Avrupa eti. Sıkı standartlar. Yüksek kalite.
Uzun süre haşlanmış mercimek kremalı dana dil, 62 derecede yapılmış yumurta ve aromatik et suyu Malzemeler: dana dil, kırmızı mercimek, soğan, sarımsak, salça, sebze suyu, yumurta, tereyağı, tuz ve biber, kimyon, acı biber, taze baharatlar Hazırlık: Yıkanmış dili yaklaşık 6 saat boyunca sebze suyunda çok yavaş pişiriniz. Ardından derisini çıkarın ve 1 cm kalınlığında dilimlere doğrayınız. Pişmiş mercimeği, ince doğramış soğan, sarımsak ve salçayla kavurunuz. Tuz, karabiber, kırmızı biber ve kimyon ilave ediniz, daha sonra krem haline gelene kadar mikserle karıştırınız. Yumurtayı 62 derecede pişiriniz. Pişirdikten sonra soğutun ve soyun. Bulyonu yarı yarıya azaltıyoruz ve taze baharatlarla tatlandırınız. Dili mercimek kremine koyup yumurta ekleyiniz ve aromatik bulyonu dökünüz.
Avrupa dana etinin tadına daha bugün bakın Gıda ürünlerinin mevcudiyeti ve geniş yelpazesi, çağdaş sistemin, serbest ticaretin ve piyasaların küreselleşmesinin ayrılmaz bir parçasıdır. Bu koşullar altında; güvenli, besin değeri yüksek, mükemmel tat nitelikleri ile karakterize edilen et seçimi, tüketiciler ve satıcılar için gerçek bir meydan okumadır. Bu yüzden, öncelikle bu beklentileri karşılamak amacıyla, Türkiye’de 2015 yılında Avrupa dana etine adanan tanıtım ve bilgilendirme kampanyasına başlamıştık. “Avrupa’nın tadına bak” programı, AB Topluluğu içinde üretilen dana KAMPANYA AVRUPA BIRLIĞI VE POLONYA CUMHURIYETI DESTEĞI ILE FINANSE EDILMIŞTIR
etinin önemli özelliklerinin duyurulmasına odaklanan üç yıllık bir inisiyatiftir. “Tarladan sofraya” uyguladığımız güvenlik politikası; hayvan cinsi seçiminden başlayıp, sürekli veteriner denetimi ve hayvan refahı ilkelerine dayanan gerekli norm ve standartların kapsamlı bir stratejisidir. Güvenlik prosedürleri, menşei, tanımlama sistemi, doğru besleme, kesim, paketleme ve nakliye gibi gıda zincirinin birçok unsurunu kapsamaktadır. Kalitenin garantisi, tüm üretim zincirinin düzenli kontrolü ve tam şeffaflığıdır. Ayrıca, her tesiste hijyen ve güvenlik alanlarında uluslararası kalite sistemlerini uygulama zorunluluğu vardır.
Bu ilkelere dayanarak, AB pazarının sunduğu yüksek kaliteye sahip dana eti, hem uluslararası hem de yerel yemeklerde ideal olup ve her damak tadı için bir ziyafettir. Tüketici, Avrupa dana etini satın alarak, etin sululuğu ve tazeliğinin yanı sıra, yoğun kırmızı rengi sayesinde yoğun ve kendine özgü bir tat çıkaracağından emin olabilir. Sadece “Avrupa’nın tadına bak”! Kampanya hakkında daha fazla bilgi edinmek için şu adresi ziyaret ediniz: www.avrupanintadinabak.eu
AYRICA DANA ETI TANITIM FONU DESTEĞI ILE DE FINANSE EDILMIŞTIR
Big Apple and more in New York The US market has always been a huge one for all products. Food is no exception. In fact, the food industry is one of the most leading sectors selling to the US. Turkey has a little slice in this pie, however, the activities to increase the share have been continuing and Summer Fancy Food Fair is a good opportunity for these efforts. As the most important publication of the Turkish food industry especially for exports FOOD TURKEY will be at the New York’s show to distribute free copies and to cover this important event for the next issue. There are some leading Turkish exhibitors to show a wide variety of products either to increase their shares or to penetrate into this market. Turkey traditionally produces more food than its domestic consumption. The Turkish food sector employs more than 100 thousand registered workers and technical staff in more than 28 thousand enterprises which are mostly SMEs. Two thousand of these enterprises are relatively modern and big plants. Flour, pasta and pastry products, sugar and confectionery, margarine, processed vegetables and fruits are major commodities that are exported to world markets. The EU and C.I.S. countries are the major export markets for Turkish food products.
Mehmet Söztutan 4
FOOD TURKEY
May 2016
Group Chairman
H.Ferruh ISIK
Publisher
ISTMAG Matbaacılık Gazetecilik İç ve Dış Ticaret Ltd. Şti.
Managing Editor
Mehmet SOZTUTAN (mehmet.soztutan@img.com.tr)
Responsible Editor-in-Chief:
Cüneyt AKTÜRK (cuneyt.akturk@ihlasfuar.com.tr)
Editor
Ibrahim Ethem KUPELI
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Emir Omer OCAL (emir.ocal@img.com.tr) Omer Faruk GORUN (fgorun@ihlas.net.tr) Talha ELITEZ (talha.elitez@imgajans.com)
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Enes KARADAYI (enes.karadayi@img.com.tr)
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h starred in Future Fis G T S 6 Eurasia Fair 14 Çizmeci Gıda, a leading brand in wafer and biscuit products York Fancy ew N er m m Su 20 Food opens with extras 32 Beypiliç invests 90 million to expand capacity
40 52
live Oil O & e liv O ey rk Tu of es iti iv Act Promotion Committee
Turkey, unlimited nature of ol ives since 4000 BC Great plant for olive oil in Gömeç
66 86 Smart pasta from Selva 96 Seafood sector swims to new markets
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Cagla invests USD 12 million for cake line”
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IFFA 2016 offered a banquet of “meat business”
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May 2016
STG starred in Future Fish Eurasia Fair Held for the 8th time, Future Fish Eurasia Fair hosted 158 exhibitors from 24 countries, among them were USA, Germany, Norway, France, Italy, Israel, Spain, England, Japan and Vietnam. Leading companies, exporters and farmers exhibited their aqua products, feeds, machinery, systems, equipment, chemicals and medicines. STG, promotional committee for aqua products, was the star of the event with its booth that was visited by M. Altug Atalay, general director of fishery and aqua products section, Aziz Kocaoglu, metropolitan mayor of Izmir, and Sinan Kiziltan, chairman of the Aegean Association of aqua and animal products exporters. By emphasizing on the position of aqua products industry in Turkey, Sinan Kiziltan said, “The indus-
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May 2016
try exports to 80 countries and has an annual revenue of 800 million dollar in 2015. It was only 52 million dollars in 2000. Norway earns 5.5 billion dollars annually from fishery exports. We target to reach the level of billion dollars. We were one of the most attractive booth in the Future Fish Eurasia Fair held in Brussels.” He also added, “We are happy about the results of compensatory tax investigation proceeded since 2015 on sea brams and sea basses exports that was decided in favor of us.” Future Fish Eurasia 2016 Fair was held jointly and simultaneously with Middle East & Central Asia Aquaculture fair in Izmir.
Turkey’s aqua products exports by year Quantity (TON)
Value (FOB$)
%$ increase
2000
25.320
$59.655.648
2001
28.157
$77.435.510
30
2002
35.092
$128.171.494
66
2003
38.966
$173.398.745
35
2004
40.777
$212.733.138
23
2005
46.344
$248.569.917
17
2006
48.566
$280.930.601
13
2007
53.477
$324.682.032
16
2008
61.690
$427.333.196
32
2009
57.736
$341.507.374
-20
2010
60.236
$360.773.733
6
2011
71.926
$447.823.191
24
2012
80.022
$467.186.007
4
2013
102.362
$563.973.857
21
2014
116.408
$692.847.160
23
2015
121.850
$689.667.988
0
Intersweet, a champion in exports A company of Elvan Group, Intersweet foreign trade was awarded by Istanbul Association of Exporters and runs for one billion dollars level. Established in 2013, Intersweet company was declared a champion of exports in its field with its 128 million dollars of exports in 2015. General Manager Davut Kaya says, “If it is sustainable it is a real success. The result we got in 2015 as a leader in the sector proves that our success is not by chance. Though we founded recently, we have the 64 years of production experience of our Elvan Group of companies.” The award was presented to the company by Zekeriya Mete, chairman of Istanbul Association of Exporters. Davut Kaya, general manager, said, “Elvan Group, that hosts us now has about 800 varieties in its product portfolio, from chocolate to wafers, from sugar to jelly, from cake to croissants and biscuits. We export them to 130 countries. Our target for exports in 2023 is to reach 1 billion dollars level. This may be realized earlier than that thanks to the recent buy-outs both from domestic and foreign markets. 10
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May 2016
Elvan Group chairman Hidayet Kadiroglu, congralutated Intersweet team first.
We opened offices in several countries including Egypt, Iraq, Rumania, South Africa and Saudi Arabia to get closer to our buyers and emphasized on our marketing efforts. Recently, Elvan Group has established a production facility in Egypt and the investment in India is going on. We aim to increase both our investments and sales in export markets.”
Davut Kaya, receives award from TIM president Mehmet Buyukeksi and IIB chairman Zekeriya Mete
Caramel toffee chocolate
Milky fondant with bitter chocolate
Turkey’s fish to swim to the Balkans
The Promotion Committee for Aqua Products focuses on the Balkans to increase the volume of fishery product exports. Executives of the committee has recently participated in International Mostar Fair held in Bosnia-Herzegovina on 12th to 16th April 2016. Chairman of the STG, Melih Isliel pointed out that the visit was planned at the meeting of the sectoral convention held in Cesme, Izmir, in January 2016. İsliel said, “Consumption of fish is popular in the Balkans, however, exports of Turkish fishes have been very very low in the past. Our efforts in Russian and American markets to publicize our products were highly successful. So, we expect the same in the Balkan region. The fishery industry can only reach their targets for the year 2023 if only we can get in new mar-
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FOOD TURKEY
May 2016
Melih Isliel Chairman of the STG
kets. Balkans has great potential in this regard.” Deputy Prime Minister Numan Kurtulmuş, Croat President Kolinda Grabar-Kitarovic, Serbia Prime Minister Aleksandr Vucic, Montenegro President Filip Vujanovi, council members Bakir Izetbegovic, Dragan Covic,
Mladen Ivanic of Bosnia Herzegovina, deputy advisor to Turkish Economy Minister Tarik Sonmez, Ambassador Cihad Erginay, commercial attachee Sedat Yildiz and chairman of fairs affairs of Economy Ministry Nilufer Sandalli were also present in the fair.
ZZTK’s activities in olive and olive oil market in Iran
Targeting the leadership in olive production in the world, ZZTK, promotional committee for olive and olive oil was active in Iranian market, and participated in Iran Food and Hospitality Fair held on 30th May to 2nd June in Tehran, Iran. Taste tests were offered to the visitors, and samples were distributed. M. Kadri Gundes, chairman of the ZZTK, informed that Iranian people like Turkish olive and olive oils and want to see more Turkish product on the shelves of markets and stores. He said, “Iran imposes 29 % of customs duty on olive oil imports, and 75 % for table top olives imported from Turkey. This limits our exports. Iranian people have similar taste choices like people in Turkey. They like Turkish products and want to see more products on the shelves. National harvest of olive and olive oil in Turkey will
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FOOD TURKEY
May 2016
grow remarkably in 4 to 5 years. Thus, Iranian market has a vital place in our exports.” Booth of ZZTK was visited by Iranians and people from India, Pakistan, Greece, Italy and Spain. Turkey’s exports to Iran was 4.935 million dollars in 2014-2015 season and 1.553 million dollars worth of table top olives are exported.
Çizmeci Gıda, a leading brand in wafer and biscuit products As an experienced company operating in the wafer and biscuit products Çizmeci Food Company has a wide range of products. Fatih Karadoruk, Export Manager of Çizmeci, furnished us with the following information detailing their success story:
Could you tell us about your company? Çizmeci Gıda was established in İstanbul,Turkey in 1993. Since then, as a confectionary producer we have focused on wafer and biscuit products. Our main goal is to improve the quality of our products and to be at the high-end of the market with our products and service. To teach this goal; • We always use freshest and good quality ingredients. • We have close relation with the lat-
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FOOD TURKEY
May 2016
est technology and we always invest on best equipment to have high efficiency and high quality. • We care about our colleagues’ knowledge and always try to improve their
knowledge by providing them trainings and we do some social activities to increase their motivation. • We pay attention to R&D.
Could you tell us about your product range? Since 1993, we have been producing our wafer rolls of which we have often tried many varieties under the brands of Wafer Master, Superroll and Crepe. We serve our brands in an elite way with tin cans, an economical way with carton packages and as a snack with little packages. Also, we offer different flavors with our prod- ucts, including mainly hazelnut and cocoa, b e sides vanil-
la, cappuccino and strawberry. We applied our experience on wafer rolls to wafer leaves a while ago. We have worked our magic again by producing very different products. We have added the creamed version to our Hay Hay brand biscuits which we have been producing mainly with cocoa and hazelnut flavors for years. In addition, we introduced the cocoa and vanilla flavored creamed sandwich biscuits. We got perfect sales and consumer feedbacks for both of our new products. We believe our new products will lead us to a very good position in the market.
What is the situation of Çizmeci Gıda in Turkey market?
Fatih Karadoruk, Export Manager of Çizmeci,
We carry about 40% of our production in Domestic Market and 60% in Overseas Markets. In the domestic market, we perform active distribution and sales via both grocery store chains and other traditional sales channels. Since we have been producing our product, especially wafer rolls with the same taste and quality since 1993, our customers have identified this pleasing taste with our brand. We are the Market Leader in Wafer Rolls.
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What is the situation of your exporting business worldwide? We have been exporting our products to more than 54 covuntries in America, Europe, Asia, Middle East South America and North Africa for many years and try our best to expand our coverage yearly. For next year our Targeted Markets are South America and Asia. In this respect we will pay visit to different countries to contact and select the best partner for our products.
What is your brand awareness in the Middle East? We have a very good place in the Middle East market. We carry on our works and businesses in the whole Middle East market, especially in UAE, Lebanon, Saudi Arabia, Jordan, Iraq, Israel and Palestine. We have been continuously growing in these markets with our expanding product range. Regarding wafer rolls, we are also Market Leader in many countries in Middle East.
