Gulfood, so good! In its long history of 20 years it has been a phenomenon for the food industry. We attended with 4 editors and a strong distribution team to make the presence of FOOD TURKEY magazine felt in this important show. We could do it. Now we arranged a closer look at this important show.
Group Chairman
H.Ferruh ISIK
Publisher
ISTMAG Matbaacılık Gazetecilik İç ve Dış Ticaret Ltd. Şti.
General Manager
Ahmet KIZIL (ahmet.kizil@ihlasfuar.com.tr)
Responsible Editor-in-Chief:
Cüneyt AKTÜRK (cuneyt.akturk@ihlasfuar.com.tr)
Editor
Ibrahim Ethem KUPELI
Advertisement Manager
Emir Omer OCAL (emir.ocal@img.com.tr) Omer Faruk GORUN (fgorun@ihlas.net.tr)
We conducted a survey to better understand how the show really was. We made a questionnaire with tens of Turkish exhibitors. You will enjoy reading the remarks… We also attended ISM-Cologne to distribute free copies of the magazine and to cover the event. We saw that the Turkish exhibitors were full of enthusiasm. They were assertive with innovative and competitive products. We asked the same questions to them also to learn how the world fair for sweets, snacks and biscuits performed this year. Their interesting responses are also in the magazine. Turkey is one of the few self-sufficient countries in the world in terms of food. Turkey’s fertile soil, adequate climate, and abundant rainfall permit growing almost any kinds of crops. The farming is conducted in all of the regions in Turkey, but it’s less practiced in the mountainous eastern regions where the main activity is based on animal husbandry which has a share of one-fourth of the gross value of the total agricultural production. We have a great many news articles about the Turkish food exporting companies in this issue. We believe that this publication has been playing a guide’s role for many foreign companies importing from Turkey. If you need more information about any products or companies you may write to us. We will guide you to the right companies in this emerging market.
4
FOOD TURKEY
April 2015
Talha ELITEZ (talha.elitez@imgajans.com) Correspondent
Enes KARADAYI (enes.karadayi@img.com.tr)
Communications Manager Ebru PEKEL (ebru.pekel@ihlasfuar.com.tr) Artdirector
İsmail GÜRBÜZ (ismail.gurbuz@iimg.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)
HEAD OFFICE Güneşli Evren Mah. Bahar Cad. Polat İş Merkezi B Blok No:3,34197 Güneşli-İstanbul/TURKEY
LIAISON OFFICE: Buttim Plaza D. Blok Kat:4 No:1267 Bursa/TURKEY
Tel: +90 212 604 50 50 Fax: +90 212 604 50 51
Tel: +90. 224 211 44 50-51 Fax: +90. 224 211 44 81
PRINTED BY IHLAS GAZETECILIK A.Ş. Merkez Mahallesi 29 Ekim Caddesi İhlas Plaza No:11 A/41 Yenibosna-Bahçelievler/ISTANBUL Tel: 0212 454 30 00
6
Turkish exporters love Gulfood
22 New products from Aslan Çikolata!
26
nal o ti a n r te n -I E IF ’s n o d Lon ns Food Exhibition ope
34 USER poised for more exports in 2015
54
ue Turkish food exports contin to increase in 2015
64 ISM 2015 sweetened the sector
74 6
Turkish food and agriculture industry
FOOD TURKEY
April 2015
Turkish exporters love Gulfood
Turkey has been one of the most leading national exhibitors in Gulfood which was held for the 20th time this year in Dubai, February 8-12, 2015. FOOD TURKEY magazine conducted a survey with Turkish exhibitors to determine how they were satisfied and how they evaluate this show among others. The questions were: 1- How was GULFOOD 2015? Were you satisfied with the performance of the fair? 2- What did you offer at the fair? Did
8
FOOD TURKEY
April 2015
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? Following are the informative responses:
- We displayed not different. We exhibited our competitive range of products as before.
- As I said before we will attend Anuga Germany, Worldfood Turkey and also many local fairs around the world.
- To me, ISM comes first then Gulfood.
- According to our producers’ opinions, the Turkish food industry is rising in the world. But these opinions bring certainty by our buyers’ words. So, it will be very good in the future. And according to my opinion the Turkish food industry will be in the 3 best industries all over the world. At the end of my words, I would like to express many thanks to FOOD TURKEY MAGAZINE which gives us the opportunity to share our opinions with the readers.
- We have not planned the year completely about which fairs we will participate in. - I believe that the Turkish food industry will do better in the future.
FATIH KARADORUK, EXPORT MANAGER, ÇIZMECI GIDA: - YES we were satisfied with the performance of Gulfood 2015. The only negative point was that there were not enough visitors from African countries. - YES, we have announced our new line Plain Wafer and introduced new flavor Milky Wafer to our customers, visitors. As our location was in Hall 7 this year, we were quite busy with the visitors.
MUSTAFA TOPRAK, EXPORT MANAGER, AKSU CHOCOLATE & CANDY:
- About food, confectionery I believe the best fair is still Gulfood. Then we may say ANUGA, SIAL Paris, FHC China.
- We were satisfied with the quality and number of visitors at Gulfood 2015. We met with our current buyers and also introduced our product range to many new customers.
- We are planning to participate in Thaifex and SIAL China fairs. We are in development in world markets if Turkish manufacturers keep improving their quality as well as their marketing strategy. I believe that we will be the leading country about food items in next 10 years.
- This was the 4th time for us to participate in Gulfood exhibition. Comparing to the previous fairs it was quite good but of course not like before because of the rising rate of the dollar in the Middle East. But even in this case we did our best and signed many agreements with new buyers.
VEYSEL ÇELENK, AFRICAN & MIDDLE EAST COORDINATOR, IHSAR FOREIGN TRADE:
- If a fair is specialty exhibition in our production group, it is important for us. In fact, international fairs are always locomotive pathfinders. In our industry the most important fair for us is Gulfood. The others are Anuga Germany, Sial Paris, etc.
- Yes, we were satisfied with the performance of the fair.
10
FOOD TURKEY
April 2015
MOHAMMAD SAID OCMAZ, EXPORT DEPARTMENT AREA MANAGER, USER GIDA: - GULFOOD exhibition was perfect for our company like every year and Gulfood potential customers percentage was more than previous year. - Our company (User Food & Products Co) produces instant powder drink in different types of packaging, instant coffee, desserts (cream caramel, jelly, pudding, etc.) and bouillon which we offered in Gulfood and yes we get chance to meet and discuss with many good contacts in Africa, Gulf and Central Asian regions. - Gulfood is best fair for our company and Sial Paris-France, Anuga Cologne –Germany, ISM cologne-Germany are also right exhibitions for our products. - We are scheduled to be at Anuga
cologne –Germany, Ingetrex-Tanzania, Americas Food & Beverage-Miami-USA, Sial-China and Sweet & Snacks-Dubai. - The Turkish food industry is making a name for itself not only in Europe where it is a leader, but also in the entire world and we believe this case will continue in next years.
- When it comes to evaluate the future of the Turkish food sector, at the moment, I don’t think that Turkish Food or any other industries will be successful because of the currency rates.The government has to support Turkish manufacturers to compete with European suppliers. We don’t know and we do not have any forecast about future. We will live and see what will happen.
target to be. As Yörsan, our key focus is Gulf and CIS, so for us Gulfood is definitely top priority. We also plan to attend World Food Moscow regularly for Russian and CIS markets. We are planning to be in Gulfood and World Food Moscow this year. In accordance with the growth target of the economy, we foresee a stable growth in the Turkish food industry.
