PUM Netherlands Senior Experts

The Sunday Leader - 27/04/2014

• The dutch contribution to social market economy in Sri Lanka

The PUM Netherlands Senior Experts (formerly known as NMCP) has completed over 400 projects assisting industries and service organizations in Sri Lanka.  PUM commenced its activities in Sri Lanka in 1990. We are proud to be serving the local industry for over 24 years providing them with much needed new technology.

The entrepreneur/company receives the much needed modern technology and knowhow the PUM expert gained throughout his career during over 30 years of service at a senior level. Our experts are happy to share their knowledge and experience. They give practical advice on how local businesses can make their ideas work to realize their vision. Our target group is small and medium-scale enterprises (SME) with a work force of around 100 employees.  SME’s generate employment opportunities contributing to the social market economy of a country and also provide support services to big industries. Therefore, SME’s are an invaluable asset to any country since they help larger enterprises to achieve their production and export targets. However, SME’s cannot afford to hire foreign experts. This is where PUM Senior Experts fills the gap. This enables SME’s to keep up with similar industries operating in other countries and contribute to the industrial development in the country they operate in.

PUM covers 75 sectors of industry and servicesand is active in 70 countries worldwide. These sectors include Agriculture, Arable farming, Horticulture, Dairy farming and processing of Dairy products, Fisheries, Bee Keeping, Metal, Rubber, Leather, Textile and Wood industry, Food and Beverage, Electronics and Chemical industry and also Information Technology, Health care, Transport& logistics, Tourism, hotels and catering, Publishing & Printing, Training & Education, Energy, Water & Environment. When the PUM expert finds that foreign exposure and links with Dutch industry would be beneficial to the local industry we organize training visits and business link visits to the Netherlands for one or two key persons from the local industry. Over 100 local entrepreneurs have visited the Netherlands during the past yearsunder this program.

A request made by a company serves as the basis for the placement of PUM experts. Working together with the PUM local representative in the country the company submits a request for assistance. At the PUM head office in The Hague, The Netherlands the country coordinator and sector coordinator matches an expert with the required background, knowledge and experience. Then the CV (curriculum vitae) of the proposed expert is sent to the company through the local representative. If the company agrees with it then we proceed with the international travel arrangements. All travel expenses are paid by PUM.

The requesting company’s obligation is to pick up the expert from the airport on his arrival and provide him with decent accommodation and food during his stay. They also have to provide him with local transport necessary for work and make sure that he is dropped at the airport for his return flight to the Netherlands. In many cases we have noticed that the expert ends up becoming a close friend of the entrepreneur. Generally the experts keep in touch with the company after their return to the Netherlands and continue their advice by e-mail. If required we offer follow up visits by experts to the same company.PUM works closely with the Netherlands Embassy, the Sri Lanka Export Development Board, Industrial Development Board and Chambers of Commerce in the country. The contact details of the local representatives in Sri Lanka are given in the advertisement published in this supplement. Please visit our website www.pum.nl/home-ENfor more information.

Design development programme for Handloom Industry

Daily News - 21/04/2014
By K.A. Aleem

The Sri Lanka Export Development Board is making arrangements to organize a Design Development Programme for the Handloom Industry of Sri Lanka, obtaining the service of an International Design Expert

The objective is to enhance the design capabilities of a selected group of handloom manufactures and for exporters to upgrade their design capabilities and develop their products targeting the International Market. The programme is scheduled to be held during June 30 to July 17, 2014 at the SLEDB Auditorium.

Jennifer Shellard, Visiting Lecture Department of Voven Textiles University of Creative Art London will be the resource person. The service of the International design expert will be obtained for Individual Consultation with each participating company to improve design capabilities and to provide technical advice on product adoption and conduct a one day workshop on design development international market trends and requirements.

Sri Lanka to double income from ornamental fish exports by 2016

Colombo Page - 10/04/2014

Sri Lanka has earned over Rs 1.2 billion last year from exporting ornamental fish and measures will be taken to double this income by 2016, the Fisheries and Aquatic Resources Development Ministry says.