What is your program at the 2016 World Fairs? The program we prepared for 2016 fair is as follows; - 31 Jan – 03 Feb 2016 in Cologne Germany ISM Sweet Fair - 24 – 26 May 2016 in Chicago USA Sweets & Snacks USA - 24 – 27 August 2016 Accra Ghana Turkish Export Products
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FOOD TURKEY
May 2016
- 23 – 26 September 2016 Tehran Iran Biscuit & Confectionery Fair
and SGS ISO 22000:2005 quality certificates which are internationally valid.
- 07 – 09 November 2016 Shanghai China Food Hotel China
Finally, what would you like to say to our readers and visitors of the fair?
Could you tell us about your company’s production quality and certificates?
We have very unique and surprising projects, new products for the New Season. We ask to our consumers and customers to keep following us.
Our company’s goal is to offer always consumers products with the best quality and taste. In order to achieve this goal we prefer the freshest and top quality raw materials. We carefully analyze the products arriving at our factory in our laboratories. After these analyses we accept ingredients, raw materials to production area. We always invest in the newest and most efficient technologies. We have SGS ISO 9001:2008
Imisk at world markets with “Minuet” and “Pirouette” brands From America to Far East, Imisk exports its fresh and delicious products and gets excellent feedbacks paving the way for a stable growth.
Imisk A.S. offers a new and distinguished line of Minuet brand biscuits, wafers and crackers. The company uses their own marketing and distribution organization in North America and major wholesale food importers in Europe, Africa, Far East and the Middle East to service their customers. Imisk is also experienced in private label production.The company produces cream cookies, biscuits and crackers for major brand names in various countries. Minuet and Pirouette brands are committed to superior quality and customer satisfaction and they use the most advanced and sophisticated production techniques and facilities. In addition, Imisk also renders graphic design 20
FOOD TURKEY
May 2016
services to prepare packaging in any language (including Chinese) as may be demanded by their various customers. To ensure speedy reception and discharging, Imisk also renders palletization services on shipments. Imisk’s strength lies in their commitment to excellence. The company is an on-time shipper with little or no back orders. The products of Imisk are fresh and are made available in eye-appealing packaging. Owning its success to quality manufacturing, timely delivery and professional marketing and export transactions Imisk has a respectful past and a promising future to continue its existence in world markets.
www.minuetcookies.com tr.linkedin.com/in/minuetcookies
facebook.com/MinuetFoods
twitter.com/Minuet_Biscuits
Summer Fancy Food New York
opens with extras By Emir OCAL
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FOOD TURKEY
May 2016
North America’s Largest Specialty Food and Beverage Event comes to New York City annually in the late June / Early July timeframe.
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NEW YORK –This year the show will be open for visitors to discover over 180,000 products including confections, cheese, coffee, snacks, spices, ethnic, natural, organic and more, 26-28 June 2016. There will be some 2,728 exhibitors from 55 countries & regions. The Summer Fancy Food Show is drawing around 46,000 industry professionals, and the premier showcase for industry innovation. There will be some 50 Turkish exhibitors showcasing a broad range of specialty food products at this world fair to be held in Javits Jacob Center of New York. There’s no doubt about it—attending SFFS16 is the best way to stay on the cutting edge of specialty food this summer. Here are just a few reasons you can’t miss it.
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FOOD TURKEY
May 2016
1 You’ll gather with the whole industry. More than 45,000 specialty food professionals and 2,730+ top brands from 55 countries. 2 You’ll learn from the best. Industry visionaries and veterans will discuss relevant topics such as Getting Started in Foodservice and Ideas that Will Change How We Produce, Sell, and Eat. 3 You’ll discover the new and noteworthy. Special showcases and pavilions will fast track your search for the hottest products on the market. • What’s New, What’s Hot! Showcase • New Brands on the Shelf Pavilion • sofi™ Award & SIAL Innovation Award Showcases • Incubator Alley 4 You’ll make valuable connections— and have fun while you’re at it. The full slate of events, including Sunday’s Opening Night Party: Celebrating the 2016 sofi™ Awards will keep you entertained from the start. You’ll shop the city. NYC is a hub of culinary innovation—just check out the local startup companies making their debut at Incubator Alley. And the fun goes beyond the Show floor—see the tips for exploring NYC.
EDUCATION PROGRAM The Specialty Food Association presented workshops and business-building seminars at the show to help retailers, established manufacturers, and startup companies succeed in the ever-changing marketplace. Sessions were well attended. The 2015 Summer Fancy Food Show was filled with great energy, top buyers, and of course fabulous food. North America’s largest specialty food trade event also boasted its first country partner sponsor, Italy, and its first opening night
party. Both were a big success. The show took place June 28 – 30, 2015, at Javits Center in New York. Buyers from top names in retailing and foodservice were out in force in search of new products, new vendors, and new connections to help meet record consumer demand for specialty food. In all, 23,200 attendees came to the show, up 5.8 percent from the 2014 Summer Fancy Food Show. “Sales continue to break records in specialty food, and the outlook remains excellent for all participants in
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our industry,” says Ann Daw, president of the Specialty Food Association, owner and producer of the Fancy Food Show. “The positive energy at our 61st Summer Show was hard to miss.” Javits Center was filled with ontrend and future trend products from food manufacturers, importers and distributors from Idaho to Missouri to Alabama, and 50 countries and regions. Among the 300 first-time exhibitors, were makers of such products as vegetable popsicles, watermelon pickles and tiger nut flour. The U.S. was well represented with close to 1,500 specialty food producers who featured the latest chocolate, cheese, olive oil, snacks, charcuterie, organic products and more. The largest U.S. showing was from New York, followed by California, New Jersey, Florida and Massachusetts.
STRONG INTERNATIONAL SHOWING In addition to Italy, the best in specialty food from around the globe was on display, with food companies from 50 countries in individual booths and special pavilions. The largest international representation was from Italy, Spain, Turkey, Mexico, France and China.
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FOOD TURKEY
May 2016
Specialty foods of 2016 crowned by Specialty Food Association New Tastes and Reconfigured Classics Dominate sofi Awards Picks
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FOOD TURKEY
May 2016
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NEW YORK – North America’s Largest Specialty Food and Beverage Event comes to New York City annually in the late June / Early July timeframe. This year the show will be open for visitors to discover over 180,000 products including confections, cheese, coffee, snacks, spices, ethnic, natural, organic and more, 26-28 June 2016. There will be some 2,400 exhibitors from 50 countries & regions. The Specialty Food Association announces the outstanding specialty foods of the year, winners of the prestigious 2016 sofi™ Awards. The 2016 sofi Awards winners include flavors of North Africa, Southern Italy, and virtually every region of the U.S. Pumpkin seeds, honey, and bacon make several appearances on the list of winners and finalists. The latest vegan darling, aquafaba, or chickpea water, made the list, as did chicken fat and coconut sugar. Since 1972, the sofi Awards have helped the Specialty Food Association advance culinary excellence and creativity worldwide by recognizing the outstanding work of its members. From mouthwatering sauces to delectable desserts to savory snacks, the 2016 honorees were chosen from
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a record 3,200 entries by a national panel of culinary experts in a blind tasting. Those that reach the level of sofi Winner and Finalist serve as ambassadors for the industry and represent the best of what specialty food has to offer. In all, the 2016 sofi Awards Honorees include 28 Winners and 100 Finalists across 28 categories. “This year’s sofi Awards Winners and Finalists illustrate the vibrancy of the specialty food industry,” says Laura Santella-Saccone, Chief Marketing Officer for the Specialty Food Association. “Each one reflects the passion and creativity Association members bring to the food they present to American, and international, food lovers.” A sofi is the top honor in the $120.5 billion specialty food industry. “sofi” stands for specialty outstanding food innovation. For two weeks in May 2016 the judges tasted and evaluated each product and scored the entries on excellence of taste and ingredients. In all, 46 judges including chefs, culinary instructors, recipe developers, food journalists and specialty food buyers who are experts in particular categories such as cheese and oil, participated in the selection process. The 2016 sofi Awards Honorees will be celebrated at the Summer Fancy Food Show at the Javits Center in New York, June 26-28, 2016. The show, owned and produced by the Specialty Food Association, is the largest marketplace for specialty food and beverages in North America. The show will feature displays of all 2016 sofi Awards Winners and Finalists, and the Winners will be highlighted in special showcases at the event’s opening night party at the Javits Center on June 26 from 5-7 p.m.
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Beypiliç invests 90 million to expand capacity One of the major companies in the poultry industry in Turkey, Beypilic expands its production facilities by doubling processing capacity. With an investment of 65 million Euros for slaughtering and 25 million Euros for egg processing the company will have an additional facility. General manager Dr. Sait Koca informed about his company and the false information about the poultry industry in Turkey.
Let’s start with the story of Beypilic. How was the beginning of your journey? Founded in 1981 as Beyyem, then joined with Beypi Co. Inc in 2004, the company become an integrated facility having slaughtering, feed production, breeding poultry, chicken coops, etc. Having 189 partners the company provides employment for 2788 people. Products are sold under Beypilic brand that has processed, sauced and precooked products in its product line.
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May 2016
Dr. Sait Koca General Manager
How large are your production capacities? In 2015 we produced 177 thousand tons of chicken meat, 2.8 thousand tons breeding beef and 5 thousand tons of chicken legs, having about 400 thousand chickens processing.The facility is able to process about 24 thousand chickens in an hour, from cutting to packaging.
What is the reason that you do not produce organic varieties? The volume of organic chickens sold in Turkey is about our weekly production amount, less then one thousandth of total production. The same is valid in other parts of the world. Organic chicken production has a very very limited amount of demand, because costs and prices are high. Sales are highly limited. It is not possible to have physical conditions for organic production. Besides our products are all natural.
How much meat is consumed in Turkey? Before that, I would like to mention about the rumors about the poultry industry. The information circulated in general media are not reflect the truths, so consumers have become more conscious about poultries. We are the only
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company having the certificate of “Best Practices in Agriculture”. Our farms and slaughter house are always open, people may visit and inspect our facilities and processes. The industry has the highest level of hygienic standards. People should not be misled by false information. One of the indicators of being a developed country is the amount of animal productions consumed by the population. Turkey has rather low level of meat consumption, 37.5 kg. per capita in 2015. World average is 43.4 kg. Consumption in EU countries is more than double of Turkey’s. It is more than triple of Turkey’s in the USA. Muslim countries try to close the consumption gap by emphasizing on poultry products. We have to increase consumption of poultry through R&D.
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May 2016
How is the R&D in poultry business? We do it in our coops. We have a special coop for R&D. We try to develop new feeds and new ways of feeding by engaging joint studies with academicians. We are about to complete a recent study that focused on the use of calcium and phosphor in feeding the chickens.
What are the developments in your investment plans? We keep investing. We are one of the rare companies who invest their profits for growth. Even during the times of crisis we keep our investments, and we will continue to invest.This year we are beginning to produce eggs in our new facilities, having a daily production capacity of 1.5 million eggs, by investing 24 million Euros. Another one in 2017 will follow the next project. Our target is to have a share of 10 % in eggs production in Turkey. Another project is about having a new slaughterhouse that has a capacity of 27 thousand chickens an hour. The project that will be completed in 2017 will cost us 65 million Euros.
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Godiva celebrates 90 years in New York
Zuhal Seker - Ahmet Gunestekin Drew Barrymore - Mohammed Elsarky
Belgian Chocolatier debuts collection to commemorate 90 years
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FOOD TURKEY
May 2016
NEW YORK – The 90-year celebration of GODIVA Chocolatier was made at Marlborough Chelsea Gallery with a luncheon with the participation of famous personalities such as Drew Barrymore. The former CEO of Burberry and famous fashion consultant Rose Marie Bravo were among the hosts. The artwork of Ahmet Gunestekin was put on display at Marlborough Gallery. The work titled “Rivolt of Godiva” attracted a great deal of interest.
Godiva has kicked off the 90th Anniversary with the launch of a new limited edition collection that celebrates the brand’s roots while crafting the future. The collection is both sweetly nostalgic and at the cutting edge of chocolate and design innovation. Featuring eight of GODIVA’s most iconic chocolates – one for each decade since the company’s inception in 1926 – the collection is completed by the brand new ‘Egérie Noir,’ a con-
temporary creation of the smoothest raspberry ganache, delicately balanced with essence of rose petals, and encased in rich, dark Belgian chocolate. Both the filling and the shape of the Egérie Noir shell are exciting new creations – a testament to GODIVA’s innovative flair. The delicate rose and raspberry flavor is one that will play an exciting part in the chocolatier’s anniversary throughout the year.
Ahmet Gunestekin - Ali Ulker - Mohammed Elsarky
Additional chocolates available in the US for the first time include the Noblesse (1959) and Nippon (1972).The Noblesse is based off a traditional Italian recipe of rich hazelnut praliné that is skillfully blended with smooth milk chocolate. Taking its inspiration from the brand’s arrival in Japan, the Nippon has a dark and milk chocolate center combined with elements of hazelnut praliné and puffed rice. “We’re excited to celebrate 90 years of craftsmanship, passion and innovation with the Gold Anniversary Collection. It’s truly a representation of how GODIVA’s chocolate has evolved
Mohammed Elsarky - Drew Barrymore - Ahmet Gunestekin
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Drew Barrymore
Ahmet Gunestekin Ali Ulker
over the past 90 years while staying true to our core values and heritage,” explains Michelle Chin, Head of North America Marketing & Product Development. Belgian artist Oli-B, famed for his bold and vibrant work, was commissioned to redesign the iconic gold box. The young Belgian created a tableau of vibrant colors that captures the energy of fireworks. “It has been a pleasure and a great challenge to introduce my art to GODIVA’s iconic aesthetic. My inspiration across our entire collaboration was joy and celebration – and nothing encompasses that better than the colorful, energetic firework!” said Oli-B. Rounding out the 90th Anniversary collection and the raspberry-rose theme are the Raspberry & Rose Chocolixir and Raspberry & Rose Soft Serve, which will include elements of both flavors.The collection will also include a limited edition truffle box, to be released in September.
