Features
Starting work at WHO in Geneva with the Community Based Rehabilitation Project
(Excerpted from Memories that linger: My journey in the world of disability by Padmani Mendis)
All arrangements were made for travel on May 14. In those days the Swiss visa was obtained over the counter. Flights were frequent. Ticketing by Swiss Air was quick and easy. And made easier by an accessible manager. Punctual departure, smooth take off, much napping on the flight, it did not seem long before I awoke to hear our arrival in Geneva being announced.
As I looked out of the window dawn was just breaking. And what an astounding scenic feast awaited my eyes. The glow of the early sunrise bathing over beautiful snow-capped mountain peaks of all shapes and sizes stretching out forever. And the culmination of it – Mont Blanc rising majestically above them in all its glorious purity. So wondrous was the site that the pilot took us round twice over so we could drink in that vista. He took us as close as he could safely take us, so close that one felt one could almost touch the glorious mountain. It was a brief but exceptional experience never to be had again in all my flights over those Swiss mountains.
Thank you, Captain. I can still see Mont Blanc as it was that beautiful morning in May even as I write about it here, 43 years later.
In Geneva, I met Gunnel for the first time and we connected immediately. It was as though we had known each other forever. She and Einar were friends already, having worked together in Gothenburg, she as Head of Occupational Therapy and he as the Internal Medicine Specialist in charge of the Department of Rehabilitation. The three of us spent but little time on pleasantries and sat down together immediately to start our work on developing “Community Oriented Rehabilitation”. In this we were being very Swedish – time is too precious to be wasted.
We spent much time discussing the possible strategy that Einar had conceived and how it could be put on the ground. Then Einar would go off to attend to his other responsibilities in the unit while Gunnel and I actually started putting the ideas we had developed down on paper. Over the next few years we would be together in Geneva like this may be a couple of times a year, sharing our field experiences and our real-life learning. Using that to improve our materials and setting ever higher our goals aimed at a better life for disabled people.
And then to go away again to carry out more evaluation and gain more learning.
Community-Based Rehabilitation or CBR
During one such discussion in the early days we knew we had not got something quite right. “Orienting” rehabilitation to communities does not go quite far enough, we agreed. What we were discussing was something far deeper, penetrating the communities in which disabled people lived, promoting ownership of the rehabilitation process by those community members and disabled people together. For we knew from our own experiences and discussions with others that change would come only with ownership of, and responsibility for, the process of change.
Then Eureka! We got it right. Rehabilitation must be based in the Community we exclaimed almost together. It must be part of the fabric of each community. What we are talking about is Community-Based Rehabilitation. And so the term was born. Einar immediately went further. Ever the innovator, “We can shorten it to CBR,” he said.
And that is how the world came to know it – CBR, at that time as it does today.
The use of the word “based” had also another very important implication. We knew that all rehabilitation tasks could not be carried out at the community level. Support from outside would no doubt be required to assist them to solve those problems that they could not solve by themselves. The term CBR implied that a supporting structure was called for.
Einar
Einar had come to take up his post at WHO some four years earlier. His high level of intellect and intensively scientific mind is combined with an unlimited visionary outlook. All of which makes him a truly unique individual. For disability globally he was the right man at the right time at the right job. His concern was for the poor and the needy, the vulnerable, the marginalised, the neglected.
And that concern knew no bounds. Son of a Swedish Bishop, he grew up when poverty was the norm in Sweden. Before the Swedes discovered the value of the abundance of trees that nature had blessed their land with. He told me how he would see individuals rummaging in garbage bins where he grew up in Stockholm in the same way he saw people now in the poorer countries that he visited.
He was a sensitive individual. It was no surprise that he made it his first priority when he came to WHO to address the issues related to disabled people in developing countries. Issues of discrimination, disregard and destitution.
To understand these issues deeply, he selected a few countries to visit. Important to him was to reach rural areas where those most in need lived, to talk with them and their family members and others who lived in their neighbourhood. This gave him an understanding of how such people dealt with their problems and took steps to overcome them in the here and now. Because these people just had to. Life would have not been possible had they not.