Sri Lanka's ornamental fish production had produced over 46,000 metric tons in 2009 and this amount has increased to nearly 70,000 metric tons last year, placing Sri Lanka in the third place in exporting ornamental fishes, according to the Ministry.

Sri Lanka earned an income of Rs. 750 million in 2005 from the ornamental fish industry and this income has increased to Rs. 1.212 billion last year.

The Ministry expects to earn Rs. 2 billion from the industry in the next two years.

Exporters praise cinnamon licensing, see good times ahead

EDB launches Lanka’s first official Ceylon Cinnamon exporters’ batch
Daily FT - 09/04/2014
Pix by Lasantha Kumara

Just a day after unveiling cinnamon logo licenses, Sri Lanka’s exporters heaped praise on the Government and the Export Development Board for the latest national initiative towards their sector on 8 April. “We are proud to have won this Pure Ceylon Cinnamon logo. To the global markets, this symbol shows where true cinnamon originates from. The EDB has really come out with it!” said an upbeat Priyadarshani Halpe, General Manager, G.P. de Silva & Sons International Ltd.

Halpe, one among many exporters who expressed similar sentiments, was speaking about the ‘Inaugural issuance of Pure Ceylon Cinnamon brand licenses to Lankan exporters’ event held at EDB Auditorium, Colombo on 7 April.

During the event, Sri Lanka’s first batch of exporters successfully gained their licences to officially flavour the world with Sri Lanka’s second global brand. It is another important industry support initiative in the tradition of Export Development Board for Lankan exporters. Nine Sri Lankan cinnamon export firms qualifying to export cinnamon using the ‘Pure Ceylon Cinnamon’ brand license with logo were awarded such license certificates by Minister of Industry and Commerce Rishad Bathiudeen at the event.

The qualifying exporters in this first batch being A Baur & Co Ltd., Casa Canela Ltd., Dtriangle Ltd., Food & Nature Ltd., G.P. De Silva & Sons International Ltd, Intercom Ltd., International Commodity Traders Ltd., Mohksha Ltd., and Rathna Producers Cinnamon Exports Ltd.
At the event, Minister Bathiudeen announced that the Government is aiming at $ 1 billion spice and cinnamon exports by 2020.

“Annually, Sri Lanka produces more than 15,000 metric tons of true cinnamon. We are pleased to note of the continuous increase in our cinnamon exports by 150 committed Lankan exporters. In 2013, our cinnamon exports stood at $ 132 million increasing from $ 130 million in 2012. The 2013 value is in fact a 78% increase from 2009 export value that stood $ 74 million. For the fifth year, Mexico became the topmost buyer of Ceylon Cinnamon, with $ 61 million of orders in 2013. The United States, Peru, and Colombia were the other top cinnamon buyers. I am pleased to note that among them, Peru’s Ceylon Cinnamon orders increased by a strong 32% in 2013. In the same year, cinnamon orders from Bolivia increased by 28%. Today, nine Sri Lankan cinnamon export firms are empowered by this initiative. Together, these nine firms claim more than 25% of our annual cinnamon export values. I am pleased to observe that to select these firms, the EDB has followed a stringent evaluation process,” Minister Bathiudeen said.

“We at G.P. De Silva applied for the licence to be used in our value added cinnamon exports. Increasingly, global markets are looking for such certifications. For example, we cannot send cinnamon to Germany without this, specially the cinnamon bails. The Pure Ceylon Cinnamon logo display is also very useful when it comes to selling cinnamon gift packs etc to tourists in Sri Lanka. To the international buyer, this Pure Ceylon Cinnamon logo display is what differentiates true cinnamon from cassia. Therefore it’s very important for the exporter,” added G.P. De Silva & Sons International Ltd. General Manager Halpe.

G.P. De Silva & Sons International Ltd. is the topmost cinnamon exporter of Sri Lanka, so far winning 11 national export awards and staking more than 25% of annual cinnamon exports from Sri Lanka.
Another winner, who wished to remain anonymous, said: “At last, we have what we need to show the global marketplace. This is good for our future exports.”

