COLOMBO, SRI LANKA [27^th March 2010]:  Sri Lanka – home of Ceylon Tea – is blessed with two distinct weather systems affecting her historic tea country at different times. The resulting Dimbula and Uva Seasonal Teas, though rare, are said to be chief amongst the reasons why Ceylon Tea was always considered to be the finest in the world. They are unique in taste, and embody the sense of place and time – terroir in tea - perfectly. Dilmah’s 2010 Dimbula Seasonal Flush strengthens that centuries old reputation with two outstanding teas, just launched at a very special High Tea at Ceylon Tea Trails.

Sri Lankan tea grower and family tea company Dilmah, set out in 2005 to share the seasonal phenomenon in tea with tea aficionados worldwide. The result was the first time the unique seasonal quality in Ceylon's Uva, and then Dimbula regions, were embodied in teas that were handpicked, handmade and then flavour sealed within hours, right where they were grown. In 2010, dry weather conditions that have disrupted Sri Lankan tea production volumes have been a mixed blessing. Where quantity failed as a result, quality was exceptional – they produced two outstanding Dimbula Seasonal Flush Teas, albeit in tiny quantity – just 100kg each. Dilmah's 2010 Dimbula Seasonal Flush teas were first served at Ceylon Tea Trails' Tientsin Bungalow.

The perfume of perfectly brewed Dimbula Seasonal Flush Tea added to the elegance of Tea Trails' Tientsin Bungalow on Saturday afternoon as a select group of invitees took their seats at a High Tea with a difference.  It was time for the first serving of the 2010 Dimbula Seasonal Flush. Symbolically, the surrounding tea country was blessed with showers of rain that afternoon, confirming the end of the spell of dry, bright weather that conspired briefly with chilly nights to produce the rare and celebrated Dimbula seasonal character.

The 'seasonal character' is the result of a fleeting climatic phenomenon - it is the embodiment of terroir in tea. Dry winds that fan the valleys and slopes of the Dimbula region, supported by chilly nights and bright, dry days with occasional light afternoon showers, cause flavour in the leaves to become concentrated as the tea plant undergoes stress and prepares for drought. That combination, which this year lasted only a few days on two occasions - first around the 20th February and finally just under a month later just after the 16th February -offers the perfect conditioning for tea leaves to produce 'seasonal character'.

Two beautiful examples of that seasonal character were produced this year with a handmade Pekoe from Somerset Estate, picked on 17th March after near drought conditions and cold nights intensified the concentration of flavour in the leaves. For the first time in the history of Dilmah Seasonal Flush, two Dimbula Teas were selected for the accolade. The Somerset Estate Pekoe joined a sensational Great Western Estate Broken Orange Pekoe (B.O.P.) in the two exceptional teas that form the 2010 Dimbula Seasonal Flush. The Great Western B.O.P., was handpicked on 22nd February.

The Teas were launched at Ceylon Tea Trails, where Chef Vajira's culinary excellence beautifully complemented the two teas at an exclusive High Tea at Tientsin Bungalow. The guests who participated in the worldwide exclusive - the first serving of the Dimbula 2010 Seasonal Flush - were offered an insight into the seasonal flush phenomenon by Andrew Taylor, descendant of James Taylor, the pioneer whose commitment gave Ceylon her tea industry.

Dilmah Somerset Estate Pekoe was served with Poached Quail Egg on Poppy Seed Rye Bread and Rocket Pesto, followed by Lychee Vanilla Battenberg, and White Chocolate Cream in Chocolate Pastry with Fresh Strawberries. The Great Western Estate B.O.P., was presented with seared fresh Salmon on multigrain bread with a grainy mustard mayonnaise, followed by Raspberry Layer cake and Passion fruit Cake Tart. Those present were each handed a mini-t caddy containing the two celebrated teas as a souvenir of the occasion.

Dilmah Dimbula 2010 Seasonal Flush will be offered online and at select locations around the world. The Seasonal Teas are limited in availability - the size of the two batches is 1000 caddies (100kg) each. The tin caddies are individually signed by the Tea Taster who approved them. Each is numbered and includes details of the Estate on which they were grown, date of handpicking and tasting notes. They are presented in tin caddies of 100g Seasonal Flush Tea each, wrapped in foil. Protecting the teas from moisture is key to ensuring their freshness, flavour and natural antioxidants, and so, whilst wrapped in a sealed foil pouch, the teas will also be protected by a double lid on the tin caddies, which help during storage of the teas after first use.

