SIAL, a pleasant phenomenon! Every sector has its own world brand fairs. When we mention the food industry, Sial is one of the most important international fairs that come to mind first. SIAL is, without doubt, the number one show in the world. The mother show of the group will be opened in Paris on October 19 and many of the world professionals are en route to Paris nowadays. So are we. We are set to be there at the world arena with an experienced team of four editors and a distribution team. We are set to give out free copies at all corners of the show venue which will host around 270 Turkish food exhibitors and to cover the event with all aspects including trend, innovations and developments to write in our next issue. Turkey is one of the few self-sufficient food producers and exporters of the world. The Turkish pavilion at SIAL Paris will offer a very wide range of hygienic and quality products.
Group Chairman
H.Ferruh ISIK
Publisher
ISTMAG Matbaacılık Gazetecilik İç ve Dış Ticaret Ltd. Şti.
Responsible Editor-in-Chief:
Cüneyt AKTÜRK (cuneyt.akturk@ihlasfuar.com.tr)
General Manager
Ahmet KIZIL (ahmet.kizil@ihlasfuar.com.tr)
Editorial Consultant
Prof. Dr. Ismail KAYA Assoc. Prof. Mehmet Ali OZBUDUN Ibrahim KUPELI
Advertisement Manager
Omer Faruk GORUN (fgorun@ihlas.net.tr) Talha ELITEZ (talha.elitez@imgajans.com)
Correspondents
Communications Manager Ebru PEKEL (ebru.pekel@ihlasfuar.com.tr) Artwork Consultant Design&Graphics
Tolga ÇAKMAKLI (tolga.cakmakli@img.com.tr)
Accounting Manager
Mürsel GÜRLER (mursel.gurler@img.com.tr)
Subscription
Zekeriya AYDOĞAN zekeriya.aydogan@img.com.tr)
SIAL series will continue next month with Sial Middle East to be held in Abu Dhabi and we will be there to distribute our special issue copies on the one hand, we will cover the event on the other. The word “Gulfood” also makes a lot of sense when respectful brands are mentioned in the food business show sector. November will witness “Gulfood Manufacturing” show experience in Dubai, to showcase the technical and logistic type of services of the main “Gulfood” show. We will be there too.
Mansur GEYLANİ Hüseyin AKARSU
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fig k c la b f o e m lu o v Record exports from Bursa
18 The world’s largest croissant plant established by
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Elvan Group
arkets Global halal food m ver e n a th re o m r e p s ro p
50 Turkey - the dreamland of seafood
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KESKINOGLU cares for your health!
80 SIAL heralding latest innovations and inspiring the food
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industry
Poultry industry engages a rkets a m d rl o w in k c a tt a l a n o ti promo
FOOD TURKEY
September 2014
Record volume of black fig exports from Bursa Uludag Fresh Fruits Exporters Union Chairman Dr. Salih Cali said that about 42 million dollars worth of black figs were exported from Bursa, a historical record. In 2013 Turkey exported 34.5 million dollars worth of figs. Share of Uludag exporters in this total was 16.5 million dollars. Uludag exporters have increased their sales by 16 % in 2014 and it reached to 19.1 millon dollars. These figures are all records for our union and for our country. Dr. Cali said, “We organized several events to increase fig exports from Bursa. As a result of our efforts to improve the quality the promotional
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activities, exports was satisfactory. We went to Spain, Saudi Arabia, South African Republic, Japan, South Korea, China and Far Eastern countries and introduced our products. Deals are bearing their fruits. Exports to certain countries have increased 100 % including Czech Republic, Latonia, Canada, UAE, Hungary and Norway. At the beginning of the season, black
fig price for exporters was about 5 TL per kilogram because the harvest was limited. Germany, UK, France, Holland and Russian Federation are our major markets for our exports.
Rising taste and quality in poultry business There are three companies from Bolu in the Top500 list of Istanbul Chamber of Commerce. Erpilic is one of the Top-100 in the list with its sales of TRL 840 million.
Mustafa ERICEK
2013 data for the top 500 list of Istanbul Chamber of Commerce was recently disclosed. One of the successful companies in the list comes from Bolu province. Aiming about TRL 890 million sales in 2014, Erpilic, a poultry company, experienced a remarkable growth by having higher quality, halal certificate and dry plucking system. While informing about the white meat sector in general, Mustafa Ericek, deputy general manager of the company, said, “In the first quarter of 2013 production data in poultry industry was highly satisfactory. In the third and fourth quarters sales were down, though Erpilic was no affected. We invested 13.2 million dollars in 2013, and we began to apply dry plucking system as the first in Turkey and the
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third company in the world. Thanks to the advantages of this system we improved our hygiene and got halal food certificate. İn line with this development, our quality, sales and profitability has improved. We will keep seeking new investment opportunities for capacity expansion.”
“White gold” of Turkey Poultry production and consumption is on the rise worldwide. Warnings and advices of related circles about the importance of poultry products in daily diets of the masses to overcome the hearth and vein diseases and obesity caused by eating disorders, have been effective on this result. Cost advantage over red meat was another factor in the rising consumption of white meat. Poultry farming has started in the 70’s in the world and in 80’s in Turkey. Poultry products are classified into six groups namely birds meat, broilers, ducks, geese, guinea fowl and turkey meat. In Turkey, chicken and turkey have the largest share in white meat market. One of the by products of the poultry industry is an item of exports, namely, chicken legs. It is not consumed in Turkey; this item contributes to the export earnings of the country. Poultry meat industry is a competitive industry in EU countries. Poultry products originating from Turkey have been exported to about 45 countries in the Middle East, Far East, Caucasus and North Africa. Pelin Balcıoğlu Şimşek sp_balcioglu@hotmail.com
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Recently, known as the “white gold” in the region, even goose feather has been exported as a valuable item. Production and exporting of poultry products have been rising steadily year after year and new markets were added for exports. The industry has a great potential for further growth.
Turkey’s new logo introduced A new logo, “Turkey; discover the potential” that replaces the old “Made in Turkey” symbol on exported Turkish origin goods was introduced at a ceremony attended by President Recep Tayyip Erdogan at the Turkish Exporters Assembly (TIM) in Istanbul on September 28. ISTANBUL — Turkish President Recep Tayyip Erdogan announced that a new logo would be used on products produced in Turkey. at the Turkish Exporters’ Assembly’s (TIM) presentation on Sunday. President Erdogan said, “We will promote Turkish products all around the world with this new logo and with “Turkey Discover the Potential” slogan.” Calling the new logo and slogan a symbol of ‘The New Turkey’s self-confidence, Erdogan pointed out the growth trend of Turkish economy and exports and praised TIM members for their efforts to reach the major export target of Turkey; USD 500 billion by 2023. “Turkey should build up new global brands in order to compete with the world,” Erdogan advised, and stressed that major economies like the U.S. or Japan keep their economies strong with their global brands. Turkish Economy Minister Nihat Zeybekci also made a speech at TIM’s presentation and pointed out that the Turkish foreign trade volume rose up to 475 billion USD from 5 billion USD in early 1980’s. Nihat Zeybekci stated that average export price per kilogram for Turquality – a government funded program to increase and strengthen Turkish brands – firms was USD 3.28, while for the rests of Turkish exports the average was USD
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The world’s largest croissant plant established by Elvan Group in Eskisehir The world’s largest croissant plant on a single line was established by Elvan Group in Eskisehir. Elvan aims to make Turkey a croissant base for the entire world. Hidayet Kadiroglu, Chairman of the Board of Elvan Group says, “ Our purpose is to enlarge the pie in the category of croissants. We already have exports to Europe”.
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The world’s largest croissant on a single line plant was established in Eskişehir by Elvan Group. Hidayet Kadiroglu, Chairman of the Board of Elvan Group said, “Last year, we performed the ‘most’ and ‘first’, which was the first in the world and in Turkey at the beginning of our venture investments about croissants. Standard in the world of investments at 30 percent, 50 percent greater than the length of the sector are planning to open new horizons. Our plants are the biggest in variety and capacity not only in Turkey but in all around the neighboring countries. Our main export markets will initially be the neighboring countries”. Kadiroglu explained their targets and operations further: “Our first aim is to enlarge the croissant sector in Turkey. We definitely care about our investment of croissant plant. Croissants category is currently very small. The croissant with investment,
completely in hygienic conditions and untouched. We attach utmost importance on hygiene. Our facility in croissants is comprised of a total of 300 meters in length and 360 cm width. The biggest croissant facilities available in the world are 200 meters long and 240 cm wide. Ours has a production capacity of greater than 50% over others.”
especially in Turkey our main goal cake to enlarge. The market size of this category is 13 million dollars (2013). The growth was not even realized by 1 percent rate. However, included in this category was also the sugar products industry with a growth rate of 15 per cent. Elvan Group’s growth is more than 10 points, with 25 percent growth in the category. So, we are planning to expand the cake. On the other hand, as a group of exporters will export the product, mainly in neighboring countries, it will also expand the volume.Thus,Turkey will win at the end.”
Annual capacity 220 million pieces Nevzat Celik, General Manager of Eskisehir plant shared some information about capacity. Celik said, “ Our machines have been installed with a special design. Annual capacity of our plant is 220 million pieces. Total plant area of 4000 m2 production is
Nevzat Çelik - Hidayet Kadrioğlu - Tarık Muhaffel
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Balaban Food is bought by Elvan Group Competition Authority approved the agreement
Founded in Zeytinburnu, Istanbul, as a small sweet shop, Elvan group keeps growing by acquisitions and mergers. Rising by 12 steps in one year in the top 100 list of Candy Industry Global, Elvan Group has bought the legendary brand of Eskisehir, Cici Cikolota in 2010. With this last buyout, the group’s product line will include biscuits, besides others, wafers and candies for kids.Toto brand of Balaban is the leader in toyed chocolate market. Balaban Food company produces sweet and candy products since 1960 in Sakarya Organized industrial zone and it was bought by Nestle Turkey in 2010. On the occasion, Hidayet Kadiroglu, chairman of Elvan Group, informed about the buy-out agreement, and said,
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“We export our products to almost every market abroad. With Balaban we provide wider categories to our customers. Balaban has valuable brand and products. It will keep its individual corporate identity.” Hidayet Kadiroglu, explains the fast growth of his company that grows 20 % annually for about 20 years, as having emotional stability. He said, “As a general behavior we did not go faster when the market was good, and slower when the conditions were discouraging. It provide a emotional stability for our family and our business. We got the rewards of this strategy during times of crisis. When competitors loosing shares we kept our pace of growth even up to 35 %. Cici brand, that were bought by us, was the third largest growing company in Turkey during the last three years.”
Hastavuk, a reliable name in poultry! 22
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RapidRigor and meat curing technology are used with Aeoroscalder for the first time in Turkey by Hastavuk; which provides both softer and more delicious and providing a long life of chicken meat preventing the hardening of the muscles after cutting. Since its establishment in 1972, HASTAVUK with its production of eggs, chicks and pullets which are the raw material producers of poultry sector, has met quality standards rigorously which is documenting it. The company has played an active role in organizations at the national level and worldwide. With quality and outstanding achievements in the poultry sector, HASTAVUK is the only company worthy repeatedly shown of the “World Excellence Award”. Hastavuk moved into first place of the world’s best factories with its slaughterhouses, which have the capacity to
handle 12,500 pieces per hour. The Aeroscalder system was established with the investment of the Hastavuk for the first time in Turkey and received the ‘’ golden invention ‘’ award in Europe. At this system chicken feathers are softened with intensive airflow instead of the water. This method with a hygienic production guarantees the natural color, natural flavor and aroma of the products. RapidRigor and meat curing technology are used with Aeoroscalder for the first time in Turkey by Hastavuk; which provides both softer and more
delicious and providing a long life of chicken meat preventing the hardening of the muscles after cutting. Hand cutting is performed in accordance with Islamic conditions at Hastavuk Slaughterhouse. The naturalness of the chicken is preserved and prevented from drawing water by using cold water rather than air through cooling. The weight which is the consumers’ purchase with drawing water blocked products are exactly represented chicken meat and gives direction to the sector in the ethical sense.
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Hastavuk products are controlled with GPRS devices during shipment. Cold chain couldn’t be broken during packing and shipping. The shelf life of the product is extended with natural production, dry cutting and also meat curing system. Hastavuk products reaches excellent quality with continuously applied through 4 step hygiene barrier from farm to fork. Basis of operation in Hastavuk is provided healthy protein that people all over the world need. Quality, effectiveness and efficiency and honor of undertaking works to be heard are the first three items of HASTAVUK principles. Product range of Hastavuk includes layer day-old chicks (Lohmann LSL,LB), layer hatching eggs (LSL,LB,LITE), broiler day-old chicks, broiler hatching eggs, pullet, table egg, chicken meat and feed concentrate.
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Fruit Drops aims to grow in Turkey Fruit Drops, a company in Goknur G覺da group, has been producing organic and conventional fruit juices packed in tetra, pet and glass packages for ten years. It also produces for other brands in Turkey and abroad. Mehmet Yildiz, factory and export manager of Drops Gida introduces his company.
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Production facilities
lands in so called Apple Valley.
Our production facilities are on a 150-thousand sqm land in Nigde, a major source of fruits in central Anatolia. The factory has three filling line one for aseptic cardboard tetra packaging and one glass bottling line.
Variety of fruits are processed and packaged in the factory including apple, peaches, grapes, carrots, pomegranate, figs, apricot, sour cherry, sweet cherry, palm, orange, lemon, grapefruit, pineapple, mango, cranberry etc..