EMRAH ALTINKAYA, EXPORT MANAGER, 5 YILDIZ ET MAMULLERI: OSMAN BAKIR, EXPORT & IMPORT EXECUTIVE, ARM FOREIGN TRADE: - Gulfood has been the biggest Food Expo in last 5 years and we are always in it. This year was also good but it become very big and you never find time to enjoy with your customers, just you give the business card and get theirs. There was no enough space for Turkish exhibitors and the stands were very small for the show. Even all of these disadvantages we were satisfied with Gulfood.
The fair was quite busy for us. Out of more than 100 face-to-face meetings, we managed to make various contacts from target markets and overall. So, we can clearly say that we were satisfied by being a part of the Gulfood 2015. We believe it’s the most important event to be in the Gulf Region.
- When rating the international fairs at the sector I would, of course, say that GULFOOD is always number one.
We have offered a fine mixture of Turkish dairy culture from all over Turkey. Our main strength and difference lies on the fact that we are able to offer the most popular items of the region like Turkish Labneh, White Cheese and Halloumi together with the unique selection of regional Turkish flavors. The main novelty presented was our new logo and colors which were highly appreciated by the attendees.
- We will be at Anuga, ISM, Sıal, Gulfood, etc. in the future.
From the sales point of view, it all depends on where, which markets you
- We offered our customers hazelnut cocoa spread with 10 different version of flavours. The new item was carob spread and it was very interesting for visitors.
12
ARMAN ANIK, EXPORT MANAGER,YÖRSAN:
FOOD TURKEY
April 2015
- Gulfood was, as usual, very beautiful and attractive. Serious buyers coming from all over the world were at Gulfood exhibition. For this reason, I can say that it has been positive for both meeting existing customers and become acquainted with new agreements. - This year we were able to display our products to our customers traditionally a variety of mortadella, sausages, beef strips and sausages. We presented a new product namely canned sausage; canned chicken luncheon meat of 340 gr & 200 gr. Interest for this product was very high. Our customers had positive perspectives for the new products. - International food fairs is very important for employees in the food industry. These fairs participation absolutely necessary for Turkey’s exports. I’ve seen among the most prestigious international fairs respectively Anuga/ Cologne, Gulfood/Dubai, Sial/Paris food fairs.On behalf of 5 star partic-
ipate each year top 3 food fairs in the whole world. - During 2015 we will participate in Istanbul CNR / EDT EXPO in March, Beirut / HORECA in April, Anufood Eurasia / TUYAP in May, Cologne / ANUGA in September. - I believe that this is the most important question; the future of the Turkish food industry. The food industry industrialists desperately need economic incentives. The state should increase supports and credits for industrialists at least 5 times more. Our government is supposed to be necessarily behind for us to be able to compete on the international stage. Price competition, exhibitions, investments, quality of products and low cost of raw materials are very important factors for industrialists. If I’m talking about the situations to happen; I can look up more hopeful to the future. Despite all these difficulties, I think we have a good representation of Turkey in the food industry.
GANI HALILIBRAHIM, FOREIGN TRADE MANAGER, KRISTAL OIL: Kristal Oil, Turkey’s first olive oil producer and exporter, has been exporting to more than 25 countries and
14
FOOD TURKEY
April 2015
targeting to export the Gulf Region as well. The UAE is one of our target markets and Gulfood is one of the most important fairs at which we are exhibiting. This year, the exhibition was quite satisfying for our company. We had 150 professional visitors and we are keeping our negotiations going on. This can be considered as a good number for a company exhibiting only one product range without any supplemental product, so the performance of the fair was quite good for us.
and has never used plastic packaging for the olive oil product. The reason is that glass bottle and tin can are the healthiest packaging options for a healthy product like olive oil. As a novelty, this year we started to offer also the 4L tin can packaging option.
This year, we offered our visitors our Olive Oil and Extra Virgin Olive Oil range. We mainly differ from the other olive oil producers by offering two kinds of Extra Virgin Olive Oil: From the “North Aegean” Coast and from the “South Aegean” Hills. Most of the producers have only one type of Extra Virgin Olive Oil. Our visitors from the Gulf Region tasted and liked most the one from the South Aegean Hills as its taste is robust and fruity. Our visitors were quite interested in our glass bottle and tin can options. Kristal Oil has been in olive oil business for 77 years with its quality proven products
As per our negotiations at Gulfood, Gulf countries are quite interested in doing business with Turkey as the Turkish food industry is growing and we also expect it to keep growing. When we look at the olive oil industry, Turkey is the homeland of olives in Mediterranean region. When we look at the olive oil sector this year, it can be considered as a hard season for all of us due to the low harvest level and accordingly the increasing prices. We foresee that the olive oil prices will not decrease in the following months both in the local and international markets. However, we are unable to estimate
In addition to Gulfood, we think that Foodex Fair, which we also exhibited on 3-6th March in Japan, is one of the most important food fairs. We are also planning to exhibit at World Food Moscow, which is going to be held on 14-17th September.
what percent the increase will be. The market situation will be clearer after Spain, who has been known as the global leader in olive oil production, will announce its harvest expectations in May. We wish all of us the best for the future.
Seoul Korea, APAS Brazil 2015, ANUGA 2015. But we will be also visiting some other exhibitions to make trade visits and support our existing customers such as Fancy Food US and FHC Shanghai... At the Turkish Food Industry there are mainstream mass production companies and boutique producers. This is the same situation globally. In Turkey, now every company is trying to become more premium and create more sophisticated products everyday.
HAKAN KEFOGLU, EXPORT MANAGER, ANA GIDA:
MEVLÜT AKSAN, PELIT CHOCOLATE: The fair was quite good and satisfactory. This was our second experience at Gulfood. We are considering to be there for many years. We really got more than we expected. We showcased our latest products at the fair. The interest was fairly good. The exhibitors should not only consider Middle East markets when going to this show but also other markets. Gulfood can be compared with ISM and Anuga fairs of Cologne. Its popularity has been increasing every year. I believe that the Dubai fair will continue to grow and develop more in the future. We will exhibit at Plma of Holland with only one product category. We will not participate in ISM but we are considering Anuga.
16
FOOD TURKEY
April 2015
Gulfood is always one of the 2 highlights of the business year at the food industry. Not only being the heart of Middle East Food Industry, but also being a global exhibition, made Gulfood a very special place and meeting point our olive oil sector. At this exhibition, we had some new contacts, which already turned into real business as of now and we had also a lot of our existing distributors coming from other countries. We had the chance to meet everybody at once at Gulfood.
Turkish Food Industry has a lot of potential for the future, not only having enough infrastructure but also understanding global trends in terms of creating made in Turkey brands. Of course there are barriers at this area and this won’t happen in one day. If you go to a Supermarket in Europe, you can find Italian corners, French corners etc, but not Turkish corners. I believe this will happen one day, because Turkey has a lot of boutique producers in this industry, where the world is also going, but we have a long road ahead...