Dilmah first offered Seasonal Flush five years ago when, on 2nd September 2005, the first Uva Seasonal Flush Tea was handpicked and handmade on Sarnia Estate and offered to tea aficionados around the world in a signed, limited edition batch of 1,200 caddies. The Seasonal Flush phenomenon is said to be chief amongst the reasons why Ceylon Tea is considered to be so special.

For more information about Dilmah and Dimbula 2010 Seasonal Flush:

1. Please visit http://www.facebook.com/dilmah
2. Or contact Dilmah Tea in your country using the details provided in this release.
3. To contact Dilmah Tea directly please email Dilhan C. Fernando, son of Dilmah Founder Merrill J. Fernando and Marketing Director of Dilmah on DilhanF@dilmahtea.com
4. In addition to Dilmah’s Facebook Page, more information is available about our family tea company at www.dilmahtea.com, www.mjffoundation.org and www.dilmahconservation.org

Dilmah Felicitated by IUCN,

Director General of IUCN, the World Conservation Union, felicitated Dilmah Founder Merrill J. Fernando, at IUCN Headquarters in Gland , Switzerland , for his ‘foresight and leadership … in integrating environmental aspects into business”.  In line with Merrill J. Fernando’s commitment in the 1950s, to making his business a matter of human service, the Dilmah business model includes a strong emphasis on social justice and environmental sustainability. IUCN and Dilmah have co-operated closely since entering into a Memorandum of Understanding in 2003.

 

The Dilmah Conservation initiative in 2007 enhanced a commitment to conservation and is based on close co-operation with IUCN in conserving threatened and endangered species emerging from the Red Listing Process. This includes Dilmah Conservation support for the Amphibian Ark project as a Founding Partner of the IUCN HOPart initiative.

Dilmah was felicitated by IUCN for their unique effort in integrating humanitarian and environmental aspects into their business model.

Founder of Dilmah, Merrill J. Fernando and his son Dilhan C. Fernando, were present at a ceremony at IUCN Headquarters in Gland , Switzerland , on January 28. The event was hosted by the Director General of IUCN, Julia Marton-Lefèvre and attended also by IUCN Deputy Director General, William Jackson, Head of the Business and Biodiversity Programme, Mohammed Rafiq and IUCN’s Country Representative in Sri Lanka , Shiranee Yasaratne.

Felicitating the Dilmah Founder and Settlor of the MJF Charitable Foundation, Julia Marton-Lefèvre, Director General of IUCN commended the MJF Foundation for ‘.. the visible improvement in the lives of communities that depend on natural resources and enhancing community appreciation of the need for conservation of natural resources for future generations through Dilmah initiatives.’

The Dilmah Tea companies are guided by the philosophy that “Business is a matter of Human Service”. That philosophy is crystallised in the Five Pillars of Dilmah, Quality, Authenticity, our Customer, Ethics and Integrity. Based on the concept of a family business operating with family values, the Dilmah business model integrates social justice at its core.

Revenues from the sale of Dilmah Tea in over 90 countries around the world are shared with the underprivileged through the work of the MJF Charitable Foundation. In developing the concept of making Dilmah a business that is also a matter of human service, Dilmah Conservation was established in March 2007.

This is a pioneering effort for the private sector, aimed at integrating environmental sustainability into the core of the Dilmah business model. It supplements the organisation’s commitment to humanitarian objectives. Dilmah Conservation has the aim of fostering environmental sustainability via strategic partnership with organisations like IUCN and Landcare (Australia) on specific projects.

Prison Break - helping reformed prisoners become good citizens

The MJF Foundation’s Small Entrepreneur Programme (SEP) has empowered underprivileged people in the most remote parts of

Sri Lanka. In October 2007 SEP took on a new angle – helping reformed prisoners escape the stigma of their past misdeeds and incarceration. Earlier this week the Foundation’s unique ‘Reform & Integrate’ SEP programme – the first of its kind in Sri Lanka – complete the second stage of several that target 300 entrepreneurs from the prison system alone.

June 2008