Fruits are farmed in 2 thousand acres of land in Nar valley in Ulucinar village, 250 acres of peach orchard, and other
Market share
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Our share in domestic market is al-
most none however we target a share of 5 percent in five years. We export to the USA, England, China, Singapore, Somalia, Kenya, and South Korea. Our target is to double exports every year. Promotion activities in fruit juice market are not sufficient. Every effort to promote to juices will be beneficial for all producers and for families and people who consumes alternative drinks.
Year’s first shipment of figs starts General assembly of Aegean Dried Fruits Exporters Association decided on the date for the first shipment of dried figs to start on October 30th. The date is also accepted by Taris, Fig Farming Sales Cooperatives Association.
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Birol CELEP
Osman OZ
One of the traditional export items of Turkey, dried figs imports have reached to 75 thousand tons in 2013/14 season. Birol Celep, chairman of Aegean Dried Fruits and Products Exporters Association said that this amount was historical and about 245 million dollars of earnings were obtained from fig exports. He continued, “The volume of harvest in 2014/15 season was forecast about 70 thousand tons because of the at-
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mospheric conditions, and all of the harvest can easily be exported. I wish a successful season for all producers, traders, processors and exporters of fig. We have to be careful about the risk of aflatoxin in dried figs at every stage of the value chain. France is the top importer of Turkish produce of figs in 2013/14 season, with 33.2 million dollars of sales that was followed by the USA with 31.3 thousand dollars, 100 percent increase
on last year’s figure. Germany ranked at third place 1ith 30.9 million dollars of fig exports. Fix exports to China showed %55 increase and reached to 6.2 thousand dollars, and exports to Japan reached to 8 million dollars, %53 increase.” Osman Oz, Segment chairman of Turkey Dried Fruits and Products, said that the promotion of dried fruit group has decided it the meetings held in Istanbul and Ankara recently, that China will be the major target market for exports. Oz said, “In cooperation with a professional agency in China, we will engage hard works and campaigns to introduce and to promote our dried fruits including figs, apricots, sultana, and Antep nuts. During the last four years, dried fruit exports to China from Turkey reached up to 3 thousand tons from its earlier levels of 80-100 tons. However, the potential in Chinese market signals us that exports to China may easily be tripled or be fourfold in a short period.”
Orkide increases market share in oil exports Orkide oil, a company of Kucukbay Co. Inc. accounts one forth of Turkeys sunflower oil exports with its quality and increasing investments. Ahmet Kucukbay, chairman of Kucukbay company said that the current year was a good period to increase their volume of exports and targeted to reach 70 thousand tons. He said, “Besides having high level of social and cultural values our country is one of the most powerful economies in the world. Our company, too, is expanding its activities and contributions to this high potential national economy and investing more in this direction. Vegetable oil production is our major field of business.The industry supplies one of the most basic inputs to the quality of life all over the world. We keep expanding our coverage in our markets. In one of our companies, namely Reka Vegetable oil company in Tekirdag, we have the most modern production facility of Europe. Backed by our success in the past and new investments our share in export markets will be more in the future.�
Ahmet Kucukbay
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Global halal food markets prosper more than ever The halal food market has grown quickly over the past decade, and is now worth an estimated $632 billion annually on a global scale According to a recent global market research, Muslims represent an estimated 25% of the world’s population, with around 1.6 billion consumers. This large consumer market presents several opportunities for halal food products. Not only is the Muslim population growing, but also Muslim consumers are increasingly better educated, with higher household incomes, paving the way for a worldwide demand for mainstream products and services that conform to Islamic values. Halal food is prepared following a set of Islamic dietary laws and regulations that determine what is permissible, lawful and clean. The halal food market has grown quickly over the past decade, and is now worth an estimated $632 billion annually. As such, it represents close to 17% of the entire global food industry. In order to conform
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to Islamic standards; all Muslims must ensure that they are only consuming halal approved food, drink and medicine. The large population of Muslims adhering to halal requirements has fuelled increased global demand for halal products. Several multinationals, such as Tesco, McDonalds and Nestlé, have recognized this, and have expanded their halal approved product lines. Because of the traditional nature of the marker, it is estimated that these multinationals control 90% of the global halal market. The global halal food market was not significantly affected by the global financial recession. Major growth in Asia has been driven by changing lifestyles that allow for higher incomes.The largest contributors to the halal market in Asia are Indonesia, China, India, Malaysia and the Gulf Cooperation Council (GCC) members, including the United Arab Emirates, Bahrain, Saudi Arabia, Oman, Qatar and Kuwait. These countries have all seen substantial growth in the halal food industry that is unlikely to be curbed in the near future. There is also strong potential for halal certified products in non-majority Muslim markets, where consumers are looking for safe and ethical products. The increasing popularity of the halal market in Europe is driven by Russia,
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France and the United Kingdom. The halal market in these countries has continued growing since 2004, albeit at a slower pace than Asian markets. A major opportunity can be found in the Australia/Oceania region, where the halal food market saw growth of 33.3% in recent years. A key area for development is in the supply of halal certified products to more affluent Muslim and non-Muslim consumers looking for a more diverse range of halal products. Canada’s reputation for high-quality, well regulated and safe agro-food products make it well positioned to enter the global halal market. The most promising halal markets span over a range of different countries. As the largest populations of Muslim’s are located in the Asia-Pacific region, both majority and non-majority Muslim countries in this region would have high demand for halal products. However, markets in North Africa and the Middle East are particularly lucrative markets, as several countries have majority-Muslim populations. The halal food industry is also growing in countries that have smaller populations of Muslims, but that have food quality and safety concerns, such as Australia, the United States and European countries.
Key halal markets include Algeria, Egypt, Indonesia, Iraq, Morocco, Iran, Malaysia, Turkey, Tunisia, Kuwait, Jordan, Lebanon, Yemen, Qatar, Bahrain, Syria, Oman, Pakistan, Saudi Arabia, and United Arab Emirates,. Emerging halal markets with relatively large Muslim populations include India (177 million Muslims), China (23 million), Russia (16 million), the Philippines (5 million), France (5 million), Germany (4 million) and the United Kingdom (3 million). To sum up: 25% of the world’s population is Muslim accounting nearly 1.6 billion people. Food products are prepared following a set of Islamic dietary laws and regulations, which determine what is permissible, lawful and clean, are classified as halal. The halal food market has grown quickly over the past decade, and is now worth an estimated $632 billion annually on a global scale. Strong economic growth and rising per capita incomes have fuelled demand for diversified halal products, enabling higher consumption levels and more opportunities for halal food producers. Halal consumption is not limited only to the Muslim population; other consumer goods are seeking halal food due to halal food’s excellent reputation for healthy and safe food products, and the humane treatment of animals.
Baktat Introduces Turkish foods to the world Awarded by many respectful international organizations, the company was also awarded by Turkish Republic with State Superior Service Medal for its contribution to the Turkish economy and activities in European food markets
Established in 1986 by five brothers, Baktat sells Turkish food products under its own brand to 53 countries in Europe, America and Asia. Baktat has six processing plants in Turkey, in Sungurlu, Gemlik, Akhisar and Turgutlu. Baktat has three local companies under its management in Germany and two in the USA. Adiguzel Baklan of Baktat says that their aim is to introduce Turkish food products to the world in a best manner. The business at Baktat started by processing and packaging of pulses and in 1994 a new operation for processing fresh fruits and vegetables was established in Gemlik, Bursa. Juices and drinks line were added in 2002 at the free trade zone and other branches were founded in 2007 and 2009 in Sungurlu, Turgutlu and in Akhisar.
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Foods are processed in the six factories in four locations that totals 42 thousands sqm of facilities over 78 thousand sqm. land where over 1300 people are employed.
Adiguzel Baklan
Tomato paste, cans, reserves, pickles, spices, ready-to-serve meals and olives are major products processed by the company in Gemlik facilities. In addition to these, snack foods and soups are produced in Sungurlu and Turgutlu. Olive products are the main category in Akhisar branch. Upon demand of buyers several types of processed olives are also prepared such as stuffed green olives, with pepper, garlic, carrot, eggplant, lemon, peanuts.
Baktat sells about 2,000 different food products including the organic ones. 11 main categories of food products are sold to domestic buyers, while in exports there are 13 major product categories including meat and meat products, milk and milk products. 90 % of the production is exported to 53 countries among them are Germany, England, Switzerland, Belgium, Italy, Spain, France, Austria, America, Canada, Libya, Egypt, Dubai, Iraq, New Zealand, etc. Baktat combines the traditional Turkish tastes that address to the expats of Turkey living in abroad with local tastes in the world in its products and product varieties. As a result of this, the company has been able to expand its retail coverage up to
15,000 meters in major global food retailer chains in the world, including Carrefour, Metro, Real, Edeka, Netto, Kaufland, Rewe, Fecro, Migros, Auchen, Intermarce, Uschan, Albertain and Coop. Emphasizing on every aspect of health and quality issues, the company started to sell organic products in 2008. Believing that organic food production is a life style, not a style of production, the company manages and controls all stages of production process from the selection of seeds and species up to the end of the total food chain. The process is guaranteed and controlled
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by Ecocert-Sa company under TR-EU-NOP regulations.The company also has certificates for ISO 9001:2008 quality management system, ISO 22000:2005 and 2010 food safety management systems, BRC v5 food system, achieved grade A, IFS v5 system, on higher level, OHSAS 18001:2007 health and safety management system, and ISO 14001:2009 ecology management system. Baktat company has accumulated a number of taste and quality awards granted by several bodies in abroad. Among the products awarded are “stuffed leaves”, “ajvar”, a specialty in the Balkans, “pomegranate juice”, that earned the World Quality Award by the International Taste&Quality Institute. The company has also lead the production of Hungarian and Greece type of peppers and Ajvar in Turkey. The company was also awarded by Turkish Republic with State Superior Service Medal for its contributions to the Turkish economy and activities in European food markets in 2000.
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Kilikya: At the hands of new generation Founded by their father in 1957, Kilikya Salgam (Russia turnip) company is now managed by Selahiddin and Fariz Nas brothers. Selahiddin Nas informs about the company:
On production Building a brand is costly especially in food businesses where trust and quality are more important. It requires power of promotion. However, we started to produce şalgam, one of the traditional taste of Adana and the region, in our integrated facility of 500 sqm. and launch it in modern bottle. Then we moved to the new plant we built on 15 thousand sqm. land in Adana Haci Sabanci Organized Industrial Zone. An investment of about 8 million dollars, the factory can now produce 3 million liter of şalgam per month.
Why şalgam? We consider first to process milk. Afterwards we decided to produce a local product and to expand its market in Turkey. We want to introduce it to world markets as well as an indispensable offering for meals and tables. The growth we have been experiencing is a good sign of our success.
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controls, the drink is filtered and filled into bottles under hygienic conditions.
We have necessary certificates and standards for our product and production processes.
Şalgam regenerates the body cells and helps to digestion. It improves immune system, helps to lose weight. Contains milky acids, phosphor, calcium and potassium. It seduces, is good for teeth, bones, skin, heart, kidneys, stomach, liver and lungs. It is anti-tocsin and contains A, B, C vitamins.
On their position in domestic and foreign markets We have about a 15 % share in domestic market and our product is sold on the shelves of national and international retailers. We follow the developments in markets in the fairs, both in Turkey and abroad. We try to make şalgam to be considered as a national drink. Kilikya brand products are sold through 110 distributors and exported to 30 countries, including
What is şalgam? Selahiddin Nas Board Chairman of Kilikya
European, Middle Eastern countries, the USA, England, Japan, China and others.
On Şalgam drink Farmed in natural conditions, purple carrots first washed in our plant and than they are chopped and sent to fermentation tanks. Bulgur, that is also produced organically, is added to fermentation. In about 45 days fermentation is over and after tests and
Wikipedia defines şalgam as a popular beverage from southern Turkey’s cities of Adana and Mersin. Although the Turkish word şalgam literally means “turnip”, şalgam is actually made with the juice of red carrot pickles, salted, spiced, and flavored with aromatic turnip fermented in barrels with the addition of ground bulgur. It is traditionally served cold in large glasses with long slices of pickled carrots, called tane (or in some accents, dene.) Hot paprika relish is added just before drinking. Hot or regular, it is a popular drink with Adana kebab.
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Duru Bulgur introduces Turkish specialty to the world! Duru Bulgur was founded in 1935 in Karaman, Turkey and since that date, it produces best quality, natural and healthy products. Today Duru Bulgur is leader bulgur manufacturer in its sector and has 2 factories with a production capacity of 200 tons per day. Duru bulgur is producing bulgur with traditional method. The difference of Duru Bulgur is that it is using stone mills at the phase of production and at its modern plants. Bulgurs, which are produced in stone mills, are healthier, more natural and more delicious than the other bulgurs. Moreover, Duru Bulgur is a leader in packaging about pulses and rice in Turkey and offers the best quality and healthy rice and pulses to its consumers. Ayşe Sarımehmet is marketing responsible from Duru Bulgur says, “We are supplying the best quality crops which are same field, from suppliers in Turkey and then we are processing at our modern plants. As Duru Bulgur, we are exporting to 35 countries such as European countries, USA, Canada, Australia, Libya, Egypt, Nigeria, Bosnia and Macedonia only with our brand. We want to export our products to all around the world and want to present our national valuable product to all nations.”
Ayşe Sarımehmet
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“Prodonium, the only company in Turkey to industrialize garlic� The product range of Prodonium includes derivatives of garlic such as sauce, powder, puree, pickles, clave and filet and also peeled onion, chopped onion, turnip juice, lemon sauce, apple and grape vinegars, dib roman, bitter sauce, soy sauce, ketchup, mayonnaise, etc.