We had our 3 main brands: Komili, Kırlangıç and Madra to display at the show. Although it is very difficult to come up with new things at olive oil sector, as being the leader of olive oil industry in Turkey, we always try to come with new product developments to Gulfood, Anuga and SIAL shows. This year, we had some special small SKU’s, which is popular in Middle East countries. Gulfood, SIAL Paris or Anuga are the “musts” for a company at the food industry. The other exhibitions could be important for your target markets and countries depending on your sector. We will be exhibitor at the following exhibitions: GULFOOD 2015, FOODEX Japan, HORECA Lebanon, WHF
BANU ER, DROAINTRADE: This year several major food fairs organized in the same periods such as BioFach 2015 in Nurnberg-Germany (11-14 Feb 2015), Prodexpo in Mos-
www.anufoodeurasia.com
Yiyecek ve içeceğin Avrasya’daki yeni pazarı
14-16 Mayıs 2015 Tüyap Fuar ve Kongre Merkezi İstanbul
Dünyann önde gelen gda fuar Türkiye’de… Anuga’nn desteklediği ANUFOOD Eurasia, gda sektörüne yeni bir soluk getirecek: Geniş ürün yelpazesiyle, dünyadan seçkin katlmclarn nitelikli ziyaretçilerle bir araya geleceği ANUFOOD Eurasia, 2015 ylnda ilk defa düzenlenecek. Gda sektöründeki tecrübesini
Türkiye’ye taşyan Anuga’nn, ANUFOOD Eurasia ile sunduğu yeni frsatlardan yararlann. Gda ve içecek sektörünün Avrasya’daki yeni platformunda yer alma şansn kaçrmayn.
powered by BU FUAR 5174 SAYILI KANUN GEREĞİNCE TOBB (TÜRKİYE ODALAR VE BORSALAR BİRLİĞİ) DENETİMİNDE DÜZENLENMEKTEDİR.
Organizatör:
Destekleyen:
ones are SIAL & ANUGA and GULFDOOD. Gulfood is the most important fair because most of the customers prefer to visit Dubai. European fairs are mostly for European customers due to visa problems, accommodation and transportation. We are set to exhibit at Gulfood, Anuga, Foodex Japan and SIAL China.
cow- Russia (9-13 Feb 2015). In spite of that, GulFood 2015 (08-12 Feb 2015) was still taking attraction of the global visitors.
ish Dried Fruit brands at international markets.”
The Turkish Food industry is expanding in all over the world. Our quality and technology is at world standard. Also service is good; that’s why customer always happy to work with Turkish manufacturers. Today, Japanese the biggest companies are purchasing pasta from Turkey. Economic stability in Turkey also effects export volume.
We are offering various types of Turkish Dried Fruits and Nuts. We are working as broker/agent and trying to offer our customers right products at the right quality on the right time. We are feeding our customers and suppliers with regular market reports on Turkish dried fruits & nuts. The suppliers/producers are looking for new customers and new markets. The customers/importers are looking for reliable suppliers and good, regular qualities. We are matching these two sides under our control steps by building trustful relations and cooperation.
18
Among the fairs held in the food industry, Anuga, Gulfood and Sial are the most important ones.
ZUHAL KAYIŞAHIN, MARKETING & FIELD INSPECTION MANAGER:
We are scheduled to exhibit at Sial China and Anuga this year. The Turkish Food Industry should develop their production techniques in order to minimize the quality problems especially for agricultural products such as dried figs and dried apricots. The production is generally with old techniques and industry should look for well-established high technology and create new packaging materials/designs. We would like to see more Turk-
The fair was good. But it was also quiet compared with previous years . We are more satisfied with performance than other big Food fairs.
FOOD TURKEY
April 2015
We do not give any firm offer during the fair, just reference offers. We launched some new product during fair like Vacuum packed Semolina, Grape seed pasta, Bullion. We always attend big food fairs in Europe, Asia and Middle East.The biggest
MELIS DÜZGIDER, MARKETING CHIEF, TAMEK: This year; it is 60th of anniversary of TAMEK and Gulfood was a good opportunity to share this honor with our valuable partners. It was satisfying enough both in terms of visitors and exhibitors. We met not only our current partners but also potential partners from all around world. We exhibited TAMEK, TURTAMEK and TAMMY branded juices, nectars, drinks, tomato
and pepper products, mayonnaise, jams, stewed pulses and canned vegetables. Also we had a chance to launch our new products for the first time in this exhibition.
South Eastern Asian markets GULFOOD in Dubai, UAE are the most important shows held in the sector. For China and Far Eastern markets, SIAL CHINA is the most important one.
Gulfood is the world’s biggest annual food and hospitality show where international flavors meet world-class businesses.
The fair that we determined to participate so far is ANUGA 2015. We are still working over it.
The most important food expos are Sial Paris and Anuga Cologne. We also participate in Sial Paris (France),Food Hotel China, Vietnam (Vietnam), Foodex (Japan) and we will attend Hofex (Honh Kong), Sial China, Food Hotel Malaysia (Malaysia) and Anuga (Germany) throughout 2015. Despite of the currency fluctuations and unstable economic and political condition in Africa, Middle East, Japan and Russia, we deeply believe that Turkish food export to the world will grow year by year. With the strong steps we took as TAMEK, we had a permanent name all over the world and will raise our brand awareness in all the regions with the same ambition that we showed last 10 years.
20
FOOD TURKEY
April 2015
BEHÇET ÜSTAY, TARIŞ INCIR: We are participating in this fair every year despite being not as crowded as the previous years because of the fairs such as Prodexpo and ISM Cologne being held at the same times. Anyway, it was quite successful. This year, we focused on our confectionery products such as fig jam, fig delight and fig paste. Our stand aroused great interest from visitors. For European countries, ANUGA in Cologne, Germany, SIAL Paris in France and for Middle East and
As we see and examine that generally Turkish food sector is emerging and improving every year with the increasing export numbers. Especially our product, dried fig has an important share in the food export of Turkey as being the leading country in the production. It is a natural and a traditional product that can be raised in a special and limited geographical area and doesn’t need any chemical from production to consumption. It is a very healthy food unless it is spoiled by the chemicals applied on the product. It is a reality that the demand on natural and healthy food is increasing all over the World. Dried fig is as being a natural food and having rich in ingredients has a supportive role in the
human nutrition. It should be produced and packed to reserve its natural content. It is holy in all three big religions. It should be consumed as it is used to be in the past as natural. We should also pass this nutrition habit to new generations. We also improved new products done from dried figs to widespread the usage by the new generations.
YASEMIN AMANAT, EXPORT AREA EXECUTIVE, NUHUN ANKARA MAKARNASI: Gulfood 2015 fair was a little bit more stagnant this year than previous years. But still we were satisfied with performance of the fair. We offered our pasta products at the fair. We did not have novelty. However, our stand aroused interest from visitors. We were satisfied with number of visitors and contacts achieved at Gulfood 2015 fair. For the pasta sector, most important fair is Gulfood since it is possible to reach most important two regions for this sector: Africa and Middle East. It is also good to see enough percentage of visitors beside Africa and Middle East like Europe, Caribbean etc. Second important fair for our sector is the food exhibitions in China.
22
FOOD TURKEY
April 2015
We attended Gulfood 2015 and Foodex Japan. We will also attend SIAL CHINA, THAIFEX and ANUGA. With its favorable geographical conditions and climate, Turkey is considered to be one of the leading countries in the world in the field of food and agriculture. Every passing year, Turkish food manufacturers are becoming more competitive and stronger with new investments and Turkish companies are gaining more experience in export. Turkey will be more competitive in the market in the following years.