One such country he chose to visit was in the Middle East. A recent disaster was created when poisoned cooking oil had been consumed by a significant section of the population. Many people, including a large number of children, had been paralysed by the poison. Various parts of their body had been affected. As a result, some had been unable to walk, others to move their legs or trunks, still others to use their arms. Einar was struck by the resilience of these people whose lives had been shattered by the cooking oil. The disaster impacted heavily on the severe financial and other difficulties most faced. It impacted on their day to day living and on their quality of life.
And yet these people had, to a large extent, reduced this impact by overcoming the effects the poison had on their bodies. Spending time with these people, Einar saw how mothers had made bars in their garden using branches of trees so that their children could hold onto them, use their legs to make them stronger and be able to walk again. He saw adults using suitably-shaped tree branches as crutches to enable them to walk and attend to farming. He talked with others who had been unable to move about make simple trolleys on which they could get to where they wanted, even involving themselves in trading.
In other countries he visited he met people who were deaf communicating with neighbours and others in their villages using simple signs which they had developed themselves. He saw blind people moving around the neighbourhood with a stick to guide them so that they were not isolated at home.
These visits constituted valuable learning for Einar. The learning converted into a seed from which grew the strategy that the world came to know and practice as Community-Based Rehabilitation or CBR.
Putting Learning into Practice and the Role of SIDA
Now he had to put the ideas he derived from the learning he acquired to WHO and get approval for action. Protocol required that he prepare an analysis of the situation of disabled people in developing countries to justify the recommendations he would make to WHO for a policy change. Preparing the policy document was a long process.
It was ultimately approved by WHO in 1978. The new policy direction was at that time called “Disability Prevention and Rehabilitation”. Later the programme name was changed to “Rehabilitation”.
Once approval was obtained, Einar had to seek extra budgetary funding to set in motion the beginnings of policy implementation. The Swedish International Development Agency or SIDA was particularly partial to the less fortunate in this world. The WHO’s new policy direction was attractive to them and they came to be a partner of the rehabilitation programme for the next decade or so. It is thanks to SIDA that Community-Based Rehabilitation was developed globally benefiting so many disabled people and their families throughout the developing world.
And it is also thanks to SIDA that Einar, Gunnel and I were now together in Geneva working on the CBR strategy and drafting a Manual that would start putting this policy into action. Then having done this, we would evaluate the practice of these in the field. Development of the CBR strategy with the Manual and its evaluation took until 1989. The Manual called “Training in the Community for People with Disabilities” became an official WHO publication that year. It was said by WHO some years ago that this Manual had been translated into over sixty languages and used in over 100 countries.
First Tasks
Carrying out these first tasks in Geneva in 1979 was no easy job. Drafting a Manual was arduous and exhausting. The first step was involving as many people as was practically possible and with them, collecting information. For this the assistance provided by a volunteer was invaluable. She had space in our room, joined us at our desk and sent off letters to as many sources as she could contact in any and every part of the world to seek their views on a possible strategy and its implementation.
Then she collated and tabulated the replies she received. Helen was from Australia. Her husband, a medical specialist was on contract to WHO for two years. Helen, herself a medical specialist but with no formal job had time on her hands, some of which she spent willingly with us.
As for Gunnel and me, one of our earliest tasks was to go round the “House” as the headquarters was often referred to. We met divisional heads and other officials in those departments that were relevant to disability and to what we were doing. These included for example mental health, accident prevention, blindness and deafness prevention, nursing, medical education and so on.
The response of most was seldom a positive or an encouraging one. Many were frankly discouraging. Some indicating that the idea of introducing rehabilitation strategies at community level was sheer madness. Which had Gunnel and I sometimes return to our room, close the door and shed buckets of tears. What were these people telling us? Did they not understand, not care? Where were we going?
