Turkish food market grows to get closer to major target Turkey is self-sufficient in most foods, although some agricultural commodities are imported. Due to the climatic and ecological conditions that are naturally granted, Turkey has the means to dominate world trade in many traditional agricultural products. The country is the world leader in the production of dried figs, hazelnuts, sultanas/raisins and dried apricots. It has the largest milk and dairy production in its region. In addition, Turkey has an estimated total of 11,000 plant species, whereas the total number of species in Europe is 11,500. Turkey’s rapid transition from an agricultural society to an industrial one led the way for the agriculture sector’s changing and improving. In fact, Turkey is a country of agricultural origin whose agricultural output shows significant increases every year. Historically, the agricultural sector has been Turkey’s largest employer and major contributor to the country’s GDP, exports and industrial growth. However, as the country has developed, agriculture has declined in importance relative to the rapidly growing industrial sector. 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 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, ready-made 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. Now everyone is set for the 2023 target of $ 4 billion. The pertinent road map is ready: $ 1.9 billion by 2013 and $ 2.9 billion by 2018 before hitting the eventual target of $ 4 billion, which will correspond to a share of 2.10 % out of the sector’s world trade figure likely to be $ 192 billion by 2023.
Mehmet Söztutan 4
FOOD TURKEY
May 2015
Group Chairman
H.Ferruh ISIK
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s Mar marabirlik raise nd ra b B M h it w r a b e th
12 Award-winning Hastavuk grows fast
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d Natural, healthy an ta! la o ik Ç n la s A m o fr delicious products
30 ANUFOOD Eurasia 36
Turkey’s fruit juice and ducts ro p st e b rs e ff o r to c se s te a concentr
44 Summer Fancy Food to display and set new trends!
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Turkey produces 75% of world’s total hazelnuts
FOOD TURKEY
May 2015
Marmarabirlik raises the bar with MB brand Marmarabirlik completed its distributorship contracts for European countries and the USA. Chairman Asa said, “We targeted to export over 6 thousand tons by increasing our sales by 20% with our MB brand.�
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“We keep signing new contracts with new distributors in abroad. Our export volume, which was about 24 million dollars worth in 2014, is planned to be over 30 million dollars by the end of 2015.
Marmarabirlik outsourced its domestic distribution to Duzey Pazarlama for its MB brand products. 22 different products of MB are sold on retail shelves in the country in 14 thousand retail points. More varieties are to be included as demanded by customers. Chairman of board Hidamet Asa informed about exports and distributions abroad. He said, “Marmarabirlik exports its products to 47 countries. Last year we sold 5 thousand tons of products. With our new brand, MB, this year we plan to sell more than 6 thousand tons, 20 % increase. Deliveries are to be started this month. Our target is to take our place in shelves with our second brand out of ethnic markets. 10
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Marmarabirlik Chairman of board Hidamet Asa
“We are working to establish a sound structure to improve our profitability, with an aim to pay more profit to our member partners. We may sell other companies’ products via our dealership network in foreign markets. Talks are going on. The cooperation agreements we are getting to expand will make our company more powerful in Europe and our contributions to national economy will be more.”
THY serves Marmarabirlik olives to its passengers
Having a five-year contract with Turkish Airlines, Marmarabirlik supplies Gemlik type olives and olive products to about 60 million passengers flying with Turkish Airlines, the national flag carrier.
THY reached to 60 million. With this way, we have also been promoting our Gemlik type olives to passengers worldwide. DO&CO is the official supplier of THY for inflight food and drink services.”
Partnered by 8 agricultural cooperatives and 32 farmers Marmarabirlik tries to associate its brand with major brands in Turkey.
“Our products are also consumed other fields of out-of-home consumption, hotels, restaurants and catering business. With new contracts our share in this market is growing steadily, 189% increase in 2014. We hope that sales to this segment will be more in the coming years. Natural and hygienic products of Marmarabirlik are now sold in 81 province in Turkey and in 47 countries in the world.” he concluded.
Chairman of Marmarabirlik, Hidayet Asa says the contract with THY is gaining momentum. He added, “In 2014 we supplied 2 million servings of lemon sauce and olive oil and 8 million pieces of olive packs. Total olive we sold to
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Award-winning Hastavuk grows fast As one of the leaders of the poultry sector with innovative services in Turkey, Hastavuk has been rendering best quality services in Turkey and around the world. Mr. Sahin Aydemir, general manager of the company outlined their operations:
Mr. Sahin Aydemir General Manager of Hastavuk
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“In 2014, we had a good year in quality and production quantity. The feedback of Turkish and world consumers made us happy. 2014 was a year of awards. Hastavuk has won one of Europe’s most prestigious awards; “European Business Awards” based in London and has been declared as “Turkey’s national champion”. Hastavuk is one of the leaders of poultry sector with innovative services in Turkey. 20142015 Hastavuk represent Turkey and was
announced for “Turkey’s national champion”. All consumers association in European Union rewarded Hastavuk for “Gold Brand Award”. Hastavuk received no complaints in 2014 and was recommended for the “Gold Brand” with its production quality, and technology.İn February 2015, Hastavuk won, which is the most prestigious award “Respect for People” award. This award was given due to fulfilling the criteria like most preferred company in 2014, received most job applications, answering the applica-
tions in short period of time and most employing company. We penetrated new markets and made new investments. We will invest about 30 milyon dollars in Eskişehir, Bursa and Susurluk region in 2015. This will generate an important worth for employment and production capacity. When we look back year 2014 did not fell behind the year 2013. However the expected growth rate could not reached in Russian market. Despite this we export over 1 billion us dollars and succeed to reach the growth on 2013.Our difference on production quality and different product taste helped us to find new markets. In 2014 we performed over 30 million $ of export. This corresponds to 33 % growth compared to 2013. When
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most companies stuck in Middle East and Iraq, we ,as Hastavuk, focused on Africa and Turkic Republics in middle Asia. In near future, we think that Africa will be in a strong market position as Middle East. Because when we look at Africa population who needs protein with insufficient resources, we can see different portfolios. Of course Africa is not a deep market as Iraq but it is more shallow and stable. This year for the first time in Turkey we export chicken products to Lebanon and Qatar. We sell in Namibia and Ethiopia and we aim for new markets this year. The biggest reason of not penetrating these markets was the logistics, but now we see that chicken and chicken products sectors have learned the logistics. For this year, we aim 40 million $ for export. We plan to add 3 new countries to our current market. Japan is an important market for our sector. In Middle East we aim to place the quality and valuable products market on a solid ground.