URAL ŞAHAN, EXPERT, TURKISH POULTRY PROMOTION GROUP: Turkish Poultry Promotion Group had participated Gulfood three times before and this was the fourth year in a row that we took place in Dubai. Gulfood is known to be the leading food fair in the world, with over 5000 participant companies and thousands of visitors from all around the world. 2015 was a good year as well and again Gulfood managed to attract many people in the business. We see this fair as a big opportunity to come together with all the big players in our sector. We had many companies visiting our stand and it will be correct to say that the demand for Turkish prod-
ucts was really high. The Gulf Region is still growing at a higher pace than the world average, so focusing on the region is among the best alternatives for the companies in the sector. There are several main food exhibitions in the world, among which are Sial, Gulfood and Anuga. Participating in these exhibitions is of great importance as key players from all around the world do not miss the opportunity to meet with others in the sector. Country and brand reputation is a major drive that brings companies and people together as a part of these organizations is a must in today’s economy. Our group participates most of the leading food exhibitions worldwide and in 2015, we will be opening stands and attend big organizations such as Foodex / Tokyo, Anuga/ Cologne, and Viv/ Istanbul. Also, we have plans to focus on African market, which has a great potential thanks to countries with high population. The consumption habits in the world are changing rapidly, but the demand for food is compared to none. As the world population is going up and the resources getting scarcer, commodity prices should go up, following the trend. However, it’s not the case, due to the fierce competition with thousands of players from all around the world offering similar products at competitive prices. We trust the quality of Turkish products and emphasize it on every occasion. Placing quality in the first place and coming up with innovative products continuously, we believe Turkish companies will get larger share from the world market in the future’s economy.
New products from Aslan Çikolata!
Aslan Çikolata made a fast start to 2015 with 3 new products.
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.
24
FOOD TURKEY
April 2015
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,
25
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 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.
About Export We have wide customer locations. We are exporting our chocolates and candies to over 80 countries in all 6 continents.
26
FOOD TURKEY
April 2015
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 well-known 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.
London’s IFE-International Food Exhibition opens 2015 sees the return of the biennial International Food Exhibition (IFE) and to celebrate, it is launching with a brand new, fresh and interactive website. Ahead of Europe’s foremost food and drink event, staged at ExCeL London from 22nd – 25th March 2015, where exhibitors and visitors from across the food and drink profession, can stay up to date with the latest industry news and trends and read about the fantastic show features, including live demonstrations from top British and international chefs, seminars, exhibitor information and networking opportunities.The website will be the go to resource for exhibitors and visitors alike, being continually updated as the business event of the year fast 28
FOOD TURKEY
April 2015
approaches, meaning up to the minute news is just a click away. Running for more than 30 years, IFE is back bigger and more innovative than ever before, and where better to host the UK’s largest food and drink event than in London – a multicultural, epicenter for food visionaries from across the globe. The show will draw an estimated 30,000 professionals from across the industry spanning today’s dynamic retail, foodservice and manufacturing markets. The exciting show program for IFE 2015 includes new and inspirational elements, such as The Artisan Food Market and the Gourmet Drinker, featuring the best alcoholic drinks
IFE is back bigger and more innovative than ever before, and where better to host the UK’s largest food and drink event than in London available from smaller producers. The event also welcomes the return and support of the show’s prominent partners such as the British Frozen Food Federation, the Craft Guild of Chefs and Food & Drink Federation. Boasting a staggering 80 high profile speakers and chefs, the exhibition will also encompass a large number of live culinary demonstrations on The Skillery with award winning chefs Hayden Groves, Damian Wawrzyniak, Mark Greenway and Alan Bird, to name but a few. While live business seminars will offer visitors the chance to gain industry insight from some of the most respected names in food and drink. Visitors can 29
learn about latest trends and best business practice from a host of opinion forming key note speakers including Andy Clarke, President and CEO of Asda, and Neil Turton, Chief Executive Officer at Nisa, along with many more to be revealed as the event approaches. IFE has the world’s largest collection of UK products, as well as a plethora of international exhibitors from over 50 different countries, showcasing a melting pot of global flavors, trends and specialist goods. Exhibitors can be assured they are profiling themselves at the industry’s most influential, professional food and drink event, attracting the most significant purchasing decision makers. Supported with an international marketing and social media campaign, IFE 2015 promises to connect exhibitors and visitors from around the world – it’s where business is done! 30
FOOD TURKEY
April 2015
20th edition of Gulfood was a huge success!
As usual Turkey has been one of the most leading national exhibitors. Selten Fair Organization led the way…
The 2015 edition of Gulfood, the world’s largest annual food and hospitality trade show, marked the 20th anniversary for one of the most important international platforms for the global food trade. Taking place from 8 – 12 February 2015 at Dubai World Trade Centre (DWTC), Gulfood continued to play a pivotal role in connecting nations and suppliers, opening distribution channels for industry-related business, and highlighting Dubai’s strategic role as a key trading hub for the global food industry. As an experienced company in organizing Turkish participations in Dubai fairs, Selten Fair Services Company has organized the Turkish participation this year again. The Turkish exhibitors
32
FOOD TURKEY
April 2015
showcased a broad range of products including Turkish specialties and traditional tastes. With the 2014 edition of the show has broken its own participation records and generated show-floor and yearround legacy sales numbering in the billions of US dollars. Gulfood 2015 attracted more than 4,800 international companies from 120 countries and more than 85,000 visitors from over 170 countries. To accommodate the meteoric growth and tens of thousands of participating brands, Gulfood 2015 spanned 127,000m² of exhibition space - including a 23,000m², purpose-built temporary structure, the largest-of-its-type regionally.
A unique trade and sourcing platform for finished food suppliers, bulk commodity wholesalers and exporters across the spectrum of fresh, frozen, dry and processed food and beverage products, Gulfood 2015 also facilitated substantial global transactions for foodstuff commodities such as meat, cereals, grains, rice, coffee and tea. Driven by a fast-growing population, burgeoning hospitality and tourism markets and its prominent position as a re-export hub, the UAE’s demand for food staples has been increasing at a rate of 30 per cent every year, according to the Ministry of Economy. With imports accounting for between 80-90 per cent of GCC food consumption, Dubai is best placed to cater for increasing demand in regional food trading.
Gulfood 2015 hosted an increasing number of international heads of state, ministers and government officials, as national trade associations ink lucrative bi-lateral trade agreements and debate food industry trends at industry-shaping conferences and summits held during a series of Gulfood Conferences. Gulfood is also a major contributor to Dubai’s growing reputation as a global events destination and a key pillar of Dubai’s 2020 tourism vision, which aims to double the emirate’s annual visitors numbers from 10 million in 2012 to 20 million in 2020. According to a recent report by Euromonitor, the number of F&B outlets in the UAE is expected to double in the next four years, making food service and hospitality equipment a particularly perti-
33
nent sector at Gulfood 2015. Thousands of food and beverage products and services are introduced every year at Gulfood and the Gulfood Awards - in its sixth edition this year - presented an opportunity for best-in-class excellence was recognized and rewarded. The highly prestigious accolades celebrated both people and companies behind the region’s leadership and innovation in the food and drink industry. Judged by an international panel of independent industry experts, the Awards were divided in six categories and 10 different awards. Took place on the 10th of February 2015 at Dubai Conrad Hotel, the Awards evening also hosted to a unique and memorable celebration of the show’s achievements over the
34
FOOD TURKEY
April 2015
past 20 editions. Over 1,000 leading industry decision-makers, celebrity chefs, key exhibitors, customers, media and national groups attended the anniversary event. 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. The visitors came from 141 countries. The increase in the number of visitors from abroad was spread almost evenly across all countries. The number of visits from Asia, particularly China and Korea, showed a modest
35
USER poised for more exports in 2015
Producing a broad range of products User Food Company is very active in exporting its fresh and genuine products to many countries in the world. The company has recently shipped to sealands in Caribbean. Abdullah Dizdar, general manager of User briefed about their company and operations: “User Food & Consumer Goods Production Marketing Industry and Trade Corporation nestles the reflection of our family’s knowledge and experience by being transferred from them regarding the powder food products and spice sector. Abdullah Dizdar, General Manager of User Gıda
36
FOOD TURKEY
April 2015
Exporting 100% of its products User Gida targets to realize an export volume of USD 20 million in 2015
They have entered in the beginning of 1950s and the company carries on its production activities in its facilities established on 5000 square meters of covered area with the objective of providing quality products to consumers in product group of:
der, potato puree, max quick (milky drink strawberry, cacao, banana), crème Chantilly, whipped cream, cake cream, jelly, hot chocolate, sahlep with
Instant powder drink, energy powder drink, instant coffee (classic, gold, 3 in1, 2in1) cappuccino, coffee cream, custard powder, cream caramel, cake flour mixtures, baking powder, sugared vanillin, cocoa pow-
37
milk, bouillon cube and powder (beef, chicken and shrimp) oats. User Food and consumer Goods Production Marketing Industry and Trade Corporation export major part of it’s productions and it aims to be a pioneer company in it’s sector by using advanced technology with it’s specialized staff and by doing works to increase the level of quality, productivity, customer satisfaction and reliability, specially in ready mix powder food products.
