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Tea producers told to warm up their global image
COLOMBO (AFP) - Faced with falling prices and competition from coffee growers, global tea producers are being stirred into action to boost their image in order to regain consumers in the cut-throat beverage market. Tea, the world's most consumed drink behind water, is seen as an "old ladies' drink" and is being abandoned by youngsters who pay top dollar for trendy coffees such as mochas and frothy cappuccinos, industry officials say. "Producing countries need to make tea more fashionable, by highlighting its health benefits, put out products like tea-laced biscuits, cakes, (also) perhaps a line of merchandise," said US Tea Association president Joe Simrany. Big producers such as Sri Lanka, Kenya and India have failed to add more value to the brew, leaving tea trailing behind coffee in the 70-billion-dollar global hot drinks market, according to a recent industry meeting here.
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