Together we shared a strong belief with Einar that this was definitely the way to go and with this shared belief we overcame all obstacles. I recall one outstanding personality who gave us his wholehearted support from the word go. He was Jean Jacques Gilbert or JJ, a specialist in Medical Education and Head of that Department. He had done pioneering work in objectives-based teaching and evaluation of learning and was continuing to develop materials for medical education on these lines.
Einar and he shared a relationship based on mutual respect; each had an independent spirit and confidence in what the other was doing. Gunnel and I believed that what brought them together also was the antipathy to them shown by other professionals in the House. We believed also that the antipathy was a result of some envy of the intellectual and visionary capacity and the pioneering spirit demonstrated by both JJ and Einar.
Gunnel and I also grew a relationship of mutual respect with JJ. Over the next few years on our many stints in Geneva, Gunnel and I often turned to him for advice when we were stuck. The materials we developed were for self-learning, objectives-based and facilitated self-evaluation. So JJ’s advice was invaluable.
For me from Sri Lanka, his manner was sometimes embarrassing. Being a Frenchman and a gallant one at that, he would insist on greeting me by raising my hand to kiss the back of it with a bow, a real old-fashioned French style of greeting. This happened even when we met on a corridor. Strangely enough he never did that with Gunnel and that made me wonder, why not?
Gunnel and I experienced interactions within the House that resulted in both highs and lows for us. Neither of us liked the atmosphere that prevailed within it at that time, perhaps because we were women consultants, a relative rarity. But we loved our work and nothing could keep us away from that House.
Gathering More Information to Complete a Draft
Our initial work of gathering views and recommendations extended beyond the House to other institutions in Geneva. These included ILO, the International Labour Organisation, where we met Mr. Brown, a chubby, pleasant individual from England. He was supportive of our work from the time we told him of it. He cooperated with us to develop the strategy and evaluated those sections that were relevant to work, particularly the module on income generation.
Mr. Brown was responsible for having ILO formally recognised as a co-producer of the draft Manual with the ILO logo alongside that of WHO on the cover. So did UNDP, UNICEF and UNESCO have their logos on the cover.
Gunnel and I also visited UNESCO in Paris to meet Lena Saleh from Jordan. Lena was the single worker in the Special Education Section as it was then called, fighting a lone battle to improve the education of disabled children. The way she fought this battle alone was by producing booklets and other material for distribution and use in developing countries. One person alone in Paris reaching and impacting the right to education of many thousands of children and their teachers who were far away. Einar and Lena were good friends, their common approach to work bringing them together.
The Manual “Training in the Community for People with Disabilities”: Knowledge is Power
The WHO Manual “Training in the Community for People with Disabilities” or TCPD contains knowledge, and Knowledge is Power. This is the overall, the primary purpose of the Manual. That disabled people, their families and their communities will have power; power in their own hands to change their situations. Today we call this empowerment. That word empowerment was not used then, but here was the concept of empowerment in practice.
In the absence of knowledge together with the power to use it and to know how to use it, no change is possible. The overall design and content of the Manual has therefore a dual role: one, how to change their situation which was called the CBR strategy, and two, the CBR technology. The technology was actions made possible with knowledge and skills. The Manual has also built into it a monitoring and evaluation system to check that both are working.
A term that was not used at the time the Manual was first drafted, was community mobilisation. But this process of community mobilisation is the foundation of CBR. It is described in the Manual as including the following: bringing members of a community together, enabling them to talk about any problems within their group related to disability, discussing the resources they themselves had to deal with such problems and what more they may need, making available to them the knowledge and skills they need to do these, providing them with the support they needed and making all this sustainable.