Quality standards One of the most important features of USER FOOD & PRODUCTS CO. that also enable us to gain competitive advantage in the global arena is its commitment to use latest technology in order to produce finest food products that comply with the highest worldwide quality standards. USER is managing its quality by imple-
38
FOOD TURKEY
April 2015
ments ISO quality management system. This enables us to systematize our operations and contact production. Another pillar of our production policy is food safety, Which is assured with the implementation of HACCP system.
100% exports We have four categories of products, namely fruit aroma powder drinks, instant coffee and coffee mixes, bullion and ready-made sweets. We export all of the production to 75 countries. We especially focused on the markets in Africa, Middle East and Central Asia. We also seek new markets. This year we started exporting to Caribbean islands.
4 thousand tons of annual production Base of our business is powdered food that we produce about 4 thousand tons annually in compliance with the rules of Turkish standards institute. We have to get health certificates for exporting goods. Also buyers have our products tested in their countries. Sugar is our main material that we buy it from domestic sources. Coffee is imported from India, Brazil and Vietnam, other materials comes from China and Indonesia. Our import ratio is 60 %.
Turkish products are known in the world Especially in powdered drink category Turkey is known as a growing producer in the world. Name of Turkish coffee is famous as well. Competition is fierce in coffee. Our exports may increase more when the service quality is improved.
2015 export target is 20 million dollars For some reasons, the year 2014 was not satisfactory for our company. The events in the region influences trade performances highly. But we are optimistic for the year 2015. We have planned a target to export 20 million dollars of product this year.
Interest in halal food markets prospering globally 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%
40
FOOD TURKEY
April 2015
of the entire global food industry. In order to conform 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 NestlĂŠ, 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.
dustry 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, 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 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 in-
41
42
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.
million Muslims), China (23 million), Russia (16 million), the Philippines (5 million), France (5 million), Germany (4 million) and the United Kingdom (3 million).
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
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
FOOD TURKEY
April 2015
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.
Sezon Pirinç to produce easy-to-cook products
Mehmet Erdoğan, Board Chairman of Sezon Pirinç
44
FOOD TURKEY
April 2015
Owning the fame of having the first integrated rise processing plant in Turkey, Sezon Pirinç offers 22 different agricultural products to domestic and international markets. Setting its plans for especially increasing its exports Sezon target to realize 10 million dollars in exports. Explaining their target as offering pre-arranged easy-to-cook compounded products to domestic and world markets, Mehmet Erdogan, chairman of the board of Sezon Pirinç said they wanted to launch this for the first time in Turkey. He added that they met 25% of Turkey’s total paddy production and commented on problems that are experienced in grain production in recent times. Below is an exclusive interview with Mr. Erdogan about all abovementioned issues:
Can you tell us about the activities since your foundation as Sezon Pirinç? We operate in agriculture since 1950; however, we are on market as Sezon brand since 1993. Our facilities are located in İpsala, Edirne where the 25 percent of Turkey’s paddy production takes place. Our factory is titled as Turkey’s first integrated rice processing facility besides it is the biggest factory in the region. We process 15 tons of paddies and acquire 10 tons of rice per hour. Our product range consists mainly of rice varieties.We offer 10 different rice types as calrose, baldo, basmati, jasmine, osmancık, broken rice, bran rice, Arborio, black rice, red rice and other 22 different agriculture products to domestic and foreign consumers. Our
Sezon Pirinç (Sezon Rise) offers its products manufactured with its experience of 65 years to domestic and foreign markets.
niche product group, comprised of black rice, red rice, black bean and beluga lentil, is offered in 0.5kg packages.
Can you inform us about your production facilities and production capacity? Our paddy factory located in İpsala, Edirne is titled as Turkey’s first integrated rice processing facility. We are
able to process 15 tons of paddies and produce 10 tons of rice in our factory which is the biggest and the most comprehensive one in the region. The rice produced in our paddy factory and imported from USA, Italy, India, Thailand reaches consumers hygienically wrapped and packaged in our packaging facility.We offer 1kg, 2.5kg, 5kg, 10kg and 25kg packages.
What are the advantages and disadvantages of rice and pulses production in Turkey compared to rest of the world? Turkey is one of the most influenced countries by global warming and is the third most influenced one in Europe and Asia. Last year, after a long winter
45
period without rain, we experienced rough, out of balance rains and freezing cold weather with hailing in summer months. That is why agricultural production was interrupted. For example, last year, wheat production decreased by approximately 20 percent. The production of corn, barley and rice is also expected to decrease. All projections show that, in 20 to 30 years period, countries which are exposed to global warming will suffer from yield loss. In case of not being able to prevent global warming for next 100 years, severe efficiency loss and production problems related to efficiency loss, in all over the world, is expected. As a result, increase in agricultural commodity prices in long term is inevitable and this will cause important social problems and famine in some parts of the world. Cultivation areas of pulses degrade in Turkey and recession in production is in question. We need to do well judged plans in macro level and project next 15 to 20
46
FOOD TURKEY
April 2015
years. While planning the stimulus, we need to think in long run. Ministry has to determine which products will be grown in which basins and if necessary It has to encourage not to plant certain products in certain periods.
What are your plans and goals for this year? Do you have any prudential investment plans for this year? We work constantly on new products. Pre cooked, easy to cook, mixed products is in our agenda. We want to be first in Turkey. For example, you will be able to cook pilav with tomato in oven, in less than 3 minutes. It is a very practical product for those who work or who has limited time to cook.
Southeastern and Inner Anatolia, Aegean and Mediterranean regions in order to reach Turkey’s all 81 provinces while doing most of our sales to national and international organized retailers and export market. Additionally, with our dealers, we aim to offer catering services and offer our products to hotels, restaurants, universities and public agencies.
In which countries do you export your products? Do you plan to enter in any new markets? We sell our products to Europe (Mainly Germany and Belgium), Middle East,
How is your company’s domestic and foreign settlement?
Balkan States, Turkic Republics and
This year, we established dealership system in İstanbul, Trakya, Eastern,
East but our goal is to reach 10 million
USA. Our export volume is decreased in late years due to difficulties in Middle dollars in export.
Ozcanlar on the way to Europe When it comes to meatball Tekirdag comes to mind first in Turkey a country full of local specialties.
Mestan Özcan, General Manager of Özcanlar Köfte
Deep-rooted tradition of this food was repeated in a small restaurant by Ismail and Arif Ozcan brothers 61 years ago when the foundation of Ozcanlar Kofte was laid. Now, the brand is on the door to Europe, having 7 restaurants and 2 meat markets in Istanbul and Tekirdag. General Manager Mestan Ozcan informed about his vision to step in European markets.
