CTA

the queen of Sri Lankan spices,

“The bride around whom we danced..”
 Ceylon Cinnamon Value Chain

The “travelling” or “mobile” collector who purchases  Exporters sell through brokers or 
“Small wholesalers” can be found close to the production  Commission agents only 
cinnamon from small holders and sells to larger  commission agents located in the 
locations and “larger wholesalers” are usually operating from  mediate between buyers 
collectors or to local trader/ dealer or “buyers”
the larger towns within districts importing country
and sellers 
“The collectors freely buy Ceylon cinnamon at the farm gate, irrespective of its
quality or grading. Farmers are remunerated based on weight and not based on
grade. Thus they focus onMobile producing
and Large more cinnamon instead of higher grades.
“buyers”, who operate from a small shop in the village and sell cinnamon to the wholesale buyers.
Collectors and exporters tend to pay the price Small andfor
Large the lowest grade in the bundle
and profit from the high‐quality quills within the same bundle once they un‐bail,
grade and package later in their warehouses”
(Master Plan for the Ceylon Cinnamon Value Chain, 2016)
“Buyers”,  operate from a small shop in 
the village and sell cinnamon to the 
wholesale buyers The importer sells the cinnamon to processors who resell to food 
manufacturers, food service companies and manufacturers of lifestyle 
The long supply chain with numerous actors decreases traceability, monitoring and controllability.  
products
Therefore, throughout the industry a climate of mistrust can be observed.
Market Landscape for Broader Strategies
Facilitate decision making process: Decide optimal market access strategy
(critical analysis of production environment, economic environment, unmet
industry needs, burdens; skilled labor scarcity, inconvenience and inefficiencies
of traditional methods, loss of goodwill of customers due to poor quality
exports, cost‐effectiveness of competing products/cassia)
Market mapping: Production system mapping, stakeholder and institutional
mapping, brand mapping, competitor mapping and influencer mapping
Methods to Collect Industry Intelligence
“The significant lack of reliable and consistent data on the cinnamon
sector, poses big challenge...” (Master Plan for the Ceylon Cinnamon Value Chain, 2016)
 Study stakeholder websites 
 Subscribe to stakeholder mailing lists 
 Follow stakeholders on social media 
 Perform internet searches on industry keywords 
 Set‐up Google alerts 
 Use online surveys 
 Purchase competitive products 
 Discussions with sales force/distribution partners 
 Field and factory visits
 Attend trade shows, exhibitions 
 Competitive Market Landscape Analysis 

“MarketParticipant”
“Niche Challenger” – Participant
‐ Participant who
who aims
tries
to to the
satisfy expand
needsthe market market,
of a specific share byin
aggressively
view of the flooding the market
product quality, with
price range
“Market
products
and Leader” ‐ Participant
at competitive
the demographics that isprices withunder
intended the
to
largest market share
his/her brand names
impact
“Contender” in the industry,
‐ Participant who is a and
who can use
traditional its dominance
processor, to affect
with no/less the
product
competitive landscape
diversification and different and from marketa
direction
competitor who takes on every
“Emerging Participant” ‐ Participant who
unexpected challenge
has a blend of characteristics of “Niche
Participants” and “Market Leaders”, but
does not meet the standards to become a
“Niche Participant” or a “Market Leader”
Stakeholder Map
(Upstream) 
Advisory/Extension Finance 

Cinnamon Research Institute
Cinnamon Training Academy  Ministry of Primary 
Dept. of Agriculture Industries 
Advisory &  
Dept. of Export Agriculture Banks (Both Public and Pvt.)
Finance 
Dept. of Agrarian Services Financial Institutes
Ceylon Cinnamon Association Money Lenders
Agriculture Research Institute
Farmer Based Associations Advisory 
Insurance 
Subsidiary
Extension &  Finance & 
Inputs Subsidies

Input/Subsidies Dept. of Agriculture 
Hayles PLC 
CIC Agribusiness (Pvt) Ltd  Dept. of Agriculture Dept. of Export Agriculture 
Dept. of Export Agriculture
A Baurs and Company Ltd National Chamber of Exports
Dept. of Agrarian Services
Dept. of Agrarian Services
 Stakeholder Map 
Material, Machinery and 
Logistic (Downstream)
Logistic Providers
Supportive  Service  Expolanka Freight (Pvt) Ltd
Providers Scanwell Logistics (Pvt ) Ltd
Foreway Logistics (Pvt ) Ltd
Colombo Cargo Express (PVT) Ltd
National Engineering Research  Support & Logistics  Freight Forwarders
and Development Centre   Expolanka Freight (Pvt) Ltd
Dept. of Export Agriculture Freight Line International (Pvt) Ltd
Aramex Lanka (Pvt) Ltd
The Spice Council Aramex Lanka (Pvt) Ltd
Agricultural Insurance Board Support  BTL Lanka (PVT) Ltd
Udaya Industries (Pvt) Ltd
Logistic
Regulatory 
Supportive  Logistic & 
services &  Regulatory
Regulatory 
Legal/ Regulatory 
Ministry of Primary Industries Sri Lanka Customs 
National Chamber of Exports  Export Development Board Sri Lanka Ports Authority 
Export Development Board  Inland Revenue Department
Dept. of Export Agriculture Industrial Technology Institute
Sri Lanka Standards Institution
Ministry of Health
Plant Quarantine Service 
Sri Lanka Accreditation Board 
Consumer Affairs Authority
SGS Lanka
 Influencer Mapping for Ceylon Cinnamon