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May 2015
We move the 25-30 percent of our production to export markets which are already 26 countries and we want to stabilize this ratio.This year another aim is to increase the export countries to 30. But our priority is to meet the demand in domestic market. Our purpose is to establish selling points to our last consumers. We are carrying out several projects in this regard. Our slaughterhouse is open for consumers 24 hours a day and 365 days of a year. Even we invite people who are on the way back home from their holidays to see our production style. In 2014, 1583 consumers visited our slaughterhouse. 85% of visitors are women. Almost all visitors are our end consumers. On certain days of the month we organize with local markets a plant trip. We will continue our transparent production approach this year.
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Up to know, we invest 120 million $. We plan 30 million $ investment for this year. We need 50 million dollars more investment to say, ”We have succeeded.” That will make us reach 200 million $ for investment. Last year, we finished also our feed factory investment. We produce 1000 tons a day. The number of our workers was over 1400 people then. We closed 2014 with 40% turnover increase. İn 2015, we focused to fill the capacity in our slaughterhouse to 200 thousand chicken/day and 15% growth for parent-stock.”
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May 2015
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
Merve Demirel AD Tarim export manager
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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.
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. 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.
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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.
Natural, healthy and delicious products from Aslan Çikolata!
As a respectful brand in the food industry Aslan Çikolata made a fast start to 2015 with 3 new products. The company is determined to widen its product portfolio. 24
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Aslan Çikolata (Aslan Chocolate) has offered new products developed mainly for the health of children. Underlining the fact that they don’t use gelatin in confectionery they produce under the brand name Golbon, Ismail Aslan, general manager of Aslan Çikolata, detailed us about their 2015 plans and their export activities:
New Product 2015 came with new hopes and projects after long difficult year of 2014. We have been thinking some new products since long time and we have started this year ‘’ the fruit based, gelatin free jellies’’This kind of product was a well-known and children’s favorite consumed candy. It is soft and fruity. The difference between our brand “Golbon Jelly’’ and the other old type gelatin jellies is that, our product is totally fruit based and even the colors are naturally derived from
fruits and vegetables. The other gelatin used jellies, gelatin is gathered from the animal bones and the origin of these animals is always a doubt among our conscious customers. The process between the two is also a big different and the investment of these lines are very expensive but we believe that the world will follow with the more ‘’vegetarian’’ items and for the natural ingredients use as in natural coloring agents, more health consciousness is alerted. The second new investment in our factory is our ‘’ Biscomax’’ and “Choco Nom Nom” brands new milk, caramel and hazelnut chocolates with biscuit under layer. We thought of two investments, as the first one was Fruit jellies and the second one was this ‘’hunger filling’’ new items. Every year people get more and more in rush with life, even sometimes you forget to have a lunch. So our new
product “Biscomax” will be a good appetitive for daily energy. Even now in our office all our staff has one box in front of them accompanied with a tea or coffee. We believe this one also be one of the number ones in among all consumers.
For children’s health For the raw material choice and use. We recognize one word everywhere; Quality. Wherever, which producers you go, they tell you that their product is quality even the product is not good, there is no doubt this word will be used. Quality is a word you can use for anything for any comparison, yes! It might be qualified, but is it enough? For us, the quality is a word relatively used. Our main objective in raw material choice is changed during last years, our main criteria is “Healthy”. This is the most important point for us. We all have families and children, we will go and buy something and eat all alone or
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together, at first it may make you happy for a few minutes as is sweet but is it healthy? In Aslan Chocolate Factory, even if it might be cheap or free, it cannot enter to the production if it has a doubt in health criteria’s. Our food specialists always work for more tasty and healthy ingredients for use in our recipes and using only natural and genetically non changed ingredients.
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About Export We have wide customer locations. We are exporting our chocolates and candies to over 80 countries in all 6 continents. The product recipes for each area is specially provided as some parts of world is too hot and some is too cold .The people ‘s choices vary, some people like too sweet and some likes less. So working with this variety for long years, our staff became very professional in their jobs. In our production, we have 5 engineers to ensure the satisfaction with our wellknown brand chocolate and candies.
Then the production process is tied up with our design department with two designers to use best packing materials and the sales and after sales activities are held by seven experts. These new items will be new lines for our existing business partners and agents in all areas and we hope that our continuous product involvements help them to take advantage in their own competition in sales. One of the most important points is they can be confident that the product they sell will be consumed with reputation and will be a healthy product.
SIAL China opens From quantity to quality, from variety to value, from trends to innovation, SIAL China offers everything that should be in the F&B industry. There were 18 products zones in the last edition of the fair: meat, gourmet, tea & coffee, fruit & vegetable, chocolate world, halal food, condiments, beverage, canned food, frozen food, dairy product, organic food, packaging and food technology, seafood, sweets & snacks, olive oil, beer and wine. Beyond the exhibition size and variety, Comexposium Shanghai invested much effort to present SIAL China 28
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as a dynamic food marketplace by highlighting food innovation, a lively forum and special feature shows. SIAL CHINA also provides visitors an engaging scenario to take a clos-
er look at the ever-changing Chinese food market. Provincial pavilions will send their delegations to showcase the food and beverage trends inside China. Heilongjiang confirms as the
Diverse products from all over the world - over 1,200 international exhibitors from over 90 countries and regions. The show will take place in Shanghai New International Expo Centre, hall W1 - W5, and E1 - E5, 6th - 8th May 2015.