In a nutshell, this is the CBR process. The Manual was not designed for professionals. It was essentially for CBR implementation within rural communities. With some adaptations it was also used in urban communities
Features
Sri Lanka’s rice conundrum: Time to stop managing crises and start fixing the system
Prof. Ranjith Senaratne,
Emeritus Professor in Crop Science and former Vice-Chancellor,
University of Ruhuna and General President of the Sri Lanka Association for the Advancement of Science (2023) and
Prof. Prasad Jayaweera,
Dean, Faculty of Computing, University of Sri Jayawardenapura
Rice is not merely another crop in Sri Lanka. It is our staple food, an integral part of our history and culture, and a foundation of the civilisation that flourished around our ancient hydraulic systems. Revered as Buddha Bhogaya, the Buddha’s crop, rice has sustained our people for more than two millennia. Yet, remarkably, a country with such a profound relationship with rice continues to lurch from one rice crisis to another.
At one time, we have a surplus. At another, we face shortages. Prices rise sharply, consumers complain, farmers struggle to obtain remunerative prices, millers and traders become the focus of public attention, imports are hurriedly arranged, and governments announce yet another set of measures to contain the crisis. Then, after the immediate problem subsides, the matter recedes from the national agenda, until the next crisis arrives.
Why does this keep happening despite decades of agricultural research, policy interventions, expert committees and public debate?
Perhaps because we have been asking the wrong question. The fundamental problem is not simply how to produce more rice. Nor is it merely a question of prices, imports, fertiliser, farmers, millers or markets. The rice conundrum is a complex national systems problem.
We cannot solve a system by fixing its parts in isolation
Sri Lanka’s rice sector is an intricate web of interconnected systems involving agriculture, land, water, climate, technology, finance, energy, transport, markets, trade, governance, institutions and consumer behaviour. A decision made in one part of this system can have consequences, sometimes unintended, in another.
A change in fertiliser policy, for example, can affect productivity and production costs, which in turn influence farmer profitability, market prices and the need for imports. Irrigation decisions affect not only production, but also water availability, energy use and environmental sustainability. Guaranteed prices influence farmers’ cropping decisions, while import policies can simultaneously protect consumers and weaken incentives for domestic production. Likewise, market concentration can affect both the price received by farmers and the price paid by consumers. This is precisely why isolated interventions so often produce disappointing results. We keep treating symptoms while leaving the underlying system largely untouched.
For decades, we have generated valuable scientific knowledge on individual aspects of rice production and marketing. But knowledge generated within disciplinary and institutional silos does not automatically translate into solutions to complex real-world problems. What is needed now is a fundamentally different way of thinking.
From a “rice crop” to a “rice system”
The first step is to stop looking at rice simply as something that is grown in a paddy field.
The rice system begins with land, water, seed, inputs, technology and finance. It extends through cultivation, harvesting, drying, milling, storage, transport, wholesale and retail marketing, and finally to the consumer’s table. At every stage, there are different interests, incentives, constraints and actors: farmers, farmer organisations, input suppliers, machinery operators, millers, traders, wholesalers, retailers, financial institutions, government agencies, researchers and consumers.
And hovering over the entire system are climate change, changing consumer preferences, technological transformation and national economic conditions. A weakness anywhere in this chain can compromise the performance of the whole system.
Consider post-harvest losses. If significant quantities of rice are lost because of inadequate drying, storage or processing facilities, increasing production alone cannot solve the problem. Similarly, if farmers produce efficiently but face weak markets and poor bargaining power, productivity gains may not translate into improved livelihoods.
The question, therefore, should not be “How much rice can we produce?” but “How can we make the entire rice system work better?”
That requires us to see the connections.
The missing ingredient: reliable, real-time information
There is another fundamental weakness that deserves urgent attention: we still lack a comprehensive, integrated, interoperable and reliable national information system for rice. Information is scattered among different institutions, often collected using different methodologies and not necessarily available when decisions need to be made.
How much rice will actually be produced? How much is in storage? What is the likely demand? Where are the emerging production shortfalls? What are the stocks held by different actors? How are prices moving along the value chain? What are the likely consequences of climate conditions? Without timely and reliable answers to such questions, policymakers are forced to make critical decisions with incomplete information. This is not merely an administrative inconvenience. It is a national food-security vulnerability.
