Professional Documents
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Orthodox Food Sysem Tea Food Marketing
Orthodox Food Sysem Tea Food Marketing
University of Pavia
Department of Earth and Environmental Sciences
Course: Food Marketing
Prepared by:
Avinash Kafle
Marco Scalora
Lorenzo Colombini
December 2022
Submitted to:
Prof. Elisabetta Virtuani
Table of Contents
1. History and Geographical delimitation ....................................................................................................... 3
2. Growing methods .............................................................................................................................................. 3
2.1 Nursery............................................................................................................................................................. 3
2.2 Planting ............................................................................................................................................................ 3
2.3 Training of young tea...................................................................................................................................... 3
2.4 Harvesting: ...................................................................................................................................................... 3
2.5 Processing: ....................................................................................................................................................... 3
2.5.1 Withering: ..................................................................................................................................................... 3
2.5.2 Rolling: .......................................................................................................................................................... 4
2.5.3 Fermentation/oxidation: .............................................................................................................................. 4
2.5.4 Drying: .......................................................................................................................................................... 4
3. Species/Varieties, chemical and organoleptic characteristics.................................................................... 4
4. Administrative contest: public authorities, funding system: ..................................................................... 5
5. Production: ..................................................................................................................................................... 5
6. Economic and rural development: ............................................................................................................... 5
7. Export orientation: ........................................................................................................................................ 6
8. Collaborative network for sustainability: ................................................................................................... 6
9. Mapping Value Chain Assessment: ............................................................................................................. 6
9.1 Marketing margin for tea producers ....................................................................................................... 6
9.2 Market margin for local traders and cooperatives ................................................................................. 7
9.3 Market margin for tea processors ............................................................................................................ 7
9.4 Market margin for exporters .................................................................................................................... 7
10. Production structure and marketing management ................................................................................ 7
11. Culture and Eco-tourism: ......................................................................................................................... 7
12. Strategic orientation: ................................................................................................................................. 8
13. Final considerations ................................................................................................................................... 8
Bibliography .......................................................................................................................................................... 9
Appendix: ............................................................................................................................................................. 10
1. History and Geographical delimitation
Tea is considered as an oldest beverage and is also recognized as the most widely consumed drink (Beverage) in
the world after water. It is believed by historian that the first tea bushes in Nepal were grown from seeds which
were given as a gift by the Chinesh Emperor to the then prime Minister of Nepal Junga Bahadur Rana. In 1842,
Colonel Gajaraj Singh Thapa planted tea first Time in Illam District in 1860s.
Nepal covers about 0.1 percent of total world land area, but has 136 ecosystems. It ranks 25th in the world in
terms of bio-diversity and has every climatic zone in the world. It has suitable climate and geography for tea
cultivation. Warm and humid climate with plenty of rainfall and long duration sunlight is best for the effective
growth of tea bushes. Soil with pH value ranging from 4.5 to 5.5, good drainage facility, good water holding
capacity and ample organic matter and soil depth. Tea is a deep-rooted plant and its roots penetrate through all
strata of soil and hold the soil strongly. Nepal's middle and eastern Himalayan corridors are endowed with several
qualities related to soil, climate, topography, temperature, and humidity for organic tea production. The higher
the elevation of the land, the slower the tea will grow, resulting in a complex flavor (NTCDB, 2017)
2. Growing methods
2.1 Nursery
Vegetative propagation is carried out for clonal multiplication while bi-clonal seed stocks are propagated through
seeds. The tea nursery should be located near a perennial water source with about 33% sunlight at midday.
Polythene sleeves with a dimension of 30×10 cm are used for filling up the sandy loam/clayey loam soils. The
lower three-fourths of the sleeves may be filled with jungle top soil with appropriate proportions of sand to make
it a sandy loam. The top one-fourth portion of the sleeve should be filled with the rooting medium. Both the soils
should have a pH of 4.5 to 4.8 and EC below 0.05 dsm-1. One leaf and an inter-nodal cutting with an axillary bud
prepared from the ‘aperiodic shoots’ arising from pruned tea bush is planted in the nursery sleeve and covered
with a polythene sheet of 400 gauge. April / May and August / September are the most suitable months for planting
in nursery. The plants are allown for 6-8 months in the nursery and then transferred to the open space for
hardening. Hardened nursery plants are transplanted in the field.(UPASI TRF, n.d.)