Guest Province of Honor. There will be Shandong, Hongkong SAR, Zhejiang, Shanghai, Ningbo Tax Free Zone Pavilion, Gansu, and Agriculture Pavilion. Firecrackers from time to time flash and boom February’s nights, delivering its preamble to the forthcoming Spring Festival. As the most important holiday for Chinese people, Spring Festival marks the beginning of a New Chinese Year and also a must-not-miss opportunity for family reunion, which are all involved into the dinner on the New Year’s Eve. 29
However, the preparation for the food starts much earlier. Taken the traditional Shanghai cuisine soup “Yan Du Xian” as an example, its major ingredients - bamboo shoots are only available in spring and the preserved pork is usually marinated before winter. Spring therefore becomes the golden season to purchase for the second half of the year. SIAL CHINA in May provides such an intelligent opportunity, not only to the Chinese people but also the Asian buyers.
What to expect from SIAL CHINA 2015? • 2,700 premium exhibitors from over 90 countries and regions; 55,000 professional visitors from over 110 countries and regions • USA as guest country of honor; Heilongjiang as guest province of honor 30
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• France, Australia, Tunisia, Switzerland, Spain, South Africa, Morocco, Korea, Portugal, Thailand, Italy, Turkey, Poland, Germany, Belgium, Ireland, Canada, Brazil, UK and more as international pavilions • Top class events at SIAL CHINA • SIAL Retail & Hospitality Forum-exchange the industry information and retail and HORECA inspirations • La Cuisine by SIAL-high level culinary demonstrations and competitions endorsed by World Association of Chefs Societies (WACS) · SIAL Innovation -discover the market trends and new products through a unique innovation observatory
• World Tour by SIAL-understand the specific characteristics of the food market by geographical area and obtain all the information required to define your export strategy • Powerful partner supports from all the food & beverage sectors • Co-located with SIAL Wine World, China’s premium & qualified wine platform • World N°1 Food Exhibition Network – SIAL Group The golden season for buyers is in May at SIAL CHINA!
ANUFOOD Eurasia The new marketplace for food and beverage in Eurasia ANUFOOD Eurasia: Premiere on the road to success. From May 2015 on “ANUFOOD Eurasia – powered by Anuga” will be a new international leading industry hotspot for the Eurasian food industry. 32
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Diversity, internationality and quality are the hallmarks by which ANUFOOD Eurasia positions itself at its premiere. From 14 to 16 May 2015 about 150 companies from 22 countries will showcase their service ranges at the Tüyap Fair Convention and Congress Center in Istanbul. With these registration numbers, ANUFOOD Eurasia underlines its orientation as an international industry platform for the food industry in the Eurasian region even before the opening day. “This result confirms our market-oriented trade fair concept,” says Gerald Böse, President and Chief Executive Officer of Koelnmesse, on the successful bookings. “Istanbul is the region’s hub and thus the optimal meeting point for buyers and decision makers in the industry.” ANUFOOD Eurasia’s premiere is characterized above all by its successful mix of internationally successful companies and regional big players as well as innovative newcomers. As a central information platform, it not only offers companies excellent business contacts in the region, but also consulting services on entering the Eurasian market. The fair will be
implemented as a joint project of Reed Tüyap, a joint venture between Reed Exhibitions and Fairs Tüyap ‘Group, and Koelnmesse. ANUFOOD Eurasia not only offers an overview of the Eurasian food sector but depicts the entire industry in all its diversity from fine food, frozen foods, meat and dairy products, chilled and fresh foods to bread, baked goods, sweets, beverages, organic foods and Halal products up to services & RetailTec, associations, organizations and IT service providers. With such vendors as Frostkrone (DE), Agribusiness (TN), Minex (PK), Natur Bravo (MD), Agro Bio Seeds (BG), Saharkhiz Saffron (CA) or Bell Plantation (USA), international exhibitors from the fine food segment will be its founding exhibitors from day one. Moreover, numerous top players from Turkey are represented at ANUFOOD Eurasia - particularly in the sweets and baked goods segment - such as Ülker Eksper, Penguen Gıda, Beşler Sucuk, Çaykur, Balparmak Gıda, Kom Gıda, Gesaş İç ve Dış Tic., TAT Bakliyat, Doğanay Gıda Tarım ve Hayvancılık, Yayla Gıda ve Malatya Pazarı, for example. Further-
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more, the strong international presence of energy drink manufacturers reflects a currently important trend in Turkey. For example, Dockers, Hot Blood and Versage Drinks from Germany, Grenade from the UK, or Power Horse from Austria will showcase themselves in this segment. With this international dimension, ANUFOOD Eurasia demonstrates the region’s importance to the food industry. About 25% percent of exhibitors come from abroad - from Bulgaria, Denmark, Germany, Greece, Iran, Italy, Canada, Korea, Lithuania, Moldova, Austria, Pakistan, Poland, Saudi Arabia, Spain, Tunisia, the United Arab Emirates and the USA. Particularly strong national contingents are from Iran, Bulgaria and Germany. The food and beverage industry accounts for approx. 20 percent of Turkey’s gross domestic product and 34
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is an essential key to its fast growing economy. With this development, coupled with the strategic location of Turkey, ANUFOOD Eurasia provides both regional and international manufacturers a unique platform to reach the entire Eurasian market.