Sri Lanka should therefore seriously consider establishing a National Rice Intelligence and Decision Support System (NRIDSS), an integrated digital platform that brings together relevant real-time information from agriculture, meteorology, irrigation, markets, trade, statistics and other institutions. Such a system could support production forecasting, market monitoring, import decisions, early warning and evidence-based policy formulation. In an increasingly uncertain climate and volatile global economy, this should no longer be regarded as a luxury. It is becoming an essential component of national food-system governance.
The deeper problems cannot be ignored
A systems approach would also force us to confront some uncomfortable structural realities. Why does productivity remain relatively low despite decades of research? Why are so many holdings too small to achieve economies of scale? Why are modern technologies and precision agriculture not being adopted more rapidly? Why do farmers often have limited bargaining power? Why do substantial losses occur after harvesting? Why can market power become concentrated in a relatively small number of actors? Why are guaranteed prices sometimes announced too late to influence farmers’ production decisions? Why are policy interventions so often reactive rather than proactive? And how will droughts, floods, temperature extremes, changing rainfall patterns and emerging pests affect the stability of rice production in the years ahead? These are not separate questions. They are parts of the same system.
From crisis management to systems governance
Sri Lanka does not need another isolated discussion about rice. What is needed is a national policy dialogue and action forum that brings all relevant actors together, not merely to exchange speeches, but to develop a shared understanding of the system and agree on what needs to be done. Such collaboration must go beyond consultation or the exchange of views. The different parties need to work together from problem definition through to implementation, bringing their diverse knowledge, perspectives, interests and practical experience into a common process.
Farmers bring contextual and experiential knowledge; industry actors understand market realities and operational constraints; scientists contribute evidence and analytical capabilities; policymakers bring institutional and regulatory perspectives; while technology and data specialists can provide new tools for understanding and managing the system. When these different perspectives are brought together systematically, they can reveal interdependencies, challenge assumptions, identify feasible interventions and generate solutions that are evidence-based, practically implementable and socially acceptable.
This is the essence of a transdisciplinary systems approach: not simply working across disciplines, but bringing together multiple stakeholders and multiple forms of knowledge to co-create solutions and share responsibility for outcomes. The process should therefore go beyond presentations and speeches. It should involve systems mapping, causal analysis, stakeholder dialogue, scenario planning and the participatory identification of the critical bottlenecks and leverage points in the rice system. Most importantly, it should distinguish between what is urgent and what is important, and between interventions that merely alleviate symptoms and those capable of changing the underlying behaviour of the system itself.
We need an implementation roadmap, not another report
There is, however, one important caveat. Sri Lanka has no shortage of reports, recommendations and policy documents. What we often lack is sustained implementation. Any national initiative on the rice conundrum must therefore end not with another set of broad recommendations but with a prioritised national action roadmap. It should identify short-, medium- and long-term actions, assign institutional responsibilities, establish timelines and define measurable indicators of progress. The ultimate objective should be to move Sri Lanka from reactive crisis management to proactive systems governance.
A national opportunity
The rice conundrum may, in fact, provide Sri Lanka with an opportunity that extends well beyond rice to deal with other important crops. If we can demonstrate that a complex national problem can be addressed by bringing together science, policy, stakeholder knowledge, real-time information and systems thinking, the approach could become a model for addressing other persistent challenges, from climate resilience and water security to energy, food systems and disaster risk.
The choice before us is therefore quite stark. We can continue responding to each rice crisis as it emerges, adjusting prices, arranging imports, appealing to millers, reassuring consumers and supporting farmers, only to repeat the cycle later. Or we can step back and ask a more fundamental question:
What is it about the way our rice system is structured and governed that continually produces these crises?
That is the question that needs to be answered. Sri Lanka has the scientific expertise, institutional capacity and stakeholder knowledge required to do so. What is needed now is the willingness to bring these fragmented sources of knowledge together and examine the rice sector as one interconnected system.