2.2 Planting
It should be carried out in the month of June where the areas receiving south-west monsoon and during August
in the north east monsoon zones. About 13,000 plants are planted in one hectare following double hedge system
of planting (spacing: 135 X 75 X 75 cm). One year old plants are planted in pits with dimension of 30 X 45 cm.
2.4 Harvesting:
Only the top two leaves and bud from each branch are picked at the precise moment when they are
budding. Plucking interval for hand plucking may vary from 9 to 13 days in different seasons.(UPASI TRF, n.d.)
2.5 Processing:
Orthodox production involves hand processing of tea leaves and comprises five steps: withering, rolling,
fermenting and drying.
2.5.1 Withering:
The tea leaves are spread out after harvesting in large withering troughs, for anything from eight to twelve hours,
depending on the climate. During this time, the leaves lose up to 60 per cent of their moisture.
2.5.2 Rolling:
The leaves are carefully rolled in large machines for up to 30 minutes, depending on the variety. This breaks down
the cell walls and releases the juice from the leaves, which combines with oxygen in the air to initiate the
fermentation process, also called oxidation.
2.5.3 Fermentation/oxidation:
This lasts between two and three hours, and results in the tea leaves turning a reddish color. At this stage the tea
develops its distinctive aroma, and the length of oxidation will ultimately dictate the color and quality of the tea.
Less-fermented tea is paler in the cup, and lighter on the palate, while strongly flavored dark teas are fermented
longer.
2.5.4 Drying:
Moisture is removed from the leaves so that, by the end of the process, only three per cent of their original
moisture remains. This takes place at a temperature of 90 degrees Celsius and takes about 20 minutes.
Some firm organization that have significant role Orthodox Tea food system:
Himalyan Orthodox Tea Producer's Organisation (HOTPA- Nepal) Bakhundole, Lalitpur Chairman: Deepak
Baskota, Jhapa Chairman: Suresh Mittal, Nepal Tea Association, Chairman: Kamal Mainali Kathmandu,Central
Tea Cooperatives Federation (CTCF), Govinda Dahal, Illam, Executive directive of NTCDB Dr. Bishnu Prasad
Bhattarai(NTCDB, n.d.)
5. Production:
The below mention list and figures are the total orthodox tea production (5,911,850 kg) and the district (9) with
area and the number of farmer in 2020/2021 Nepal. All of the above mention district belongs to eastern hill of
Nepal. Total estate plantation area was 2,728 ha while the plantation area of small farmers was 6,223 ha.
5. Bhojpur 1 51 22 57 150
6. Sankhuwasabha 2 48 112 32 312
7. Solukhumbu 0 0 110 10 35
8. Morang 1 16 22 8 1210
9. Udayapur 1 300 735 12 75
Source: (NTCDB, n.d.)
7. Export orientation:
Nepal's orthodox tea received its own trademark September 2020, 157 years after the country started growing it,
and many growers were hopeful that the move would carve its niche in the international market. Along with Ilam,
tea producers from Panchthar, Tehrathum and Sankhuwasabha districts have received a trademark or logo named
'Nepal Tea Quality from the Himalayas'. Nearly 80 percent of orthodox tea is exported to India. Rest of the
market for the Nepalese orthodox tea includes Germany, the Czech Republic, the Russian Federation, China,
France, the United States, Japan, Canada, and Ukraine (ITC, 2017) The use of collective trademark in tea that is
being exported to different countries will guarantee proper production, processing, and packaging of Nepali tea
in the international market. For Nepal, India (Darjeeling), Sri Lanka,China, Bangladesh, and Chinese Taipei are
the major competitor in orthodox leaf grade. Compared with Nepal, these countries have better quality
management (QM) and certification practice.(Utama, 2017)
12.Strategic orientation:
Farming cooperatives were being used by farmers to improve their market power. Cooperatives are the agents of
innovation, searching out factories to pay more for leaf, investigating opportunities for certification, and finding
funding for new collection centers and technologies, and working at the cutting edge of ecological tea farming.