Supporting program: Dialog and Information Distinguished representatives from politics and industry will participate at the official opening of ANUFOOD Eurasia on opening day. The Turkish Minister of Food, Agriculture and Livestock, representatives of Turkey’s Chambers of Industry and Commerce, the Istanbul Chamber of Commerce (ICOC), the Istanbul Chamber of Industry (ICI) and delegates from embassies of the represented countries will be invited. ANUFOOD Eurasia’s “ribbon cut-
ting” ceremony takes place at 11:30 a.m. on 14 May 2015. In cooperation with DTFOOD, a contact and communication platform of the bilateral German-Turkish food industry, a two-day symposium will be held at ANUFOOD Eurasia. The workshops held 15 May 2015 on “Screening the World of Food Made in Turkey” will illuminate the opportunities and possibilities for improvement through an integrated process perspective in the bilateral food trade - with a particular focus on Turkey. The workshops on this clus-
ter of topics are particularly aimed at Turkish exporters as well as importers from the region, the European Union and the world. The workshops of the second day of the conference on May 16, 2016 will focus on “bilateralism in trade in goods and merchandise management.” The first cluster, “Turkey in focus - Potentials / Best practice / Locational advantages,” is aimed at German and European companies that seek market entry into Turkey and require important information and assistance. Turkish vendors, who
The new marketplace for food and beverage in Eurasia
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also wish to get a closer perspective on the German and European markets, will receive valuable suggestions and support in the second cluster: “Sales Market Germany and Europe.” Trade visitors of ANUFOOD Eurasia will obtain interesting insights into
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global and regional market trends in daily seminars by Innova Market, a market research institute for food and beverages, where industry experts collect and evaluate current data and trends from over 70 countries. Another seminar, sponsored by the Turkish magazine “Retail Türkiye,” deals with Turkey’s objectives
in the field of food and food trade. ANUFOOD Eurasia’s trade visitors can relax and enjoy themselves at the “Live Cooking Demonstration,” which is presented every day. Here chefs from the Turkish cooking team will create typical traditional dishes of the highest culinary standards.
Turkey’s fruit juice and concentrates sector offers best products
Vegetal production is the leading sector of Turkish agriculture, and vegetal perishables constitute the backbone of the sector. The availability of diverse ecological conditions has resulted in growing all temperate, most subtropical and some tropical products.
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According to the latest forecasts of TurkStat
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statistics, with a massive amount of 44,7 million tons, around 56% of Turkey’s total vegetative production derives from the fruit and vegetables sector.
Turkey is one of the most fortunate countries in the world, being endowed with a wide range of ecological conditions. Therefore, many species of fruits and vegetables, ranging from a few tropical, many subtropical and almost all temperate zone species are produced in Turkey. The cultivation is performed widely along the Mediterranean and Aegean coasts of Turkey throughout the year.
The annual fresh fruit production in Turkey is more than 17,2 million tons, which accounts for an important part of world production. Grapes, apples, oranges, peaches, pears, soft citrus, figs, apricots, cherries, plums, quinces, strawberries, rose hips and pomegranates are the most outstanding species, which are valuable sources of nutrients besides their pleasant taste.
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Over the past three decades there has been a structural change in the pattern of world fruit consumption. The share of processed fruit consumption has increased because of the improved uniform quality, year round availability and increased convenience of processed forms, while fresh consumption has declined. Among various processed forms, fruit juices have always been one of the most popular forms of processed fruits in the world and many people feel that breakfasts are incomplete without fruit juice since they constitute important place in the diet. The Turkish fruit juice industry started its production in the late 1960s and has flourished rapidly thanks to modern production units, new investments and the advantage of abundant fresh fruit production. There are more than 40 brands of about 35 producer companies, some of which have both fruit processing and bottling lines while some others only deal with either fruit processing or the bottling of fruit juices. The fruit spe-
cies that are processed into fruit juice in Turkey are apples, sour cherries, apricots, peaches, oranges, grapes, soft citrus, grapefruits, lemons, quinces, strawberries and pomegranates. Apple juice concentrate is the main production item and sour cherry juice is the second major product in the sector. Almost all of the fruits that are used as raw material in the fruit juice industry are obtained from domestic production.
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EXPORTS The availability of large quantities of fruit allowed the establishment of export-oriented, sophisticated and efficient fruit juice plants in Turkey. Exports of fruit juices and concentrates started with a symbolic quantity of 6 tons in 1970, and after that showed a rapid and steady increase, reaching approximately 109 thousand tons in 2011. Generally, apple, citrus (mainly orange) and pomegranate juice concentrates are produced for exporting. In addition to them, sour cherry juice and some fruit nectars, mainly peach and apricot, are produced for the domestic market and some are exported as well. Apple juice was the most important export item in 2011. It accounted for almost 108 million US dollars in 2011. Other fruit and vegetable juices, including sour cherry, peach, apricot, pear and some tropical fruit juices, were the second major item with a significant share in the same year. Among citrus juices, orange juice was
the major export product with an export value of 3,2 million USD in 2011. Mixed fruit juices (e.g. pear and apple juice mixtures) were another import-
ant export product with an export value of almost 8 million US dollars in 2011.
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Although having relatively insignificant shares in exports, other fruit juices such as grape juice, tomato juice, lemon juice, grapefruit juice are promising items for export. For Turkish fruit juice exports, Germany was one of the most important export markets with an export value of approximately 42,3 million USD in 2011. The Netherlands, the United Kingdom and Belgium were among the key fruit juices and concentrates exports markets in 2011.
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Poultry firms consolidate their promotional activities Companies in the industry decided to collaborate in their efforts to produce public spots and media sets with a view to correct widespread information about organic, naturally fed and farm chickens. According to the information issued by large poultry companies they harm their businesses that have been invested millions of dollars. Mustafa Ericek, deputy general manager of Erpilic, says on the issue: “People ask us certain questions on production process. They wonder how a chicken can be slaughtered in such a short pe-
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Misconceptions about food safety have been subject to media attention that derails the perception of people on a critical industry, the poultry businesses. Consumers are confused about information about poultry products and production processes. Major players in poultry industry started a contra-information campaign to correct misunderstandings. They believe that, their industry is one of the mostly regulated and inspected industries among others. riod of time. They questions about the use of hormones or about their feeding with GMOs. How different are the organic and farm chickens from industrial ones. Our answers are that, the chicks become mature in 45 days or even in 42 days and it may be shorter than that, thanks to the efforts of developing new races through researches, and by
improving the living conditions and spaces of them. No drug or hormone is used to speed up the maturing period. Hormonal additions both harm health and are costly. The feeds used in the process are all inspected and certified by the ministry of food, agriculture and husbandry. Tests carried out in Tubitak laboratories proofed that
there is no GMO addition in our produce. On the contrary, farms chickens are fed in uncontrolled conditions freely. Organic chickens carry no certification number that is necessary for inspecting production process. Farm chickens mostly are slaughtered in non-hygienic conditions and they can not be controlled by public authorities.