Cahit Filik Export Director of Pordonium
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Starting its activity in 2012 Pordonium produces Turkish garlic with appropriate machines and exports successfully. Located in Avcilar, Istanbul on a covered area of 2500sqm, the company has a monthly capacity of producing 240 tons of garlic powder, 60 tons of garlic puree, 150 tons of garlic sauce 450 tons of garlic pickles and 90 tons of garlic filet.
outlined their operations as follows:
Mr. Cahit Filik, Export Director of Pordonium, says that they are the only company to industrialize garlic in the world and states that their major target is to be a world brand. We conducted an interview with Mr. Filik. He
Stared with a monthly capacity of 60 tons to meet the market demand, Pordonium Inc. Has been continuing with 800 ton/month now. It started to supply peeled clove of garlic in 25 kg-packages but today it serves with
Pordonium was established in April 2012 and fully concentrated on garlic production. As the only company in our country to industrialize garlic. Pordonium has a respectful place in the domestic market despite the fact that it was established as an export-oriented company.
powder, puree, sauce, pickles, clove and filed. We produce mainly garlic as sauce, powder, puree, pickles, clave and filet and also peeled onion, chopped onion, turnip juice, lemon sauce, apple and grape vinegars, dib roman, bitter sauce, soy sauce, ketchup, mayonnaise, etc. Our first rule is to transfer quality raw material from the field. Then comes processing in hygienic conditions and pasteurized in convenient glass jars. In addition, food products should be produced with appropriately equipped machinery which are operated at hygienic atmosphere by regularly checked up. We have been going through a corporation process supported with international certificates. We have been continuing with successful and experienced staff. We always keep our personnel dynamic with weekly, monthly and yearly regular
trainings thereby assuring their contribution and attendance to the quality concept of our company. Located in Avcilar, Istanbul, on a covered area of 2500 sqm, our factory has a monthly capacity of producing 240 tons of garlic powder,60 tons of garlic puree,150 tons of garlic sauce,450 tons of garlic pickles and 90 tons of garlic filet. We participated in many Exhibition such as Sial Paris 2012, Anfas 2013, Izfas 2013, CNR Istanbul 2013 and Anuga Cologne 2013 Anfas 2014, and Barcelona 2014. That was an exciting experience for us. Right now, we are in Sial Paris in 2014 and hoping to enlarge our market.
Azerbajian, Kuwait, Romania, Sweden, Israel and North Cyprus Turkish Republic. This increases has placed us on leadership in the market. We would like to make our company a world brand. As the only company in the world to industrialize garlic we would like to succeed this both in the industrial and retail sectors. We want to come to the mind first when garlic is pronounced. I believe we can manage this.
They are very lucrative to promote Turkish garlic.The aromatic and organic features of Turkish garlic put them to be more advantageous against other garlic types. That’s why customers and consumers prefer our garlic. We export to all parts of the world starting with neighboring countries. Our exports constitute 70% of our turnover and this percentage increases every day. We had already exported to
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Vefa Bozacisi: A legendary taste in Istanbul Vefa also means boza in Turkey, a special drink that takes its name from a quarter in Istanbul
Sad覺k Vefa
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The story starts in 1870 when Haci Sadik Bey immigrates from Prizren, Albania, to Istanbul. The founder of Vefa Bozacisi, Sadik Bey settled in Vefa, a prestigious quarter in Istanbul, where royal, aristocrat, wealthy families and officials live. He was one of the well known sellers of boza in his hometown. He observed that, in this great and magnificent city, there are about 200 makers of boza in their small shops and houses. Then the boza has been sold as a dark, watery and sour form as a thick slightly fermented drink made of
millet. He tried another method for production and he developed the now known boza, thick, light yellow, slightly sour beverage that has newly fermented bubbles in it. He opened his first official business, a mom-and-pop shop, in Vefa in 1876. The name of boza shop was Vefa Bozacisi where he developed a standard to produce and sell this traditional beverage that has been selling since than, generation-to-generation. Haci Sadik Bey produced this special Turkish beverage for many years in order to preserve its stiffness and taste and later he handed his business to his son Ismail Hakki Vefa and provided his adaptation to the production of Vefa Bozacisi. As the 4th generation now, they have the tenacity to sustain the production of boza, the traditional beverage business started by the grandfather and brought to the present day as a result of the devotion and efforts ou all the family members, with a great harmony and in the best way, staying loyal to the traditions of the family.
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Turkey - the dreamland of seafood Turkish Seafood Promotion Committee (STG) promotes Turkish seafood worldwide.
By the increasing population of world, the protein sources become deficient to cover the nutritional needs of human being. Urbanization and industrialization widen this gab more and more. In fact, sea farming is one of the environmentalist and economical solutions of this dilemma. Due to FAO 2012 Report, on 2050 the world population will be 9 billion people, a fact which will require the food production to be double. People will need qualified protein sources. This nutritional fact is also an economical fact of today’s world. The economic value of the seafood sector is increasing day by day. By being environmental, socialized and economical, aquaculture is one of the most important sustainable productions. All in all, the seafood sector in Turkey has constantly been growing and developing. Turkey has a great advantage in terms of fish and fishery products. Its geographical location is surrounded by seas on three sides and the country enjoys a great potential of seafood output not only by sea catch but also by aquaculture of Mediterranean species at the south-western coastline and freshwater farming varieties from numerous rivers, lakes and ponds. Owing to its sustainable production capacity, diversity of species, production & processing techniques meeting
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MELIH ISLIEL
the EU standards and geographical proximity to target markets, Turkish seafood sector has also a strong export potential. Due to this potential, Turkish Seafood Promotion Committee (Su ürünleri Tanıtım Grubu, or STG locally) was established in 2008 with the purpose of promoting Turkish seafood products. Committee consists of a total of eleven members with the participation of the directors from the Board of Directors of the Aegean, Istanbul and Mediterranean Aqua and Animal Products Exporters’ Associations. The Committee intends to communicate the positive effects of fish on human health to the community, thus increasing the domestic consumption, export turnover and market share of the sector by implementation of marketing activities and participating in international seafood exhibitions. After 2008’s strong trend of consolidation, the Turkish seafood industry
has realized significant investments in processing industries (cleaned, filleted, smoked and marinated) conforming to the EU Standards, enabling the sector to aim meeting modern consumer needs and trends. By adopting diversified processed seafood product portfolio (Gutted, scaled, gilled, filleted, IQF frozen), the Turkish seafood sector is seeking a more wide spread appeal in European cuisines along with the traditional fresh chilled varieties. Having reached a significant market share in the foreign markets supported by a continuously increasing production capacity, Turkish seafood Sector has become an important player in the worldwide aquaculture industry which has been characterized by being the fastest growing food industry sector in recent years.
Today Turkey is the biggest producer of Sea bream and Sea bass. All the players in this sector trying to get a big share from the export markets with value added sales.
It is strongly believed that the Turkish With increasing capitals, production seafood will be a widely recognized amounts, laboring, Turkish Seafood has trademark in the world with its taste, a growing reputation in worldwide. quality, sustainable products and ser-
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vices and convenience forms for both customers and consumers. STG is responsible for marketing activities relating to Turkish seafood and aquaculture 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, United States, the Russian Federation, UAE and Balkan countries.
Turkey’s story Turkey is very large ‘peninsular’ surrounded on three sides by the Aegean Sea (to the West), Mediterranean (to the South) and Black Sea (to the North), with more than 300 natural and 130 artificial lakes largely fed by crystal clear winter snow of Anatolian
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Plateau and the Eastern Highlands, the Turkish seafood industry benefits from remarkably rich aquatic resources. With its 8,500 kilometers of coastline, Turkey is something of a dreamland for marine products. Its generous seas are the homeland of unique aquatic habitats which have been serving rich seafood specialties to countless civilizations for thousands of years. Now you are invited to discover the delicious taste of Turkish Seafood.
A fishmonger to the world Turkey, whose fertile lands enjoy abundant water resources, has a well-developed seafood cuisine developed over many generations of the long, local history. In turn, the story of Turkish aquaculture began with an annual production of 3,000 tons in 1986, achieving 212,000 tons by 2012.
Today Turkey is a fully integrated seafood and aquaculture producer, from hatcheries to fish farms, processing and packaging facilities, feed factories and plants producing packaging and technical equipment. Significant and steady growth is the hallmarks of the Turkish seafood sector. A capacity for sustainable production, species diversity, processing and production techniques and conformity to EU standards, combined with a close geographic proximity to target markets are the essential advantages that have generated significant market shares in foreign markets. As well as major aquaculture production of Mediterranean sea bream and sea bass, and also rainbow trout, there is significant production of bluefin tuna, common sea bream, dentex, blue spotted sea bream, sharp snout sea bream, and royal sea bass. The increasing range of
seafood products has achieved a high reputation in worldwide markets. Beyond finfish farming there are also a wide range of shellfish varieties such as black mussels, baby clams, shrimp, and sepia exported from Turkey. A rapidly growing aquaculture sector in Turkey is obviously the driving force for the increase in exports. Clear demands from the markets for consumption of safe and quality aquatic products provides sound commercial motivation for the continued development of the product range and quality. Currently Turkey exports seafood to more than 80 countries worldwide. Turkish seafood sector has become a substan-
tial industry, and today aquaculture is characterized by the fastest growth in the entire Turkish food sector.
Aquaculture at world standards
sequently Turkish seafood is available year-round, and is widely regarded by the export markets for the health and taste characteristics of these Turkish products.
The Turkish Seafood sector has developed parallel to the implementation of environmentally friendly procedures embracing high technology R&D methods. Each species are fed by precision- made fish feeds conforming to formulas based primarily on natural ingredients.
Hatcheries equipped with advanced technologies Turkish aquaculture sector continues to intensify and diversify by investing in development of new species and modifying its systems and practices. Fish Hatcheries are used to cultivate and breed a large number of fish species in an enclosed environment.
Turkish fish are farms are each in a unique habitat and subject o stringent traceability and quality systems. Con-
With the target of supplying high quality egg throughout the year and
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developing new species, Turkey Aquaculture hatcheries are equipped with advanced technologies. In addition to eggs supplied from various wild catch brood stocks with the techniques of natural and photoperiod all year long, genetic selections of species are also practiced.
Healthily growing juveniles Fish go through various juvenile stages until reaching maturity. From eggs they hatch into larvae, which in turn carry a yolk-sack which is the source of continued nutrition. When the yolk-sack is depleted the tiny fish must be capable of feeding themselves. At this point they are know as fry and pass through
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various stages of development until grown to market-size. This development period is known at the juvenile stage and the smaller the fry the more sensitive, intensive care is required for satisfactory growth. One of the keys to the attractive taste of the Turkish products is the care at juvenile stage. Healthy, well- fed juveniles, result in a quality of flesh that has enabled a global acceptance of these products.
Special feeds for special fish Manufactured feeds are an important part of modern commercial aquaculture, providing the balanced nutrition needed by fish. The feeds, in the form
of granules or pellets, provide the nutrition in a stable and concentrated form, enabling the fish to feed efficiently and grow to their full potential. The special feeds used in Turkish Aquaculture sector are being produced by extruder technologies. The solubility period of the feed pellets is long enough for fish to recognize and consume the feed, thereby enabling stable nutrition. The high up-take rate of the feed by the fish is not only nature-friendly, but by totally consuming the feeds there is no organic waste to degrade an aquatic environment. The key components of fish feed are fishmeal, fish oil, vegetable proteins, cereal grains, vitamins and minerals.
On the spot control The contemporary Turkish seafood sector is giving utmost importance to hygiene and quality. For assuring quality of Turkish Seafood; physical, chemical, microbiological and organoleptic parameters are being checked continuously. Shelf life, flesh quality and residue analyses are rigidly controlled. All components the production; packaging and processing materials, ice used in packaging are being analyzed as a part of our standard procedures.
Sustainability Turkish Seafood considers the longterm vitality of harvested species and the well being of the seas and water
sources. To maintain sustainable aquaculture production the local aquaculture sector is committed to: • Environment practices: Sea and Wetland conservation; effective effluent management and water quality control; sediment control and sludge management; soil and water conservation; efficient fishmeal and fish oil use; responsible sourcing of brood stock and juvenile fish; Minimizing biodiversity and wildlife impact. • Community practices: Establishing well-defined rights, aquaculture zones and responsibilities for farmers; regulatory compliance and effective enforcement; community involvement; worker safety, fair labor practices and
equitable compensation. • Sustainable farm management practices: Effective biosecurity and disease control systems, microbial sanitation, maintain global standards for hygiene, efficient and humane harvest and transport and traceability.
Traceability In food processing the term traceability refers to the recording through means of barcodes, tags & other tracking media, all movement of product. In food processing software, traceability systems imply the use of a unique piece of data which can be traced through the entire production flow, linking all sections of the business, including suppliers & future sales through the sup-
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ply chain. Turkish seafood sector using up to date and most efficient quality and process control systems for full integration to traceability from Brood Stock up to processed food such as; BRC, IFS, Global G.A.P, HACCP.
Convenience Turkish seafood industry has realized significant investments in processing facilities conforming to the EU standards over the last decade, enabling the sector to target meeting modern consumer needs and trends. Recognizing changing trends in cooking
and eating habits which require ease of preparation and tangibly healthy products Turkish seafood has developed convenience-products that have a long shelf-life, year-round availability, and above all – attractive taste characteristics. By adopting diversified processed seafood product portfolio (Gutted, scaled, gilled, filleted, IQF frozen, Marinated, Ready to Eat), Turkish Seafood Sector is seeking a more wide spread appeal in world cuisines along with the traditional fresh chilled varieties.