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Gaye Erkan First Republic Bank Senior Vice President
Turkish Olive Oil‌ The wonder ofdishes, the pleasure of palates! 41
Activities of Turkey Olive & Olive Oil Promotion Committee During 2015/2016 season, the Olive and Olive Oil Promotion Committee (OOPC) participated with an information stand in various fairs held in India, United Arab Emirates, People’s Republic of China, the United States, Saudi Arabia, Japan, Italy, Germany, France and Turkmenistan. Mehmet Kadri Gündeş, Chairman of the OOPC made the following statement about their activities:
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“Besides these activities, we have supported the promotion activities of the Turkish embassies in Washington and Seoul by sending them product samples. “We have gone on our activities in the social media with the fan page “For the love of Olive”, sharing information about OOPC and the various actions carried out through our web pages www.zztk.com.tr and www.olivetolive. com
“At the same time, OOPC has pursued its action by participating in various promotion events in the domestic market in 2015 in the same way that in 2014, in the framework of budget boundaries increasing from 10 to 20 percent. We participated with an information stand to the fair Olivtech, held from 16 to 19 April 2015 in İzmir and to the harvest festival held from 6 to 8 November 2015 in Ayvalık. “These last years, thanks to the support granted by the International Olive Council to our Committee, we have organized a two-day promotional event for olive and olive oil, by installing a stand in many shopping centers of many towns in Anatolia, in the framework of the event : “Olive Oil, Healthy and Delicious”, and have also supported the project “of Increasing Olive Oil Market Share” organized in continuation by Aydın Commodity Exchange.” Some of the Fairs where OOPC participated during the years 20152016 are as follows:
9TH CHINA (GUANGZHOU) IOE FAIR (04-06 June 2015, Guangzhou- China) The Olive and Olive Oil Promotion Committee (OOPC) has chosen China as a target market as the consumption in olive oil is rapidly increasing in this country and hence participated in the China International (Guangzhou) Edible Oil Olive Oil Exhibition held in Guangdong Province between 4-6 June 2015 for the promotion of Turkish olives and olive oil. The Olive and Olive Oil Promotion Committee participated for the first time in Food Hospitality China Fair, held in Shanghai since 2009, with an
information stand of 9 square meters, where Turkish olives and olive oil tasting was offered to visitors and information about Turkish olives and olive oil was also given to visitors coming to our stand, mainly from Guangdong Province in China and surroundings, as well as Malaysia, Honk Kong and neighboring countries.
EXPO MILANO 2015 (15-31 august 2015, Milano- Italy) On August, 15th OOPC started its promotional activities in the Turkish pavilion installed in EXPO 2015 Mila-
no for a period of 15 days to the end of august, offering tasting of Turkish olives and olive oil as well as information about these products. It was the occasion to make tasting Turkish olives and olive oil at the OOPC stand, visited not only by Italian people but also from people from everywhere in the world, considering that about 200 000 visitors are coming to EXPO Milano in one day. Apart from it, promotional videos were shown at the OOPC stand about the Olive and Olive Oil History Museum, the biggest one in Europe, opened in
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2011 in Kuşadası and Adatepe Olive Oil Museum, which is the first of its kind in Turkey, opened in Çanakkale in 2001, where tens of thousands visitors were hosted and an olive oil production workshop, known to be the oldest in the world (6th century BC). Besides, promotional key holders were offered to visitors and introductory information leaflets about Turkish olives and olive oil were distributed at the OOPC stand.
ANNAPOORNA WORLD OF FOOD INDIA (14-16 September 2015, Mumbai, India) In order to increase Turkey’s olive and olive oil exports, the Olive and Olive Oil Promotion Committee (OOPC) attended the Annapoorna World of Food India, food fair held from 14 to 16 September 2015 for the tenth time in Mumbai in India. In recent years, this fair has become the most important business platform in India food and beverage industry, organized under the umbrella of the Federation of Indian Chambers of Commerce and Industry (FICCI), with a participation of about 200 companies coming from 15 countries and the participation at national level of Argentina, Austria, Korea, Singapore, Saudi Arabia and U.S.A. and we participated there with a stand of 15 square meters.
PRIVATE LABEL MANUFACTURERS ASSOCIATION Fair 2015 (15-17 November 2015, Chicago-USA) OOPC attended the Private Label Manufacturers Association Fair, held from 15 to 17 November 2015 in Chicago in USA with a stand of 9 square meters. It is the second time that our Committee participated
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with an information stand in the Fancy Food Fair, organized these recent years in the middle region of USA, where products with special brands directed to many food and non-food sectors (store brands, private labels, private brands) are exhibited. This fair is held in Chicago, linked to the State of Illinois and ranking at the 5th most populous city in the USA. Our stand was frequented by visitors from very different countries, from Brazil, Pakistan, Saudi Arabia, South Korea besides USA and Canada. It was observed during the fair that professional visitors rather than consumers attended this fair.
FOODEX SAUDI FAIR (1720 November 2015, JeddahSaudi Arabia) OOPC participated in Foodex Saudi 2015 fair, held from17 to 20 November 2015 in the town of Jeddah in Saudi Arabia. This country meets
an important part of its food needs through imports and Saudi Arabia ranked second in Turkish olive oil exports with imports amounting 9 million 423 thousand dollars. Besides a population of some 30 million people, Saudi Arabia also hosted some 15 million tourists every year and is an oil-rich country, considered as a target country for our exports of olives and olive oil. Saudi Arabia, with a food consumption amounting 50 billion dollars, is the largest food and beverage market among the Gulf countries, with an annual growth rate of the sector of 18 percent. FOODEX SAUDI FAIR 2015 owns the characteristic to be the unique private fair in the sector of food and beverage industry and is organized on a field of 9.800 square meters at the Jeddah Convention and Exhibition Centre, with the participation of more than 350 companies and attended by more than 6000 visitors.
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SITEVI 2015 (2426 November 2015, Montpellier-France) OOPC attended for the first time SİTEVİ 2015, held for the 27th time from 24 to 26 November 2015 in France in Montpellier, the world’s most important wine growing and olive oil production center, with an information stand promoting Turkish olives and olive oil at that International Viticulture, Wine, Olive, Fruit and Vegetable Cultivation Equipment and Technologies Fair. More than 1000 companies from 25 different countries participated to this fair with a national participation of Spain, Italy, Portugal, Morocco, Tunisia and Israel, and was attended by some 54.000 visitors, mainly from Spain, Italy, Switzerland, Germany and Portugal. A special tasting place was dedicated to Mediterranean Countries, particularly focused by the fair, where the Olive and Olive Oil Promotion Committee took place together with countries like Tunisia, Greece, Italy and Portugal, representing Turkey. In this area, different activities of olive and olive oil tasting were carried out and OOPC brochures and promotional materials were distributed at OOPC stand.
GULF FOOD 2016 FAIR (21-25 February 2016, Dubai- United Arab Emirates) OOPC participated with a stand of 15 square meters in Gulf Food 2015 Fair, held from 21 to 25 February 2016 in the city of Dubai, in the United Arab Emirates. A total of 4200 companies from 87 countries participated in Gulf Food 2016 Fair, held in the World Trade
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Center of Dubai, and 154 companies from Turkey were present at the event. Our committee, together with Dried Fruits Promotion Group, Hazelnut Promotion Group, Bakery Products Promotion Group, Sugary Products Promotion Group, Pasta and Bulgur Promotion Group and Poultry Promotion Group took place in a common promotion stand “Turkey” to promote our products.
as United Arab Emirates, Saudi Arabia, Iran, Iraq, Kuwait, and Qatar for countries of Middle East and India, Pakistan, Singapore, Malaysia, Somali, Yemen, Ethiopia, Nigeria, Angola, Algeria.
Our stand was a Mecca for visitors from very different countries such
The Olive and Olive Oil Promotion Committee (OOPC) participated
TURKMENISTAN Turkish export products fair 2016 (09-11 February 2016, Ashgabat - Turkmenistan)
with an information stand in the Turkish Export Products Fair, held for the seventh time in Ashgabat in Turkmenistan from 09 to 11 February 2016. Following the observations and talks made during the Turkish Export Products Fair in Turkmenistan, it was understood that the actual consumption of edible oils in Turkmenistan is composed of vegetable oils rather than olive oil, that the usage of olives and olive oil is not known enough and limited to salads partly due to eating habits but also because it was expensive. So it was decided to make an intensive promotion of olive and olive oil products in this country, particularly to reach the sections of the population, owning a high income.
BIOFACH 2016 (10-13 February 2016, NurnbergGermany) OOCP participated in Biofach Or-
ganic Products Fair, held from 10 to 13 February 2016 in Nurnberg, in Germany, whose Turkish national participation is carried out by Aegean Exporters’ Association, by making tasting of organic Turkish olive oils during this event.
Turkish olives and olive oil were promoted and visitors could taste Turkish olive oils. In the area of the fair, Erdem Ĺžeker, an Italian designer of Turkish origin designs OOPC in the trend area, succeeding in making it a visual show.
Germany is the biggest market of our exportations of table olives and if the European Union lifts the quota, it would become the target country of our olive oil exports. All the fair long, visitors to our stand were invited to taste organic natural extra-virgin olive oil and promotion brochures and promotional materials about Turkish olives and olive oil were distributed at OOPC stand.
Turkey exported olive oil in Japan for a value of 13 million 768 thousand dollars during 2013/14 season. During 2014/15 season, exports reached only 6 million 656 thousand dollars due to a low olive harvest. During the last two seasons, Japan is the third country where our olive oil is exported the most. Then this country is our priority market in our exports of olive oil as we are in position to multiply our exports with the increase of the olive oil harvest in Turkey.
FOODEX 2016 (08-11 March 2016, Chiba-Japan) The Olive and Olive Oil Promotion Committee participated in Foodex Japan 2016, held for the 41th time in Chiva/Japan from 8 to 11 Mart 2016, by opening a stand where
SIAL CANADA 2016 (13-15 APRIL, Montreal, Canada) The Olive and Olive Oil Promotion Committee (OOPC) participated
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with an information stand in the SIAL CANADA Fair, held from 13 to 15 April 2016 in Montreal, Canada. Being one of the forthcoming fairs in the World and one of the biggest in North America, the SIAL Canada fair hosted more than 850 companies from around 50 countries. The fair was visited by 15.000 professional visitors. The info stand of OOPC was visited by people not only from USA and Canada, but also from Argentina, Brazil, China, Italy, Spain, Iraq etc. The olive and olive oil consumption in Canada raised by 50 percent in last decade. In 2015, Canada Imported 220 million US dollars worth of olive and olive oil and remains to be a very important and potential market for Turkey.
IRAN FOOD AND HOSPITALITY 2016 (30 MAY-2 JUNE, Tehran, IRAN) OOPC participated with a stand of 12 square meters in Iran Food And Hospitality, held from 30 May to 02 June 2016 in the city of Tehran, in Islamic Republic of Iran. A total of 711 exhibitors from 35 countries participated the fair with 12 official national pavilions, including but not limited to, Sweden, Denmark, Norway, China and Turkey. The fair was held in the World Tehran International Permanent Fairground and attended by more than 40.000 visitors. The stand of OOPC was a center of attraction for visitors from very different countries such as India, Pakistan, Greece, Italy and Spain.
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Olive cultivation in Turkey & olive oil types Olive Tree and Fruit Olive is a long shrub or an evergreen tree with dense branches, broad top which may reach a height of 10 meters. It has a large, distorted and bumpy trunk. As the tree ages, the smooth gray trunk gradually starts to crack. Crown of the tree widens as the height increases every year. It is a perennial tree and may live approximately 2000 years. The crown is open and symmetrical in fertile land, but denser and rounded in infertile land. Shoots are gray in color and almost triangular. Olive tree blossoms in the spring. Its stone starts to harden and fruit to ripen in the summer months. Starting to change color in September through November, olive first turns from green
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to violet and then to black, thus ripening. This stage is called “variegation�. Harvest of the ripe olives continues from September through February. The quality of the olive oil to be obtained is closely related with how olives are picked. Olive oil of the best quality is obtained from the olives picked from their branches one by one. Olive is also picked by dropping on the ground or by suctioning machinery. Olive should be processed as soon as possible after harvesting. To do this, olives allocated to olive oil extraction are first subjected to defoliation and washing processes in automated machines. Then the olives are crushed in presses, thus ensuring olive oil to be extracted from the tissues of the fruits. Approximately 10 kilograms of olives are used to extract a kilo of early-har-
the olives. First of all, acerbity and the bitterness of the olives were eliminated by
ve s t e d olive oil. In other methods, 3-8 kilos of olives are sufficient to extract a kilo of olive oil.
Olive Varieties Flavor and Quality Compared to other fruit varieties, which are picked from heir branches and readily eaten, the olive fruit does not easily surrender. By the time, some processes have been developed which shall eliminate the acerbity and the bitterness of
storing them in the water. Then, they were sweetened by dipping into ash, vinegar or limewater. They were made resistant to time by pickling in brine by cutting or cracking. The brine used to be blended with lemon, fennel, mastic, thyme, peppermint and other herbs, thus making the flavor of olives more pleasant. Such processes as storing the olives in must, wine or even honeyed water instead of brine were also tried. A total of 84 varieties of olive are produced in Turkey.
Turkish Olive Oil Production In the olive oil culture, yet another tradition which has not changed for thousands of years is the method of olive oil extraction from the olives. The reason for this is that olive oil is obtained by passing the olives through a cold press and may be eaten without any chemical processes. Just for this reason, there is no difference between the olive oil extraction method employed in the present day and the one used some six thousand years ago: Olive are crushed into pulp and then this pulp is squeezed or passed through a press. And finally, olive oil is separated from the wastewater of the olive fruit. Hydraulic presses started to be used once technology developed in the early 19th century. At present, besides hydraulic presses, such machines aimed at obtaining olive oil by centrifugal force without applying any pressure on the olive pulp. The most widespread one among them is the “continuous system�.
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Continuous system is also called fully automated system. First, olives are sorted out by varieties. Olives dropped into the pit called “funnel” are stripped of their leaves by a machine and crushed and broken in a crusher (the machine finely crumbles the stone at 3.000 cycles) The pulp coming out of the machine is added with water upon stirring and kneading. Pomace and juice are separated. Olive oil and wastewater are separated from the juice and the olive oil is taken into the filtering tank. These olive oils are called virgin olive oil or extra virgin olive oil depending on the acidity and can be consumed directly like a fruit juice. Last sediments are removed and the olive oil is left into the settling tank. From here, virgin and extra virgin olive oil is filled in kettles, cans and bottles. Pomace left of the olive oil is re-ground and used in making soap. Pomace sediment is called a pellet and used for fuel. In order to obtain olive oil of good quality: Olives should be processed as soon as possible after the harvest. The olive oil quality will be degraded if olives are processed as late as after harvest. Olives must be well cleaned before entering the process in the mill and olive oil must be stored in proper condition.
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Types of Olive Oil According to the quality, it is divided in several types… They differ by their content in oleic acid and their organoleptic qualities.
Extra Virgin Olive Oil It has the lowest level of acidity that should be lower than 0.8%. It has best organoleptic characteristics. This is the highest quality olive oil available and has the best analytical and sensorial qualities. It is obtained directly from the olives using exclusively mechanical processes. Its aroma and flavor exactly reproduces that of the olives it is made from and it preserves all the inherently healthy and nutritional properties of this exceptional natural product.