Those consumers who buy chicken from branded companies can check the serial numbers of production and authenticity of manufacturing certificates. They even can be informed about all data about complete production process including the location, feeding type, and related reports on web sites of the producing companies.�
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Summer Fancy Food to display and set new trends! Summer Fancy Food is the largest specialty food trade event in North America and the leading showcase of industry innovation, bringing specialty food’s top manufacturers, buyers, and thought leaders together under one roof for three days of delectable discovery, June 28 - 30. 2015 will feature more than 180,000 products, 25,000 buyers, and 2,500 exhibitors.
Finalists for Best Specialty Foods of 2015 Announced Vegan Hot Fudge from Seattle, Wagyu Beef Jerky from Golden, N.M., and Grilled Olives from Central Italy, are among 125 finalists for the Specialty Food Association’s sofi™ Awards for the outstanding specialty foods and beverages of 2015. Winners will be announced June 29, 2015, by Ted Allen,
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host of Food Network’s Chopped, at the Summer Fancy Food Show in New York. A sofi Award is the highest honor in the $109 billion specialty food industry. “sofi” stands for Specialty Outstanding Food Innovation. There were 2,715 entries across 32 awards categories, including outstanding chocolate, cheese, and savory snack. The finalists were selected by a national panel of specialty food experts. The contenders will go on to the last round of judging, which takes place during the Summer Fancy Food Show. “A sofi means a product, and the people behind it, have arrived,” says Ann Daw, president of the Specialty Food Association. This year’s finalists represent a devotion to excellence and innovation in specialty food that contin-
The Summer Fancy Food Show is back, bringing you the hottest new products and trends you need to make your business stand above the rest!
ues to fuel our industry.” The contest, now in its 43rd year, is open to members of the Specialty Food Association, a not-for-profit trade association for food artisans, importers and entrepreneurs. This year’s judges included top buyers from Whole Foods Market, Bristol Farms, Brooklyn Larder, Coo-
per’s Hawk Winery and Restaurants, Food52 Shop, Kroger, Mouth.com, Williams-Sonoma, Fresh Direct, Brooklyn Larder, Citarella, DPI Specialty Foods, Eataly, Formaggio Kitchen, HelloFresh, Chelsea Market Baskets, The Fresh Market and UNFI.
The panel also included a food historian, and chefs Sara Moulton of Sara’s Weeknight Meals on PBS and Nick Anderer, executive chef and partner, Maialino and Marta restaurants. Journalists on the panel were from Food & Wine, Rodale, The Village Voice, New York Daily News and Fox 5 News.
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The panelists, 36 in all, tasted and evaluated the entries over eight days this spring at the Association’s offices in New York. For a behind-the-scenes look at the judging, including photos, stats, and trends. The Specialty Food Association is a thriving community of food artisans, importers and entrepreneurs. Established in 1952, 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 Association (formerly the National Association for the Specialty Food Trade, Inc.) owns and produces the Winter and SummerFancy Food Shows, and presents the sofi Awards.
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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.
Adiguzel Baklan
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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. 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. 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. 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
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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 by Ecocert-Sa company under TR-EU-NOP regulations. The
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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. 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
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.
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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KRATER leads the way in pastry products…
Krater Company, which was founded in 1987, started to shape the future of the Turkish pastry together with professionals as a leading company in the sector of pastry products and always continues this with the trends it has set.
powder whipped cream, crème patisserie, pastry additives, baking powder, jellies, fillings, charlottes, sponge cake mixes, cake mixes, ice-cream bases, toppings, pastes, decorative dough, dessert mixes and chocolate and compound products.
Krater, with a 28-year experience in the sector, has undertaken a role that will direct the pastry trends in Turkey with the importance it attaches to quality and innovation.
“Our strategy in the direction of setting new trends in the industry is to adopt a customer-oriented, creative and responsible service concept as a company which invests in high standard production technologies, pioneers the sector and gives importance to research and development activities by offering a wide product range
Krater provides convenience to pastry chefs thanks to its rich portfolio comprising product categories including
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to the pastry, ice-cream and HORECA channels,” says a manager at the company.
Export Sales Krater products are exported to 22 different countries in 3 continents. Krater products can be delivered by road, sea and air transport to these countries. Krater-branded pastry, ice cream and chocolate products aim to get a higher place in the world markets with its developed production technology, world standard quality and new products.
Quality Management • Krater is the first and the only company in Turkish bakery and patisserie industry within all sectoral firms that own FSSC 22000:2010 certificate in Turkey. • FSSC 22000:2010 is an International Standard developed for the certification of Food Safety Management Systems for food manufacturers.
• Krater has also Halal Food Certificate for all bakery and pastry product categories.
er, are proud of serving the pastry sector therefore the humanity,” takes pride the manager, and continues:
The quality system at Krater is increasingly developing with its approach to errors systematically and on time. Therefore, Krater set a higher standard and raised the bar in 2015 regarding examining customer complaints and responding satisfactorily. “We, as Krat-
“All materials and ingredients used at Krater comprise universally valid, safe and quality materials and ingredients. We never make concessions to quality and product safety in the production, storage and delivery stages. Our products are systematically and
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continuously examined and checked in terms of quality and health during the production stage. Our health and quality controls is not limited to production stage. Inspection is carried out for the storage and transport stages at certain intervals. All negations are prevented in terms of food safety. “Within the framework of all this information, the Krater brand on a product is a commitment that you can safely consume it and it conforms to all related legal requirements and has high quality standards.