With first official Ceylon Cinnamon batch active, Lanka positions for $ 1b spice exports

Daily Finance Times - 08/04/2014

As Sri Lanka’s first batch of exporters successfully captured their licences to officially flavour the world with Sri Lanka’s second global brand yesterday, the country recommitted to $ 1 billion in spice and cinnamon exports by 2020.

“Today, nine Sri Lankan cinnamon export firms are empowered by this initiative. Together, these nine firms claim more than 25% of our annual cinnamon export values. We are aiming at $ 1 billion in spice and cinnamon exports by 2020,” said Minister of Industry and Commerce Rishad Bathiudeen yesterday, addressing the ‘Inaugural issuance of Pure Ceylon Cinnamon brand licenses to Lankan exporters event’ at the EDB Auditorium.
In yet another important industry support initiative in the tradition of Export Development Board for Lankan exporters, for the first time, nine Sri Lankan cinnamon export firms qualifying to export cinnamon using ‘Pure Ceylon Cinnamon brand license’ were awarded license certificates by Bathiudeen at the event.
The qualifying exporters in the first batch were A Baur & Co Ltd., Casa Canela Ltd., Dtriangle Ltd, Food & Nature Ltd., G.P. De Silva & Sons International Ltd., Intercom Ltd., International Commodity Traders Ltd., Mohksha Ltd. and Rathna Producers Cinnamon Exports Ltd.


“Today, I congratulate the first batch of qualifying exporters,” said Bathiudeen. “This effort focuses on Sri Lanka’s second global brand, Pure Ceylon Cinnamon. Today’s initiative aims at developing this foreign exchange earner to become a strong contributor to our rising export earnings thanks to the committed vision of President Mahinda Rajapaksa. In fact, our export earnings in 2013 have increased by 6.3% year-on-year to a strong $ 10.3 billion, compared to $ 9.7 billion earned in 2012.  We are also aiming at $ 1 billion spices and cinnamon exports by 2020. Annually, Sri Lanka produces more than 15,000 metric-tons of true cinnamon.  We are pleased to note of the continuous increase in our cinnamon exports by 150 committed Lankan exporters.

“In 2013, our cinnamon exports stood at $ 132 million increasing from $ 130 million in 2012. The 2013 value is in fact a 78% increase from 2009 export value that stood $ 74 million. For the fifth year, Mexico became the topmost buyer of Ceylon Cinnamon, with $ 61 million of orders in 2013. United States, Peru, and Colombia were our other top cinnamon buyers. I am pleased to note that among them, Peru’s Ceylon Cinnamon orders increased by a strong 32% in 2013. In the same year, cinnamon orders from Bolivia increased by 28%. Today, nine Sri Lankan cinnamon export firms are empowered by this initiative. Together, these nine firms claim more than 25% of our annual cinnamon export values. I am pleased to observe that to select these firms the EDB has followed a stringent evaluation process. I am given to understand that the EDB has carefully proceeded through more than 25 steps to select today’s qualifying exporters. Today’s presentations from EDB will give you more info. These successful cinnamon exporters would find today’s licenses enabling them a comparative advantage in the demanding global marketplace. This licensing also highlights the main aspects of Ceylon Cinnamon and differentiates Cinnamon from the cheap substitute Cassia. We believe that this logo, which carries internationally accepted quality assurance, is the best marketing technique to promote cinnamon in our target global markets.”

“When it comes to maintaining high quality of our cinnamon, it is not negotiable,” said EDB Chairman and CEO Bandula Egodage, making a presentation on the cinnamon industry in Sri Lanka. “Cinnamon volumes contribute to 1.15% of our total exports. Sri Lanka exported $ 132 million of cinnamon in 2013 while the world demand stood at $ 301 million. This shows the demand levels for cinnamon. One of the main functions of Pure Ceylon Cinnamon logo is being the differentiation of it from the cheap substitute Cassia through our unique characteristics. The Cabinet has entrusted the EDB to hold ownership of ‘Ceylon Cinnamon,’ ‘Sri Lankan Cinnamon’ and ‘Sri Lankan Kurundu’. The EDB has established 20 GMP certified Cinnamon Processing Centres in Galle and Matara Districts as well as a Cinnamon Training Academy to assist the industry to overcome labour constraints.”

