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Demand for national digital marketing standards for agricultural exports of SL

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by Lalin I De Silva

Sri Lanka’s agricultural exports, particularly tea and spices, have long been celebrated for their quality and uniqueness. However, to truly capitalise on these attributes and secure premium prices in health-conscious global markets, there is an urgent need to develop National Digital Marketing Standards. By conforming to ISO 9000, these standards will not only enhance the quality and consistency of our agricultural products but also ensure their marketability in discerning international markets.

The main differences between the national product standards and the national digital marketing standards developed by the Sri Lanka Standards Institute (SLSI) lie in their focus and objectives:

National Product Standards:

Focus: These standards emphasise the quality, safety, and specifications of the products themselves.

Objectives: They ensure that agricultural products meet defined criteria for purity, composition, and safety, thereby safeguarding consumer health and ensuring product consistency.

Scope: Includes parameters like physical and chemical properties, permissible limits for contaminants, and methods of testing and sampling.

National Digital Marketing Standards:

Focus: These standards concentrate on the marketing and presentation aspects of agricultural exports.

Objectives: They aim to enhance the marketability of products by standardising aspects like packaging, labeling, branding, and digital marketing practices to meet international market requirements.

Scope: Encompasses guidelines for digital marketing, traceability, customer engagement, and compliance with international trade norms, ensuring products are appealing and competitive in global markets.

Together, these standards ensure high-quality products and effective marketing strategies to boost Sri Lanka’s agricultural exports.

The Sri Lanka Standards Institute (SLSI) has focused on developing product standards, ensuring quality and safety, but lacks comprehensive national marketing standards for agricultural exports. This oversight has likely resulted in significant economic losses.

To calculate this economic loss, one can follow these steps:

Identify Key Exports: Focus on major agricultural products like tea and spices.

Market Analysis: Compare the prices and market shares of Sri Lankan products with those from countries having robust marketing standards.

Export Data Collection: Gather historical data on export volumes and values.

Benchmarking: Analyse the market performance of products from countries with established marketing standards (e.g., EU, USA, Japan).

Estimate Price Premium: Determine the potential price premium if Sri Lankan products met international marketing standards.

Calculate Potential Revenue: Multiply the price premium by export volumes.

Assess Market Share Impact: Estimate the revenue from potential market share increases.

Total Economic Loss: Sum the lost revenue from price premiums and market share increases.

For example, if Sri Lanka exported 100,000 metric tons of made tea annually over 10 years at $5,000 per metric ton, but could have sold at $6,000 per metric ton, the lost revenue would be $1 billion. If enhanced digital marketing standards increased market share by 5%, adding $300 million, the total economic loss would be $1.3 billion. Implementing marketing standards could therefore significantly boost Sri Lanka’s agricultural export revenue.

Introducing tea as a Herbal Medicinal Beverage to health-conscious markets presents a unique opportunity for Sri Lanka. Establishing a digital marketing standard, such as CCT (Ceylon Certified Tea), will create a strong brand image. National standards are crucial to ensure quality and build customer confidence. For tea, innovative labeling can highlight immunity-boosting compounds, with QR codes providing detailed product information. Supported by blockchain for traceability, this approach offers a competitive edge.

By emphasising high nutrient densities, similar standards can be applied to other agricultural products like spices. This benefits both producers and consumers, ensuring premium quality and transparency. Implementing such marketing standards can elevate Sri Lanka’s agricultural exports, enabling them to secure premium prices in global markets.

The Need for National Digital Marketing Standards

The global agricultural market is becoming increasingly competitive, with consumers demanding transparency, quality, and sustainability. Sri Lanka’s agricultural exports, though renowned for their quality, often face challenges in meeting the stringent marketing requirements of developed countries. To bridge this gap, the Sri Lanka Standards Institute (SLSI) must develop comprehensive marketing standards that cover all aspects of the export process, from production to packaging and branding.

Hand-made tea and spices, along with other agricultural products, have the potential to earn a premium price if they meet international marketing standards. This is particularly important as consumers in developed markets are willing to pay more for products that guarantee quality, safety, and sustainability. National Digital Marketing Standards will help in achieving this by ensuring that our products consistently meet the expectations of these markets.

Learning from Developed Countries

Several developed countries have established comprehensive national marketing standards that can serve as a guideline for Sri Lanka:

European Union:

The EU has stringent marketing standards for agricultural products, focusing on quality, safety, and sustainability. Their standards cover aspects such as organic labeling, geographical indications, and quality schemes.