In reaction to the deficit in processing capacity in some parts of Ilam, farmers are starting up their own small
processing factories or hand-dryers i.e. functional upgrading .Farmers are doing this in the hopes of capturing
more of the profits (rents) in the chain. In reaction to labor scarcity, farmers are trying all sorts of innovative ways
to access labor. Some use the community labor rotation system. (NTCDB, 2017)
13.Final considerations
The present tea cultivation areas are much lower than the total feasible areas. We should fully explore the total
areas and convert more land for tea cultivation. Diversification is the newly developed orientation there is a large
room to work on. The minimum support price policy can help to address the problem of farmer, the rejection of
their orthodox tea after organic production cost base on quality assurance. The problem of use of banned
pesticides, lack of organic manure and lack of adequate technical knowledge must be address by working in
collaboration between local government, provincial government and NTCDB. It seems that there are still too
many different certification schemes Involved in governing the tea value chain like organic CoC, HACCP,
Rainforest Alliance, Fair Trade, and Global Gap standards. Factories, cooperatives and farmers have to pay
multiple compliance costs, including formal certification fees as well as conversion and training costs. This cause
economic loss and time wastage, single certification schemes program for exporting to every nation is to be focus.
Quality, it’s everything. The raw material is number one; the processing number two. At the factory level, norms
for professionalism could be disseminated amongst factory owners and managers, including through training,
improved technology, and better management techniques. National Tea and Coffee Development Board
(NTCDB), industry, and development agencies should work in collaboration to make an impact on the quality of
Nepali tea, and price, invest in policies that support farmers’ own strategies. In factories, making grading rules
more transparent, building links to factories in well-established areas, including Darjeeling and China, and learn
from them, provide stronger incentives to deliver high-quality tea leaf, enhance knowledge of the global tea
market and the position of Nepali tea within it. And the government should facilitate labor migration into the tea
sector, provide a stable working environment, and encourage coherent policy-making across tea sector actors.
The tea food system of Eastern Nepal has a long history and glory, now it’s time to modernize it as a Nepalese
identity for the rural economic transformation.
Bibliography
Kalauni, D., Joshi, B., & Joshi, A. (2020). Production, marketing, and future prospects of Nepali orthodox tea.
Cogent Food and Agriculture, 6(1). https://doi.org/10.1080/23311932.2020.1757227
Luxury Organic and Eco-Friendly Shop and Blog. (n.d.). Organic Nepal Tea - Nepal’s First Certified Organic
Orthodox Tea from Kanchanjangha Tea Estate and Research Center (KTE-RC). Retrieved December 3,
2022, from https://www.natural-organic-living.com/natural-organic-living-story/organic-nepal-tea/
Mohan Sarah. (n.d.). Institutions and Livelihoods in Nepal ’ s Tea Value Chain By Sarah Mohan.
Narendra Kumar Gurung, G. C. (n.d.). An Overview of Tea in Nepal - T Ching. Retrieved December 3, 2022,
from https://tching.com/2021/06/an-overview-of-tea-in-nepal/
NTCDB. (n.d.). National Tea and Coffee Development Board :: Government of Nepal. Retrieved December 9,
2022, from https://teacoffee.gov.np/about/introduction
NTCDB. (2017). Strategic Plan for the Tea Sector in Nepal. 4499786.
UPASI TRF. (n.d.). TEA CULTIVATION & PRACTICES | UPASI TEA RESEARCH FOUNDATION (TRF).
Retrieved December 9, 2022, from http://www.upasitearesearch.org/tea-cultivation-practices/
Utama, aditia edy. (2017). Value_chain_analysis_of_orthodox_tea_Evidence_from_Ilam_district_of_Nepal. 1,
1–14.
Visit Nepal Blog. (n.d.). Visit Nepal: Potentiality of Eco-tourism in Ilam. Retrieved December 10, 2022, from
http://nepal-travelsinfo.blogspot.com/2011/10/potentiality-of-eco-tourism-in-ilam.html
Appendix:
Map of Nepal
Eastern Nepal
Value chain Map
Source:(Mohan Sarah, n.d.)
Antu Danda (NTCDB, n.d.)