Since founding Dilmah back in 1988 as the first Sri Lankan company to grow, pick and pack at the source, Merrill J. Fernando became, quite literally, the “face” of his brand, his smiling persona emblazoned on tea packets around the world as he urged people: “Do try it”. Along with the charm of the underdog tackling the big corporations, part of Dilmah’s success was due to Fernando’s integrity: his unwavering insistence for ethically produced, pure Ceylon tea, and his individual approach, reading customer letters and trying to respond to each and every one of them personally. Now in his eighties, Fernando’s passion and devotion for tea, philanthropy and his native country of Sri Lanka are as powerful as ever.
Idyllic shores of Cape Weligama in Sri Lanka
You’ve devoted your life to tea. Can you remember the moment you knew it was your calling?
In my early years in tea, I could not come to terms with the practice of exporting tea in bulk. Whenever I posed the question I always received the same response: Marketing is the job of experts in the UK and we know nothing about it. I contested that opinion but found no supporters. When I was sent for training to Mincing Lane in London in the 1950s, I saw how Ceylon tea was blended with other origins to save cost. It was then that I resolved to change the world of tea.
It must have been difficult to persevere when faced with opposition from big corporations. Did you ever imagine your dreams and vision would be realised?
I had to rely on providence for the strength and confidence required to overcome the enormous opposition I faced at the hands of big traders. My innovation was a threat to the system of exploitation perpetuated by the colonial system. When I started seeing consumers writing and thanking supermarket buyers for bringing Ceylon tea back, I knew that my dream would come true one day.
There are now Dilmah t-Lounges, t-Houses and t-Bars around the world, and Dilmah runs various gastronomy programmes. Can you tell me about how the perception of tea has changed?
Tea is the beverage of the 21st century in terms of natural goodness and health benefits. As people question what they eat and drink, tea, which began as a medicinal drink in China 3,000 years ago, is increasing in demand. We are educating tea connoisseurs and hospitality professionals on the history of tea, growing, brewing and its versatility in tea gastronomy and mixology. We recently hosted the Dilmah Real High Tea Global Challenge in Sri Lanka where 21 teams from hotels worldwide competed for the trophy.
You have often talked about the synergy between tea and wine. Is it comparable?
Tea and wine have an idiom of their own. Both go through a process of maceration and fermentation to extract the flavour. Climate, soil, topography and location influence and shape tea, giving it a specific personality, much like terroir in wine. When one speaks of body, colour, liquor or bouquet, it can be for either or both.
Merrill with his grandchildren and children
You are quite the philanthropist. What led you to launch the MJF Charitable Foundation and what work is being done that you are most proud of?
Our business was established on the principle that success in business is a blessing and it must be shared with the community. Through the MJF Charitable Foundation we have supported 200 scholarships for members of the tea-picking families. Now, 99 are at university, and recently for the first time, two children of tea pickers on our estates became doctors. This was an incredibly proud moment for both the foundation and the family, which will stay with us forever.
We have also helped with housing improvements for workers, implemented healthcare infrastructure and created a breast-cancer-awareness programme. The Empowerment of Women Programme helps women from underprivileged, marginalised communities and those with disabled children to embark on a livelihood on their own through education and development. The Empowering the North of Sri Lanka programme helped to rebuild an area, which has suffered badly – socially and economically – due to the civil war.
Did you always have altruistic characteristics as a young boy?
My mother inculcated the value of caring and sharing with me when I was a young boy even though we were not wealthy. This inspires me to date. Our richest gift is the gift of giving – in sharing and caring, making our business a human service. Our earnings are shared with our workers, the differently abled and with the wider community.
Hospitality is a more recent endeavour for you. Your son, Malik, has described the family as “accidental hoteliers”. How did the new chapter of your business come about?
Tea and hospitality came together in a very natural way for me. Back in 2000, when Sri Lanka had a ceasefire during the civil war, we were overwhelmed by letters from Dilmah tea-drinkers around the world who were curious to see our tea plantations – people were longing to visit.
My two sons, Malik and Dilhan, and I began thinking of ways to showcase our beloved tea country to visitors from abroad. Originally these were unofficial tea tours – visitors would stay in our tea planters’ bungalows and estate managers’ homes, touring the factories and the plantations with our team. We were amazed how much they loved their experiences and the hotel “business” [Resplendent Ceylon] grew organically from this.
Your family’s first resort (Ceylon Tea Trails) has been followed by a second venture, Cape Weligama. Could you tell us about the upcoming properties?
Two tented camps are currently under way. Wild Coast Lodge will open in May 2016 on a secluded beach in the Yala National Park, a leopard hotspot in south-eastern Sri Lanka. You can see the leopards up close, which is always thrilling! Being at the top of the food chain in Sri Lanka, they are not as shy as in other destinations. Red Rocks Beach Camp will follow hot on its heels, located on a pristine sandy beach in Kuchaveli, near the famed seaport of Trincomalee on the north coast of Sri Lanka. And there will be more to come.
Dreamy Cape Weligama in Sri Lanka
Is it one of the aims of Resplendent Ceylon to instil the family’s principles, ethics and conservation ideals into luxury travel?
Sri Lanka tourism has suffered in past years with the conflict and the tsunami, and we would like to lead by example as the country’s tourism industry starts to boom. Some of the strategies integrated into Cape Weligama include LEED Gold certification disciplines, effective water and effluent treatment, recycling water, designing for energy efficiency and building the guest experience around the natural environment. Other initiatives include responsible sourcing of produce, engaging with the local community – in our case, fishermen – to encourage sustainable fishing and show them the benefits of avoiding destructive fishing.
What is the Sri Lanka you want travellers to see?
The endless beautiful beaches, world-renowned tea, colour, history, spice, culture and charm have put Sri Lanka back on the tourist map as it emerges post-civil war and -tsunami. I would like travellers to experience the warmth of the Sri Lankan people and all of the new and special places that are popping up in the intrepid areas of the country, away from the touristic spots.
What about you personally – what is your favourite place in Sri Lanka?
The tea country. It is the most beautiful part of Sri Lanka and is unchanged for over a century. The area around Ceylon Tea Trails and Castlereagh Lake is particularly scenic and I like nothing better than walking through the emerald tea fields after a spicy Sri Lankan breakfast.
You are still very active and involved in the business, and you seem to be on the road a lot. Do you travel with tea on hand?
I am away from Sri Lanka for over six months each year, visiting Dilmah customers and participating in tea events around the world. After 65 years in the tea business, it still energises me. I often take a selection of teas with me. Fortunately, more and more hotels
and airlines serve Dilmah, so I no longer need to carry my own.