Bilateral trade with Germany hinges on three basics – quality, consistency and volumes

The Island - 05/04/2014
By Steve A. Morrell

From left: Bandula Dissanayake, Secretary, NCCSL, Tilak Godamune, Senior Deputy President, NCCSL, Dr. Jurgen Morhard, Sujeewa Samaraweera, Deputy President NCCSL, Bandula Egodage, Chairman, Export Development Board and Gerhard Truemper, First Secretary, Embassy of Germany. (Pic by Saman Ranaweera)

German Ambassador Dr. Jurgen Morhard said that bilateral trade with Germany could be expanded. Although trade with Sri Lanka could be pursued to reach higher levels, it is imperative that exports should be of high quality.

Germany, he said was constantly looking for quality with their trade partners and goods and services that form bi-lateral trade segments would have to achieve such production levels.

He was addressing last week’s conference convened by the National Chamber of Commerce of Sri Lanka (NCCSL) to promote bi-lateral trade with Germany.

Chairman and Chief Executive, Export Development Board, Bandula Egodage said Germany was one of Sri Lanka’s main trade partners, but he conceded that the bilateral segment of such trade was currently that Germany was assisting Sri Lanka in training and improving technological support.

Bi lateral trade with Sri Lanka was not a recent phenomenon but an ongoing circumstance that did see improvement, he noted. "Value addition was also crucial for trade participation".

Ambassador Morhard urged that market trends prevailing in Germany be understood by Sri Lankan entrepreneurs; and that goods and services exported to German capitals should have the stamp of quality. He said quality and adherence to consistency was of crucial importance for prospective trade with Germany.

Germany was importing tea from Sri Lanka, but not in accordance with higher volumes. Additionally, health properties of drinking tea were now accented to improve consumption.

A journalist suggested that it was time the German people stopped drinking beer, and concentrated on tea. The room erupted with laughter.

Expansion of trade to include greater volumes of tea imports would meet with what the Ambassador said was important — notably volumes quality and consistency of supply.

On a remark that of all products exported in volume to other countries, Ceylon Tea already a worldwide brand of prestige was outstanding and would fit basic German demands, Dr. Morhard agreed that Ceylon Tea was consistently good, but the German habit of drinking coffee was quite strong.

He urged that the marketing aspect of the tea industry be intensified and then Germany would drink more tea.

Germany was more a coffee drinking country, and tea consumption was considered an old fashioned drink, particularly enjoyed by older people who have the time to imbibe in tea drinking.

He said expansion was envisaged, but promotion of Ceylon Tea was lagging behind. Although the UK was the main tea market, Germany also imported rubber based products and garments.

The garments trade had picked up because of improved production standards. This was confirmed by a German trader who was present. Siddalepha had also found markets in Germany and their sales had progressed. But, there was no confirmation that supplies had expanded.

The Ambassador also said that tourism was supported quite intensely and indicators were that further influx of visitors from Germany would be improved over the next few years.

EDB initiates first Internet of Things session

Daily News - 04/04/2014

As the consumer end of digital convergence in the country continued to develop, Sri Lanka has officially begun assessing the promise of the "next big thing" in digital frontier-and Sri Lanka's first Advanced Electronics Design Centre is now on the cards. "This is the first ever initiative for Sri Lanka's ICT sector on the emerging "Internet of Things". There is no doubt that this advanced and novel concept will be useful for everyone" said Sujatha Weerakoone Director General-EDB recently. Weerakoone was addressing the first ever IoT session held in Sri Lanka, organized by the Sri Lanka Export Development Board (EDB) .

Global IoT market value and and stake is estimated to surpass $ $14 trillion (CISCO Corp estimates, 2013) in the next decade and Sri Lanka's ICT services, software exports and BPO/KPO sectors are well poised to cater to this highly promising sector, considered as the 'next big thing.'

Currently, two firms, WSO2 and Zone24X7, both headquartered in US but have operations in Sri Lanka, have become the prime movers of IoT related processing here. Zone24X7, a third party end to end design house, is California headquartered, and has advanced product engineering and R&D facilities in Sri Lanka.