On his aim to enter in European markets Serious demand comes especially from Germany. Doner (rotating kebab) market has expanded enormously in Europe and it has become a growth industry. Kofte, meatball may be the new segment. Offers are coming for business partnership, because we have valuable expertise in meatball business. We visit Anuga fair annually. Recently, a friend of family, one of the largest distributors of doner, fruits and vegetables in Germany, offered us to establish a production facility and distribution network for meatball. We are working on this project. We want to sell kofte in Europe, as well.
48
FOOD TURKEY
April 2015
“Unchanging name Tekirdag Meatballs” from 61 years In the 1950s, small restaurants made mincemeat with the local technical and the reputation spread all over the country. After the name of the city literally begins to be called with the meatball. The Periods of story Tekirdağ meatball began in 1953 and stepped into the sector from family with its two masters, the brothers’ İsmail and Özcan provided significant contributions to this fame. The two brothers founded the Özcanlar meatball prepared with be happiness and taking care of the meatballs regains a justified reputation in a short time with. Especially all the repeated guest from out of town insist to open a branch despite patrons are never thought for a long time to open a branch. Because Priority will always protect the family standard and flavor of the second generation, while maintaining the same watchword Özcanlar can do. They create a business plan when the producing increases not to demand will grow. Each step of large capacity extension with the fam-
ily approval and after the creation of the infrastructure in İstanbul in 2007, Astoria opened restaurant with 150 seats than they meet with the Özcanlar Meatball loyalists then, with a covered area of over 1000 sqm maxi branch’s new buildings, moved to the Coast of Tekirdağ Port Branch opens. In 2010, the 500-person enters service in Beyazköy branch of Tekirdağ. 2012 September İstanbul Sky port features 6. The restaurant is inspired by the style of Seljuk architecture in April 2013; 1.200 sqm off, 1.200 sqm open spaces, magnificent garden and terrace restaurant at Çorlu enters into service. Özcanlar Meatballs after 61 years, It becomes the greatest economic assets of Tekirdağ with a total of 2,200 people capacity 7 restaurants, 2 meat market, a 2.000 sqm area of the meat processing center, 1500 acre of land with consist over 500 big cattle and 500 small cattle farms and 350 employees.
Özcanlar produced the Tekirdağ meatballs put inside veal, onion, garlic, bread, salt, cumin, black pepper, except any article with it protects the flavor recipe that does not change over the years. Does anyone know meatball taste who loyal Özcanlar meatball, it prepared for the seven raw materials only within these meatballs Tekirdağ holds Özcanlar famous meatballs only produces real flesh. No preservatives,
additives; does not contain soy or mechanical mincing. In 1953, how they do so is today producing the production of Özcanlar; Trakya in the flesh, Tekirdağ-style preparation and ingenious grid components in the iconic flavor palate with 61 years experiencing its protecting as a secret. While 61 years ago prepared 50 kilos per day but today Özcanlar meatball prepared 1 ton with the same method.
49
In 2007, the Astoria has opened 1April 2014 Özcanlar meatball restaurant meet with its loyal guest from the date of the renewed concept of the street food in traditional Trakya delights the palate and continues to appeal to the eye. Here you will taste with wonderful flavor of Özcanlar meatballs a few traditional recipes to…
Tekirdag Meatball Özcanlar produce forgoes their own farm land with also fed 100 percent indigenous cattle and they are all truncation with Islamic principles of meat, bone and nerve in a process long and laborious extracting from. The resulting meats are being turned into a meat grinder. Then a small amount of bread, onion and garlic mixing together. Attracted to this dough rest for 24 hours in cold room. Into the dough meat loaf then cumin, pepper and salt and process of forming clumps then roll again become ready.Then giving specific cylinders to form Terra cotta and Tekirdağ meatballs ready to cook. Served with tomato, peppers and onions.
50
FOOD TURKEY
April 2015
Hayrabolu Dessert
Cheese Helva
Reaching the magnificent flavor to the table from Tekirdağ Hayrabolu... Housewife in Tekirdağ served it in their guest every time. Hayrabolu becomes as local flavor to the table when Özcanlar add to their menu. Produced from fresh milk received on a daily basis and interested in cheese without salt; semolina, flour, salt and milk by adding Hayrabolu pulp and then mixing together. Hayrabolu sweet difference than the similar sweet unlike consisted for 60% of cheese. After Dough forming it ready to put the trays and cooking. While the dessert is waiting in trays, is being boiled sugar and dropping with the cooked desserts. When the Desserts are cooling served with sesame oil and with nuts.
Produced from fresh milk received on a daily basis and unsalted cheese, melted with constant stirring high heat. The melted cheese when it comes to desired consistency; continuing the process of attending and butter mixture. Mastery requires that at the end of a long and laborious process of mixing, kneading, and rolling to the consistency of cheese helva. After resting for a short Sura with saffron color plasticity process continues until the consistency of service. Finally, resting back after on packaging. Optionally served with ice cream.
BTA enters out-ofhome consumption sector with ‘Gıda 360’ As one of the leading players of the F&B industry, BTA attained a place amongst the distributors of out-of-home consumption sector with its Gıda 360 (Food 360) brand. Gıda 360 offers a single point of contact for all processes from supply to logistics, from raw materials to the service provided to the consumer. 52
FOOD TURKEY
April 2015
Gıda 360 will be a solution partner that provides timely and high quality service to the brands which operate in out-of-home consumption sector in every step of the supply chain.
Being one of the leading companies of the food & beverage industry, BTA is getting ready for distribution of outof-home consumption sector. BTA has started rendering service with the “everything at once, with just one invoice and from a single supplier” concept with its Gıda 360 (Food 360) brand. Gıda 360 provides service to sector players as hotels, cafes, restaurants and catering companies. Initiating its operations in 2014, Gıda 360 achieved 165 million TL turnover in 2014. Gıda 360 General Manager Deniz Cebeci stated: “In 2014, the expenses in out-of-home consumption sector reached 50 billion TL in Turkey. The number is expected to increase by 15 per cent every year. We realized that there was a need of improvement in the distribution channels of the sector. Therefore, BTA founded Gıda 360 with an investment of 6 million dollars, 1 million of which was used for technologic infrastructure. We increased
the customer satisfaction thanks to the high quality service we offer. We ended 2014 with 165 million TL turnover. Supplying 5,000 different products from 700 different suppliers, Gıda 360 aims at providing 360 degree service to many destinations in Turkey with sustainable growth.
Everything at once with just one invoice and from a single supplier Highlighting that the distributors will play a significant role in healthy growth of the sector, Cebeci explains that their most important stakeholders are purchasing departments and chefs and added, “Purchasing the right product from the right source, at the right time, in the right quantity and right way, in the most efficient manner and to the right price are essential for hotels, restaurants, cafes and catering companies. Gıda 360 provides all of these seven “right” conditions with BTA’s 15 years of experience in the
53
sector. We defined the requirements based on the experiences of purchasing departments and chefs and created Gıda 360. We will be one of the most favorable brands amongst the distributors.”
Istanbul appeals to 41 per cent of the sector According to the latest ETUDER (Association of Out-of-home Consumption Suppliers) report, 41 per cent of out-of-home consumption expenditures are spent in Istanbul. General Manager Cebeci remarks they have initiated their operations in Istanbul and they will begin providing services to Antalya, Izmir, Bursa, Bodrum and Ankara which cover 70 per cent of the market in the forthcoming period.