The value of aquatic resources appreciated Producers within the Turkish seafood industry are obliged to conform to quality systems that minimizes environmental impacts of their activities and increases the efficiency of farming. With this aim the entire sector follows the patterns of responsible usage of aquatic resources under the strict control of government organizations with full compliance to EU Regulations as well. Our offshore marine fish farming practices are one the world’s toughest legislation.
TURKISH SEAFOOD PROMOTION COMMITTEE can be contacted at: Atatürk Cad. No: 832 Alsancak 35220 İzmir / TURKEY Tel: +90.232.488 60 00 Fax: +90.232.488 61 00 E-mail: info@turkishseafood.org.tr; www.turkishseafood.org.tr
TURKEY’S SEAFOOD EXPORT VALUES (Chapter 03, 1604, 1605) QUANTITY (TON) 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
2014
(JanuarySeptember)
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FOOD TURKEY
VALUE (FOB$)
25,320 28,157 35,092 38,966 40,777 46,344 48,566 53,477 61,690 57,736 60,236 71,926 80,022 102,382
83,795
September 2014
$59,655,648 $77,435,510 $128,171,494 $173,398,745 $212,733,138 $248,569,917 $280,930,601 $324,682,032 $427,333,196 $341,507,374 $360,773,733 $447,823,191 $467,186,007 $564,199,213
$500,675,794
$% INCREASE
30 66 35 23 17 13 16 32 -20 6 24 4 21
Tabletop olive exports up nia, one of Turkey’s traditional export markets, was at the third place. Turkish producers export their produces to 87 countries. Exporting about ten million dollars, Iraq is the leading position in green olive exports and followed by Germany who exported about 6 million dollars. The USA was at the third rank.”
According to the data released by Aegean Exporters Union, Turkey’s olive exports have been rising steadily and 136.5 million dollars worth of tabletop olive products were exported in 2013/14 season. About 500 million dollars of olive and olive oil exports are targeted for the next season. For several reasons, olive oil exports from Turkey recessed by 67%, while tabletop olive exports increased 7.5 % in dollar term. Exports of black olives were about 107 million dollars and green olives’ were about 30 million dollars. Volume of exports rose 4% and reached to 79 thousand tons. Gurkan Renklidag, chairman of the Aegean Olive and Olive Oil Exporters Union, said that, a harvest of 190
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thous a n d tons of olive oil and 439 thousand tons of tabletop olive is forecast for the 2014/15 terms. He said, “Following the completion of harvesting study, we enliven some breezy and rainy days and this will be good for the amount of harvests. A great increase both in olive and olive oil production is expected this year. Olive producers are targeting to go beyond 500 million dollars level in exports in the 2014/15 seasons. Last season, Germany ranked at top in black olive sales with its 28 million dollars of exports. Iraq ranked second with its 22.5 million dollars and followed by Ruma-
Olive producers are preparing for the 2014/15 harvest celebrations.The first is to be held on16th to 18th October Akhisar, the 6th Harvest festival. Next meeting is Ayvalik, 10th Olive Harvest Festival. The third may be held in Altinozu, Hatay.
Ege NKM Food, a sought after brand in the world! A sweet name as honey and a tasteful and healthy name as olive oil. The company is professional for these two basic foods for contemporary people.
Ege NKM Food company was founded in 1996 and started production of Turkish honey and olive oil which are indispensable for human health. Ege NKM is making the production in its modern facilities confirming to the international standards of olive oil (COI), EU and Turkish Honey Codex standards. Today, EGE NKM has reached the capacity to export to more then 38 countries worldwide and has more then 50 distributors nationwide. EGE KM has business cooperation with famous chain supermarkets as Tescco, Metro Cash and Carry, Migros, Tansas, Kiler, Carrefour, etc. EGE brand now is a preferred brand in Canada and the sales figure in USA has increased compared to previous years. EGE brand is standing in first position in Iran and in Dubai people ask for EGE brand. In China people can find EGE brand everywhere. In Japan supermarkets want EGE brand to be placed on their shelf. In S.Africa
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and in Ghana people started to be loyal to EGE brand. EGE NKM has also business partnership with most famous Italian and Spanish olive oil companies that are buying olive oil in bulk and famous German and French companies are buying honey in bulk. 80% of its production is being sold as final product starting from 20 ml/ 20 gr to 18 lt tin and only 20% of its production is reserved for bulk sales. Main markets of EGE NKM are the USA, Canada, Australia, Mexico, Germany, France, Italy, Spain, Hong Kong, China, Japan, S. Africa, Ghana, Iran, S. Arabia, the UAE, Far East and Turkic Republics, etc. With its modern laboratory and with the latest technology, EGE NKM makes analyses of olive oil and honey starting from the arrival of samples till distribution of the final product through 65 different analyses. All honey samples are tested and graded for clarity, type, flavor, moisture and color. In order to achieve high quality standards, extensive quality control and assurance systems have been established. Honey is one of the purest foods and EGE BAL Honey is proud to offer this natural resource to the world. From plateaus in the central Anatolia, to the deep pine forests at the west coast, from high mountains in the east-
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ern side, to the plain lands of the northwest, EGE NKM has priority for the supply of the most distinguished honey from diverse regions where honey is produced. EGE NKM Food always attends to famous international food exhibitions worldwide. That is why EGE NKM is now be present at SIAL PARIS which is one of the world’s leading food exhibition. EGE NKM aims to develop its existing business not only with European countries but also with companies from USA, Japan, China and from other countries. EGE NKM Food pays high attention to “innovation” because it is one of the primary ways to differentiate your product from the competition. SIAL is one of the world’s largest food innovation market place. That is why EGE NKM is here. SIAL Innovation provides a unique way of interpreting food innovations and consumer trends worldwide. EGE NKM aims to become an international honey brand with its assured quality and to contribute raising healthier generations by ensuring that everyone eats a spoonful of our honey each day by protecting the naturalness and purity of honey, the most miraculous food in the world, make it an indispensable element of quality living, and thus give honey the highest value it so richly deserves.
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Puratos in Turkey with chocolates since 1987 Puratos Turkey Marketing Director Bora Ak覺n
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Established in 1919 in Belgium Puratos has been serving the bakery and patisserie sector since 1987. Bora Akin, Puratos Turkey marketing director says that the company produces incomes 60% from patisseries, 30% from bakery and 10% from chocolatier businesses. He furnished us about their Turkey operations: How would you briefly describe Puratos? Since what time is Puratos in the Turkish market? Puratos is a rooted company founded in 1919 in Belgium; provides qualified ingredients and solutions for bakers, confectioners and chocolatiers in more than 100 countries, 58 factories with over 5000 employees. Since 1987, Puratos has been ren-
dering high-quality service to bakeries and patisseries throughout Turkey. Known for valuing human health, Puratos also offers its services for custom demands as well. With over 1 billion dollars annual turnover, Puratos is one of the exceptional companies that operate in the fields of chocolatier, patisserie and bakery all over the world. Top it all off, Puratos is the very first in Turkey by means of this qualification, which is a very significant privilege for us. Through the globe, we come second in bakery and patisserie markets and
rank 6th in chocolate. We offer our services to companies in and patisserie and bakery sector in Europe, Middle East, Asia, the Americas and Africa. Our services are available for a wide range of customers, such as industrial brands – whose products are sold in supermarkets – corner bakery shops, patisseries and hotels. We split our services in 3 ways; industrial, supermarket and artisans. From a global aspect the leading sector in Puratos is bakery, whereas in Turkey, 60 percent of our revenue comes from patisserie, 30 percent from bakery and 10 per-
cent from chocolate. You take place in the Turkish market with various kinds of products. How does it affect your market share in Turkey? Turkish bakery, patisserie and chocolate markets combined are worth 750 million Turkish liras. When we view consumptions per capita, Turkey still follows Europe from quite behind, excluding bakery. Especially in the following years, we assume we will reach the European standards in patisserie and chocolate consumption. In Turkey, the annual consumption of patisserie and chocolate per capita is 2 and 1.6 kilos respectively. These quantities are quite behind European consumption. As Puratos, we take all the aforementioned facts into consideration, keep pace with technology and make investments in order to upgrade our services. Besides, we think the trends should be set due to consumption patterns and local tastes. Therefore Puratos uses local consumer-friendly tastes and global application methods for production. It is possible to say that the frozen products will make a change of scene in the following years. Especially bakery sector will start to use frozen technology more and begin centralized production. Frozen or half-baked products will be in supermarket shelves and places under end-users’ reach. Last year in mid-June, Puratos has brought frozen bakery products into use of Turkish bakers. What are the differences of pastry sector between Turkey and the global scene? What kind of improvements can be done to put it further? When we take chocolate for instance, we can say that the consumption in
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wet production for patisserie glaze and fillings. All of our productions are based on automation and untouched by human hands. Each of our products get approval from the department of quality control before meeting our customers. Production personnel are put through trainings about hygiene, quality and job safety.
Europe is quite higher than Turkey. And in pastry we observe that the big portioned-celebration cakes are more popular in Turkey whereas in Europe smaller portions are preferred. In order to catch better standards in the sector the most significant point is to chase the trends and keep up with technological developments, and Puratos is doing so. We channel 2.7 percent of our acquisitions to research and development. We work with over 750 technical specialist in 40 innovation centers located in various places around the globe. Keeping up with technologic developments is essential for us. We make investments according to technological improvements, so that we can offer better services to our clients. Besides, we think the trends should be set due to consumption patterns and local tastes. Therefore Puratos uses local consumer-friendly and global application methods for production. In 2012 we brought up 10 most preferred types of bread to our customers? Under the concept of “Breads of the World’. All kinds of these breads can be baked by ready mixes of Puratos. These 10 types of breads include Bolla Gallega of Spain, Craquelin of Belgium, Ciabatta, Foccacia and Pugliese of Italy, Baguette and Croissant of France, Bagel of the States (USA?), Cozonac of Romania and Danish from Denmark. We also lowered the fat rate in poğaça for 33 per cent in order to implement lower expenditures and named it Puraslim. We launched a new ready-to-
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Lastly, what would you like to say extra?
use product that also matches with new bread and bakery notices. Lastly we presented Tegral Patacrout and Topfil Raspberry. Tegral Patacrout is ready to use mix for groundbreaking cheesecake base and Topfil Raspberry is a complementary filling that consists of fruits 60 percent. To which countries and regions do you export your products? Puratos globally operates in the local market of 66 countries and exports to more than 100 countries. Turkey Office of Puratos also exports too many countries. We export all the products for patisserie, bakery and chocolate. The most exported products happen to be patisserie fillings, glaze, sponge cakes and powder cake mixes. Can you briefly inform us about your working capacity and facilities? Apart from powder production for patisserie and bakery, we have also
We aim to reach 200 million Turkish Liras in 2018. For Turkey, the plan is to focus on chocolatier chocolate investments. We operate in 5000 points regularly and aim to raise this quantity to 10 thousand in 3 years, expanding to the whole country. As Puratos, we non-stop continue our R&D studies to come up with better solutions. Nutrition is a big subject on Puratos’ agenda. Since it is possible to decrease the rates of egg, salt and fat rates in products without taking the taste away, we invest in studies to do so.
From the heart of olive to the world On the way to be a rule setter in olive exports from Turkey, AD Tarim has an olive stocking and processing capacity of ten thousand tons Gemlik is the symbol of olive in Turkey. One of the most delicious olives in the world, Gemlik is regarded as the heart of olive in Turkey. Established two years ago, AD Tarim produces every variety of olives. Merve Demirel, AD Tarim export manager, says, “We produce the blessed gift by showing our respect to humans and the environment.� She informed us about her company and activities:
History of the company AD Tarim is established in 2012 in Bursa-Orhangazi on a 46.000 m2 land of which 12.000 m2 out of it is closed. Our establishment that started operating by the end of 2013, has storage, processing and packaging facilities on its own and on the whole is established to handle 10.000 tons storage, 20.000 tons/year packaging capacity. Also our company possesses ISO 9001, ISO 22000 and Halal Food Certificates. Gemlik is the region that gives its name to the highest quality table olives. Olives collected from Gemlik and other regions are delivered to our facilities and they are put to a natural fermentation process (maturation) in CTP (Fiberglass Reinforced Polyesters) tanks which are approved by World Health Organization and have food certificate of conformity.
Merve Demirel
Owing to modern technologies and processing techniques that we use in our facility, our products are sanitary, of high quality and healthy and they are presented to consumers with guarantee of quality. We are a genuine olive manufacturer firm with our product continuity, with our high capacity of storage and processing and we give particular importance to environmental awareness.
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Our target is to be a firm that “sets the rules� in Turkey’s olive sector which involves the purchasing, processing and delivering to end user.
On olive business in Bursa Almost all deep-rooted families have their own olive producer. They do not buy it from retail. However, smaller depots and factories processing olive do not conform to hygienic standards. So we emphasize on our health and hygiene in olives. 80 % of olives are sold in bulk in Turkey. Packaged goods are important because they are really hygienic. We employ ecology consultants they maintain and control our operations weekly. We established a wastage treatment facility and probably this is the most hygienic one.
On exports and fairs Our products are exported under Dali brand. We export mainly to Germany and other European countries. Russia, Cyprus and the countries in the Middle East, Kazakhstan and Turkmenistan are our new markets for exports.
On promotional activities 2014 was a year of promotion for our company. We began to participate in the fairs, with World Food 2014 that was held in Istanbul. We got many promising feedbacks. We planned to participate in Sial and Anuga fairs. We make 100 % natural fermentation on Gemlik olives. This is the most important point that differentiates us from other companies. We are very keen on hygiene, quality and packaging issues in olive processing and marketing.