Our ancient civilisation understood the importance of interconnectedness: land, water, agriculture and society were organised as parts of a larger whole. Perhaps, in confronting the modern rice conundrum, we need to rediscover that systems wisdom, this time supported by modern science, technology, real-time data and transdisciplinary thinking. The time has come to stop merely managing the rice crisis. It is time to fix the system that keeps producing it.
It is against this backdrop that the Sri Lanka Association for the Advancement of Science (SLAAS) proposes to convene shortly a “National Policy Dialogue and Action Forum on the Rice Conundrum in Sri Lanka”, bringing together the key stakeholders across the rice system. The Forum is intended to provide a platform for moving beyond piecemeal and reactive interventions towards a coordinated, evidence-based and transdisciplinary systems approach, one capable of generating lasting and pragmatic solutions to what has become an “island-shaking national issue”.
Features
This curse of partisan politics in Sri Lanka
78 Years of Demagoguery, Not Democracy
by Brigadier Ranjan de Silva
rpcdesilva@gmail.com
On the 4th of February every year, we raise the lion flag and speak of democracy. We speak of 78 years of “self-rule.” But honesty demands we ask: what kind of rule have we actually had? It was not democracy. Democracy is government for the common good, constrained by law, informed by reason, and accountable to truth.
What Sri Lanka has had for 78 years is demagoguery — government by manipulation, by party, and by passion.
Defining the Curse:
The dictionary defines demagoguery as “political activity that seeks support by appealing to the desires and prejudices of ordinary people rather than by rational argument.” Its tools are simple: divide the people, promise the impossible, demonize the opponent, and govern for the next election, not the next generation. That is the political culture we inherited in 1948 and perfected since.
78 Years of Evidence:
The record is not ambiguous. Policy by Pendulum – 1948–2024. Instead of a national development plan, we got a partisan wrecking ball. 1956: The “Sinhala Only Act” was passed not after linguistic study, but as an election mobilization tool. 1970-77: The SLFP nationalized private enterprise and imposed import controls. 1977: The UNP reversed course with an open economy overnight. 2005-2014: Mega infrastructure was built on Chinese loans with no feasibility transparency. 2015-2019: Those same projects were called “white elephants” and stalled. 2020-2021: The organic fertilizer ban was announced as a populist “green” policy, reversed 6 months later after it collapsed agriculture and food prices. The Colombo Port City, Hambantota Port, and the Central Expressway all followed the same pattern: started, stopped, rebranded. The country pays twice. The party takes credit once. Economics as Election Candy. Demagoguery is expensive. 1960s: Subsidized rice to win rural votes, leading to the 1971 food crisis.
2005-2014:
Fuel subsidies and public sector hiring sprees that doubled the wage bill. 2019:
Unfunded tax cuts that removed Rs. 500 billion in annual revenue with no offset. By April 2022, external debt hit $51 Billion and we defaulted for the first time. The party that cut taxes was not in power to manage the IMF program. The party that inherited it was blamed for the austerity. This is the cycle. Institutions captured. A democracy needs referees. We turned them into party cadres. The 17th Amendment 2001 created independent commissions. The 18th Amendment 2010 abolished them. The 19th 2015 restored them. The 20th 2020 gutted them again. Police transfers, university vice-chancellors, and state bank chairmen have all been decided by party headquarters, not merit.
When the institution serves the party, the citizen gets leftovers.
Identity over Ideas: From 1956 to 1983 to 2009 to 2022, our elections have been won on fear, not spreadsheets. “They will erase your language.” “They will sell the country.” “Only we can protect Buddhism/the minorities/the nation.”
Rational debate on debt, productivity, or climate adaptation never wins a rally. Prejudice does. That is demagoguery by definition.