Government  Legal/Regulatory Bodies
Institutions/Authorities 
Industrial Technology Institute
Ministry of Primary Industries  Sri Lanka Standards Institution
Department of Agriculture Sri Lanka Accreditation board 
Department of Export Agriculture  Export Development Board 
National Chamber of Exports  H Inland Revenue Department 
The Spice Council  Ministry of Health 
Cinnamon Research Institute  Plant Quarantine Service 
Ceylon Chamber of Commerce  Sri Lanka Customs 
Ceylon Cinnamon Association  Consumer Affairs Authority
Spices & Allied Products Producers  Organic Certification Bodies
& Traders Association (SAPPTA)  Intergovernmental organizations Ex: Control Union, IMO etc.
WTO, FAO, EU, UNIDO, SAARC, ACD, 
ITC, ASTA and STDF
International nonprofit organizations
Rainforest Alliance, Fair Trade
 Brand Landscape ‐ Ceylon Cinnamon 

U G
C

J
M
I
Strategic Recommendations Non‐invasive

Pharmaceutical Industry ‐ Cinnamon for weight loss, Cinnamon bark oil and cinnamon leaf oil – France,
diabetes, stomach flu, cancers, arthritis, to reduce brain Germany, Italy, Netherlands, UK
damage etc. Alba and C5 Special Cinnamon grades – EU and USA
Cinnamon to produce High Investment Upfront
anti‐oxidant, anti‐viral, anti‐ Product Driven Markets
Organic Cinnamon – Germany, Netherlands, Denmark
bacterial, anti‐fungus, anti‐septic, anti‐parasitic M5 Special, M5,M4 Cinnamon grades – Mexican Market
substances. Super Fine Cinnamon Powder ‐ North American Countries

Low Volume H High Volume

Cinnamon tea, soft drinks, carbonated drinks, Quills

confectionaries, bakery products, skin care products, hair Quills cut pieces
care products, sanitary products, lifestyle products etc.
Ultra‐processed Products Quillings Poorly Processed/Non‐
Featherings Certified Products
Chips
Crushed
Ground Powder etc. 

Invasive
 Additional Potentials for Cinnamon Value Additions
 Spice gift packs: Gift packs containing a variety of spices packaged in attractive packages
 Crafts: Walking sticks, furniture or picture frames from peeled cinnamon stick
 Cinnamon paper: Cinnamon wood paper can be used for gift cards, letters, serviettes,
corporate gifts or notebooks
 Peeling knife: Similar to the “Swiss knife”, the small, handy versions of the peeling knife
can be developed and sold to tourists as souvenirs
 Filling material: Remaining scrapples could be utilized to fill pillows, mattresses and
similar items which would emit a benevolent smell of cinnamon
 Toothpicks/Chopsticks: Wooden items such as toothpicks, chop sticks from peeled
cinnamon stick
 Eco‐friendly wood products: Substituting rainforest timber with cinnamon wood
 Cleaner production: Peeled cinnamon sticks as biomass, to generate electricity or hot
water
 Guided tours: visits to cinnamon factories, estates and cinnamon small holders can be
included into touristic programs
 Collecting  Exporting & 
Functions Input Supply Production and  Value  Consumption
Trading Addition

Input  Producers Collectors/ Exporters & Individuals 

Suppliers Fulltime Growers Traders Value  Retail Chains
Fertilizer Small, Medium, Large  Added  B2B
Mobile 
Agrochemicals (GMP Certified, non  Producers Bakery & 
collectors
Planting Materials Certified) Confectionary
Ballers
Actors Subsidies Part time Growers  Value Added  Pharmaceuticals
Equipment (Rent, Lease)
Collectors of 
product   Life style 
Machinery Processing Factory  poor quality 
Exporter Products
Packing Materials (Broad Tree) &  with 
Quills  Cosmetics & 
Planters  Plantation Companies export 
Exporter Perfumes
Producer Societies  license

Fertilizer Quills(Graded) Quills(Graded) Unprocessed

Planting Materials Alba,C5  Alba,C5  Processed
Products Agrochemicals  Special,C5,M1,M2,H1,H2 Special,C5,M1,M2,H1,H2 Semi Processed
Equipment Quilling's Quilling's Ultra Processed
Machines Featherings Featherings

Inbound Logistics  Out Bound Logistics