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KESKINOGLU cares for your health! Producing chicken meat, eggs, pullet and breeding products, olive oil products, medical and organic products, KESKINOGLU is one of the leading names in the Turkish food industry. It has over a century history full of respectful success stories. It contributed to the development and modernization of the Turkish poultry industry as well as other areas it is involved. We conducted an exclusive interview with Mr. Keskin Keskinoglu, Marketing Group Chairman of Keskinoglu, about their operations. Full text of the interview follows:
Would you inform us about foundation story of Keskinoglu Founded as a chicken farm in 1963 by Ismail Keskinoglu. Keskinoglu company moved its facilities on 60 acre land in Akhisar in 1997 where 10 thousand broilers were fed. In 1997 the capacity was raised to 30 thousand tons with the new integrated poultry processing facilities. Today in these facilities, chicken meat,
Keskin Keskinoglu Marketing Group Chairman
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cooked chicken meat products and delicatessen products, pasteurized eggs and egg, viola (egg cup), egg-way female chicks, pullets, broiler chicks, organic fertilizer, olive oil and paper based health products are produced. The company has its own cold storage and transportation company, Fem Logistics, that guarantees safe transportation of the products thorough supply chain. Lately the company entered in fast food business in 2010 with Tavvuk Restaurant in Akhisar, a facility serving 500 people both open air and under the roof sections. Chicken doner, special sauce chicken roll and BBQ are served in 11 branches. Keskinoglu is said to have 72 percent in egg market and ranks at third place in broiler production and exports its product to about 75 countries.
What is your quality policy and secret of your success? We as Keskinoglu, listen to our customers, have close ties with them, watch and analyse developments in the market, introduce new products and are active in both domestic and export markets. We still keep the legendary business philosophy of our late founder Ismail Keskinoglu as his heritage. He had been saying us, “Al-
ways do the best and sell them at premium prices. They may found it costly but they should not mention Keskinoglu products are bad.” Quality has always priority in our company. In the half a century past of our company, we realized many firsts and innovations. Such as, chick Albanian liver, icli kofte of chicken meat, delicatessen for kids, DHA, Celenium and omega eggs and others. Bu using the Europe’s firs air cooling systems we expanded shelf life of products by 11 days. Lately, we invested about
20 million in 2012 to the technology in freezing chickens that makes them healthier. It reduced shocking time from 12 hours to 6 hours. Our tenyear’s growth was 1000 percent; ten fold increase, thanks to our higher quality. We call us “Family name of the chickens”.
Chicken is your major product. Even eggs are important. Please inform us about production process. When they have been slaughtered in conformity of Islamic rules, they are cooled down in air-cooled tunnels and
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dried. They are inspected by high-resolution camera and they are sorted. They are cut in the computer controlled machinery and various parts, breasts, legs and wings are scaled an put in packages. Eggs are obtained from chickens that were fed by natural fodders in conformity of good farming practices standards. They are checked and controlled by automatic units and sorted as their sizes. Each egg has a special ID that is used to trace the production process from the very beginning to the consumption. Then they are sent to logistics warehouse to be delivered to the markets. With data they can get in web site, keskinoglu.com. tr, consumers and businesses can check and follow the source, the kind of the chicken, their cages, feeds they have given, veterinary that control the process and the person responsible for packaging. Besides, all facilities are inspected by world famous quality certification authorities, and the company has certificates of ISO 22000 food safety management system,
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and of British Retail Consortium and European union food safety certificates. All vehicles are sterilized when entering our facilities. A strict outfit procedure is applied for all people in the company. Everyone has to wear bones, mask and sterile outfits. Health checks of the workers are made regularly.
What is the story of Ravika, your brand for olive oil?
put them in special bottles we have made it designed in Italy and send them as gifts to our close friends on the anniversary of grandpa’s death. Among the recipient, were also buying managers of large chain of retailers.They liked it and demanded more. Ravika brand now represents Turkey in 75 countries in the world.
The project was started for the commemoration of our late grandfather, our founder, Ismail Keskinoglu in 2005. Now it has 7 percent share in domestic market.
Exports are indispensable firms like yours.What about the products and their targeted export markets?
He had been planting olive trees all the time. When we asked why, his answer was, “Zeytin is bounty. You will realize the value of these trees, when I passed away.� On his memory, we founded Ravika village and started to produce olive oil on 1856 model machinery in smaller batches. We
In 2013 we exported 86 million dollars worth of broiler meat, eggs and olive oil. Our target for 2014 is to get 100 million dollars. We now export our products to 75 countries including, Azerbaijan, Albania, Bosnia and Herzegovina, the United Arab Emirates, Bahrain, Denmark, Guinea,
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Georgia, Hong Kong, Iraq, Israel, Sweden, Cyprus, Kuwait, Malaysia, Kosovo, Russia, Saudi Arabia, Singapore, Uzbekistan, Tajikistan, Greece and Yemen.
What do your company do in the field of research and development? We are an agile company in the fast changing world. We are ahead of our competitors in launching new products. New tastes and varieties are important in food industry. We have 150 varieties only in chicken meat. Consumption habits are changing. Ready to serve varieties are demanded more and more. Consumers seek practical food, so R&D is important. On average, every year we launch five new varieties in the market.
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Please inform us about facilities and new investments in the chicken broth and filet fit? We have 277 production units in Akhisar, Manisa, on 1.8 million sqm. land.
What can be said about your position in the market and about the industry when compared with global markets?
confuse consumers. Following some intensive promotional activities made by industry partners, consumption began to rise again. Production of poultry products is on the rise in Turkey which ranks 8th in the production of broilers in the world. Larger companies are expanding their plants. We became competitor for American and Brazilian producers in the world. The same is also valid for egg production. There is a growth potential in domestic market. When Holland aside, who sells other countries production as well, we are the greater exporter of eggs in the world.
Annual per capita consumption of chicken meat is about 20 kg. in Turkey. It is 40 kg. in Saudi Arabia, Brazil and America, 25 kg. in Europe.There might be some campaign against chicken meat in Turkey, from time to time. Disinformation about the subject may
As Keskinoglu, we are the third largest producer in chicken meat and the leader in exports in Turkey. We have 72 percent share in retail market for eggs. Our share in Turkey’s total egg exports is up close to 10 percent
We made great investments in the last five years to expand our space and capacity. We are always keen to produce healthier products for the consumers. Chicken broth is our new product and is made of by boiling chicken meat in water and sold in cans of 360 ml. The other new product is Fileto Fit that is produced 100-breast meat of chicken and is offered in 80 grams of cans that packed in triples. We invested 5 million for these two new products.
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SIAL heralding latest innovations and inspiring the food industry for 50 years The world’s number-one food exhibition will be held in Paris from 19 to 23 October 2014. SIAL, the world’s largest food exhibition, focuses on the major challenges faced by the global food industry. The fair gives the visitors the opportunity to discover innovative food products, to explore SIAL’s comprehensive offering: 19 exhibition sectors, to meet
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over 6,000 French and international exhibitors and to discover the food market trends and innovations.
year, the country has prepared one of the strongest exposures for SIAL 2014.
Turkey, one of the most powerful food suppliers of the world, is a traditional leading exhibitors of SIAL for decades. Under the patronage of Istanbul Chamber of Commerce, Turkey has been challenging with a huge performance at this global show arena. This
Innovation is the most reliable and valuable of all economic predictors. More than ever, innovation will be the catalyst for growth for the successful companies taking part in SIAL 2014. Faced with a dramatic acceleration in consumer needs, innovation stands
More than ever, above and beyond political and economic tensions, the world of food is a place of universal exchange.
out as the pivotal strategic focus for maintaining and developing the competitiveness of our food companies. Successful innovation strategies do not appear out of thin air. It takes a genuine spirit of openness, active listening and smart thinking to understand and anticipate consumer expectations across the world. Only then can companies forge their own vision and create added value in a highly competitive environment.
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Food industry professionals throughout the world are setting the trends and building the future of the way we eat. Innovation and SIAL have been constant companions for the last 50 years! With its never-ending commitment to innovation, SIAL has become the guidebook par excellence to trends in the food industry on a global scale. Innovation can be found everywhere in the food aisles, promoted by over 6,000 companies. It also takes center stage in the SIAL Innovation Area, the focal point of the exhibition, which highlights the most striking innovations. Innovation occupies pride of place at SIAL. More than that, however, innovation is part of SIAL’s DNA, epitomizing its expertise and modernity, as reflected in the high numbers who attend, with three out of four visitors finding it a source of inspiration. Whereas innovation is now a global issue, it is even more crucial for boosting the French food industry. We should not lose sight of the fact that, with its 11,852 companies (98% of which are SMEs or very small businesses), the food industry in France plays a vital role in the country’s vitality in terms of turnover and jobs. SIAL offers its innovative exhibitors a springboard for enhancing their international profile among key buyers in the industry... and much more besides since, in addition to the October 2014 exhibition, SIAL will be supporting innovative French businesses at Expo Milano 2015 in partnership with the Ministry of Agriculture, Food and Forestry.
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Turkey is represented by over 270 companies With 50 years’ experience and a global presence backed up by more than 10 exhibitions across the world, SIAL has truly become a key platform for global food supply and demand. We build bridges and promote encounters and opportunities between industry professionals. With each successive edition of SIAL Paris, we have endeavored to make the exhibition much more than a simple tradeshow – a multicultural network, a forum for exchange and inspiration that helps companies on the road to future success. SIAL Paris 2014 will pursue these goals with pride, unveiling the major trends and innovations that will soon be influencing our chefs and revitalizing our supermarket shelves. The key (and universal) element that is sure to be highlighted is: pleasure! Because there is no doubt that, wherever you are in the world, food is still one of life’s small pleasures... 150,000 international visitors are expected to meet over 6,000 exhibiting companies and share this visionary approach. The exhibition has been heralding innovations and inspiring the industry for 50 years. The atmosphere this year will be particularly festive as we mark the 50th anniversary of SIAL Paris. Although the celebrations have already begun in Canada, China, Brazil and the Philippines, Paris – the birthplace of SIAL – will, of course, be the climax. I urge you to come and see all the innovations at SIAL Paris 2014 and join us in celebrating
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to this sector with 200 countries represented. Retail, central buying organizations, hard discount, small retailers and all retail profiles are meeting here in force. Hypermarkets have been around for 50 years and 50 years ago, SIAL Paris became a unique concentrated platform for national and international decision makers. Distribution and SIAL are intimately connected. SIAL Paris has been established for some time now as the meeting place for global retail. Its motivations are threefold: this half-century of adventures in the world of food! As Nicolas Trentesaux, SIAL Group Director, puts it: “50 years after its creation, the International Food Fair has become a brand, an exceptional and unique experience in the global agrifood business sector. SIAL Paris assists exhibitors in the strategic accompaniment through the 8 fairs organized by SIAL Group.This year once again, SIAL Paris is without doubt fully committed
• Sourcing, of course: SIAL represents an incredible concentration of suppliers and products to complement retailers lines. The success of a retail outlet and the part it plays within the market place is dependent upon an attractive range of products on offer. The retailers are particularly looking for new products that will help boost sales and differentiate themselves. • Consumer data: retail outlets are becoming more “Marketing Minded”, “consumer driven” and are not pre-
pared to give the big manufacturers the exclusive relationship with the consumer any longer! Retailers have become increasingly demanding in terms of knowledge relating to consumer trends as well as innovations, in order to adapt their food offer and also to improve their concept of distribution. • Meetings: distribution does not escape the rules of networking. SIAL remains the privileged place for its 150 000 participants when it comes to meetings in the agri-food sector: economic and political meetings, all of them beneficial. The 2014 edition will be the perfect opportunity to discover the food that the world has to offer; it will be made up of the positive aspects in food retail, as well as to highlight new challenges in the new market zone era. TV Studio, World Tour by SIAL, Le Marché by SIAL and SIAL Innovation aim to help retailers get a complete and coherent point of view.
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Rella Food: New taste in mozzarella 86
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Having three decades of business experience Rella Food company started to produce mozzarella in Kartepe, Izmit, in 2007. Then in 2012 a modern production plant for mozzarella cheese was opened in Salihli, Manisa, a source of milk in Turkey. Since then the company supplies cheese to national and international chains. By focusing on mozzarella it became one of the exporters of dairy products. Recently, the company transferred its success in cheese production to frozen bakery products with its Rella Cake brand. Having an annual production capacity of 20 million servings, it is one of the largest frozen bakery plants in Turkey and in the Middle East. The company’s quality is certified by documents of ISO 22000, FSSC 22000, and sticks to its motto, “safety from farm to fork”. Products are shocked at – 40 degrees C, and delivered at – 18 degrees through cold chain of distribution. As known in the industry, frozen foods keep their original freshness by their consumption by preventing proliferation of micro organisms. No additional chemical preservatives are used to protect the freshness and original taste.
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Turkey to export more foodstuffs to Russia Turkey looks set to benefit from Russian sanctions targeting EU and U.S. products, as Russia looks for an alternative supplier of foodstuffs. Turkish Economy Minister Nihat Zeybekci met with his Russian counterpart to discuss opportunities for Ankara to meet Moscow’s needs upon Russia’s trade war with the West. Accompanied by their respective delegations, Zeybekci and Russian Economic
Nihat Zeybekci Turkey’s Economy Minister
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Development Minister Alexei Ulyukayev held a meeting in a hotel in Yeşilköy, Istanbul. The meeting was about the potential trade alliance talks, after Moscow banned most foods from the European Union and the United States.
The ministers reportedly discussed potential areas for collaboration and bilateral problems. In early August, Russia had banned imports of fruit, vegetables, meat, poultry, fish, shellfish, scallops, milk and dairy from the United States, the European Union, Australia, Canada and Norway, worth about $9 billion, in retaliation for Western sanctions over the crisis in Ukraine.