Virgin Olive Oil Level of acidity must be between 0,8-2%. This is a second-class olive oil and though it is obtained directly from the olives using exclusively me-
chanical methods too (it is still juice extracted from olives). It has slight deviations in its analytical or sensorial parameters which mean it cannot be classified as “extra” virgin. According to European legislation (Annex I of EC Regulation 865/2004), in addition to the categories “extra virgin olive oil” and “virgin olive oil”, the following olive oils are also considered suitable for direct consumption and can be found on the market.
Refined Olive Oil It is no longer natural fruit juice. It is an olive oil which has been processed to reduce its acidity level and neutralize its taste.
Olive Oil This olive oil is made by blending refined olive oil with a variable percentage of virgin or extra virgin olive oil.
Olive-Pomace Oil Made up of a mixture of refined olive-pomace oil and virgin or extra virgin olive oil. Turkish Olive & Olive Oil Sector Statistical Facts • 180 million olive trees • 700.000 hectares cultivation area • 500.000 metric tons table olive production per annum • 300.000 metric tons olive oil production per annum • 500.000 Turkish families work for olive and olive oil production • More than 500 continuous olive oil extraction mills • Sufficient refinery and retail packing plants using the most modern technologies • State / private laboratories for the quality control to meet international standards • Table olives exports: 70 thousand metric tons per annum • Olive oil exports: 60 thousand metric tons per annum Production and export figures are from high crop years
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Turkey, unlimited nature of olives since 4000 BC The recognition accorded over the past centuries to the value and unique characteristics of olives and olive oil has acquired even greater prominence today.
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Cultivation of this special fruit occurs only in certain regions of the world. Foremost in importance stand those countries situated along the shores of the Mediterranean. Included among these fortunate countries is Turkey, whose olive production ranks second in the world. Over the past ten years, Turkey has recorded important progress in olive cultivation. Moreover, it has established processing plants whose technology and capacity
insure in terms of both quality and quantity the production of table olives marketable world-wide. Advances with respect to olive oil have also been impressive. A number of firms active in the extraction, refining and packaging of olive oil that meets world standards have assumed their rightful places in the sector and pursue the goal of ongoing success. In the years ahead Turkey will continue to push forward its development in a timely fashion and increase its global share in the trade.
As Olive and Olive Oil Promotion Committee of Turkey (OOPC), our target is to place Turkish brands on market shelves all over the world in the shortest time possible.
History of Olive in Turkey Olive grows in Anatolia, the land of several civilizations, for 6000 years and dedicates peace, health and beauty to this land. Olive is also Mediterranean people’s long life formula. It is fascinating just like Dado; delicious and traditional just like nokcha. This resembles the common value of two civilizations. Klazomenai, the olive city of 6th century, exists in Aegean region. Recently, the evidence of the first olive trading was found in Urla, the village of Izmir. An important workshop used for exportation added new information to the history. Just like the 1300-yearold tree found in Mut, or the olive oil stores found in Izmir, or the words about Kücükkuyu that are used by Zeus in Iliad: “There is a place between Aegean’s blue and Ida’s green, I have never eaten such a breakfast with delicious kinds of olives in an atmosphere where there is a strong smell of thyme. That place is called GARGARA.”
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Historical Landmarks of Olive and Olive Oil in Turkey 1. Erythrai - next to Cesme (Ildır) An ancient city. One of the most important olive oil export center in 6th century BC.
7. Hatay
Thales had been forecasting the following year’s olive productivity with his meteorological studies.
The motherland of olive. It has the second oldest olive tree in Turkey. Its stem diameter is 110cm.
5. Kas Uluburun Some olive remnant was found in Uluburun wreck.
2. Urla
6. Mut
An olive oil extraction installation from 6th century and olive storages from 30002000 BC were found in here.
A 1300-year old olive tree still lives here.
3. Izmir The olive trees under where Homeros had been reading his epics to his friends and dining them in 1199 BC. from the Epic of Iliad.
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4. Miletos
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8. Agrı Doves taking the olive branches to Noah’s Arc have been the symbol of peace for years.
Turkish olive production Picking methods in olive harvest have barely changed for thousands of years and the handpicking or beating method has been used for many centuries. There is also the method of picking the olive fruits having fallen from the trees. Harvest is performed between November and March in Turkey. Olive is an agricultural crop with so great an importance in terms of the Turkey national economy and nutrition of the people. The table olive sector is in a breakthrough in our country as well as all the world over. Construction of infrastructures employing new technologies in the recent years and the progresses in the sector in the forthcoming years shall create opportunities for our country to process olives of any quality required by the international markets and to be competitive.
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Olive oil and table olives industry in Turkey Ancient traditional taste of Mediterranean cuisine
Treasured since ancient times for their excellent nutritional quality, olives and olive oil have always been essential component of the diet in many Mediterranean civilizations, especially those located in Anatolia (Asiatic part of Turkey).
An Ancient Olive Oil Plant of As a versatile ingredient, olive oil has Anatolia been used not only as a flavor enhancer in various dishes, but also as a medicine for healing wounds, as fuel for lamps and as cosmetics for the hair and skin in different cultures. Considered sacred, it has been the symbol of peace and richness connecting three continents in one soul. Although the olive tree is native to the eastern Mediterranean basin, it gradually spread westwards beyond Turkey into Europe due to its increased importance as a source of edible oil. Having the longest coastline on the Mediterranean Sea, Turkey has been one of the major producers of olives among Mediterranean countries. Thus, olive oil traditions and dishes have been the pride of Turkish cuisine since the time of the Ottomans. Like-
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wise, table olives have been a staple at every Turkish breakfast, generally beside a slice of bread and traditional white cheese. Today, Turkey supplies the olives and olive oil of Mediterranean cuisine all over the world.
The Ionian city, Klazomenai, which emerged 3000 years ago in the western part of Turkey, was known for its economic prosperity based on olive oil production. The remains of Klazomenai lie on the southern shore of the Gulf of Izmir in the Aegean Sea, in the fields of the town of Urla; a region which Herodotus called truly blessed with a perfect Mediterranean climate. Excavations in this region revealed the earliest known olive processing plant, demonstrating the importance of Anatolia in the development of olive cultivation and technology. This was the first time that archaeologists had discovered a complete olive oil plant, which had operated at a substantial production capacity. Continuous production by means of a three-com-
partment oil separation system was first performed here, showing that Klazomenai had possessed technology far ahead of its contemporaries. In addition, excavations showed that olive oil production was one of the main activities in the city and became an important trade commodity for the Klazomenians in the second half of the sixth century B.C.
one that can be produced by physical methods from a fresh fruit and can be consumed immediately after pressing the olive, like fruit juice. Likewise, a complex process, other than treatment with either dry salt or brine, is not required to produce table olives. Namely, olive oil and table olives are pure, natural, healthy products that require minimal processing.
After the excavations of Klazomenai were completed in 2002, the unearthed ancient olive oil plant was restored to its original state in two years.Then, this centuries-old olive oil plant of Anatolia began to work again, and after 3000 years the first olive oil was obtained at the initial production trial on 10 November 2004.
Today, olive oil is increasingly present on the food scene as the healthiest alternative to other edible oils. Some studies indicate that olive oil helps to reduce the levels of LDL (low-density lipoprotein), known as “bad cholesterol”, due to its higher percentage of monounsaturated fatty acids content (oleic acid: 61-83%) than any other type of edible oil. Although cholesterol is necessary for many bodily functions, excess LDL levels cause deposits of cholesterol in the tissue cells of the body leading to clogged arteries, restricted blood
Healthy Food For All Ages Olives and olive oil are appreciated not only for their nutritional quality but also for their health benefits. Among edible oils, olive oil is the only
flow, high blood pressure, heart disease, and strokes. Researches also suggest that monounsaturated fatty acids in olive oil help to either increase or maintain the levels of HDL (high-density lipoproteins), known as “good cholesterol”, that carry excess cholesterol to the liver to be eliminated from the body. This is in contrast to other edible oils that contain high percentages of polyunsaturated fatty acids because they also reduce good cholesterol while lowering total and bad cholesterol. Therefore, it is thought that olive oil improves the functioning of the circulatory and cardiovascular system by reducing the levels of LDL and maintaining the levels of HDL and guards against arterial blockage. Olive oil is rich in natural anti-oxidants such as vitamin E, which help to eliminate free radicals from the body. Some studies confirm the excellent effects
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of olive oil on bone growth, brain development and digestion. It helps to reduce the incidence of breast cancer and cell aging. It has been proved that olive oil activates bile secretion and stimulates pancreatic lipase. In addition, its emollient effect protects against ulcers, and reduces the risk of gallstones. It improves triglyceride activity and increases the rate of fat absorption. In addition to providing nutrients to the skin, this divine elixir protects and softens the face and body, maintaining a young, healthy and beautiful appearance.
Production Olives grow best in warm temperatures, and cannot tolerate extreme climatic conditions. The Mediterranean region, owing to its mild climate, contains 98% of the olive harvest and 95% of the olive oil production in the world. Harvesting and processing of olives are carried out between November and March. About 70% of the olives produced in Turkey are pressed for oil and the rest are reserved for table olives. In Turkey, olive oil production has undergone remarkable developments since the eighties and more and more olive oil plants have either started to produce virgin olive oil or increased their production capacity. Now, Turkey has the capacity to supply more than 300 thousand tons of olive oil per year owing to its largescale plants with modern bottling lines. T able olives are also produced in modern plants equipped with advanced technology, which enables them to comply with the standards of hygienic packaging. High quality production of table olives is done in retail packs such as cans, glass jars and/or vacuum packed bags. There are compulsory export standards for table olives and olive oil in Turkey.
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Thus, production in all plants conforms to the standards of the Turkish Standards Institute (TSE), which are also consistent with the international standards. Olive oil is classified as “extra virgin”, “virgin”, “refined” and “riviera” (a blend of virgin and refined olive oil that is called “olive oil” in international standards) based on the means of production as well as the physical properties and organoleptic characteristics of the product. Due to the preferences of consumers who are less familiar with the natural taste of olive oil, some are also produced with added flavorings such as garlic, onion, nutmeg, fresh thyme, basil or bay leaves. In international standards, table olives are classified as “green olives”, “olives turning color” and “black olives”.They are commercially produced in the forms of “stoned”, “stuffed” (with pimento, capers, etc), “halved”, “sliced”, “paste” as well as “whole” olives. It is quite common in Turkey to start the day by having a rich breakfast including this nutritious food, which
contains abundant calcium, iron and vitamin A. There are few countries in the world which have a consumption pattern of olives close to Turkey but according to one’s palate, olives can also be used in the preparation of various dishes. Olives are put in pizzas, salads and cooked dishes as an ingredient and/or eaten as an appetizer usually to accompany a drink.
Exports Being a net exporter of olive oil, Turkey supplies the variety of olive oil to a wide range of countries including major producer countries that either consume or re-export Turkish olive oil. Turkish olive oil is demanded from every part of the world and there are more than hundred countries that have experienced the excellent taste and fragrance of Turkish olive oil such as the EU, the USA, Saudi Arabia, Japan, South Korea, Philippines, Australia, South African Republic, and the Russian Federation.
Marmarabirlik, champion of exports, forth time
According to the 2015 data issued by TIM, Turkey Exporters Assembly, Marmarabirlik was awarded as the top of the exporters of olive and olive oil for the fourth time. The award was presented by Deputy Prime Minister Mehmet Simsek, and Economy Minister Nihat Zeybekci. The awards of export champions were presented in the 23rd general meeting of the assembly and in the ceremony that was honored by the President of Turkey, Recep Tayyip Erdogan and other protocol members. Hidamet Asa, Chairman of the board, Marmarabirlik, the largest olive producer, expressed his satisfaction by saying, “We got this award on behalf of our 8 cooperatives and 32 thousand shareholders. It is a source of pride and an important motivation for our members. Marmarabirlik is the most beautiful example
of the motto, “united we stand”. Marmarabirlik has become an enormous organization to export our products to 49 countries. It is the result of our cooperative efforts. I extend my sincere appreciations to all shareholders, our staff, cooperatives and member of the board. It is the result of our efforts aiming to transform our export activities. Our exports reached to 6 thousand tons in 2015. Our target for the year end is 6.5 thousand tons. Besides we aim more sales and more earnings from export markets and to make Marmarabirlik a leader in the world. Trust to our brand MB in export markets are growing steadily in Europe and other markets.” In his speech, economy minister Nihat Zeybekci, congratulated the chairman Asa for their successful ad film that emphasizes on the unity and cooperation.
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KURSAT,
the crown of olive and olive oil 62
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Kursat Agricultural Products Company is an experienced and recognized brand in offering healthy, fresh and quality olives and olive oils. It has a respectful success story which we listened from the mouth of Zeynep Kursat Alumur, an agricultural engineer and a high-level official at the company. Full text of the exclusive interview follows:
What is the story of Kursat brand? Having roots in Crete Island, we are a family business dealing with olive farming and processing. Our forefathers have played a role in the spread of quality olive oils in Europe by producing and exporting. Following their migration to Ayvalik from Cretein 1923, they decided to keep their business in the same field as farmers and producers and have become one of the farmers who produce the best olive oil in the region.
Since 1966 we have been selling our products under our name. First store of Kursat was opened in 1998 in Ayvalik and we started selling olives and olive oil in a special shop delicately. Two more shops were opened in Istanbul and Izmir in 2004. We have three shops in Ayvalik and online sales. With an aim to keep our traditions going, we have been selling our products under our family name Kursat. Two years ago we decided to reflect our grandfather’s name in our products and launched an additional trademark as Eminali. We sell our both brand heavily in domestic market. We deliver some of the production to export markets upon demand.
tations in Ayvalik. All of the farms are bred from original virgin olive trees. Our farming is completely conforms to the eco-farming standards, having good farming practices and organic farming certificates. We focused on the production of the healthiest and the most nutritious products as either olive oil or tabletop olives. Each year we start to harvest in October, mostly, and daily harvests are put to process at the same day for pressing or processing. Olive oil is made in continue presses, which is a special system
What are the production techniques you apply? We process olives only we harvested from the plan-
We have been carrying our tradition of our grandfathers for four generations.
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that prevents olives from contact with air and water. Olives for consumption is fermented by natural sea salt up to 6 to 12 months period.