Party Interest subverted the National Interest. The core damage of 78 years of partisan politics is this: the nation became secondary to the party. Need power sector reform? Impossible, because our unions will strike. Need to cut 300,000 ghost employees? Impossible, because our voters will defect. Need a 20-year education and export plan? Impossible, because it won’t show results before the next election. So, we borrowed. We patched. We lied. The result: a railway system that still runs on 1950s engines, hospitals without paracetamol in 2022, and a brain drain of 300,000+ skilled workers since the crisis. The parties rotated. The country declined.
The Opposition’s Original Sin and here, all parties share guilt equally. In opposition, the job is not to govern. It is to destroy. The UNP in the 60s called the SLFP “communist.” The SLFP in the 70s called the UNP “imperialist.” The JVP called both “traitors.” The SJB, SLPP, and NPP today use the same script with new logos. Every tax is “anti-people.” Every reform is “a sell-out.” Every crisis is proof the other side is evil and must be removed at any cost. Then they win. And implement 80% of what they opposed. Because demagoguery has no principles, only positions. 78 years of unmerciful, bad-faith criticism has not produced accountability. It has produced cynicism. The public now believes all politicians are the same — because for 78 years, they have behaved the same.
Breaking the Curse:
Changing the party in power will not end this. We must change the incentives that reward demagoguery. Three reforms are non-negotiable: Bind future Parliaments to national policy. Pass 10-year frameworks for energy, education, and public debt with 2/3 majority protection. Infrastructure and fiscal rules should outlast one government, as they do in Chile and New Zealand. Depoliticize the state. Independent commissions for police, elections, public service, and bribery must have constitutional budgets and appointment panels that exclude MPs. No more 18th/20th Amendment style rollbacks. Demand better from voters We must stop rewarding the best slogan and start demanding the best spreadsheet. Town halls over rallies. Costings over promises. A 5-year plan over a 5-minute speech.
In 1948, we did not inherit democracy. We inherited an election. For 78 years we have used that election to choose our favourite demagogue. The prize has been debt, division, and decay. The curse of partisan politics will only end when citizens and leaders agree on one principle: Party second. Country first. Until then, February 4th will remain a ceremony, not a celebration.
Features
Developing markets for fruits, vegetables and flowers in the Gulf
Export diversification – Missing the wood for the trees – Part II
by Gomi Senadhira
Sri Lanka established its diplomatic presence in the Gulf region only in the early 1980s. First, a small embassy was opened in Abu Dhabi, covering the UAE. Then in 1982, embassies were opened in Jeddah and Kuwait. The embassy in Jeddah covered Saudi Arabia while Kuwait was responsible for Kuwait, Oman, Qatar and Bahrain. Commercial Diplomats were also assigned to these two embassies. A senior private sector executive, with experience in marketing, was posted to Jedda as the commercial counsellor. I was posted to Kuwait as a second secretary (Commercial). Our instructions were very clear. Focus not only on traditional exports. Product diversification was a priority.
Developing Markets for Agricultural Products
At that time, Minister Lalith Athulathmudali had just launched his Export Production Villages (EPV) programme. He believed that the EPVs working closely with the exporters would provide an ideal opportunity for rural households to directly benefit from the government’s new open trade policy. Agricultural products, particularly fruits and vegetables, were a key component of this approach and the ministry thought that the Gulf countries, with large Sri Lankan communities, would have a ready-made market for these items. Thus, from day one we were compelled to explore the market for nontraditional exports; fruits and vegetables (F&Vs) were on the top of our priority list.
From cane baskets to cardboard boxes
Fortunately, the market for the F&Vs products in the region was at a very early stage of development. That provided an opportunity for Sri Lankan exporters, who were also inexperienced, to work with the importers and grow together. For example, in Kuwait, one of our first customers for F&Vs was a small supermarket where the manager was a Sri Lankan. After the first shipment arrived, he invited me to inspect the shipment. I visited the supermarket and was shocked by what I saw. While produce from other countries was packed nicely in cardboard boxes, our packaging mirrored transport to Manning market, cane baskets! As a result, fresh produce had suffered significant damage. A long report, with photographs, to the trade ministry produced an immediate response. After all, this was a pet project of the Minister. Within weeks, shipments were packed in cardboard boxes. Immediately afterwards, an expert on packaging from the Commonwealth Secretariat was sent to Kuwait with an official from the EDB to study the problem.
