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Presidential Export Award winner 2005:
A taste for the world market
Anjana Samarasinghe
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Mineka Wickramasinghe
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August 23 was another significant day for Ceylon Biscuits Limited (CBL)
as they were awarded at one of the country’s prestigious award
ceremonies the 14th Presidential Export Awards by President Mahinda
Rajapaksa.
CBL won an award at the Presidential Export Awards for the Food and
Beverages sector under the Non traditional Products and Services
category.
Speaking to Daily News Business Chairman of CBL, Mineka
Wickramasinghe said awards ceremonies such as the Presidential Export
Awards are encouraging and it is important to recognise exporters for
the development of the sector.
However the Presidential Export Awards has not recognised small scale
exporters and it is important to recognise small scale exporters in the
country, he said.
Wickramasinghe who was a tea taster said CBL commenced operations in
1968 by supplying high protein nutritional biscuits for school children
as their mid-day meal.
In the 80’s the company entered into the domestic and export market
in collaboration with Associated Biscuits Ltd. successors to the world
famous Huntley Palmers and Jacobs Brands.
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The world’s best cream cracker Munchee cream cracker. Pictures
by Saliya Rupasinghe |
After a decade of the tie-up when Associated Biscuits International
sold their holding, Ceylon Biscuits became partners with Nabisco.
CBL manufactures biscuits under the brand name of Munchee. Today
their product portfolio has expanded to chocolates, cakes and soya
products.
‘We are exporting our products to nearly 40 countries including
Europe, US, Australia, Middle-East and some African countries’.
The company produces products under their own brand name as well as
for private labels of their existing products and customer specific
products. Currently they are manufacturing for customers in Australia,
Canada and the USA.
A major barrier for the company had when entering the international
market was to compete with products of developed countries. Quality of
the products from a third world country creates a doubt on the buyers
mind being the main reason.
However the company was able to break the barriers by developing high
standards.
Wickramasinghe said maintaining high standards of products is the
secret. ‘We do not provide different quality products for different
markets. CBL maintains same high quality for every market’, he said.
Apart from international standards the company maintains its own
quality standards to deliver quality products for is their buyers.
Quality is assured from raw materials to the end product he said.
Today CBL produces the world’s best cream crackers to the
international market. Munchee cream crackers is highly accepted by
international buyers exceeding other world renowned brands.
The Munchee cream cracker could be used without an accompaniment and
this has made us the world’s best cream cracker supplier to the
international market, he said.
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