What are the product varieties and production capacities? Capacity is determined by the amount of harvest each year. All our farms in Ayvalik are traditional farms. We have three kinds of olive oil. Kursat brand oils have max. 0.5 % oleic acidity and processed from early harvests by cold press. Eminali brand oils are made of October and January harvests and processed at 39 centigrade degrees having max. acidity of 0,8. Flavored olive oil is made of using cold pressed oil by adding natural flavors of rosemary, basil and red cayenne pepper. We have also cen-
Zeynep Kursat Alumur,
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taury variety. Tabletop olives are made through natural fermentation process that takes months by using sea and lemon salt. In a typical season we produce 7 varieties of green and pink natural pickled olives. Black olives are sold in two kinds, one is the seasonal saddled olive and the other is turning/shaking olive. This variety is made by settling them into the sea salt for 7 to 8 months. Both are made by natural fermentation. Saddled olive is matured in 40 days and sold seasonally between February and April.
What distinguishes Ayvalik olive oil from other regional oils? About 2 million olive trees live in the province of Ayvalik. Natural plantations in Ayvalik were bred from the wild siblings known as delice (virgin) by the people who wanted to improve the productivity and durability
of the olive trees for centuries. Thus, the traditional AyvalÄąk olive trees are more powerful, durable to climate changes, resistant to pests, diseases and physical conditions. They have higher rate of oil up to 24 %. Other characteristics such as their organoleptic structures, powerful chemical properties have made them the most important varieties for oil production. It has a unique organic structure that needs to be explored more deeply. They also have deep sense and essence of aromas of fresh green almond, fresh almond flower, fresh grass, green leaves, artichoke and green tomato.Tastes may changes and become more valuable depending on the time for harvest, the style of production and some other factors. Taste of Ayvalik olive oil may change during shelf life and the conditions of warehousing but it keeps its basic characteristics for many years.
We know that olive oil is basically a fruit juice. How frequently should it be consumed for health? Every family has a habit to use olive oil for their healthy diets. Besides, it is the only oil that can be consumed in all kinds of food preparation processes, including the fresh consumptions, cooking on stoves, fries, grills and ovens. It is a indispensable part of a healthy nutrition diets.
Turkey ranks a good place in the production of olive oil in the world, however, it could not get its share in exports. What can be done in this regard? First of all, we have to focus on quality production throughout the country to produce better oils in every part of the country. Every region has to emphasize on their peculiarity and the ways to transfer them to future generations. They have to try to improve their regional properties and sell them in attractive packages. Of old, there were off and on years in the harvest of olives. On the on years, olive oil is mostly exported in bulk. If we would be successful to sell more in domestic market, then we will began to sell more of our quality olive oils to export markets under prestigious brands. Keeping and maintaining the farms and increasing the number of olive trees in the country is important. Besides, the olive culture has to be spread out in all parts of the country. When we live and have enlivened our own culture of olives in the best way, then we will have special products and beautiful stories to sell them to the world.
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You mentioned once about the initiative of UNESCO on Ayvalik olive oil. What is your position in this move and activities you carried on? Last December we organized a workshop by the participations of academicians and the members of the national committee of Unesco on the candidacy of Ayvalik to the world cultural heritage list. In this meeting, criteria for the application are determined. I made a presentation in the meeting. Supporting any activities aiming to preserve the main essence of the province is all our job. Olive tree inventory is one of the most important cultural assets of the country. It is a real heritage and valuable gift having olive trees that have been serving to the humanity for more then six thousands years. Civilizations have
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emerged and expanded around this noble tree. Especially in Turkey, who has the privilege of being the homeland of olive tree, it must be all of our responsibility to protect the heritage, to develop it more, to carry on studies to make it more famous in the world. The report of the meeting have been completed and submitted to the office of Unesco World Heritage, Culture and Tourism Ministry.
In your opinion, what are the most advantageous regions for the exports of olive oil? What is to be done in this regard? There is a growing interest in olive oil especially in the last decade in the Middle East, in China and Japan. It is said that there are some problems to export branded olive oil to Chinese market. They mostly prefer
to buy in bulk and want to sell under their brands. About 1 % of the population consumes olive oil in China. Japanese people consume about 55 thousand tons of olive oil annually. Turkey ranks third among the exporters of olive oil to this country, following Italy and Spain.The USA market accounts 39 % of total imports in the world. Brazil is an emerging market with its consumption of about 75 thousand tons,
and they prefer natural pressed olive oil. Turkey competes with Greece for the third place after Spain and Italy in export of olive oil to these countries. Turkey has a variety of olives and a powerful production and processing capacities. With intelligent plans and efforts we have to preserve our inventory and try to increase our production and exports.
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Great plant for olive oil in Gömeç The love for olive tree has turned into a great investment in Gömeç, Balikesir
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The story of Guven Asa natural press olive oil started with a factory founded in Pelit, Balikesir four years ago. Turgut Gencal, chairman of the company, informed about the investment of 15 million while he expressed his love for olive trees.
First, we want to hear about your story. We have always been interested in olive trees. A friend of mine invited us to visit his olive tree farm in Gömeç, Karaagac and Pelit villages. We bought a land of 300 acres. Then we founded the factory in Pelit, and learned about the delicate business of olives. If you do not care enough about several issues, you could not get quality products. We bought special cases to pick the olives and started to press them to obtain oil. We worked four years in this plant. Buyers were happy with the quality
of our product. Then we moved our operations to our new factory in Gรถmeรง, that cost us 15 million lira. Now we produce the healthiest, the most hygienic oils in this modern facility.
How is quality oil produced? First of all you have to pick olives not in bags but in cases to prevent the loss of quality.The cases should be punched to keep olives fresh and to prevent damaging of olive fruits. You can now obtain quality oil.
Okey, what is the importance of washing olives beforehand? The machinery and the water used in the process should be clean and safe to drink. We have a separate facility for drinkable water. Washing system in our factory is the most up-to-date and very special. Our machine washes olives twice, in contrast to other producers. Though it makes oil colored, leaves should be separat-
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ed from fruits before pressing them, because it cause decay of the olives. Unwanted particles such as stones, woods, earth are washed at the first machine, then they are pressed.
any microbes. Insulated in the bottom, the floor is air conditioned at 17 degrees. We observe all rules of international rules. We got 5 international awards.
Would you mention about the facility you made for clean water?
The settling of the oil is also important. What do you do for the purpose?
In the facility water is softened by special process and supply us 10 tons of clean water in an hour. This adds the value of our products and our factory. We have a storage here, to keep every materials clean and hygienic.
After pressed olive oil is sent 6 meter below the floor to be settled for a while. It is an historical fact that when settled in deep pools, oil becomes more durable. Our ideal is to produce the top quality and to deliver them healthily to the people. Our tanks are also certified and made of quality chrome-steel material. Quality of the olive oil can be maintained up to 5 years when every measure were taken.
Would you inform us about the automated bottling facility? In this facility oil is filled into the glass bottles or tin tanks without under controlled environment. The labels are pasted and pressed nitrogen in them to keep oil safe for a long time. Then they are delivered to packing. Floor of the production section is made of porcelain, thus it prevents
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KRISTAL, everlasting taste for generations Kristal Oil, the first branded olive oil in Turkey, was established in Izmir by Anthony Micaleff in 1945. The Company has been one of the first brands that produced olive oil and released packed olive oil to the market in Turkey. It has also been the first company that exported packed and branded olive oil. Today, as a pioneer in Turkish olive oil market, Kristal Oil exports olive oil to 25 countries.
nologies, Kristal Oil works in accordance with the ecological balances and with the awareness of human health at its plants built on 20.000 m2.
In 1950s, while olive oil was mainly consumed in Aegean and Marmara Regions which are the production areas, Kristal Oil has been the leading company introducing and adopting the habit of consuming olive oil among Turkish people in Anatolia. In 2007 along with the partnership of Arkas Holding, Kristal Oil has increased its investments and production capacity even more. Kristal Oil has been running operations to increase local and foreign market share. Kristal Oil has been demanded for generations with its quality and trust developed on consumers.
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Quality, Innovation, Trust Since its foundation, Kristal Oil has adopted the “quality product” and “impeccable service” principles. Keeping up with the emerging tech-
Sanitary production is a constant rule for Kristal Oil. Kristal Oil, which makes production and packaging, untouched by human hand, offers olive oil in glass bottles and tin cans which are the healthiest storage conditions for olive oil. Kristal Oil maintains the same quality of the products for generations. Kristal Oil is a participant of National Olive and Olive Oil Council quality control program and plays an active role on encouraging the participation of other companies offering quality products. Kristal Oil, which produces in accordance with national and international standards, is TS EN ISO 9001 Quality and TS EN ISO 22000 Food Safety Management Systems certificate holder. All Kristal Oil products have Halal Food and Kosher certificates. Kristal Oil provides a fully integrated service with its continuous plant
which produces high quality extra virgin olive oil from olive of the Ayvalık region, and its main factory which is comprised of refining and packaging units, in Izmir Bornova. The company has numerous quality and management certificates from Turkey and from many international organizations. It has also the pride of having many respectful awards. Kristal Oil won the first award, the gold medal, at World Food Day Sunflower Seed Oil Quality Competition on 16 October 1982. It won the Oil Proficients “Golden Lion” prize at Verona SOL Competition in Italy on 3 April 2000.
Kristal Oil at Olivetech 2016 Fair.
On 9 June 2006, Kristal Extra Virgin Olive Oil was selected the best olive oil among the “Turkey’s Top 10 Olive Oil” published by the Hürriyet newspaper. Winners were selected by a grand jury consisting of olive oil experts, food writers, gourmets and restaurant owners. Kristal Oil won 2014’s packaged olive oil export prize at the ceremony which was held by Aegean Exporters’ Association on 28 April 2015.
The World of Olive Oil as described by Kristal Olive tree (Olea Europea) is a strong tree. Despite of its slow and difficult growth, it has a long life. Therefore, it is called “Immortal Tree” in mythology and botany. Calcareous, pebbly, rocky and dry soil is suitable for an olive tree to grow on due to its roots extending to depth. The most favorable environment for an olive tree is the climate which is hot in summer and temperate in winter. Olive tree likes light, sun and temperatures over 15°C. Annual average of 220 mm rainfall is sufficient for the efficient growth of an olive tree. Olive tree generally
Kristal Oil at Olivetech 2016 Fair.
Kristal Oil at Gulfood Dubai.
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grows in geographies with low altitude. The upper surface of the olive tree’s leaves, in the form of bush, is dark and the bottom surface has a silvery color. Leaves come out from both sides of the branch in a perfect order. The body having an average width of 40-50 cm is resistant against decay. New leads growing from the burls revitalize the body when the tree gets old. Olive tree which has an average height of 2-10 m, bears large amount of fruits in one year, and less in the following year. Blooming period in Northern Hemisphere is between April and June. Green olive ripen between the end of August and beginning of November. Picking methods in olive harvest have not changed for thousands of years. Hand- picking or shaking method has been used for centu-
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ries. The harvest period is between October and February. Harvest with machines is slowly replacing the traditional method of shaking. Today, methods such as body or branch shaking, and picking the fruits on the ground using absorbant equipments are being utilized in the machines used for olive harvest. In hand-picking method running off or combing is used and in picking from ground method, roller or brush is used. Among these methods hand-picking requires the most effort. This method where maximum 9-10 kg olive is picked per hour enables olive oil production with the highest quality if the fruit is good.
process. An olive fruit has approximately 20% oil, 40% vegetable water and 40% solid matter. There is no difference in olive oil extraction methods of today and the past. Olive are pressed and the paste form is obtained. Then the paste is pressed. Eventually, the oil is separated from the vegetable water. Hydraulic press machines were started to be used in the beginning of the 19th century due to the technological improvements. Today, instead of hydraulic press machines, machines that enable olive oil extraction from olive paste by centrifugal force are being used. These are called “Continuous Systems�.
Another tradition that has not changed in olive oil culture for thousands of years is the method of extracting oil from olive as olive oil can be consumed without any chemical
Continuous systems are fully automatic machines. High quality olive oil can not be obtained from the olive falling on the ground, therefore, they are processed separate-
ly. During the separation process of the leaves called cone, olive on washing machines are cleaned from the leaves, soil or branches, pressed and crushed in the crusher. Olive crushed at 1000-2500 rpm speed are collected in mixers. Mixer is the section where olive are kneaded. In this section, olive are kneaded for approximately 45-55 minutes in paste form to extract olive oil. The paste is then transferred to decanter section and the oil is separated from olive pomace and vegetable water. Olive oil cleaned by centrifuge is put in stainless steel tanks, and left in resting tank to be separated from its sediments. It is filled in cans or bottles. In order to obtain high quality olive oil, undamaged olive should be harvested at the right time by using appropriate methods, and should
be immediately and appropriately processed at olive press plants. It is very important that the olive should be processed as soon as possible after the harvest. Because if olive are kept waiting, they will be fermented. This reduces the quality of olive oil and it loses its extra virgin characteristics. Therefore, the olive should be kept in punched plastic cases that have a 20-25 kg capacity. The variety of the olive tree, geographical characteristics of the region, climate conditions, implementation of agricultural pest control, fertilization or irrigation, harvest time and method, the technology used for olive oil extraction, storage conditions and packing material affects the quality of olive oil. Modern, complex and developed analysis methods are used in order to identify the quality of the olive oil. Even 1% vegetable oil contamination can be identified
using gas chromatography and liquid chromatography devices. It is also crucial to identify and evaluate the flavor and excellence which are identified as sensory characteristics of an olive oil. Thus, expert tasters play an active role in this process. Based on the physical, chemical and sensory characteristics, oil is classified as; Extra Virgin Olive Oil Virgin Olive Oil Lampant Olive Oil Lampant olive oil which is not suitable for food consumption is refined using water steam distillation and bleaching soil without being exposed to any chemical reaction. Refined olive oil is blended with extra virgin olive oil in certain ratio and olive oil quality is obtained.
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Nar Gourmet Booth: 3044
Aiming to put Anatolian olive oil in international literature, the brand sells them to 50 special sales points in New York under the project of Anatolian Olive Oil.
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Having special pressing machinery in manufactured Italy, Nar Gourmet uses it as a mobile factory to produce special oils in selected regions. Samir Bayraktar, general manager of the company informed about his company and activities in the US market.
It seems that Nar Gourmet follows a different policy in the field of traditional processing techniques. Would you mention about your activities? Our firm was established in 2013 to produce local and natural products made of olives and other fruits harvested in Anatolia. The jams and preserves are made from fruits of only a single micro region, either of a single farm or yard. That means each product reflects the characteristics of that region or land. In this way we also support to the local and smaller farmers in the region to produce variety of products. They also produce traditional products. This model reflects our philosophy of business that we offer to our clients in the menus of Nar Lokanta that is supported by Yesam in our educational efforts.