Turkey will likely emerge as the key winner from the Kremlin’s one-year ban on dairy, meat, fish, fruit and vegetables. Officials in Turkey have predicted a near doubling in their fruit and vegetable exports to Russia.The country is currently the fifth largest exporter of food to Russia, its neighbor across the Black Sea, with $1.68 billion in sales last year.
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Turkey to export milk and other dairy products to Russia Mehdi Eker Turkish Agriculture Minister
Turkey is currently the fifth biggest exporter of food to Russia, its neighbor across the Black Sea, making sales worth $1.68 billion last year. Turkey will export dairy products to Russia amid the Kremlin’s continuing trade dispute with the United States and the European Union, with talks between Ankara and Moscow on harmonizing regulations nearing completion, according to a dairy industrialist. Russia responded to Western sanctions against its policies on Ukraine by banning fruit, vegetables, meat, fish, milk and dairy imports from the United States, the European Union, Australia, Canada and Norway, on Aug. 7. Turkey is seeking to engage in a long-term trade alliance with Russia, Turkish Agriculture Minister Mehdi Eker pointed out.
The embargo offers new opportunities for Turkey, said Harun Çallı, the head of the Packaged Milk and Dairy Products Association, in an interview with Anadolu Agency. The obstacles on selling dairy products to Russia were removed after talks between the Turkish Agriculture Ministry and the Russian Plant Quarantine Services, he said. “Even gaining a 5 percent share in the Russian market would be a great earning for the sector,” he said. Dairy industrialists recently visited Russia to inspect the market, he said, noting that 80 percent of Turkish firms fulfill requirements to conduct dairy exports to Russia. Turkey ranks 16th in world milk production and has been increasing output around 10 percent a year. “Turkey needed a market to meet such growth in milk production. Thus, Russia emerged as a good opportunity,” Çallı said.
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Still,Turkish output is likely to fall short in meeting the needs of the Russian market in full, he said, while predicting that the country’s dispute with the U.S. and the EU would not last long. Officials in Turkey have predicted a near doubling of their fruit and vegetable exports to Russia. Turkey is currently the fifth biggest exporter of food to Russia, its neighbor across the Black Sea, making sales worth $1.68 billion last year. Russia’s food imports from the countries that have now been subjected to sanctions was worth about $9 billion annually.
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Turkish exports continue to increase in 2015 “Russian market is crucial and the timing is favorable at the moment. With the positive developments in energy prices, the current deficit next year will be much lower.”
Turkish Deputy Prime Minister Ali Babacan announced that Turkey’s mid-term economy program and comments have continued. Economy Minister Minister Nihat Zeybekci responded to questions during his visit to Japan and evaluated the program. Minister Zeybekci said, “We believe the $106.5 billion (TL 238 billion) estimated for total exports will be closer to $162 billion, which will contribute to a higher growth rate.” While 4 percent growth rate was targeted, this year the growth rate will be around 3.3 percent, Zeybekci said that he believes the domestic market will contribute to the growth rate in the last quarter. “Exports will account for 2.5 percent of the growth rate at the end of the year,” said Zeybekci. He further underlined the significance of the fight against inflation and how that fight should be realized through more production, growth, employment and supply. “We have focused too much on shrinking demand. That is why we couldn’t achieve
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the growth target of the Mid-Term Economic Program,” said Zeybekci who noted that although demand shrank, if more financing and loans could have been offered to production, SMEs and investments, the growth figures would have been different. “Another positive development in the program is observed in the current account deficit. While the target was 6.4 percent for the end of the year, the deficit is likely to drop down to 5-5.5 percent. Now the target in the program is revised to 5.7 percent. When the current account deficit drops below 5 percent, there will be nothing to worry about. With the positive developments in energy prices, the current deficit next year will be much lower,” said Zeybekci. Zeybekci also touched on global interest policies and noted that concerns about the decisions of the U.S. about interest rates have been relieved due to improving trade with the E.U. “Therefore, we will
continue to keep interest rates at a level acceptable for markets, investors and tradesmen. Hopefully, in the next term with the contribution of the improving economic relations with the E.U., we will continue to lower interest rates and continue to fight inflation,” said Zeybekci. Stating that exports to Iraq improved in September and October and recovery is expected to continue till the end of the year, Zeybekci said that the approximate $3 billion loss could be recovered. Zeybekci said that Iraq was the second largest export market for Turkey, but due to the recent clashes and turmoil, it is now the third largest market; however, if exports recover this month, Iraq might again become the second largest export market. In 2014, Russia and Turkey tried to overcome obstacles hindering trade between the two countries, and in 2015, by signing preferential trade agreements, economic cooperation between the two countries could improve. Noting that the Russian market
Nihat Zeybekci Turkey’s Economy Minister
is crucial and the timing is favorable at the moment, Zeybekci said that he believes this economic cooperation will provide various opportunities for the 2015-2016 Mid-Term Economic Program. “Hopefully, we will increase per capita income to $12,750, the high-income group, by the end of 2016. Zeybekci said that they have “been very brave and generous with
Ali Babacan Turkish Deputy Prime Minister
investment incentives” and added that they have noticed a few fields in which they should have provided more incentives, such as metallurgy. “We will use all incentives available both strategically and regionally in the metallurgy field. Anyone who wants to make an investment should apply to us, and we will try to meet their needs,” said Zeybekci.
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Time is ripe for exporting to Russia The opportunity to export more food and agricultural products to Russia could certainly boost Turkish food exports. Last year, Turkey’s global exports of agricultural products were valued at $17bn, of which Russia accounted for 7% or more than $1.2bn. This year, in retaliation for economic sanctions over the crisis in Ukraine, the Russian authorities announced a ban on foodstuffs from the European Union, the United States, Canada, and several others. Turkish farmers see this as a golden opportunity. The opportunity to export more food and agricultural products to Russia could certainly boost Turkish food exports. Turkey has a potential to raise annual food exports to Russia to $3 billion-$4 billion in 2015-2016. Turkey is ready to export poultry, fish, dairy products, fruits, vegetables, confectionery, cereals, legumes and oil-plants. Exporting food to Russia could also help make up for slowly recovering demand from the EU, Turkey’s biggest market. Shipping more fruit, vegetables and dairy products would also aid
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Tu r k e y in plugging trade deficit with Russia. In line with Turkey’s rapid transition from an agricultural society to an industrial society, the agriculture sector has been changing and improving. Escalating urbanization and employment play a decisive role on food consumption. As the time spent at work and on the road gets longer, the energy and duration allocated to food preparation diminishes. Consumers, including those in Russia, mostly opt for the most practical and quickest solutions. The food sector is so advanced by now that it is possible
to get chopped tomatoes, crushed garlic, readymade salad dressing and all kinds of jam. And it is not only working people who prefer such products. Quite a few others choose them for their taste rather than their practicality. Fruit and vegetable products, the most important sub-sector of the food sector, embodies heaps of products from canned food to fruit juice, beverages and frozen fruits-vegetables. The sector is becoming more active in production and export.
Zey-Tur-San produces olives, pickles and sauces Located in famous pickle village Gedelek, Orhangazi, Bursa, the firm having Berrak brand and a partner of food giant Reitzel S.A., keeps its position in the market. General Manager Turgay Tufekcioglu, whose family has been in the food industry since 1945, introduced his company:
Who is Zey-Tur-San? Having about 10 thousand sqm covered facilities in Gedelek, our company produces 8 thousand 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.
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. We produced Turkey’s first pasteurized pickle in Gedelek, Bursa. With its quality products, the products and the brand of the company, Berrak, earned a good reputation in domestic market. Then we started to export our products, Turkey’s first German style sweet pickles. At the beginning of nineties, with its growing fame on dining tables, the company was partnered by Poupon Reitzel, Switzerland’s centennial vinegar based food industry giant, to increase its production capacity and become a lasting brand in export markets.
Turgay Tufekcioglu General Manager
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During its growth, the company began to penetrate in the famous supermarket chains in Turkey with Berrak brand. Some leading fast-food chains signed contracts to by pickles. In line with growing domestic and international demand the company expanded facilities and production capacities up to annual amount of 8 thousand tons. The latest facility in Gemic village on 82 thousannd sqm land having 13 thousand sqm covered plant has been operational in 2013. The facility, located just nearby the field that supplies 40 % of Zey-Tur-San’s own raw material needs.
On products and supply chain of the company Pasteurized pickles are ours major product category. We made pickles
from almost every vegetables, besides, we produce and process green/black olives and sauces. As a family business Ersoy, we have been in food business since 1945. Presently, 60 % of our production is sold in domestic and 40 % is sold in export markets. We buy raw foods from Afyon, Izmir, Balikesir, Eskisehir, the Trace and Canakkale. We also have our own fields to produces vegetables for pickling. We also produce, cooked products, sauces and green olives.
On exports We sell our products to 27 countries, including, Switzerland, Germany, England, Denmark, Azerbaijan, Kazakhstan and Middle East countries. Food safety, certification and process control are important issues in our busi-
ness since we are dealing with food products. We have high paid and compulsory 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.
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WorldFood Istanbul attracts thousands of food and beverage professionals
Turkey’s 22ndinternational food and drink exhibition, WorldFood Istanbul, took place at the CNR Expocentre in Istanbul,Turkey, 4 – 7 September 2014.The event brought together 365 food companies from 36 countries. According to the organizers a total of 15,934 industry visitors attended the four-day event to network and conduct business with international food and beverage suppliers. Over 3,000 of these visitors were from overseas and included buyer groups from Iran’s Eastern Azerbaijan province, Kosovo and Qatar. The top ten visiting countries were Iran, Palestine, Iraq, Algeria, Saudi Arabia, Jordan, Russia, Egypt, Bulgaria and Kosovo. International exhibitor presence at this year’s event increased. 87 of the exhibi-
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tors represented international brands. Companies producing legumes, spices, oil olive, fruit, vegetables, canned produce, chocolate, frozen food, meat, dairy, tea, coffee and other food produce exchanged ideas and showcased the latest products available in the marketplace. Rıfkı Boynukalın of ANI Biskuvi, an exhibitor, commented: “Worldfood Istanbul is an indispensable marketing channel.” He was pleased to report that ANI Biskuvi received record enquiries from international visitors at this year’s event. The event ran simultaneously with Ipack Turkey, the international packaging and food processing systems exhibition, and Ingredients Turkey, a dedicated food additives, flavorings and food ingredients event. The synergy generated by these events promoted the sharing of knowledge and inter-industry networking.
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Zer Yag meets professionals at leading international fairs Offering vegetable oil, ketchup, mayonnaise, bouillon, soup, readymade desserts, sweetened vanilla, baking powder, whipped cream, pudding, cocoa, etc, the company will be at SIAL 2014 to finalize this year’s show program.
Established in Gaziantep in 2002 Zer Yag was established for the production of vegetable oil, ketchup, mayonnaise, bouillon, soup, ready-made desserts, sweetened vanilla, baking powder, whipped cream, pudding, cocoa, etc. production. The company has been in most successful exporting firms and it ranked in the first 500 companies in Turkey for last 10 years. An official of the company outlined their participation in international fairs:
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“We, as ZER YAG SAN. TIC A.S., continue to participate in trade exhibitions in 2014. This year we participated in exhibitions in Saudi Arabia and Iran and we were highly satisfied with the interest shown to our products and respect to our brand. We believe that Middle East countries will begin to rise and improve the trade volumes in the following years with the effect of finished crisis and civil wars. Following these developments, we have no doubt the Middle East countries won’t be talked only for oil country. Instead, their name will be frequently mentioned among the countries with developing industries.
Moscow which was organized in Moscow, Russia on 15-18 September 2014. We, as manufacturers, have interest in Russia because of high population and consumption patterns as well as the developed economy. We will participate and finish exhibition calendar of 2014 after Sial Paris 2014 which will be organized in Paris, France on 19-23 October, 2014 and we aim to increase of our trade volume as outcome of these activities.”
“We also enjoyed meeting with visitors who came from all over the world and saw high quality products which produced in Turkey, at CNR World Food Istanbul exhibition which was held on 4-7 September, 2014. We took our place at World Food
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Istanbul to host Starch World Mideast a premier meet focusing on starch derivatives, sweeteners and polyols 102
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Mideast Starch World tives, (starch deriva d sweeteners an h polyols) whic opens on 4-5 14 November, 20 put in Istanbul is w together to dra tion to industry atten ortunities emerging opp & industrial in starch food e Middle East. th in ts e rk a m
Against the backdrop of Middle East being the highest growth area for the food and drinks industry in the world and a big market for halal products, the summit kick-starts with a ‘Global overview of the sugar economy, trade and how this impacts the markets for starch-based sweeteners in the Mideast region’ by Simon Bentley of LMC International Ltd. This is followed by a session on ‘Regional Starch & Sweetener Markets Outlook’ by Nedim Elcheik of Cargill Tarim Ve Gida San. Tic. A.S. Audience can also look forward to perspectives on ‘Turkish Sweeteners Market and Turkish Sugar And Corn Syrups’ by Sunar Misir, ‘Turkey Growing Textiles Industry and Applications of Starch Comparing Potato, Corn and Tapioca’ by Bagimsiz çalisan and ‘Modified Starch Industry in the Indian Market’ by Karandikars Cashell Private Limited. Other key sessions include:
• Formulating Halal products using starch based gelling agents– AVEBE Group (HQ)
• Introduction of Stevia A Natural Non Caloric Sweetener to Turkey – Akdeniz University
• Mobile Processing Units from DADTCO and Applications in African Beer – Dadtco
• Increasing the starch percentage in Potato and Corn with best agriculture practices and applications – Nadec
• EU policy developments impacting starch producers – AAF- Association des Amidonniers et Féculiers (European Starch Industry Association) • Tapioca Starch Production and Applications Especially for Paper and Corrugated Board – Agro Anatolia Gida Tarim San. ve Tic. A.S. • Analyzing Starch from all PlantBased Ingredients & Their Utilization as Texturizing Systems in Food Applications – McCormick & Company, Inc • Cultivation of Barley in North Africa & Mideast and its Potential as a Source of Starch for Food and Industrial Applications – International Center for Agricultural Research in Dry Area
• Clean Label for Starch Manufacturing Including New Trends and Academic Research – McCormick & Company, Inc • Enzyme innovations in the starch industry: LpHera, Novozymes new low pH Alpha Amylase – Novozymes A/S • Advanced Technology Processing Grain Into Starch, Protein and Fermentation Products Considering Specifically By-Products – Cemsan Dis Tic A.S. • Applications and Future Demand for Modified Starch In Paper Making – Caran Kimya
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Turkey nears free trade agreement with Japan “Japan was the fourth-biggest food importer globally while Turkey was the largest food manufacturer in Europe and the seventh-largest globally. This was one of many trade opportunities which could be used for the benefit of both sides.”