By then, we had also managed to develop a friendship with the management of the Salmiya supermarket, a large upmarket supermarket patronised by wealthy Kuwaitis and expats. It was a cooperative and the chairman was a Kuwaiti public servant. I could only meet him after 6 PM when his large office functioned as a diwaniya, a cherished cultural space in Kuwaiti society. Guests moved in and out the room. I had to spend time with them sipping many cups of tea. Though that meant at least two hours on each visit, it helped greatly to develop a close relationship. The general manager was an efficient and friendly Palestinian. After many visits we had succeeded in getting an order for F&Vs. The day after the first shipment arrived, I got an urgent call from the GM to come and inspect it. Once again, I was in for a surprise. Inside the cold room, the consignments from other countries were stacked neatly on top of each other, while vegetable boxes from Sri Lanka had collapsed once placed on top of each other, crushing the produce within.
Fortunately, our packaging experts arrived in Kuwait soon after this incident. They spent two days in the Salmiya Supermarket, studying the packaging from other origins. We were also successful in assuring the GM our packaging would improve. After that, packaging improved and exports moved smoothly. With that, Sri Lanka emerged as a small but reliable supplier to the mainstream market, not just the ethnic segment of the market.
Export of Fresh Vegetables by Sea
Towards the end of my tour, a Sri Lankan businessman requested me to find a buyer for cabbages, which he was prepared to export in large quantities by sea. I introduced him to the largest fruit and vegetable importer in Kuwait. Their regular suppliers of similar vegetables were Jordan, Lebanon and Syria. Luckily, the company was keen to diversify the supply sources. A few weeks later, the first container load of cabbages from Sri Lanka arrived in Kuwait. Immediately after the arrival of the container, I visited the company. They were pleased with the quality and the price and were looking forward to importing more fruits and vegetables. Unfortunately, that turned out to be a one-off event. Later on, when I was back in Sri Lanka, the exporter informed me that he couldn’t continue with it due to the problems with the local supply chains.
Floriculture
During the period I was asked by the EDB to explore the market for floricultural products, more particularly for cut flowers. At that time Kuwait was a relatively large importer of cut flowers and live plants. The main suppliers were the Netherlands and Colombia. Importers were also reluctant to move out of the established supply chain, particularly due to “snob value” associated with the product from Europe. However, after some difficulties, one importer agreed to place a pre-paid trial order. After the arrival of that shipment, he was impressed by the quality of the product and the orders expanded rapidly. As a result, by the end of 1985 Kuwait had become a major buyer of Sri Lanka’s floricultural products.
From village to global markets
As a result of the proactive promotional work undertaken by the EDB and the embassies in the region, by 1985, Sri Lanka had managed to acquire a small but significant share of the F&V and floriculture markets in the GCC countries. We had also identified domestic supply chain issues that hindered exports. All that was done, long before Southeast Asian or African countries even entered into that market. In fact, my Southeast Asian colleagues used to contact me often to reserve “durian” for them at the “Sri Lankan supermarket”.
Most importantly, a substantially large share of produce from Sri Lanka in Kuwaiti supermarkets originated in the EPVs. Of course, that didn’t just happen. The ministry (or the minister) using the carrot and stick approach “encouraged” exporters to buy the produce directly from the newly established EPVs. (The writer can be reached at senadhiragomi@gmail.com)
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Editorial6 days agoGovt. trying to dupe UN Rapporteur?
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Features5 days agoProf. Savitri Goonesekere: What has she done?
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Features5 days agoWorld Trade Politics: Canada rebuffs Trump’s tariff blackmail
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News1 day agoDenied of promotion to SC despite vacancies, justice Gurusinghe retires