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Being one of the richest bio variety regions in the world, Anatolia has vast resources in terms of olive trees that is originated from Upper Mesopotamia. Having a life span of about 3 thousand years and a history of about 8 thousand years, olive tree was adapted to the ecology of the region throughout thousand years in the past. We have developed a concept of Anatolian Collection made of rare varieties of olives that can be found only locally. With our R&D project that is supported by ministry of economy, our present aim is to obtain perfect natural pressed olive oil from the regional varieties that were not known well by now and sold only in local markets. We also want to share the results of our studies with other players in the sector and with local managers. We have turned an olive extraction machine into a small mobile factory to process olives. We
transport the factory to the plantations, not the olives to the factory. It saves time and preserves the quality of olives.
How was the mobilepressing concept emerged? There are variety of olive trees in Ayvalik, Memecik, Gemlik, Domat, besides lesser-known variety of Halhali, Sovrani, Sari Ulak and Rabbit Heart. However the production volumes and number of trees are rather limited in these locations. These varieties have been known and consumed by only local people and could not prosper far enough to their value. We spotted three points in this regard:
Samir Bayraktar General Manager of Nar Gourmet
1. Anatolia is the homeland of olive though the consumption is less than the average of other Meditarrenean countries. This is the main reason that the quality and value have not been improved much. A few local in
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Anatolia is known with its olives and olive oils. Olive is produced in many areas in Turkey, while their values have been left hidden, so their fame is decaying. Our project aims to protect them with their properties and original values. 2. As a result of lower interest for olive oil varieties, there is no facility to process olives in some of the olive breeding regions. It prevented us to develop olive oils at industrial standards. Our project aims to transfer contemporary processing facilities to local producers. Thus we will be able to produce high quality olive oil out of these local varieties. 3. The gene resources that are to be explored have to be analyzed technically and emotionally and have to be registered in the literature.
What are the advantages of pressing olives near the plantations for both producers and consumers? Insufficiencies of local producers caused the lost of quality of olive oil obtained. For example, it is almost impossible to obtain quality olive oil from the fruits harvested in Mardin, Derik and processed in the plant in Adana or in Kilis. We shortened the period of pressing by moving our presses to the regions of harvest and eliminated all possibility of harms that lowers quality of oil. It also becomes more effective and economical for small sized farmers who are not able to have a factory of their own.
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Would you inform us about the route of your operations in your project? Route of the mobile TIR started in 2015 from Mersin, Silifke and visited Antakya, Gaziantep, Antalya, Ayvalik and then reached to Manisa. In the last season we have been in Mardin, Halhali, Kilis, Hatay, Savrani, Mersin, Sariulak, Silifke, Antalya, Beylik, Mugla, Memecik, Aydin, Manisa, Uslu, and Balikesir, Ayvalik. We got golden medals in the most prestigious fairs such as New York Internatonal Olive Oil Competition, Milan Expo 2016, Olive Japan, Olive China, Flos Olei and others.
“Back to the Traditions� is the latest trend in food business. What is your opinion about your contribution to this trend? As Nar Gourmet we do not produce industrial and adapted products. For the same reason we have unique taste and quality in our products. We combine the rich tastes that comes from beyond the seasons, with the techniques of the past to reproduce the tastes we yearn for years, get them remembered by offering the traditional tastes produced out of freshly pressed local farms. www.nargourmet.com
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From deep past to the present: Healthiest fruit juice, the olive oil Recently, a couple of young entrepreneurs namely Cerag Bilgin and Ozgur Ozden entered in olive oil business and got award for their brands ORFION at the 9th National Pressed Olive Oil Quality Accolade. A very special and essential food for the humanity, olive and olive oil is originated in Mesopotamia and consumed heavily in certain parts of the world. It is one of the basics of Turkish diet and a part of food culture. Recently, a couple of young entrepreneurs entered in olive oil business and got award for their brands Orfion at the 9th National pressed olive oil quality accolade. FiancĂŠes Cerag Bilgin and Ozgur Ozden informed about the specialty of healthy and quality olive oils.
pressed with its kernels, it is known as a juice of fruit. Probably it is the only fruit that its oil is extracted. In this regard, it is fresh, pure and valuable as orange juice. It contains polyphenols, an organic element, is like an elixir of life, especially when early harvested olives are processed by keeping it away from heat and air.
What differentiates olive oil from other oils?
Prevents cancer. A study in Switzerland carried on 61,471 women has shown that daily consumption of a spoon full olive reduces the risk of cancer half, while other oils, margarine, sunflower and corn oils increases the risk by 69 %.
Contrary to other kind of oils, olive oil is obtained from olives by pressing and has no additives and is not processed with chemicals. Since it is
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The benefits of olive oil It is antibacterial and antiviral
Reduces LDL cholesterol
It has elements for cancer treatment. It contains the most oleokantal and squalene, the elements that give a bitter taste to olives. Daily consumption of 100 cl squalene is advised. It heals wounds and feeds tissue. It regulates digestion
Some messages in the media may harm the quality perception of olive oil Some of the terms used to promote olive oil such as stone pressed, bag squeezed and hot water pressed, may mislead the people about healthy olive oil. Because, these techniques are not good for the quality olive oil. Oil is subject to air ventilation, is overheated by hot water and the bags are not cleaned sufficiently. So, the olive oil lost some of its peculiarities, aromatic values and health benefits. Besides these may cause digestive problems and acid formation in stomach.
Consumers should beware of these olive oils
Cerag Bilgin and Ozgur Ozden
The acidity of the olive oil could not be understood by tasting. Black olives are matured form of green olives. Early harvest olive oils are obtained from fresh olives, and are especially advised for non-cooked consumption. For cooking, matured harvested oils must be preferred. Olive oil is prune to decay fast. So, it has to be kept away from heat and stocked in closed bottles.
Sold in PET bottles, Sold without labels on side of highways, Sold in open markets, Sold in transparent bottles that were left under sunlight Those oils that lost its original taste
The myths about olive oils that is not true Riviera kinds are processed olive oil and are lower quality Olive oil does not smell bad. If it stinks, it is not a quality olive oil. The color of the olive oil is not a gauge for quality. So, during quality tests, it is offered to judges in dark colored cups. Stone pressing is an old and a suitable technique for quality olive oil. Major companies are moving towards better processing techniques.
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Zey-Tur-San aka Berrak® Pickles introduces its new olive oil and pickle products! Zey-Tur-San, a Gemiç village of Bursa based olive and pickle factory, has just launched new Berrak® Virgin Olive Oil, Berrak® Caper fruit, and Berrak® Kohlrabi pickles in 2016. Founders of ZTS Mr. Turgay Tufekcioglu and Mr. Tamer Ersoy, whose families have been in the food industry since 1945, introduced their company:
Who is Zey-Tur-San? Today, in an area of 86,000 square meters of which 15,000 sqm part is interior, ZTS is in Gemiç, Bursa. Our company produces 10,000 tons of pickled products and sauces under Berrak® brand for export markets and for several international food brands along with major fast food chains worldwide. Our olive oil is made from world known Gemlik olives in Bursa region, in Turkey. Berrak® Ekşi Dostlar® was also produced in limited numbers in 2016 for special gherkin-cabbage pickle fans. Berrak® and all other ZTS products hold K-Star, OU Kosher, Halal, BRC and ISO9001 certificates. ZTS is the first food company, which pasteurized and exported pickles from Turkey.
On the brief history of company Earlier pickles and olives, a traditional item in Turkish cuisine, had been prepared by individuals or by small businesses by applying their ancestors’ recipes. There was a growing demand for healthier and quality pickles when our company had been established in 1983.
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On products and supply chain of the company Pasteurized pickles are our major product category. We make pickles from almost every vegetable; besides, we produce and process green/black olives and sauces. As a family business namely Ersoy Olives, we have been in the food business since 1945. Presently, 60% of our production is sold in domestic and 40 % is sold in export markets. We buy fresh vegetables from Afyon, Ä°zmir, Balikesir, EskiĹ&#x;ehir, and Çanakkale and its region.
On exports We sell our products to +27 countries, including, Switzerland, Germany, England, Denmark, Azerbaijan, Kazakhstan, the US and Middle East countries. Food safety, certification and process control are important issues in our business since we are dealing with food products.
We have several food safety certificates necessary for exports. We also will be happy if state incentives would be increased and eased provided for market research, promotion and advertising activities. Also, some of the red tape in exporting should be removed to facilitate and increase the volume of exports. Our US distributor Vintage Foods in New Jersey is ready to send samples to you our valued potential customers and take orders at your convenience.
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Marmarabirlik
aims TL half billion sales Marmarabirlik, has sold about TL 150 million worth of olive products and olive oil in the first five months of the year, chairman Asa has reported and said, “We are running to our target figure of 350 million by the end of the year. We targeted to sell 50 thousand tons of products and to earn TL 500 million from sales.”
Chairman of Marmarabirlik, has pointed out that the first quarter of the year was a difficult period for olive products, however, the company has completed the year successfully. Marmarabirlik realized a growth rate of 19 percent in 2015, while Turkish economy grew 4 percent. He said, “We expanded our penetration in the shelves of local and national retail chains, besides we emphasize on
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the sales to horeca segment mostly called as out of home consumption. Horeca is an important market for us, because families have began to spend more time and money in out of home consumption. Our product portfolio has also been proliferated to serve best to our customers. We target to increase our exports to 6.5 thousand tons by the end of the year. We added new products to our exports, and aimed to reach new and alternative markets such as Japan and Dubai.”
Smart pasta from Selva Selva Gida, the first pasta brand having Crystal Award of International Taste & Quality Institute, has sprouted from a wheat stock thirty years ago, and now started to produce smart pasta series. General manager of the company, Ozkan Koyuncu informed about his company and its activities in domestic and international markets.
On the story of foundation of Selva brand Selva was founded in 1988 as a small producer of pasta. Having been learned more about the business,
Ozkan Koyuncu General manager of Selva Gida
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the company has acquired new production facilities from Italy. When we entered in pasta business in Turkey, we started a serious acceleration in the market. The quality of macaroni depends on the quality of raw material and the production process. The new machinery has improved our production quality remarkably and increased our competitiveness when we started to use high protein wheat in the production. Competitors also followed suit, but we still have competitive advantage over them
Selva is a food company producing from grains, including flour, semolina, pasta and other products. We have a line for healthy lives. We do what we know the best in food industry, and produce real food.
On meaning of the real food Basically we mean slow food, the category against fast food. The formula is clear: eat slow and get fed and be healthy. Real food has three characteristics: it should be good, be clean, or green without any harm to the nature and the third one is to be fair, meaning that better product at suitable prices. Selva does them all. We use 90% Anatolian durum wheat and our location is in the heart of the grain silo of the country. It is important to process the wheat belonging local ecosystem in the region for the taste and quality of food we produce. We also use local water resources after processing it and high protein kind of wheat, to produce the best and marvelous pasta out of 100% durum wheat. 89
On the reflection of the per ton, the same products we quality to consumers and sold at 600 dollars per ton. Both products are made on the same to the industry We know that our pasta is different from others and a serious fan for our products emerged. International Taste & Quality Institute certified our quality by awarding our company with three stars for three years since 2013. Three-star means 90 points and is called extraordinary taste. When given the three-star award for the successive three years, the award turns into Crystal award. It also means stability, an important point in our business. Our target for the next ten years is to have the award at least for seven times. That will bring us the Diamond award. We are so happy to be awarded by the institute.
On export markets and share of exports We export 60 percent of our production to 80 countries. We mean it, and try to keep the balance between domestic and international sales. Africa is the major market, especially Nigeria, for Turkish companies. We also have focused on Far East countries. We have been selling pasta to the Far East for 15 years. Other major markets for us are, Taiwan, Japan, Korea, Thailand and others.
On the major competitor of Turkey in pasta Italy is our major rival in the world. It has the protection of European Union’s umbrella. They sell 1.2 million dollars worth of pasta out of 1.6 million’s total to EU countries.They sold at higher prices, 1100 dollar
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machinery made in Italy. However we use grain harvested in Turkey. Turkish producers can surpass their Italian rivals when they improved our products.
Europe and America are the major markets in the world for pasta. Turkey has only 20 thousand tons of quotas for EU. 110 Euro of additional custom duty is paid for deliveries surpassing the quota limits. In May Turkey’s quotas will be consumed. During the last years, sales volume of Italians has dropped below the amount of Turkish exports in several countries, except Italy and Russia.
On Turkey’s sales in the international markets Turkey has sold 735 thousand tons of product in 2014, and 670 thousand tons in 2015. There was a serious deflation in the currencies. They preferred other alternative products such as rice of 400 dollars instead of pasta of 500.
On the popularity of germs and the benefits on health Germ has been known in the industry for 40 years. Germ is a % 3 part of the wheat. Grain is germinated from germ, so it is a valuable food. We upgrade it and developed new products from them. There were some problems. It contains mineral, calcium, magnesium and high ratio of fat, so decays easily. Supported by Tubitak, our project is pending for patent. We developed the smart pasta out of this idea.
On the concept of smart pasta We launched germ, oats and whole wheat kinds of pasta, having high rate of food ingredients. Pasta itself is healthy, because it contains carbohydrates and is prepared practically. So it was called as “smart pasta�.
On other innovations as food We observed a growing interest in organic food in the world. Our research team has completed their works and some organic pasta varieties will be launched soon. There is a serious demand for gluten free products. Organic pasta requires certified wheat. We have several partners producing organic food. We will buy from them. Gluten free products are for patients of celiac disease. Many of the patients are not aware of their problems. We try to produce natural products, none of our products contain any additives; they are all natural.This is our strategy. Producing real food is the biggest services for humanity, we believe. You are what you eat. We aimed to have healthy generations by offering the people healthy foods. 91
KMTG focused on Far Eastern markets for 2023 targets
Turkey’s promotional committee for dried fruits has focused its activities on Far Eastern markets.
Formed by exporters union with an aim to promote Turkey’s traditional dried fruits in world markets, KMTG, the promotional committee for dried fruits, has focused its activities on Far Eastern markets. The committee members participated recently in Sial Chaina Fair held in Shanghai in China, 5 - 7 May 2016. A comprehensive promotion campaign had been staged in 2015 by the committee. Chairman of the committee, Osman Oz said that more than 66 thousand visitors were in the fair where 2900 exhibitors from 65 countries were present. National participation of Turkish companies was organized and supported by Istanbul Chamber of Commerce and the dried fruits promotional com-
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mittee has had an info booth of 18 sqm. from where the committee offered taste tests of the Turkish fruits to the visitors. Oz said, “We witness a growing demand for Turkish dried fruits and pistachio in China. Exports to these countries are over 9 million dollars to this market in 2015. It was about 7 million dollars in 2013. Dried figs are the most demanded. We consider that our efforts had been effective in the rise of exports. China and India, having larger potentials for consumption will play a major role in our targets for the year 2023.” 7.26 million dollars worth of dried fruits was exported to China that was followed by sultana exports of 888 thousand dollars and 727 thousand dollars of apricots, and 205 thousand dollars of pistachio.