Production Plant “The greatest success of Krater in the pastry sector, which has been increasingly continuing its activities since it was founded, is due to the fact that it protects its naturalness by selecting quality raw materials in its all products. Krater, which saves time for its sector with these natural raw materials, offers good quality standard production guarantee in its plant in Tuzla Organized Industrial Site of Chemical Industrialists. • Working with a concept of High Quality Production Process in the European Standards • Using packaging which takes human health as a basis conforms to hygienic standards and is suitable for food.”
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PRODUCT CATEGORIES
• Dessert Mixes
• Whipping Cream Powder
• Charlotte Powder
• Custard Cream Patisserie Powder
• Sugar Paste
• Cake Gel / Bakery Additive
• Profiterole Sauce
• Baking Powder
• Ice-Cream Bases and Mixes
• Sponge Cakes
• Paste for Ice-Cream
• Cold & Hot Glazes
• Gelato
• Cream and Fruit Fillings
• Toppings
• Cake Mixes
• Chocolate&Confectionary Products
Ilke promotes chestnut Turkish interest sweet ‘Cardelion’ in in Taiwan the world
One of the rare sweets from Turkey candied chestnut has become a new item in exports. Deniz Utku Ozdemir, trade manager of Ilka sekerleme introduced their plans to promote the taste in abroad.
On the company and Cardelion brand
Deniz Utku Ozdemir Trade Manager of Ilka Sekerleme
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Our firm Ilka Sekerleme was established in Bursa to produce chestnut candies sold under Cardelion brand. By making the product on simple and traditional methods, the company established a growing distribution network in the country by 2007 when a larger plant was built in YaylacÄąk village in Bursa.
On facility and its capacity Following the modernization and new investments in the factory a quality certificate was secured, the first for chestnut production. Having 4 thousand sqm closed area products are stored in cold storage warehouse of 800 tons. I 2014 540 tons of chestnut was processed. Production of both chestnut and chestnut candies is on the rise. Turkey is one of the biggest producers of chestnut in the world. Only small portion of these produce are processed as candies, value added form of the product. Sales volume of chestnut candies in abroad has been very limited. It is sold in special shops and
consumed year long in Turkey, however it is demanded only in certain occasions in France that is known as Maron Galce and is consumed in winter months. Italy is the only country that has technologies to process chestnuts. France controls the global market for chestnuts. Our company aimed to promote Turkish made chestnuts in the world. The Sial, a famous food fair held in France, has been a good opportunity where French president Franรงois Holland was hosted together with other business people, students, politicians and news-people.They tasted the chestnuts of our company.
On activities in domestic market Number of Kardelen stores increased in 2014 by investing in retail channels that owned by our company. Besides we have developed additional packages and products that were all aimed to facilitate the choice and buying
processes of consumers. The rising amount of exports of chestnuts has caused high prices and prices were paired on foreign currency rates.
establishing regional distributorships from 13 to 19. We plan to open new stores in greater cities to sell our quality products.
On plans for 2015
On export markets for 2105 may be harder than the condi- Cardelion brand tions of the previous year. Currency rates may cause serious problems for exporters especially to Europe. We will participate in new fairs to find additional markets for our exports. Problems in the Arab countries may limit our performance. We will take place for the first time in ISM candy fair that is to be held 1 to 4 February 2015 and to Gulfood, Dubai, in 8 to 12 February. Kardelen is also a national brand that should be promoted even in Bursa and in Turkey. Our company tries to improve the share and position of this symbolic product in the country. We are going to increase our penetration especially in Black Sea region by
World markets are becoming global markets having similar lifestyles of the people. With this understanding our company decided to open up in European markets. We aimed to promote it abroad. Our exports began to rise gradually. By now we exported our products to more than 30 countries. Cardelion is our new brand for export markets. It addresses a wide range of export countries by its name, identity, presentation and tastes. Our brand covers also a wide range of differentiated products that addresses special needs, desires and demands. We are ready for successes with our brand.
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Centuries-old Taris, age-old flavor
Taris Olive Oil is celebrating its 100th
5 May 2015
anniversary this year, crowned its 100
Tariş, making production till 1915 with its 32 cooperatives in the Aegean Region launched a very special olive oil for it’s 100th Anniversary: “Centuries-Old”, which is produced from 350 years old trees with only mechanic processing, offered for sale in TA-ZE stores and on-line in shopping web
years old story with a very special olive oil: “Tariş Centuries Old”. This collection set produced from North Aegean’s 350 year old monumental trees with only mechanic processing of olives.
Mr.Cahit Çetin
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site. Taris Olive and Olive Oil Union Chairman Mr. Cahit Çetin mentioned in a press conference arranged for promotion of Centuries-Old Olive oil that they have gained 650kgs this year and for the next year they would gain and increase the quantity from this this olive oil also supplying from trees in South Region. Mr.Cahit Çetin continued, “Olive Oil Trees’ most important feature is immortality. Olive tress is the first tree in all. Trees, which Jesus Christ rested under their shadow, are still giving fruit. It’s known that there are people
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in Jerusalem still consuming these olive trees oil. This means olive trees are living more than 2000 years and still alive. Mr. Cahit Çetin continued, “As being Taris Olive and Olive Oil Union we be the first and with pioneering we gained this product in our range in this sector. We meet the consumers with these life offering trees products which are the witnesses of birth to sultans, French revolution, World wars, our national liberation war and still standing tall. Consumers who bought
these products will feel exclusive themselves. To know trees who are the witnesses of 350 year that will be alive in the future to witness a lot of things, will make people that consume this olive oil to have different feelings. This product will be a bridge with the past and the future. Product will meet with consumers under the name “Centuries-Old”, could be purchased from the Tariş stores in İzmir, İstanbul and Ankara and could be ordered from www.ta-ze.com.tr online web site.
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
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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, 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 Ta v v u k
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, “Always do the best and sell them
Keskin Keskinoglu Marketing Group Chairman 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 ten-year’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
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, 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.
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What is the story of Ravika, your brand for olive oil? 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. 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 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.
