference which is held every two years. We're also inviting foreign tea experts to visit our tea farms and production lines, so they can get to know more about the Chinese tea industry and provide us with more expert opinions."
Sun Yu says he hopes through these efforts, Chinese tea will soon be the first choice among more and more foreign tea lovers.
Wang Ling, for Biz China.