The Sri Lankan Embassy in Belgium celebrated the European Union's (EU) grant of Protected Geographical Indication (PGI) status to Ceylon Cinnamon in February 2022, specifically for Ceylon Cinnamon quills, Ceylon Cinnamon powder, Ceylon Cinnamon leaf oil, and Ceylon Cinnamon bark oil, and to promote Ceylon Cinnamon in Belgium.
Officials from the European Commission's Directorates-General, the European External Action Service (EEAS), and the Belgian government, as well as representatives from businesses that import or use cinnamon in their various products in Belgium, attended the event on October 18, 2022.
John Clarke, Director, International Affairs of the European Commission's Directorate General for Agriculture and Rural Development (DG AGRI), who oversees PGI status for products, attended as a special guest.
The event's goal was to raise awareness of Ceylon Cinnamon with PGI status, which has been recognised in the world cinnamon market as true cinnamon of high quality. Cinnamon Cassia, a cheaper substitute for Ceylon Cinnamon, is widely used in Europe.
Ambassador Grace Asirwatham provided an overview of Ceylon Cinnamon's PGI status and the benefits it provides to producers, exporters, importers, and consumers in the EU region.
The Ambassador stated that Ceylon Cinnamon was a legacy and pride of Sri Lanka, and that while promoting Ceylon Cinnamon, Sri Lanka would like to share Ceylon Cinnamon's inspiring story with the world.
Furthermore, the Ambassador stated that Sri Lanka, as the true home of Ceylon Cinnamon, which controls 80% of the world market for Ceylon Cinnamon, was confident in using the PGI status to penetrate niche market segments in the EU and international markets.
The detailed explanation of the differences between Ceylon Cinnamon and Cinnamon Cassia was the highlight of the Ambassador's presentation, emphasising Ceylon Cinnamon's high quality, distinctive production process, unique flavour and aroma, slender-thickness of cinnamon quills, delicate taste and properties that contribute to many health benefits, and the important characteristic of the ultra-low level of coumarin, which makes it a healthier choice for consumers.
The EU PGI status for Ceylon Cinnamon is an important tool for differentiating Ceylon Cinnamon in the EU market from lower-quality substitutes. It will serve as a source of competitive advantage, increasing market differentiation and product turnover while allowing for a premium price from the consumer.
To develop a competitive position and increase Ceylon Cinnamon's market share in the European market, a coordinated and intensive action plan is required to promote EU PGI quality-certified Ceylon Cinnamon in all EU countries.