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USER poised for more exports in 2016 Exporting 100% of its products User Gida targets to realize an export volume of USD 20 million in 2016
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FOOD TURKEY
May 2016
Producing a broad range of products User Food Company is very active in exporting its fresh and genuine products to many countries in the world. The company has recently shipped to sealands in Caribbean. Abdullah Dizdar, general manager of User briefed about their company and operations: “User Food & Consumer Goods Production Marketing Industry and Trade Corporation nestles the reflection of our family’s knowledge and experience by being transferred from them regarding the powder food products and spice sector.They have entered in the beginning of 1950s and the company carries on its production activities in its facilities established on 5000 square metersof covered area with the ob-
jective of providing quality products to consumers in product groups of: Instant powder drink, energy powder drink, instant coffee (classic, gold,3in1,2in1) cappuccino, coffee cream, custard powder, cream caramel, cake flour mixtures, baking powder, sugared vanillin, cocoa powder, potato puree, max quick (milky drink strawberry, cacao, banana), crème Chantilly, whipped cream, cake cream, jelly, hot chocolate,sahlep with milk, bouillon cube and powder (beef, chicken and shrimp) oats. User Food and consumer Goods Production Marketing Industry and Trade Corporation export major part of it’s productions and it aims to be a pio-
neer company in it’s sector by using advanced technology with it’s specialized staff and by doing works to increase the level of quality,productivity,customer satisfaction and reliability,specially in ready mix powder food products.
Quality standards One of the most important features of USER FOOD & PRODUCTS CO.that also enable us to gain competitiveadvantage in the global arena is its commitment to use latest technology in order to produce finest food products that comply with the highest worldwide quality standards. USER is managing its quality by implements ISO quality management system.This enables us to systematize our operations and contact production.
95
Another pillar of our production policy is food safety,which is assured with the implementation of HACCP system.
100% exports We have four categories of products, namely instant powder drinks, instant coffee and coffee mixes, bullion and ready-made desserts. We export all of the production to 75 countries. We especially focused on the markets in Africa, Middle East and Central Asia. We also seek new markets. This year we started exporting to Caribbean islands.
4 thousand tons of annual production Base of our business is powdered food that we produce about 4 thousand tons annually in compliance with the rules of Turkish standards institute. We have to get health certificates for exporting goods. Also buyers have our products tested in their countries. Sugar is our main material that we buy it from domestic sources. Coffee is imported from India, Brazil and Vietnam. Our import ratio is 60%.
Turkish products are known in the world Especially in powdered drink category Turkey is known as a growing pro-
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ducer in the world. Name of Turkish coffee is famous as well. Competition is fierce in coffee. Our exports may increase more when the service quality is improved.
2016 export target is 20 million dollars For some reasons, the year 2015 was not satisfactory for our company.The events in the region influences trade performances highly. But we are optimistic for the year 2016. We have planned a target to export 20 million dollars of product this year.
Seafood sector swims to new markets 98
FOOD TURKEY
May 2016
Aquaculture in fisheries industry aims for peak point Share of the aquaculture in fishery sector is rising in Turkey. According to the data issued by the Turkish statistical authority 537,345 tons of aqua products were realized in 2014. Aquaculture production has the largest share with its 235 thousand tons of output, and sea fishes are second rank with 231 tons of production, other sea fishes with 35 tons and inland water production is 31 tons in following list. In fishery sector, production by capture was down 21.5 percent to 302 thousand tons while aquaculture was risen up 1 percent to 235 thousand tons. Chairman of Turkish Seafood Promotion Committee (STG) Melih Isliel said that share of aquaculture fishery reached up to 43.8 percent and targeted to go beyond 50 percent by the year 2023. By pointing out the growing
volume of investments in aquaculture business in Turkey since 2000, Isliel added, “We seek the future of aqua products industry in the aquaculture businesses. Turkey’s aquaculture production was about three thousand tons in 1986 and that reached up to 79 thousand tons in the year 2000 and a 43.8 percent share now in total fishery production. Aquaculture reduces the pressure of fishing drive in waters and saves natural fish sources.” The mostly harvested kind of fish in inland waters is rainbow trout and the seabass were mostly produced in the seas. Seabream ranked thirdly in production.
Exports of aquaculture products are rising Sinan Kiziltan, chairman of Aegean Aqua and Animal Products Exporters Association said that rising production
of aquaculture has also increased fish exports. Turkey’s income from fish exports was about 69 million dollars in 2000, and it rose gradually up to 689.6 million dollars by the year 2015. The largest market for Turkish seafood export is European countries, because people seek healthier products. Kiziltan said that the sectors target for export by the year 2023 is 1.5 billion dollars.
Euro-Dollar currency parity harmed seafood sector As one of the sectors that is seen a source of pride for Turkish companies in exports, the fishery industry was affected negatively by recent fluctuations in Euro-Dollar currency while there was expectation of increase in export by the year 2015. In 2016 our exports were up 22 percent from 248 million Euros to 303 million dollars. Exports leveled on 339 million dol-
99
lars in dollar terms, the same level of last year’s. We expect a reduction of the parity effect and exports will increase in terms of dollars in the second half of the year.
Fish and Bread Festivals are organized to promote domestic consumption in Turkey Turkish Seafood Promotion Committee (STG) was established by the Turkish seafood sector under the aegis of Turkish Ministry of Economy in 2008, consisting of eleven board members which includes participation from the Board Of Directors on the Aegean, Istanbul and Mediterranean Aqua and Animal Products
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Exporters’ Associations. STG is responsible for marketing activities relating to Turkish seafood and acquaculture products globally, promoting fish-products as one of the cornerstones of the healthy Mediterranean diet. A clear aim of the marketing is to build awareness of the potential of Turkish seafood products, as well as diversifying beyond traditional markets by focusing on the greater EU, US, the Russian Federation, UAE, Japan, Middle East countries and target markets.
The committee has been participating in 15 to 20 trade fairs annually to promote the exportation in markets and organizes school fish and bread festivals in domestic market. The committee aims to increase annual consumption of fish products up to 15 kilograms per capita by engaging several events and activities. Fish is good for growth and developments of people, it helps to strengthening of bones, a valuable source of Omega 3, calcium, iron, phosphor and vitamins, a good supporter for central nervous system and mental health, it improves blood circulation and increases attention, perception and learning abilities and helps to loose weigh.
Turkish Seafood Promotion Committee (STG) promoted the Turkish seafood sector during Seafood Expo Global held in Brussels, world’s largest fair in its category. The committee served 5 thousand fish meals at the event. For public audience an advertisement prepared that tells the benefits of Seafood consumption and showed on approximately 20 different national channels during 6 months more than 2000 times. The target audience is defined as 25-45 years old women who dominate the household in food consumption. The domestic Campaign is taking place on digital channels too. STG is also very active on social media with a long term planning with a new generation website the appearance of group is changed from a governmental organization to a trademark. STG has a youtube channel as well as a twitter, facebook and linkedin accounts. The new appearance of group aims to be friendly and dynamic on daily topics at trendy channels. With one of the highest internet usage rate per capita Turkey has a young generation consumer profile. Stg is planning all its promotional activities due to this profile on digital world in order to touch the people effectively.
Also with the idea of “Future means Children”, STG trying to produce educational instruments for children with the slogan of “Growing with Fish”. Puzzles, Digital Games, Applications, Story Books.
5 thousand fish served at Seafood Expo Global Fair in Brussels by STG STG, Turkish Seafood Promotion Committee promoted the Turkish seafood sector during Seafood Expo Global held in Brussels, world’s largest fair in its category. STG participates in approximately 7 fairs in 2016 and planning to attend 4 more fairs around the world. Following its ac-
tivities in Turkmenistan, Germany, the USA, Bosnia Herzegovina and Turkey, the committee has served 5 thousand fish meals in Seafood Expo Global held in Brussels. This was the 12th participation of the Turkish national pavillion, where 19 Turkish companies exhibited their brands. The delicious fishes were cooked by Ibrahim Onen, the chef of Dubai Shishfish restaurant and Omer Gurisik who lives in Brussels. Chairman of the Committee, Melih Isliel reminded that total exports of seafood in the world amounted about 130 billion dollars. He said, “Our share in this amount is around 700 million dollars. It was 90 million dollars in the year 2000. We have long way in this
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Aquaculture gains importance in fishery sector
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market. We have to differentiate our export markets in the world. We can not hit our target of 1.500 billion dollars exports by the year 2023, with this 6.74 dollars per kilo average price of our products. We also have to find new markets and channels and run faster. Innovation is a must for our sector. Average price of our exports of aqua products is 6 dollars. This value should be increased.” Serving fish is the key point of marketing a food product. We believe that the taste memory never forgets and if you complete the sense by visual components, you are generating a full experience.
Europe is the largest market for us in fishery sector Melih Isliel, chairman of the committee, has pointed out that 19 companies from Turkey have participated in Brussels fair. One of the most attrac-
tive booths of the fair was designed by the committee, has attracted great interest of professional visitors. Isliel said, “Turkey has become a shining star among sectors in Turkey, one of the fastest growing as food industry in the world. With its sustainable growth potential, integrated production facilities at world standards, made our companies more competitive in EU market. With fresh, frozen and processed seafoods, the whole world is one market. Facilities for processing aqua products have been developed remarkably in recent years. Turkish companies now are able to supply sea bass, sea bream and trout to the world markets. The industry targeted to export 1.5 billion dollars by 2023.” STG is trying to pull the attention to the sector in foreign markets because Turkey has a big advantage for seafood industry. The nature is very suitable for growing the most deli-
cious seafood types with its clean waters and bio diversity. The waterland of Turkey is nearly 14 thousand sqkm and has 460 ponds and lakes. This is a big richness for that industry those numbers are equal to some countries total lands. With this suitable nature the technology that used in Turkey is also up to date. Know how and the quality systems are above the expectations. The sector leading associations have targets of growing and defined future plans on marketing and increasing the production amounts. Also the logistic position of Turkey is the other biggest advantage for seafood because the main form of our products are chilled and this form requires a fast delivery such as air cargo. Today from Istanbul with 4-hour flight you can reach to 58 countries that means one third of world’s total income.
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Turkish sea food industry headed to the USA and Canadian markets Exports of Turkish fishery products to Canada up 33 % Sinan Kiziltan, chairman of the Aegean Aqua and Animal Products Exporters Association, said, “Turkish seafoods have attracted great interest of the visitors. North America is an important market for Turkish fishery products industry. We are successful in the US market. Now our aim is to repeat in the Canadian market. We think that we are on the right route. Exports of fish to this market increased 33 percent. Sea bass and sea bream are well known species in this market. Our products are now sold in Toronto and Montreal cities. Direct flights from Turkey to these locations are very helpful for further increase of exports. Consumers in these markets are very conscious on products. Since they are healthier and produced under control, aquaculture fishes are demanded well.”
Exports of Seafood to US Year
104
Amount (Kg.)
Value $
Turkish Seafood Promotion Committee Expositions in 2016 Turkmenistan / Ashgabat from 09-11 February 2016, Turkmenistan, Turkish Export Products Exhibition, Germany / Bremen, 14-16 February 2016, Fish International, USA / Boston, 06-08 March 2016 Seafood Expo North America, Turkey / İstanbul, 23-26 March 2016, Seafood Istanbul, Bosnia Herzegovina / Mostar, 12-16 April 2016, 19. International Economy Fair, Belgium / Brussels, 26-28 April 2016, Seafood Expo Global / ESE, Turkey / İzmir, 02-04 June 2016, Future Fish Eurasia, USA / New York, 26-28 June 2016 Summer Fancy Food, Hong Kong / 6-8 September 2016, Seafood Expo Asia, Spain / Vigo, 4-6 October 2016, Conxemar, UAE / Dubai, 07-09 November 2016, Seafex.
Aqua Product Exports of Turkey (03, 1604, 1605 FASLI)
QUANTITY (TON)
VALUE (FOB$)
% INCREASE
2000
25.320
$59.655.648
2001
28.157
$77.435.510
30
2002
35.092
$128.171.494
66
2003
38.966
$173.398.745
35
2004
40.777
$212.733.138
23
2005
46.344
$248.569.917
17
2014 2,630,910
19,337,675
2006
48.566
$280.930.601
13
2015 3,370,996
23,994,622
2007
53.477
$324.682.032
16
2008
61.690
$427.333.196
32
Exports of Seafood to Canada
2009
57.736
$341.507.374
-20
Year
Amount (Kg.)
Value $
2010
60.236
$360.773.733
6
2014
116,067
936,151
2011
71.926
$447.823.191
24
2015
172,926
2012
80.022
$467.186.007
4
2013
102.362
$563.973.857
21
2014
116.408
$692.847.160
23
2015
121.850
$689.667.988
0
FOOD TURKEY
1,059,473
May 2016
Cagla invests USD 12 million for cake line� Products of Cagla Chocolate firm will be exported to 70 countries. The company will export its new cake with the brand name of Volume. It is expected that Volume cakes will be very welcomed by the consumer. Umut Beyazpinar, chairman of the board of Cagla Cikolata informed about their new products and investments to grow more in the cake market.
First, we would like to hear from you about the story of your company. The story began when three entrepreneurs, Miktad Beyazpinar, Temel 106
FOOD TURKEY
May 2016
Beyazpinar and Sener Albayrak, decided to produce flour based products in a small family business Kara Firin, established in 1978 in Kocaeli. Then it moved to its own building, a fac-
tory of 240 sqm. in Tutunciftlik, Izmit, in 1983, where packaged products are cooked. In 1994, cocolin and wafer production started in the factory.
Umut Beyazpinar, Member of the Board of Cagla Chocolate said that they were positioned as one of the most assertive players of the sector with their newly added 14 kinds of cakes to the existing 150 types of products.
Umut Beyazpinar Chairman of the board of Cagla Cikolata
107
You emphasize on exports. How was the start of exports? To which countries do you export your products? Before that I would like to touch upon the cake exports of Turkey. A rising star in Turkey’s food exports, cake business is growing fast year after year. 567.5 million dollars worth of cakes were exported from Turkey in 2015, representing an increase of 9%. The cake market in Turkey is forecast about 100 thousand tons. First exports of our company were to Slovakia in 1998. We targeted to be one of the top five companies amount the chocolate producer in Turkey. We produce 60 thousand tons of chocolate, wafer, hazelnut cream and cake annually. In our factories in Kocaeli and Hendek, we annually produce 20 thousand tons of chocolate, 10 thousand tons of wafers, 6 thousand tons of hazelnut cream and 18 thousand tons of cakes. We deliver our products to 70 countries under Volume and Truffino brand names.