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Nihat Zeybekci Turkey’s Economy Minister
TOKYO-Turkey is close to signing a free-trade agreement with Japan, Turkey’s Economy Minister Nihat Zeybekci has said. Speaking at a press conference following his visit to Tokyo, Zeybekci said that the Turkish ministry’s top priority was to sign the extensive agreement as technical negotiations had been completed. Zeybekci said: “Technical negotiations were concluded and the framework settled. “Starting from December 1, we will start official negotiations. We aim to finish the negotiations at the end of 2015.” Pointing out that Japan was still struggling with the effects of the global economic crisis, Zeybekci said it needed to manufacture and export more as well as invest its funds in other countries, and Turkey offered great potential. He said: “Turkey is one of most important countries which can give this opportunity to Japan.
“We believe this connection would be beneficial for both sides, as well as for other countries.” As an example, Zeybekci pointed out that Japan was the fourth-biggest food importer globally while Turkey was the largest food manufacturer in Europe and the seventh largest globally, saying this was one of many trade opportunities which could be used for the benefit of both sides. Zeybekci said: “We have corresponding problems. Turkey imposes limitations on some Japanese food products, and Japan has some limitations on Turkish products. “We will propose that Japan acknowledges the certifications and authorization of both countries ... which would render extra audit and laboratory processes unnecessary.” “We plan to resolve difficulties in the export of food, vegetables and poultry meat by the end of 2014, and start trade in 2015,” he added. Turkey also believes the Japan-Turkey partnership promises great opportunities in tourism and the hosting
of ageing Japanese people, thanks to more competitive costs, Zeybekci said. Noting trade volume between the two countries currently stands at $0.4 billion, Zeybekci said he hoped 2015 would be the first year in which exports to Japan pass the $1 billion threshold. Although Japan’s foreign trade volume was more than $1.7 trillion in 2012, Turkey’s trade volume with Japan peaked at only $3.9 billion. A total of 41.8% of Turkey’s exports to Japan consist of food and beverages. As the fourth-largest importer of food and beverages, Japan has been one of the most important markets for Turkey. Turkey’s main food and beverage items to Japan include fish fillets (mainly bluefin tuna), tomatoes, pasta, olive oil, dried fruits, nuts and tobacco. Experts said the trade agreement would help Turkey to narrow its $3.3 billion trade deficit gap with Japan, deepen economic relations, enrich investment and cooperation opportunities, and boost bilateral trade.
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Poultry industry engages a promotional attack in world markets
Interview with Mujdat Sezer, Chairman of Turkish Poultry Products Promotion Group , Deputy chairman of Istanbul union of exporters.
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As the poultry promotion group what do you do for the industry in world markets?
Executive President M端jdat Sezer
The main purpose of our group is to improve quality and performance in poultry industry both in Turkey and abroad. We aim to show the world that poultry products in Turkey are produced up to the world standards and to strengthen the sustainability power of the industry with its structure, knowledge and technology. We do market research and carry out several market development activities. Can you inform us about the capacity and quality of poultry businesses in Turkey? Technological achievements, quality of veterinaries and veterinary services, agricultural engineers and technical staff inventory are higher than world standards. With its production power, technology and production processes, poultry businesses in Turkey are able to compete in the world both in production volumes and quality. Poultry industry in Turkey is among the top ten countries in the world with its production capacities of 2 million tons of white meat and 15 billions of eggs.The only disadvantage for the industry is that it should import some of the inputs such as soya beans from abroad.
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Which steps do your group take to reach the targeted exports of 5 billion dollars in 2023 from its present level of one billion dollar?
ed parts of poultry. Having more export markets are more important. To this end, we want to participate in related fairs worldwide.
We have to reach to new markets and expand our coverage in export markets. Last year 5 new markets for white meat, 7 new markets for eggs were added to our export markets. Besides we try to level up the values of the exports. Earlier we were selling unprocessed broilers to some countries, now we wanted to sell them processed products, such as sausages, grad-
Will you brief us about recent market entries, like the Saudi market? Japan, Russia and China are the biggest and the most recent markets we entered in 2014. We made a deal with Saudi market recently that the official exports have begun.
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What can be said about production of white meat in Turkey in modern facilities? Technologies of poultry production facilities in Turkey are far better than their rival countries including the USA and the Europe. The newest facility in Europe was of 20 years old. So, it will be absurd to say that Europe has contemporary facilities. Since at the beginning in the 90’s, Turkish poultry industries all have the latest technology and modern processes. We can
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say proudly that the world’s freshest, the most hygienic, and the healthiest poultry products are produced in Turkey. The freshest eggs are produced in Turkey, as well. What do Turkish producers do for Halal Food segment that is growing fast in the world? Since 90 percent of people in Turkey are Muslims, halal food regulations are highly important to secure the hygiene and human health. Halal food does not only means cutting the broilers
manually and flowing of blood, there are many peculiarities for religious prerequisites. First the animals have to be healthy before slaughtering. They have to be slaughtered and treated without torturing them and respectfully. Butchers should respect all the rules of Islam while slaughtering and while processing them. Hygiene and bio-safety rules must be observed. They must be transported and stored without breaking the cold chain.
What kind of support and advantages can your organization offer to member companies? All exporting companies are our natural members, no matter their export volumes are. What we offer them? We regularly share data and information about world markets. We inform them about the developments in competitive markets and in their rival companies. We make them aware of the fairs and exhibitions held in for corners of the world, and help them to participate in them. We also inform our member companies about the problems, facilities, bodies and additional advantages they get by importing their products. We try to improve awareness about markets and financial opportunities. Fairs that you participate in Turkey and in abroad? We almost participate or visit every event especially in Iraq, Dubai, Moscow, Saudi Arabia and Japan. We were at 17 fairs in 2013. This year the number of fairs may bi 20. What are the problems of the industry and your proposals for their solutions? Problems concentrate in two points. First we depend on the imported feeds and main inputs for production. This and additional custom taxes increase our costs of production. Secondly we have been subject to some political barriers in European and some other countries. They try to limit our activities in their markets. We have been working on these unfair competition issues with Turkish authorities to solve our problems in EU countries, who even do not issue visa to managers of Turkish poultry businesses.
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Turkish Poultry companies on the attack Expanding its presence in export markets Turkish poultry companies compete professionally and deliver their products to 55 countries. KTG, Poultry Promotion Commission, recently met with big companies in Saudi Arabia and in Russia. According to the information issued by KTG, several events have been held under the framework of sectorial trade visits organized between 7 to 10th September while visiting one of the largest poultry product buyers of Saudi Arabia who imports 3 billion dollars worth of broiler annually. KTG chairman Mujdat Sezer, board members, representatives of leading poultry producers in Turkey and Yunus Derimer, Turkish consul in Riyadh, attended the event. Banvit, Beypi, Beyza Erpilic, Has, Keskinoglu and Sen-
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pilic companies met with officials of Saudi Food and Drug Authority. Also a Business Forum was held. Turkish companies got their first orders of Al Munajem Cold Stores, largest imports in the KSA. Mujdat Sezer of KTG informed about recent developments in the market where the embargo on Russia has been turned out to be an opportunity for Turkish exporters to this market. Export volume to this country began to rise and talks between parties have
been accelerated to solve problems about registration, licensing and other technical matters. KTG was a major participant in the World Food Moscow fair held in September in Russia. Turkey has competitive advantage in export markets by having new facilities equipped with latest technologies. Turkey rank on 7th place in broilers and 2nd rank in egg exports. It may increase its export volume up to 1.3 billion dollars immediately. KTG chairman emphasized on the
importance of broilers and eggs in healthy diet for the nutrition of kids and people. They are both rich in protein and very healthy. Egg contains the highest quality proteins after mother milk. 63,5 million eggs produced in the world. China ranks at top followed by the USA, Turkey is among the top ten countries in egg production and second place in egg exports. Turkey’s share in global market is 1.16 %. Per capita consumption of poultry products is steel lower than in the Europe and the USA.
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Kurex exports to 50 countries As one of the most leading companies of the sector since 2011 Kurex has been eye-catching especially for its successful operations. Shipping quality goods to 50 markets from Russia to Caribbean Islands Kurex exports almost all of its production. Pointing out that the fastest production groups were stock cubes, Bouillon and fruit flavored drink powders, Mr. Mustafa Kurtay, marketing manager of Kurex said these groups constituted 40% of their production. He outlined the company and their operations: Kurex is one of the Turkey’s leading food and beverage manufacturer, es-
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tablished in 2011, we have reached over 50 countries with highly trained and focused export department. Our factory is located at Istanbul Trakya Free Trade zone, with 78 staff. We mostly export our products all around the world.
Product and quality policy We dedicate ourselves to make the best quality product for our customers, we know today’s world people are busy with so many things in their life, therefore we want to offer them quick solutions for cooking. The secret of our success is hidden behind this mission of ours, and also we believe
our customers deserve best quality and taste, we don’t leave quality to our quality department, we believe every aspect of our business requires extra care and upmost attention in details, there for at KUREX we all follow a very high quality procedure. Stock cubes and Bouillon as well as fruit flavored drink powders are our fast moving products. 40 percent of our production is focus on these products.
Export and new markets We are exporting over 90 percent of our products. From America ( USA, Guyana, Costa Rica) to Caribbean Islands, from Europe ( England, Hungary) to Africa ( Algeria, Egypt, Senegal, Nigeria, Chad), from Middle east to Asia (Malaysia, South Korea, Pakistan). And recently we are entering new markets like Japan and Russia which we care a lot.
R&D We are the first 4g stock cube manufacturing in Turkey, our R&D development department consistently on the search for new products and new flavors and taste. We collect fine herbs and vegetables and
flavors all around the world to combine and come up with unique flavors which we believe our customers love.
In global market We have a constant increase at our market share globally, although we are a relatively young company compare to our competitors. Food and beverage industry will always have higher priority since it is the business for mass consumption and recent trends show that there’s an increase at easy solutions of cooking and food preparation with health conscious approach. We believe exhibition such SIAL is a very big advantage for us to show off our products and what we are capable of, and we would like to thank you for giving us a space in your magazine. We also wish the best for all the fellow exhibitors.
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Aves is ambitious in Iraqi market
Almost completing Turkey’s the largest integrated vegetable oil plant Aves company has highly ambitious plans for market in Iraq. Besides the one in Turkey, the company has an investment of 100 million Euros to produce vegetable oil in Erbil, Iraq. Plant in Mersin has been operating since the end of 2013; % 80 of investments completed in Erbil factory. Senan Idin, chairman of Aves Co. Inc., says that the Safya brand vegetable oil is expanding its penetration in Turkey, a difficult market in the region. There are 8 different companies belonging the group, mostly
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are trading companies. He said, “We met with the food industry during our talks with a petroleum company in Iraq who has been supplying sunflower oil. We signed a strategic cooperation agreement and started to buy oil from Turkey, Argentina, Ukraine, and Russia. In five years we have been supplying % 35 of total imports of Turkey and become market leader. During this period, we sold % 75 of our share in the oil storage terminal to NuStar, one of the largest storage companies in the world. Then we decided to build a oil processing plant in Mersin.
Operating at full capacity Senan Idin said, “Our production capacity accounts for % 18 of total consumption in Turkey. We can meet % 14 of feed production, and % 17 of bio-diesel production. 500 thousand tons of sunflower seeds will be processed annually when the investments are completed. Filling stations are able to process 250 thousand tons of oil and 50 thousand tons of bio-diesel. Almost all of our production is exported under Safya brand. Our plant in Erbil will also be the biggest in Iraq, that will be operational towards the end of the year. We aim to be global player in the world by 2016.” “Operating at full capacity export almost all of the production. We supply about 300 thousand tons seeds from Turkey, Bulgaria, Rumania, Moldavia, USA, Brazil, Paraguay, Argentina, Ukraine and Russia. Most of exports go to Iraqi market, where the major buyer is government who distributes it to its citizens free of
Senan Idin, chairman of Aves
charge. That means that every household has our products. Turkey is one of the largest bases of supply in the food distribution of UN in Middle East and Africa. We will increase our share in foreign markets by bidding to the tenders in the future. Rising competition in supply markets can only be prevented by having more capacity for production and sales. We deliver our exports to Iraq market with our own vehicles having the advantage of our proxy location to Mersin port.”