United States:

The USDA sets marketing standards for various agricultural products, emphasizing quality, grade, and packaging. The USDA Organic certification is particularly notable for its rigorous standards.

Japan:

Japan’s Agricultural Standards (JAS) ensure that agricultural products meet high quality and safety requirements, which are critical for consumer trust.

Conclusion

Developing National Digital Marketing Standards conforming to ISO 9000 will position Sri Lanka’s agricultural exports to earn premium prices in health-conscious global markets. By learning from the marketing standards of developed countries and incorporating best practices, Sri Lanka can enhance the marketability and reputation of its tea, spices, and other agricultural products. The SLSI’s initiative will not only benefit the agricultural sector including its daily paid manual workforce but also contribute significantly to the country’s economic growth at this hour of need.

We have already brought this matter to the attention of the President, the Honorable Minister, the state minister, the Chairman, and the Director General of SLSI, and we anticipate prompt action regardless of any political differences. We take this opportunity to extend our sincere thanks to the Honorable Minister of Plantations and Agriculture, Mr. Janaka Dharmakirthie, the Chairman and Director General of SLTB, the Director and scientists at TRI, Dr Dilhan Fernando the VP Sri Lanka Institute of Marketing and the agriculture value chain consultants from Vivonta Green Tech Consultants Pvt Ltd for their dedicated support in achieving this landmark change, a historic first since 1948

Lalin I De Silva, former Senior Planter, Agricultural Advisor/Consultant, Secretary General of Ceylon Planters Society, Editor of Ceylon Planters Society Bulletin and freelance journalist.



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Opinion

Learning from global models to address flooding and water shortage in Sri Lanka

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by Sudharman Siripala

Sri Lanka is grappling with the increasing threat of climate change, which has led to unpredictable weather patterns. The country faces a dangerous combination of flooding in some regions and water shortages in others, a situation exacerbated by shifting rainfall patterns. Rivers originating in the Central Hills, such as the Mahaweli, Kalu, and Kelani, flow through much of the country, but these water sources are not being distributed evenly. Districts like Monaragala and Hambantota, located in the dry zone, are experiencing severe water shortages. To address this challenge, experts suggest the development of an interconnected river system to harness excess water during floods and redirect it to drier areas, ensuring a year-round water supply for agriculture and daily use.

Global Case Studies in River Management

Several countries facing similar water-related challenges have implemented successful water management systems that Sri Lanka could adapt to its unique circumstances:

The Netherlands – Room for the River Programme

The Netherlands, a country prone to flooding, widened its rivers and relocated dikes to create floodplains. This approach allows rivers to overflow without damaging urban areas, while preserving water flow and natural habitats. Sri Lanka could apply this concept by designating specific riverbank areas for temporary flood storage.

China – South-North Water Transfer Project

China’s massive project channels excess water from the flood-prone Yangtze River to drier northern regions. This system of canals and reservoirs could inspire Sri Lanka to divert water from rivers in the Central Hills to drier areas in the south and east.

Bangladesh – River Interlinking Projects

Bangladesh has implemented river interlinking projects to redistribute water from flood-prone rivers, such as the Brahmaputra, to drier regions. Sri Lanka could link its major rivers like the Mahaweli and Kelani to smaller rivers in water-scarce districts to balance water distribution.

India – National River Linking Project

India’s National River Linking Project connects major rivers to manage both floods and droughts. Sri Lanka could use similar strategies, connecting rivers around the 500-foot contour line in the Central Hills to help distribute water more effectively.

United States – Mississippi River and Tributaries Project

The Mississippi River system combines levees, floodways, and diversion channels to manage flooding. Sri Lanka could adopt similar flood-control measures in vulnerable river basins such as the Kelani and Kalu.

Japan – Underground Reservoirs and Flood Channels

Japan’s G-Cans Project in Tokyo channels excess water into underground reservoirs to prevent urban flooding. A similar underground system could be implemented in Colombo and other flood-prone cities in Sri Lanka.

Singapore – Marina Barrage

Singapore’s Marina Barrage serves as both a flood control measure and a water supply resource. Sri Lanka could develop similar systems to control flooding in urban areas and ensure water availability during dry spells.

Thailand – Chao Phraya River Basin Management

Thailand uses diversion channels in the Chao Phraya River Basin to prevent flooding in Bangkok and direct water to agricultural areas. Sri Lanka could replicate this by creating diversion channels to supply water to its agricultural zones.