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Exports are indispensable firms like yours. What about the products and their targeted export markets?
Saudi Arabia, Singapore, Uzbekistan, Tajikistan, Greece and Yemen.
What do your company do in the field of research and In 2013 we exported 86 million dol- development? lars 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, Georgia, Hong Kong, Iraq, Israel, Sweden, Cyprus, Kuwait, Malaysia, Kosovo, Russia,
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.
Please inform us about facilities and new investments in the chicken broth and filet fit?
What can be said about your position in the market and about the industry when compared with global We have 277 production units in Akhmarkets? isar, Manisa, on 1.8 million sqm. land. 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.
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 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. 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
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Turkey produces 75% of world’s total hazelnuts 70
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Turkey, which is one of the few countries in the world with favorable weather conditions for hazelnut production, accounts for 75% of the global production and almost 75% of the exportation.
The main hazelnut producing countries in the world are Turkey, Italy, Spain, USA and Greece. Turkey is far ahead of all others. Although hazelnut is also produced in the Former Soviet Union, Iran, Romania and France, these countries do not have a major input in the world hazelnut trade. Turkey is the first world hazelnut producer and exporter. In addition, it covers approximately 70 percent and 82 percent of the world`s production and export respectively. It is followed by Italy with nearly 20 percent in production and 15 percent in export.
The world hazelnut production shows fluctuations depending on the climatic conditions from year to year. Overall, world production has increased in parallel with Turkey’s production. While Turkey’s average inshell production is 350-400 000 tons, this value has reached up to 500 000 tons in recent years. The production of Italy and Spain, additional important producing countries, varies between 100125,000 and 15-25,000 tons respectively. The USA consumes most of its own hazelnut production and also imports hazelnut kernel for the industry
to meet its home demand. However, it has become a table hazelnut exporting country by increasing its production in recent years (25 000 tons). Among the producing countries, hazelnut consumption per person and year is highest in Italy (0.520 kg kernel/person). According to 1993 data, Greece is second (0.369 kg kernel/person) and Turkey is third (0.250 kg kernel/ person). Worldwide, the highest hazelnut consumption per person and year is reached in Switzerland (2.096 kg kernel/person). Switzerland is followed by Austria, Belgium, Germany
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and Luxembourg. The world hazelnut exports show fluctuations according to world hazelnut production. Germany is the most important hazelnut importing country in the world and covers approximately 35 percent of the total world import. Though Italy is the second largest producing country in the world, it meets an important part of its chocolate industry demand with Turkey’s production. While Switzerland shows a stable rate of import, France, Austria, Belgium and Luxembourg are noted as countries which have increased the hazelnut import in recent years
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Turkey is a bridge between Asia and Europe in the northern hemisphere and has coast on three sides. Hazelnut is one of the most important nut crops in the world and has its origins in the centre of Anatolia. Wild species are found in Anatolia which have provided the source for today’s cultivated varieties. Hazelnut is grown in both the eastern and western regions of Turkey along the Black Sea, in areas where the soil is unsuitable for other crops and on sharply sloping soils (steeps higher than 20 percent). An additional benefit for hazelnut growing areas with high rainfall, is the crop’s ability to prevent soil erosion. Approximately two to
three million growers (5 percent of the nation’s population) depend on hazelnut growing for their income and it is therefore easy to understand the strategic value of hazelnut production in the social and economic structure of this region. Turkey to date, is so far the world’s leading hazelnut producer, accounting for about 72.9 percent of the total world supply. About 60 percent of the crop is produced in the Eastern Black Sea Region, 15 percent is produced in the Central Region and the remaining 25 percent is produced in the Western Black Sea Region. Turkey’s 1997 hazelnut harvest was 480 000 t. The weather was usual for most
of the early growing season. However, hot, dry weather during June and July adversely affected the crop, thus reducing yields. The handling of hazelnut after harvest can be described as having two stages. In the first stage, the shell is cracked and the kernel separated. In the second stage, the kernel may undergo a variety of processes namely: blanching, roasting, slicing, mincing, pulverizing or being made into a paste. One hundred and sixty processing plants for hazelnut shelling presently operate in Turkey with a capacity of 1 271 250 t per year. The export of processed
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shelled hazelnut has risen proportionally with the increase in this processing capacity and presently 25-30 percent of the total exported hazelnut are processed products. Turkey accounts for more than 80 percent of the world’s hazelnut trade. Europe is the major market for Turkish hazelnuts. The Hazelnut Exporters Union continues to assess the possibility of expanding exports to new markets in the Far East, North America, including the United States, and countries of the Former Soviet Union. Hazelnut fields, widely spread in the Black Sea coasts of Turkey, have been located within 30 km from the coast towards inland. In the western Black Sea, it starts from Zonguldak (east of İstanbul) and extends to the east over the entire Black Sea like a green strip lying between the sea and the mountains almost until the Georgian boundary. 4.000.000 people are directly or indirectly related to hazelnut which has been produced on an area of 550-600 thousand hectares in Turkey, which is a fact that boosts the socio-economic importance of hazelnut. Turkey has a distinguished place among the other hazelnut producers
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in the world, thanks to its high quality, and maintains its leading position in production and exportation.
Production areas Hazelnut tree, which grows in 36Âş - 41Âş northern latitudes and under special climate conditions, yields product within 30 km from the coast and at an altitude of maximum 750-1000 meters. In Turkey, the regions where hazelnut is grown can be divided into two sub-regions: a) 1. Standard Region (eastern part of the Black Sea Region): Ordu, Giresun, Rize, Trabzon and Artvin provinces. b) 2. Standard Region (middle and western part of the Black Sea Region): Samsun, Sinop, Kastamonu, Bolu, DĂźzce, Sakarya, Zonguldak and Kocaeli provinces.
