Settlor of the Empower Culinary Hospitality and Inspirational School
Thirty four years after his impossible dream, he decided to launch his own brand. In his first press interview in Australia prior to the launch, he said, today, tea is a cheap commodity, I will bring integrity back to tea, by naming my brand “DILMAH”, after my two children- Dilhan and Malik, in Single Origin tea, as opposed to multi origin commoditized tea; the finest on the market and sharing profits with the poor and the disabled.
Indeed, he did so, by smashing colonial trading culture of taking raw materials to rich nations for value addition and branding, which is the only profitable segment of the industry.
Merrill launched, garden fresh, unblended, Single Origin Pure Ceylon tea, grown and packed at source, fully value added and branded. In doing so, he retained all the profits from branding and marketing, in his country. Until then, tea producers and workers watched in pain and anger, their raw sweat and toil enriching traders in rich nations, while they remained poor. In carrying out the full process of value addition and branding, right where tea is grown, every packet of Dilmah tea became the world’s first ethically produced tea and it remains so, even today.
Dilmah is globally renowned for the finest quality tea and for its philosophy of caring and sharing. The brand was established on Merrill’s unique philosophy of making business a matter of human service, a pledge that is fulfilled through MJF Charitable Foundation and Dilmah Conservation.
His MJF Charitable Foundation, changes over 10,000 thousand lives each year. All companies in the MJF Group, contribute 10% of their profits before tax, to the Foundation. He does not accept donations and believes charity must be forthcoming strictly, from his personal resources. He does not market his CSR, as it is what his parents taught him.
Dilmah Conservation promotes sustainable use of the environment as Merrill believes that every individual and business has an obligation to ensure that a sustainable interaction with the environment is maintained at all times. Through Dilmah Conservation, he pioneered a comprehensive commitment to foster respect for the environment and ensure its protection by encouraging a harmonious coexistence of man and nature.