Actionable Solutions for Sri Lanka

Develop an Interconnected River System

Establish water diversion channels along the 300-500 meter contour lines of the Central Hills to capture excess rainfall during floods and redirect it to drier areas.

Build Reservoirs and Storage Tanks

Construct reservoirs to store diverted water, ensuring a steady supply for agriculture and domestic use. Sri Lanka has around 14,000 ancient tanks out of 30,000 that could be revitalized for this purpose.

Improve Urban Flood Defenses

Drawing inspiration from Japan and Singapore, build underground reservoirs and flood channels in cities like Colombo to mitigate urban flooding.

Strengthen Watershed Management

Restore natural floodplains and create wetlands to absorb excess rainwater, as seen in the Netherlands, helping to reduce flood risks.

Encourage Public-Private Partnerships

Foster collaboration between the public and private sectors to fund large-scale water management infrastructure, leveraging models from China and the United States.

Leverage Technology

Utilise modern forecasting and real-time water management systems, similar to those in Bangladesh and Thailand, to monitor water levels and manage river flows dynamically.

International Collaboration

Form partnerships with countries that have successfully implemented flood control and water management systems to share expertise and technology.

Sri Lanka’s dual challenges of flooding and water scarcity, compounded by climate change, require immediate action. By developing an interconnected river system and learning from successful global water management models, Sri Lanka can mitigate the effects of floods while ensuring a sustainable water supply for agriculture and daily life. It is crucial for the country to act now, as these solutions have the potential to transform Sri Lanka’s water management system for the better.

Sudharman Siripala Managing Director of Geoinformatics Group and a Registered Licensed Surveyor, specializes in geo-spatial applications. He also serves as a freelance value chain consultant for Vivonta Green Tech Consultants (www.vivonta.lk)

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Opinion

Doctor’s plight

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Some people have found fault with a female doctor for not coming forward to identify her rapist and help make him pay for his crime.

Do they not realise the emotional toll of facing her rapist again?

There should be a way for survivors to testify directly to the judge without enduring such distressing encounters. Making a victim relive her trauma in this manner is akin to subjecting her to the ordeal all over again.

A Ratnayake

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Opinion

Developing attitudes of schoolchildren for development

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Sri Lanka was once at an economically comparable level with some of the world’s most developed countries in the 19th century. However, despite our country’s potential, we are still striving to fully develop. Many people often blame politicians, government officers, or various sectors for the situation. However, I believe the root cause of these issues lies not in any individual or group, but in the lack of good attitudes within our society.

We are investing significant resources into our education system, which is funded by the taxes of hard- working citizens. However, when we examine the outcomes, we realise that the academic achievements of our graduates alone are not enough. There are instances where professionals, despite having the necessary qualifications, fail to uphold ethical standards. In some cases, this even results in malpractice or harmful actions that damage our country’s reputation and progress. This highlights the gap between academic success and real-world responsibilities.

The education system, which is currently focused on competitive exams and rote learning, does not emphasise the development of attitudes and character in students. While our students are academically capable, many lack the qualities required to contribute positively to society. This lack of focus on social values, such as patriotism, selflessness and respect for elders, is holding us back from achieving the level of progress we deserve.

To address these concerns, I wrote to His Excellency, the President of Sri Lanka, on 24th September 2024, proposing education reforms that emphasise not only academic qualifications but also attitudes, ethics, and social responsibility. I suggested a holistic approach to university admissions and government recruitment, incorporating moral integrity, character, and extracurricular involvement, key traits for fostering well- rounded, responsible citizens. More importantly, I strongly recommended introducing a compulsory school subject, with both theory and practical components, focused on attitude development, which would be evaluated in university admissions. Encouraging extracurricular participation alongside academics will help shape ethical and socially responsible individuals.

I am pleased to inform you that the President, recognising the importance of these reforms, has directed the relevant ministries (by a letter dated 24th October 2024) to explore integrating these ideas into the education system. This marks a crucial step in transforming the values and attitudes of our youth for the nation’s benefit.

However, meaningful change requires collective effort. Parents, teachers, students, and citizens all play a role in shaping Sri Lanka’s future. Together, we must instill responsibility, ethics, and patriotism in the next generation. I invite you to share your thoughts and suggestions on further enhancing the values and attitudes of our youth. Your feedback will be invaluable in building a brighter future for Sri Lanka, one driven not just by knowledge, but by integrity and character.

Dr. Mahesh Premarathna

Research Fellow, National Institute of Fundamental Studies, Sri Lanka Email: mahesh.pr@nifs.ac.lk

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