Gıda 360 focused on high technology and customer satisfaction One of the most important features of Gıda 360 supply chain is the warehouse management system which enables real-time following up for the stocks of the brands and supplying in the right time according to their requirements. All the operations can be monitored real-time with the cameras and heat tracking systems in the warehouses upon request. Gıda 360 delivers the products which are prepared in line with the requests with its specialist personnel and shelves them if requested. Gıda 360 also provides logistics consultancy, purchasing & supply consultancy and quality consultancy services. Providing all the requirements for food from a single point, Gıda 360 also serves in planning, supply, import and export, distribution and consultancy sectors. BTA, a subsidiary of TAV Airports, was founded in 1999 and provides food & beverage services at international standards within 14 airports in Tur-
54
FOOD TURKEY
April 2015
key, Georgia, Macedonia, Tunisia, Oman, Latvia and Saudi Arabia as well as at Istanbul Sea Buses and also at UNIQ Istanbul, the new culture and art center in Maslak. Providing service for over 130,000 passengers a day with approximately 500 chefs at the airports, Istanbul Sea Buses and UNIQ Istanbul, BTA offers a wide range of international menu options. BTA operates brands, of which the concepts are created by BTA or which are managed by BTA as a sub-operation, at 50,000 square meter area at airports, Istanbul Sea Buses (IDO) piers, car ferries and passenger ferries and also at UNIQ Istanbul. BTA operates 248 cafes and restaurants at the airports, IDO and UNIQ Istanbul.
Founded in 2006 by BTA, the bakery products facility Cakes & Bakes currently supplies bakery products, sandwiches and ready-made meals to world-famous fast food and coffee chains with its 5 million piece capacity a month. BTA provides professional distribution service to players of out-ofhome consumption sector in Istanbul with Gıda 360. Having been operating TAV Airport Hotel located at Istanbul Atatürk Airport, the first airport hotel of Turkey, since 2004, BTA started to operate its second airport hotel at Izmir Adnan Menderes Airport in 2014. BTA has been accredited with ISO 9001:2008 Quality Management System certificate for its service quality.
Turkish food 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.”
Nihat Zeybekci Turkey’s Economy Minister
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.”
56
FOOD TURKEY
April 2015
Ali Babacan Turkish Deputy Prime Minister
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 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.
57
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
58
FOOD TURKEY
April 2015
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 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 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.
STG promoted Turkish aqua foods in Turkmenistan
Turkish seafood goes to the world. STG leads the way…
Founded by Aegean Exporters Union, Promotion Committee for Aqua Products, STG, participated for the first time in Turkish export products fair held in Turkmenistan in 10th to 12th February 2015. It was the sixth edition of the fair. On the occasion of opening ceremony of the fair, leading names from both sides were participated in the fair, including Adnan Yildirim, deputy minister of economy, Rifat Hisarciklioglu, chairman of TOBB, Sevki Mutevellioglu, Turkish ambassador in Ashgabat, Rasit Meredov, foreign minister of Turkmenistan. Also participated by large groups from Turkmenistan gov-
60
FOOD TURKEY
April 2015
ernment, the fair is organized in the Ashgabat Exhibiton Kiosk. Melih Isliel, chairman of STG, expressed his satisfaction about the participation of large number of food companies from Turkey and said, “In Turkmenistan traditions,Thursday was the day of fish. We want to revitalize this tradition. Our fish exports to Turkmenistan was about 168 thousand dollars in 2013, however, it rose to 387 thousand dollars in 2014. We expect more volumes in 2015.” Tahir Kanlikuyu, branch manager of Aegean Exporters Union and deputy expert Neslihan Ersan were also present in the fair.
Turkish olive oil enters Mid-East and Africa via Dubai
ZZTK, Olive and Olive Oil Promotion Committee participated in Gulfood fair held in Dubai, 8 – 12 February 2015.
62
FOOD TURKEY
April 2015
The fair is known as one of the largest food fairs in the world. Davut Er, deputy chairman of the Union of Aegean Olive and Olive Oil Exporters expressed his satisfaction about the interest they got in the fair and added that with its geopolitical location in the region, largest firms from Middle Eastern and African countries have visited the fair. Buyers from India, Pakistan, Iran, Kuwait, Saudi Arabia, Sudan, Jordan, Bahrain, Malaysia, Ethiopia, Yemen, Iraq, Singapore and Afghanistan were in the fair. Er said, “There were more demand for olive oil either in bulk or in variety of package sizes. Demand for olive and olive oil produced in Turkey
is rising thanks to the high technology used in production. Prima oil is also demanded mostly. In order to meet these demands, we, as the promotional committee should act to get incentives for the exports of prima.” Aykut Eker, member of the board of ZZTK, who has visited the Gulf Food Fair in recent years as well, said that the efforts of ZZTK is producing results. The committee has been active in promotion of olive and olive oils exports in world markets since 2007. We are working in markets that we targeted to be in. Our efforts and support will be a major force in achieving targets for the year 2023.”
Pınar Labne continues to be the Middle East leader Dr. Mehmet Aktas, CEO of Yasar Holding: “We have been producing products peculiar to the Arabian Peninsula” 64
FOOD TURKEY
April 2015
Pınar, the leading food brand of Turkey, participated in Gulfood, the largest food fair of the world held in Dubai, United Arab Emirates, February 8-12, 2015. Renown for its products for the Gulf and Middle East regions, Pınar aroused a great deal of interest at Gulfood Fair.
At the fair where 4,000 companies coming from 170 countries, promoted their latest products to almost 80,000 visitors, the Pınar’s booth welcomed professionals from many countries in addition to the ones from Gulf and Middle Eastern countries. During the show dates, different Pınar recipes were prepared for the visitors.
Pointing out that Pınar was the first brand to get permission to sell diary products to European Union countries and the one of the three companies to get approved to sell dairy products to the Russian market, Dr. Mehmet Aktaş, CEO of Yaşar Holding, commented the extra interest Pinar aroused at Gulfood:
Dr. Mehmet Aktas, CEO of Yasar Holding:
“As a strategic sector for the whole world, the food and beverage sector is a growing field for Turkey as well. Being the neighboring countries’ food importers, and the interest and trust developed in these countries offer Turkey to be a regional production base for the food industry. We, as Pınar, have been exporting to over 40 countries with our many product groups. The Gulf countries among these export markets have a distinct place for our products for 30 years. There is a harsh competition with the products imported from EU countries and USA because there are some very powerful importers in the Gulf countries.
But we conduct market researches to determine the palate tastes of the region and offer the most convenient products to the region. We develop new and different packaging for our products.” Talking about the products Pınar has been offering to the Gulf and Middle Eastern countries Yaşar Holding’s CEO Dr. Mehmet Aktaş further added: “Pınar Labne (mild cream cheese), Breakfast Cream and Labne With Zatar (a kind of spice famous in Middle East) are our appropriate products developed specially for the palate tastes and usage habit of our consumers in the Middle East. With its special taste and consistency we offer to our consumers is the leading product in the Middle Eastern market with shares of 26% in Saudi Arabia, 53% in Kuwait, and 41% in Dubai. With the positive influence generated by all of these activities, Pınar has been a solid ground in these markets as a reliable and quality brand.”
65
ISM 2015 sweetened the sector Around 37,000 trade visitors from 141 countries witnessed new product segments ISM - the International Sweets and Biscuits Fair - has ended after four days with 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 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
66
FOOD TURKEY
April 2015
Delivery fair ProSweets Cologne again successful
quality of the trade visitors was again impressive. The producers are expecting strong and energetic business after the fair�. The ISM was opened by German Minister for Food and Agriculture Christian Schmidt. After touring the fair he greeted participants at a conference held by the Forum for Sustainable Cocoa. 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. The visitors came from 141 countries. The increase in the number of visitors from abroad was spread almost evenly across all countries. The number of visits from Asia, particularly China and Korea, showed a modest
67
increase. Eastern Europe saw a small decrease in its share of guest arrivals. 1,513 providers from 65 countries, 228 of them from Germany, participated in the ISM this year.