What would you like to say about your recent investment? Despite the recessions in Turkey and in the world we invested 35 million TL to expand our cake producing facility by getting supports of our busi108
FOOD TURKEY
May 2016
ness partners. We cooperated with leading experts and consultants in the industry in Turkey and in abroad. The studies that extended up to the packaging phase, we made attractive products.
Do you have any market or country that you targeted for the sales of cakes in the world? Cake is a good complementary product for our present product portfolio. Cake has a huge market. There are brokers acting as buyers in the USA, they expressed their interest and intention to buy. Buyers in Irak constitute a great market for chocolate and cakes. It is hard to sell chocolate in African countries because of high temperature, however, cake may sell better in these countries. Cakes are more durable than chocolate, besides they are more affordable to buy than chocolate.
Natural materials and ingredients in food products are important for health reasons. What do you want to say in this regard? We do not consume trans oils in the production of our products. Natural production is another point and a separate market segment. We have to invest more for the production natural products at larger volumes.
What are the percentage of cocoa and cocolin in the production of chocolate? Chocolate and cocolin are two different segments. Cocolin addresses to cheaper segments and made of vegetable oil. Chocolate is made of cocoa o i l . Since export markets demand more, half of our chocolate production is composed of cocolin products.
What do you want to say about the candy industry in Turkey? It has two dimensions. One is domestic and the other is export markets. Domestic market is still a large mar-
ket, though players in it may change. Turkish companies are not so active in export markets, because they have a good share in domestic market and spend their efforts more in Turkey. Some companies produce only for exports. We are exporting large portion of our production.
Do you have you any activity to get incentives from Turquality program of the government that supports exporters? As one of the companies who believe in the marketing power in competition, we have prepared our application for Turquality program. We expect that formalities will be completed by 2017 to have Turquality certificate. This will improve our competitive power in export markets against global competitors.
109
IFFA 2016 offered a banquet of “meat business” IFFA – The No. 1 for the meat industry held in Frankfurt am Main from 7 to 12 May concluded with success. Over 63,000 trade visitors from 143 countries attended the world’s leading trade fair for the sector, an increase of around five percent over the previous event in 2013 (60,509 visitors from 144 countries) whereby special mention must be made of the increased degree of internationality, which rose to a new record level of around 66 percent. Particularly well represented on the visitor side were the Russian Federation, Spain, Poland and Italy.
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May 2016
IFFA 2016 also set a new record on the exhibitor side with a total of 1,027 companies taking part (2013: 966). The exhibitors, who came from 51 different countries, presented innovations for the entire meat-processing chain. On 110,000 square meters of exhibition space (gross), as in 2013, they presented new products and technologies for slaughtering, dismembering, processing, packaging and sales. “Under the motto ‘Meet the Best!’, the entire sector came together here in Frankfurt to discover the latest inno-
vations and tomorrow’s trends. IFFA is and will remain the world’s leading trade fair for the meat industry. This year, it was distinguished by growth in all respects. An extraordinarily high level of internationality, the presence of all market leaders and highly innovative products and technologies speak for themselves”, said Wolfgang Marzin, President and Chief Executive Officer (CEO) of Messe Frankfurt. The focus of IFFA is on innovative and creative solutions for the safe, efficient and economic production of meat and meat products. For manufacturers of machinery and plant, IFFA is the leading international trade fair and offers the biggest expert network – a special incentive for companies to make their innovations ready for launching on the occasion of the fair. Klaus Schröter, Chairman of the Meat Processing Machines Group of the Federation of German Machine and Plant Manufacturers (Verband Deutscher Maschinen und Anlagenbau – VDMA), summarised the situation for his membership saying, “The German Machine Manufacturing Industry is very pleased with the results of this year’s IFFA. Numerous new contacts were made and many contracts concluded, several of them for large-scale projects. Increasing meat consumption worldwide is the driving force behind this. And this was also reflected by the high standard of visitors, most of them top international decision makers. Our foreign customers are enthusiastic about the new technologies and the broad product portfolio, which is more diverse than at any other event in the world and makes IFFA unparalleled.”
(From left to right) Klaus Schröter, Chairman of the VDMA Meat Processing Machines Section; Heinz-Werner Süß, President of the German Butchers’ Association (DFV) and Wolfgang Marzin, Chairman of the Board of Management of Messe Frankfurt’
111
IFFA is also a must for the butchers’ trade, one of the biggest groups of visitors. Heinz-Werner Suess, President of the German Butchers’ Association (Deutscher Fleischer-Verband – DFV) was delighted with the results of the fair: “Overall, IFFA was an excellent opportunity for us and our partners to show our strengths. After the six-day fair, our opinion remains unchanged: it was an extremely potent presentation for both visitors and representatives of the German butchers’ trade at this, the world’s leading trade fair for the meat-processing business.”
Great internationality: visitors from 143 countries at IFFA 2016 With around 66 percent, IFFA set a new visitor record.The top ten foreign visitor nations were the Russian Federation, Spain, Poland, Italy, the Netherlands, China, the USA, Austria, Australia and the Ukraine. High rates of growth within Europe were noted from Spain, Poland, the United Kingdom, Ireland, Romania and Greece. From outside Europe, there were significantly more visitors from the Ukraine, China, the USA, Japan and South Africa. “This year, IFFA once again gave impressive confirmation of its position as the world’s leading trade fair for the sector. At our exhibition stand, we were able to welcome visitors from all over the world and discuss subjects of topical importance, such as automation, food safety and Industry 4.0. The feedback from our guests to our presentation was outstanding and I was particularly pleased that we were able to celebrate the 150th anniversary of the founding of our company at IFFA with so many international customers, partners and members of staff,” confirms Andreas Kraut, Managing Partner and CEO, Bizerba GmbH & Co. KG.
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“For Handtmann, IFFA 2016 was simply overwhelming! Compared to 2013, we had a double-digit increase in the number of visitors. And our new products, especially the new VF 800 vacuum-filling series, met with enormous interest on the part of both regular and new customers. Once again, it was evident that innovative technology can speed-up pending investments. In addition to the productivity of our machines, key subjects from the customers’ perspective continue to be application flexibility, as well as hygiene and the associated food safety,” adds Karl Keller, CEO of Albert Handtmann Maschinenfabrik GmbH & Co. KG.
113
Turkish companies at IFFA 2016 Also 8 Turkish companies serving from slaughtering to ingredients and from packaging to cooling segments, have become appetizers of this rich and yummy international banquet of “meat business”.
Successful première for IFFA Forum and IFFA Talk Quality competitions set new records In addition to the product innovations being shown by the exhibitors, IFFA was characterised by a multi-faceted complementary programme of events that illuminated current developments in the sector. Highly successful was the debut of IFFA Forum, which attracted over 750 participants from 8 to 11 May whereby particular interest was shown in the subject of ‘Automation and performance optimisation’. Also well attended were the forums on the top themes of ‘Ingredients’, ‘Food safety & traceability’ and ‘Resource efficiency and sustainability’. With a total entry of around 3,000 products, the international quality competitions of the German Butchers’ Association (DFV) broke all records at IFFA. Over 2,300 products were judged during the fair itself while over 300 products were entered for each of the two IFFA international DFV competitions in the USA and Russia. The participants of these two competitions, which were held during the run-up to IFFA, were presented with their certificates, medals and trophies at the fair.
Visitors and exhibitors highly satisfied A Messe Frankfurt poll showed that both exhibitors and visitors gave the fair an extremely positive rating. 97 percent of visitors said they had achieved their goals for the fair. At the same time, 91 percent said the economic climate in the sector is good. The biggest groups of visitors came from the food retail trade, the meat-processing industry and the butchers’ trade. On the exhibitor side, 87 percent of companies said they had achieved their targets for the fair; 81 percent said they had reached their visitor target groups. Almost 60 percent of exhibitors were pleased with the number of German visitors. At the same time, their satisfaction with the standard of visitors rose three percentage points to 77 percent. 89 percent of exhibitors rated the current economic situation in the sector positively.
114
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May 2016
“IFFA 2016 was exactly up to my expectations. It is the leading trade fair for investment goods in the meat industry and holds a fixed place in our calendar of events. Once again, the exchange of information and the updates with visitors of importance for our business was highly successful. The short walking distances, the participation of all important partners and the good service whet the appetite for more,” says Matthias Wagner, Head of Projects / Innovations SSC IT, Bell Group, Bell Schweiz AG, Basel, Switzerland.
The top meat-industry subjects at IFFA What makes IFFA unrivalled as the world’s leading trade fair for the sector is its clear focus: everything revolves around meat. The emphasis is on innovations and trends that cater for market demand and generate decisive impulses for shaping the future. The current trends were reflected by the extensive range of products and services offered by the exhibitors. Important subjects in the case of machines and plant for processing and packing meat and meat products are quality and the increasing demands on product safety and traceability. Additionally, there is a clear focus on improving productivity through greater energy efficiency, higher output, simple cleaning processing, increasing automation and environmentally-friendly solutions.
115
In the butchers’ trade, the aim is to tap into new developments in consumer eating habits, i.e., convenience, ‘snacks to go’ and meat-substitute products. Investments in energy efficiency and the simplification of working processes are other top issues in the trade. In the case of companies from the ingredients and additives segment, the spotlight is on food trends and the nutritional ‘zeitgeist’. ‘Clean labelling’ has been a leading trend in the meat industry for many years and reflects the demands of consumers and the trade for products with as few additives as possible. Another important subject is salt reduction with no loss of taste. “We regard IFFA not only as an important meeting place for customers and partners but also as an impulse generator for decisive innovations. Our participation in the fair is much more than just an exhibition stand, it is an investment in the future. We presented numerous new products at the fair and the positive echo from our customers shows we are on the right track. Weber stands for quality, precision and reliability. And we demonstrated this with important new developments, e.g., in future-oriented cutting equipment, automation and quality detection. Creating value added of this kind is highly motivating. We came to the fair with high expectations in terms of the quality and quantity of the contacts, and were not disappointed. Therefore, we are already looking forward to the next IFFA in 2019,” concludes Mathias Dülfer, CEO, Weber Maschinenbau GmbH.
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MADO opens branches in Dubai and Beirut MADO’s Chairman of the Board of Directors Mehmet Said Kanbur announced that MADO would continue to expand and aimed to be a Turkish brand worldwide. MADO opened two big branches in Dubai and Beirut to spread Turkish flavors to the world. MADO’s Chairman of Board of Directors Mehmet Said Kanbur declared that they received so many tenders to franchise and that they evaluated the proper tenders and actualise them. Kanbur declares that they have opened the branches in Dubai and Beirut lastly, and also started their growth in Thesselonike with two branches gathered under the same
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Turkey’s strong ice cream brand MADO contitnues to expand worldwide. MADO extended its business in Gulf countries and opened branches in Dubai and in Beirut.
roof of MADO Europe. Kanbur highlighted the traceries and formal procedures about branches in Thesselonike: “Ice cream is a worldwide food. Today, as MADO –honour of the Anatolia and Turkey, we want to spread the additive-free, natural and healthy ice cream to the world. As well as ice cream, we cant to spread Anatolian cuisine, differ by regional variations. The world should not miss out this taste. We follow up practices of our businessman friends. We will make Turkish people proud with our new branches in abroad and also we will make a great contribution to our country’s exportation. All of the costs of the products, will bring
in our national economy. And also we will represent our country in the most delicious way.� MADO’s Beirut branch is opened in Hamza Street, the most valuable streets of the city, in a 800 squaremeter store. Dubai branch is opened in the world famous Jumeriah Street, in a 2500 squaremeter store. Kanbur declares that the both opening grow great interest and also in a short span of time, they will share news from far corners of the globe. Kanbur said that, they already have 304 MADO branches in 54 city in Turkey and will have 325 branches until the end of 2016. Also they already have 24 branches in 12 countries and aim to have 300 branches in 5 years. Currently, MADO meet its customers with Anatolian tastes in 304 branches in 52 cities in Turkey and 24 branches in 12 countries.
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WorldFood Istanbul 2016 to shed light on the future of the food industry... “24th WorldFood Istanbul Exhibition”, the international meeting point of the Turkish food industry will be welcoming the players of the food sector!
Being the center of attention as the most dynamic industry of Turkish economy with the investment, production and employment potential it offers, the food industry is considered to be one of the locomotive industries of Turkey with the enormous contribution it makes to employment and exports. To be organized for the 24th time, the International Food Products & Processing Technologies - WorldFood Istanbul will support further development of the food sector, which has great significance for our country. At the exhibition to be held at İstanbul Fuar Merkezi CNR Expo between
Atilla Marangozoğlu ITE Turkey FMCG & Energy Group Director
1-4 September the latest products, services and technologies from the food industry will be showcased. Organized by ITE Turkey, the organizer of leading exhibitions in the leading industries of Turkey WorldFood Istanbul which offered new business and
partnership opportunities for over 300 exhibitors in 2015, offers an effective business platform to sector’s professionals to access new markets and discuss new business collaboration opportunities both in Turkey and abroad.
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The 31st International Packaging and Food Processing Systems Exhibition – Ipack Turkey, which will be organized along side WorldFood Istanbul, will shed light on the latest developments in the packaging industry which is a complementary industry for the food sector. With the conference and seminars to be organized concurrently with the exhibitions, sector specific know-how and experience will be shared with the audience as well. ITE Turkey FMCG & Energy Group Director Atilla Marangozoğlu said; “With a very significant place in the Turkish economy, the food industry is also among the oldest industrial branches of our economy. With its annual turnover of over 290 billion TL and over 410.000 employees, Turkish food sector is the biggest production industry of our country. In that sense, with WorldFood Istanbul which we organize every year, we make a great contribution to the development of the food industry, one of the basic building blocks of economic development in our country” In addition to Food Ingredients Special Section - Ingredients Turkey, WorldFood Istanbul will also be featuring the Cold Chain Logistics, Equipment and Technologies Special Section - ColdChain Eurasia for the first time this year. As the specialized event aimed at the cold chain industry in the region, this special section, will be offering new opportunities for the companies operating in the areas of Cold Chain Services, Cold Transportation and Equipment, Cold Storage and Equipment.
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Also for the first time this year Ipack Turkey will be offering the Food Processing Machinery and Equipment Special Section - WorldFoodTech to sector’s professionals. This special section which will be featured for the first time at this exhibition, will showcase a wide range of food processing machinery, equipment and production technologies to bring the latest innovations to the sector’s companies. By showcasing the latest innovations and technologies that provide longer and healthier storage conditions for food products, this special section will also introduce the important details and latest developments of the sector to companies as well.
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