CBL brands record groundbreaking revenue in exports

Ceylon Biscuits Limited (CBL), the leading confectionery manufacturer of Sri Lanka touched 45 countries with their exports while recording the highest ever revenue in its history.  The stability and the consistency of the export operation is further strengthened by the fact that growing by 15% during the global recession of 2008-10 era where some companies were forced out of business.

CBL is confidant of a growth exceeding 20% in exports during the 2010-11 financial year establishing itself as a strong player in the country’s export arena. The expertise CBL has shown in strengthening its activities in the global market place with non-conventional exports has helped in building Sri Lanka’s reputation as a non-traditional exporter.

With a history dating back to 1982, CBL had only a few limited export markets until the year 2000. However, the up scaling of the export sector of CBL began with the dawn of the new millennium and has achieved and maintained a steady upward mobility since then.

An operation which had only Maldives, Canada, Australia and USA as its export markets during the late ‘90, CBL has now spread its wings  across all continents encapsulating both conventional markets and non-conventional markets for confectionery exports. Countries such as Ghana, Gambia, Sierra Leone, Liberia, Tahiti, Fiji are emerging as the high potential regions while New Zealand, UK, France, Switzerland, Norway and Singapore have a steady following in terms of both value and volume. East European countries are the latest addition to the portfolio and while the company authorities claim that West African nations have shown the fastest and highest growth during the period in consideration. The consolidation of conventional markets and gaining entry into emerging markets saw a growth over 200% for the export operation of CBL during the 2000-2010 decade.  

The export product portfolio is lead by Munchee biscuits recording the highest volume and income. In addition Ritzbury chocolates & Tiara cakes have secured exports to 15 countries while Samaposha / Lanka Soy brands have strengthened their positions in ethnic markets (among Sri Lankans expatiates) such as UK, Australia, middle-east and Canada.    

Jude Rubera, General Manager - Exports claims both product development and market development strategies have helped CBL to achieve its present status. “We have continuously kept abreast with the happenings in global confectionery industry and has taken part in international food exhibitions such as SIAL, ANUGA & GULFOOD, which paved the route to new markets. In addition the innovative products such as Munchee Milk Short Cake, Ginger Biscuits, Hawaiian Cookies, Tiara Cakes, natural foods such as Cecil fruit juices and indigenous products such as Kitul/ bees honey and juggery have helped us grow more vibrant markets.” Rubera added.

In addition to being an off-the-shelf supplier to most top end supermarkets in the above mentioned countries, CBL is also the supplier to some international air lines and restaurant-cafeteria chains.

A Company that is known for stringent quality management, CBL has acquired all relevant international food safety certifications for its products. Further CBL claims that it is maintaining a universal standard in quality, taste, texture, etc. across all borders, ensuring the products that are sold, be it in Colombo, Gambia or Washington deliver the same satisfaction to its customers.  Contemplating on the challenges they are, straddled with Rubera added that manufacturers from countries such as China & India copying CBL brand imagery and manufacturing counterfeit biscuits is the biggest issues.   “The ever increasing cost of raw material, inadequate regulatory assistance and fluctuating freight charges come across as some of the other hurdles we have to encounter during our operations,” Rubera added.