Incentive in agriculture “Besides vegetable oils, we are also assertive in feed sector. We produce pulp from soya beans. In the near future, bio-diesel section of the plant will be operational thus we become an integrated facility. We will have 50 thousand tons of bio-diesel capacity annually. 300 thousand tons of is needed in Turkey where the use of it is optional. Use of bio-diesel is compulsory
in Europe up to % 7. Oil imports will decline as much as bio sources are utilized. Government should provide incentives to increase the consumption of bio sources.”
Hotel investment planned “Our company has established a strategic cooperation agreement in 2011 with NuStar company, who is one of the largest oil storage companies in the word. We have also been managing Bomonti Park shopping center in Istanbul. We own the first and the only open seaport in Kazanli, Mersin, that is being utilized in the storage and transport of oil products and is serving to four licensed storage companies. Last year our sales were about 500 million dollars. We aimed to be one of the 250 largest producers in the world and among top 100 exporters. We develop a new investment plan of 200 million dollars in Mersin, to build a five star hotel.”
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“Campet” for health Doganay Food, the market leader of turnip juice in Turkey, utilized the glass bottle smoothing technology for the beverage industry first time in Turkey with the factory established in Adana Used in the pharmaceutical industry for many years, the glass bottles smoothing technology have been added to the beverage industry. Doganay Food, the market leader of turnip juice in Turkey, brought this technology to Turkey with the factory established in Adana. The package called “Campet”, appropriate with Turkish, filled with protective-free lemonade of Doğanay, has started to talk all over the world together with the advertising work. Campet, remarkable with the features such as affordability, lightness and infrangibility, was produced by combining the positive attributes of two materials. German giant glass technology company SCHOTT, developed a new glass coating technology as smoothing of the interior surface of the bottles, not to mix the debris that accumulates in the pits with the content. The world’s most advanced technology production line machinery producer German KHS company adapt this technology to the beverage industry, and covered the inside of light and easy shapeable plastic bottles with glass. Doğanay Food, who has the 95% market share of turnip juice
Rafet Doğanay
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market and has the mission of producing and selling healthy products, took a further step by offering drinks to consumers in a bottle as healthy as glass. DoÄ&#x;anay removed the coloring and preservative content from lemonade and combined it with Campet. Campet which is more affordable than glass bottle, will also be used for turnip juice, 100% pure fruit juices and upcoming products.
appears. Only 1 micron thick glass in the bottle is not possible to distinguish by touch or by looking. Likewise because of the glass is flexible, with any impact the glass contents does not separateand discharging with the content does not occur. You do not bear with the difficulties about carrying it to home due to the weight and do not face with the problem of broken
in home harming to individuals. The question about recycling which is one of the most frequently asked in social media, the following statement is true: Campet is categorized as plastic bottle and should be thrown to plastic recycling bin. Plastic will decompose during the recycling process and glass also will be evaluated.
Light as Plastic, Healthy as Glass Campet, very interesting along with the ads, is currently the most suitable packaging for the beverage industry. Campet, in short which obtained by plastering the glass in the form of gascloud into plastic bottle, allow us to consume healthy product without losing the lightweight, unbreakability and durability advantages of plastic bottle. The product contained in Campet bottle is only in contact with glass, so the negative taste distortion as happened in ordinary plastic bottles dis-
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Son-in-Law opened Seyidoglu to world markets “I get up early before sunrise.”
Having 60% share in halva and jam market, 60 years old Seyidoglu company was established in Gaziantep by Habes Seyidoglu, a master of shoe maker. Gulluoglu’s making its major progress in the business starts with his meeting with now son-in-law, Necati Goksu in the 70’s. Goksu family was the sugar and butter supplier for Seyidoglu. Goksu now is the chairman of the company. He introduced his company that exports its products to 15 countries.
Who is Necati Goksu and how is his past? My family has a wholesale shop in Gaziantep, I have been working there for years and then we moved to Istanbul.Then there was a wave of immigration to the city. We found a small shop in Fatih and started to sell food products we brought from Gaziantep. Gaziantep Food Market, was retailing and selling regional produces. I personally have been waking up before sunrise and prepare daily deliveries including the newspapers, breads and other utilities. I personally deliver them to our customers. We have been trading with wholesalers in Unkapani, we learned much from them. In 1972 we moved to Unkapani as a food wholesaler. In those years, sugar, butter and oil were in scarcity, and were sold in black markets and on queues. We were the major supplier of sugar and oil to the leading producers of sweets in Istanbul, such as, Seyidoglu, Hacibozanoglu, Gulluoglu, Cavusoglu, Kasibeyaz and Develi. My father died, and in 1976 my family has married me with the daughter of Habes Usta, who was already know me as a seller.
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In 1985 we separated our ways with my brother and losing some money, I moved to Rami Wholesaler’s market. In those years my father-in-law has been producing jams and halva in his small shop. He was a master of baklava at the same time. Together we made Seyidoglu a major name in the market.
What does the Seyidoglu company now? I bought the brand name from Seyidoglu family and registered a new brand as Sultan Baci. In the meantime, we moved production facility to Tuzla from Gungoren, then to our facility of 8 thousand sqm in Hadimkoy. Now we employ about 571 personnel. My elder son Mehmet is general manager, the other son Murat is responsible for the shops. I am the chairman of the company. We produce 25 tons of halva, 20 tons of tahini, 15 tons of jam daily in our factory in Hadimkoy. We produce on traditional recipes. However, we are working on the development of halva with Omega 3 and some diabetic products. We have about 200 varieties in our product portfolio in the fields of halva, jams, tahini, grape molasses, hazelnut creams etc.
Mehmet Göksu, Necati Göksu, Murat Göksu
On export markets At present, we export our products to 15 countries. Libya, Algeria, Arabia and Middle East countries demand more halva. Buyers in England, Germany and other European countries prefer jams. Sultan Baci jams are sold well in England,Turkish delights in Russia.
How many shops do you have? We have 16 retail shops. We are going to establish a chain of stores for our 20 years old brand Sultan Baci. It is the only Made in Turkey jam sold in non-ethnic markets in England.
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Turkey’s organic agricultural products diversified Due to its rich plant variety, Turkey is one of the countries best suited for organic cultivation. Today, nearly 250 kinds of agricultural products are organically produced efficiently. Nowadays consumers are becoming increasingly interested in environmentally sound products, as a result of continuously expanding awareness. Thus, the desire for healthy life has oriented consumers toward healthy food and organic agricultural products. The movement towards healthy food has started in 1960’s in developed countries, spread all over the world. In line with, growing demand, organic agricultural activities began in Turkey in 1985 based on demand of importing countries. Due to its rich plant variety,Turkey is one of the countries best suited for organic cultivation. Today, nearly 250 kinds of agricultural products are organically produced in Turkey and shipped abroad pioneering with dried fruits and nuts, olive and olive oil, pulses and spices. Industrial products such as cotton, textiles and essential oils have also be started to be produced organically.
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In the Turkish agricultural and food industry, production is realized in conformity with all rules of hygiene in order to produce high quality and sanitary products. In this regard, many firms in Turkey have started to apply internationally recognized quality and food safety systems like ISO 9000, ISO 22000, HACCP, BRC, IFS, SQF or GLOBALGAP. This enables the Turkish food industry to export to all countries in the
world. In addition, the similarity of consumers’ preferences with Moslem countries and the geographic and cultural proximity to many European markets allow Turkish food exporters to penetrate international markets easily. However, the Turkish agriculture and food industry export potential is not limited with these products. There are many other products that are worth experiencing and these are recommended to all consumers in the world. From all of the described products above, it can be easily seen that Turkey has become a big potential supplier of various agricultural and food products. It is apparent that Turkey is likely to continue to develop her trade with world markets as
her products become known and preferred more and more in the future. In the meantime, trade between Turkey and the world markets must not be solely limited to export and import business; foreign investment is always welcome to Turkey. Joint ventures in Turkey and other countries are potential activities, which are expected to be the major promoting tool for enhancing trade relations of Turkey.
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Unique gourmet taste in your kitchen with Pina Olive Oil! Pina Olive Oil brings you the gourmet tastes of Ayvalik, home to Turkey’s highest quality olives. The strong northern winds of Ayvalik blows through out the year enriching our olives, one of the many reasons that brings the unique aroma and the fruity scent of Pina olive oils to your tables. Mr. Muhlis Soysal, co-founder of Pina underlines, “Pina catches you at first sight with its distinctive artwork while making you wonder what Pina offers. After opening the bottle with curiosity, an amazing scent allures you. And once you taste it you realize that Pina will add more to your dining experience more than ever. Pina’s amazing sensual characteristics are result of delicate extraction of special Ayvalık variety olives and the regions fortunate climate conditions.” Soysal outlines Pina further below:
Production with love and care Pina is presented to you with the most modern olive oil production method of our day; “Continuous Cold Press”
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where no hand touches our precious oil. Until Pina comes to your table, our olive oil never interacts with air therefore never oxidizes as well, this is how Pina keeps its utmost purity. After production, Pina is kept in its dark bottles for better protection and longer shelf life.
A gourmet taste that supports healthy living Pina helps regeneration of healthy cells on your skin and body with its high level of Vitamin E, delaying signs of ageing. It helps your hair and skin glow with its natural shine. Pina as well helps settle your cholesterol level, protecting you from embolism and therefore potential heart and vascular discomforts. The “Oleic Acid” in Pina, almost equal to the levels of breast milk, helps grow nerve tissues of babies. The combination of vitamins and calcium helps strengthen bones and delays osteolysis. Pina Natural Extra Virgin Olive Oil, with its unique aroma and natural fruity scent, brings a genuine, gourmet taste to your tables! Pina is produced with the most modern olive oil production method of our day; “Continuous Cold Press” where no hand touches our precious oil. Pina olive oils are produced only with olives coming from the wonderful Ayvalik region. Pina has been granted the privilege to have the “Ayvalik Regional Logo” on its bottles by the Ayvalik Chamber of Commerce Olive Oil Laboratories after chemical and sensual tests as well.
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Largest Summer Fancy Food Show ends on high note
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Inaugural Lifetime Achievement Awards presented, foundation launched.
Turkey was represented by some 40 exhibitors showcasing a wide range of Turkish foods.
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NEW YORK – The Summer Fancy Food Show, the largest since it was first presented in 1955, is drawing strong reviews from exhibitors and attendees alike. The sold-out exhibit halls, filling 361,000 sq. ft., featured more than 1,400 US exhibitors and 1,291 from around the world including 40 from Turkey. The trade-only event took place June 29–July 1, 2014, at the Jacob K. Javits Convention Center in New York. Amid record demand for specialty food, the show drew 22,000 attendees from top names in U.S. retailing and restaurants, including Whole Foods, Dean & DeLuca, Kroger and Le Pain Quotidien and buying delegations from Europe and countries as diverse as Uruguay, Paraguay, Albania, and China.
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“There was optimism and positive energy in every aisle,” says Ann Daw, president of the Specialty Food Association, owner and producer of show, the largest marketplace devoted exclusively to specialty foods and beverages in North America. Show highlights included the inaugural Lifetime Achievement Awards honoring five pioneers in the Specialty Food Industry including Harold Anderson, founder of Haddon House Food Products, and Max Reiss, founder of Reiss Finer Foods, both honored posthumously, whose sons accepted their awards. Also honored were Tony Matthews, president of Food From Britain, who helped build the presence of imported British foods in the U.S.; Russ Vernon, a pioneering specialty food retailer who opened the venerable West Point Market in Akron, Ohio; and Mario Foah, who helped launch the introduction of Italian food products in the U.S. and who was a founding member of today’s Specialty Food Association.
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Dominique Ansel, the acclaimed pastry chef and developer of treat sensation the Cronut®, a croissant-donut hybrid, delivered a keynote address on innovation. He announced the winners of the 42nd sofi™ Awards for the outstanding specialty foods of the year. The contest drew a record 2,737 entries across 32 awards. Lentil Rice Crispbread with Sesame and Pink Salt from East Hampton Gourmet Food in East Hampton, N.Y., won Outstanding New Product. “The Specialty Food Association seeks
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to be ahead of the trends,” says Ann Daw, president of the Association, the Summer Fancy Food Show’s owner and producer. “Our show celebrates what’s next in specialty food.” Other trends spotted include modern mayonnaise, even more twists on popcorn, new takes on yogurt, such as beet and sheep’s milk, and a next wave of seaweed snacks. Trends from past Fancy Food Shows with staying power include coconut, sriracha, ancient grains, healthier snack chips and innovation in gluten-free items.
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The Specialty Food Association trendspotters are Faith Durand, Executive Editor, TheKitchn; Nancy Hopkins, Senior Deputy Editor, Food and Entertainment, Better Homes & Gardens, Ariel Knutson, Assistant Editor, TheKitchn; Greg Morago, Food Editor,Houston Chronicle; Kara Nielsen, Culinary Director, Sterling-Rice Group; Charles Passy, reporter, MarketWatch/Wall Street Journal; Denise Purcell, Editor, Specialty Food Media, David Sax, food
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journalist, author of The Tastemakers, and Tina Ujlaki, Executive Editor, Food & Wine. The Specialty Food Association is a thriving community of food artisans, importers and entrepreneurs who bring craft, care and joy to the distinctive foods they produce. Established in 1952 in New York, the not-for-profit trade association provides its 3,000 members in the U.S. and abroad the tools, knowledge and connections to champion and nurture their companies in an always-evolving marketplace.The Asso-
ciation (formerly the National Association for the Specialty Food Trade, Inc.) owns and produces the Winter and Summer Fancy Food Shows, and presents the sofi Awards honoring excellence in specialty food. Future Show Dates * Winter Fancy Food Show: Jan. 11– 13, 2015, Moscone Center, San Francisco * Summer Fancy Food Show: June 28–30, 2015, Javits Center, New York.
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