Harvest Turkish hazelnut generally grows ripe between the beginning and the end of August, depending on the latitude of the field. Timely harvest is done by picking up the hazelnuts with leaves that fall to ground when the branches are shaken off. Another method of harvesting is the one where the hazelnuts are picked one by one from the branches. After being collected from the fields, hazelnuts are blended on the same day or a few days later depending on the field status and laid to make a bed of 10-15 cm thickness to be pre-dried under the sun until their leaves turn brown. After drying, hazelnuts are separated from their leaves using harvesting machine (thresher) and laid over canopies in thin layers to be dried under the sun. Total period of drying, including the pre-drying, can be maximum 15-20 days depending on the weather conditions. Drying naturally and under the sun is an im-
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portant factor that gives the Turkish hazelnut its special taste.
Applications Besides being consumed as snack both in Turkey and in the world, about 90% of hazelnuts are used in roasted, whitened, minced, sliced, powder and puree form as a side-ingredient in chocolate, biscuit, confectionary industry, in making sweets, pastries and ice-cream and in meals and salads. With a background of about five thousand years, hazelnut has great benefits for humankind through many ways such as its fruit and wood. Hazelnut shell is used as a very valuable and high calorie fuel particularly in hazelnut growing areas in our country. Furthermore, hazelnut wood is used in making baskets, walking sticks,
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chairs, fences and hand tools. Some types of hazelnut are grown as decorative plants in parks and gardens. Hazelnut leaves and fruit leaves are used as fertilizer. Hazelnut oil is made from the excess amount of hazelnut. Crude hazelnut oil is refined to be used in meals and hazelnut pulp is used as additive in the animal food industry.
Industry and Trade Currently, there are 180 breaking plants with an internal capacity of 1.800.000 tons per annum and 40 processing plants with an internal capacity of 350.000 tons per annum in our country. In 1970’s, 90% of our hazelnut export was in the form of hazelnuts with shell and natural hazelnut seeds but with the positive and
fast developments in hazelnut processing industry, processed hazelnut exports started to account for 30% of our total exports in 2000. In parallel to the complete fulfillment of buyers’ requirements with the effective and careful quality control systems in every phase of production, particularly processed hazelnut seed exports are increasing every year. The processed hazelnuts prepared in our country have higher quality than the processed hazelnuts prepared by many exporters-manufacturers in their own plants by purchasing natural hazelnuts. Please find attached the minimum analyses performed by quality assurance departments as part of HACCP in the processed hazelnut seed production by both public and private sector.
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ISM satisfied considerably
ISM - the International Sweets and Biscuits Fair - announced an increase in the number of visitors. Around 37,000 trade visitors came to experience and learn at the 45th gathering of the world’s largest and most important trade fair for sweets and snacks. That is about six per cent more than in 2014. At 67 per cent, the proportion of foreign visitors remained stable. This means that a strong trade presence from Germany also contributed to the increase 78
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in numbers of visitors. “This year the ISM has once again made it clear how important the fair is for the confectionary trade both nationally and internationally,� commented Katharina C Hamma, the managing director of Koelnmesse GmbH, referring to the positive results of the ISM 2015. This is because the fair was also able to record some modest growth in the number of exhibitors. Bastian Fassin, chairperson of the Federal Association of the German Confectionery
Industry (BDSI) noted, “The quality of the trade visitors was again impressive. The producers are expecting strong and energetic business after the fair”. According to exhibitors, the quality of the trade guests at the ISM was consistently high. This is also confirmed by the visitor questionnaires as well as registration details. Top purchasers again came from abroad from large trading companies and importers. German trade was also strongly represented once again. As one supplier confirmed: “at ISM in Cologne we reach our important trading partners, whether from Germany or one of our many export markets”. Another vendor noted: “We couldn’t afford not being present this fair”. We also asked the following questions to some Turkish exhibitors. 1- How was ISM 2015? Were you satisfied with the performance of the fair? 79
2- What did you offer at the fair? Did you have any novelties this year? Did your stand arouse interest from the visitors? 3- How would you rate international food fairs? Which ones are the most important ones? 4- Which fairs are you planning to exhibit in 2015? 5- How do you foresee the Turkish food industry in the future? We are offering two examples to cite the gen-
eral impression of exhibiting Turkish exhibitors:
BIHTER KOÇUM, MARKETING MANAGER, KERVAN GIDA: ISM Expo is a trade fair that we have been participating for many years. This fair is not only place to find new customers but also place to show our products and analyze the situation. We were happy about the exhibition however it was quite calm compared to the past years. The reason of that calmness might be the other expo, Gulfood. The expos forced people to choose one of them. It affects the participation. This year, we made our launching of new products, marshmallows. Besides that we had a great 80
FOOD TURKEY
May 2015
Worldfood. Sial Paris is not held in 2015, Cologne and Dubai shows are already gone. We will be participating in Worldfood Istanbul in September and maybe other fairs in Central Asia or East-Africa.
chance to present our new products which have a healthy snack concept. We worked with a German designer to build our stand. It had a purpose to show our new products. It was attractive, the customers loved it and everyone took many photos of every corner.
Turkish companies have been doing great business in international markets and have been working hard, increasing quality, solving customer problems on time and many more. I am very proud of being a part of Turkish exporter companies.
ISM is world’s biggest and most important confectionery trade fair however Gulfood Dubai has also great potential and is demanded by many exhibitors by every passing year. In 2015, we participated ISM in Germany, Gulfood in Dubai and Prodexpo in Russia. We are going to participate IFE in London on March and also a franchising exhibition in Azerbaijan on May. Turkey is situated on an area that many countries are jealous of and it has great fertility of agriculture. This is an opportunity for the Turkish producers to have an important place in the world market when they combine their business with trustworthiness and good quality.
EREN DOGAN, EXPORT MANAGER, CLASS CHOCOLATE: It was good. I enjoyed the fair and its atmosphere. It was for the first time for our company to exhibit at ISM but we had good responses from visitors especially for our powder drinks and compound chocolates. We can rate the shows as Paris SIAL, Cologne ISM, Dubai Gulfood and Ä°stanbul 81