Innovations given first priority: Turkish Toller’s “SoundyCandy®” was voted first place As ever, there was demand for innovative products and marketing concepts, which the branch once again had on offer for its purchasers. The diverse range of offers at the ISM 2015 was underscored by, amongst other items, the special presentation “New Product Showcase”, at which around 90 businesses participated. For the first time, all ISM visitors were called on to select the Top Three Innovations. The “SoundyCandy®” sweet from Turkish company Toller was voted first place. This product combines the properties of a candy with those of tingling granules. Second place was taken by Belgian chocolate manufacturer Fairy and its “Cho’Clair” creation. Swiss family company Zweifel Pomy-Chips AG was in third place for their “Secrets Dried Beetroots” - a combination of potato chips and red beetroot. New product segments for the themes of snacking, breakfast and coffee were on display at the ISM for the first time. These segments 68
FOOD TURKEY
April 2015
“SoundyCandy®” sweet from Turkish company Toller was voted first place were received very positively by both exhibitors and visitors alike. “The range of offers has expanded, providing new possibilities for presenting and purchasing,” notes one exhibitor displaying in Cologne for the first time as part of the new product segments. “The response in trade was resounding,” adds another supplier. “We are already planning our next appearance at the ISM.”
ISM Award For the second time, the ISM Award was presented to honor outstanding achievements in the sweets and snacks industry. 2015’s prizewinner was Felix Richterich, owner and CEO of Ricola AG, who was presented with the award at a celebratory evening event. ISM organizers are Koelnmesse and its sponsor, the International Sweets and Biscuits Fair (AISM) task force. ProSweets Cologne, the international trade fair for the confectionery sector’s supply industry held in parallel with the ISM, was again able to register 17,000 trade vis-
Food Turkey magazine was there! itors from 78 countries. The proportion of foreign participants was 65 percent. 328 providers from 33 countries presented new solutions and developments for recipes, production, packaging and logistics for sweets and snacks. Together with ProSweets Cologne, ISM covers the entire value chain of confectionery production and sales at the same
time and place - a worldwide unique constellation. The 46th ISM is scheduled to take place from 31 January to 3 February 2016. ProSweets Cologne, the international supplier fair for the confectionery industry, will again be held in parallel to the ISM 2016. 69
Turkey might meet Japanese lemon juice needs Turkey is preparing to meet lemon juice need of Japanese
70
FOOD TURKEY
April 2015
Mr. Go Kojima, Investment Planning Manager of Toyota Tsusho Europe S.A., subgroup of the company Toyota, visited the National Citrus Council (UTK). Mr. Kojima said then that at the first stage, they were looking for suppliers of lemon juice to be imported to Japan, which is a country having a huge consumption of lemon juice and currently 85% of the annual needs are met by Argentina, Italy and Israel. He also declared that Turkey, which produces about 70% of total citrus production of the Mediterranean region, should be a perfect candidate to meet Japanese needs in lemon juice.
Mr. Kojima came to the region in order to investigate the agricultural conditions of the region onsite. He specified that in case the conditions would be suitable, the company could aim to make investments in Turkey in the food sector later on and that among the projects to be realized at long term, a plant with a capacity of 18,000 cubic meters per year of fresh and concentrated lemon juice could be built between Mersin-Adana region. Mr Kojima also had the opportunity to meet Prof. Dr.Turgut YeĹ&#x;iloÄ&#x;lu, Member of the Management Board of the Cit-
rus Promotion Group and responsible of the project “Development of New Citrus Varieties” at the Faculty of Agriculture of the Çukurova University, to take information about the studies for new varieties and after then visited citrus orchards with Mr. Behçet Homurlu, Chairman of the association of Citrus producers, hosted by the Mediterranean Exporter Unions. He went on with the visit to the packinghouses, to the Mediterranean Exporter Unions headquarters, where he could exchange views with the members of the management board of National Citrus Council. Mr. Mehmet Ateş and Enis Hekimoğlu, members of the National Citrus Council management board, together with Mr. Cengiz Gökçel, Management Board Chairman of the Chamber of Agriculture, gave him information about the production area, the citrus varieties, the production technologies and harvest periods. During his first visit to Turkey, Mr. Go Kojima, as Investment Planning Manager of the company Toyota Tsusho Europe s. a. company, participated in a meeting, presided by Mr. Ali Kavak, Citrus Promotion Group and Mediterranean Exporter Unions Management Board Chairman, with his project Assistant Mr. Max Rieg and the project manager of Turkey Investment Support and Promotion of the Prime Ministry of the Republic of Turkey, March 26 2014.
71
Turkish fresh fruit and vegetable industry 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. According to the latest forecasts of TurkStat
72
FOOD TURKEY
April 2015
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.
Table 1 illustrates the production of major fresh fruit and vegetables and the diversity of products.
put with production of approximately 4,3 million tons, and constitute 9,6% of annual production.
According to the Turkstat total fresh fruit and vegetable production is up 4.9% from 42,5 million tons to 44,7 million in 2011 mainly due to significant increase in tomato production.
With a share of 8.1%, citrus fruit production has utmost importance in the vegetative production. Within total citrus output of almost 3,7 million tons, oranges account for 1,7 million tons and the rest of the group, including tangerines, grapefruits and lemons, constitutes 2 million tons.
The production of 11 million tons makes tomatoes the most produced vegetable in 2011. Tomato production increased by 9.6% from 10 million tons to 11 million tons. Accordingly, its share in the total production is accounted for 24.6% in the same year. Watermelons and melons, having a share of 12.3% in overall fresh fruit and vegetable production, ranked second. Production of these vegetables increased by 3.5% from 5,3 million to 5,5 million tons in 2011. Grapes are the other major crop in Turkey’s fresh fruit and vegetable out-
Turkey is the leading producer and exporter of fresh figs in the world. Bursa Siyahi grown in the Bursa province and Mut Figs grown in Mut are the most popular varieties in world’s fresh consumption in terms of production and export.
Pome fruits are the second group in order of importance in Turkish fruit cultivation. Apples were the most outstanding species of this group with an annual average production figure of approximately 2.7 million tons in 2011. Quinces, the production dates back to early ages, used to be fruits grown only for domestic consumption but parallel to the increasing demand for exotic fruits in the world, Turkish quinces have lately become potential export fruits. Stone fruits, taking a share of 4.7% in overall fruit and vegetable production, rank fifth.
73
This group involves apricots, peaches, plums, cherries and sour cherries. Crispy cucumbers are excellent for salads with their juicy flesh and pleasant taste. All these qualities make them highly popular among buyers. Cucumbers are one of the traditional vegetables grown in greenhouses. Stuffing peppers, green peppers and capsicums together represent annual production of 1,97 million tons on average. Besides outdoor cultivation, greenhouse production has been widely used in recent years. In addition to the above-mentioned products, many vegetables are available all year round thanks to adaptation of greenhouse production
74
FOOD TURKEY
techniques. Major products grown in greenhouses are tomatoes, cucumbers, green peppers, melons, eggplants, green beans, squashes, etc. The demand for organic products has also created new export opportunities for Turkey. Owing to her great production potential, Turkey has started exporting remarkable quantities of organically grown fresh fruits and vegetables in recent years.
Turkish fresh fruit and vegetable exporters are aware of the health and environmental considerations of customers and satisfy their needs by offering products which comply with both legislative and market requirements. Instruments such as ISO 9001, ISO 22000, HACCP, GAP and THE GLOBALGAP are indicators of quality, food safety and environmental consciousness. Turkish exporters have been successfully adopting these requirements which have an impact on world fresh fruit and vegetables trade.
EXPORTS The value of fresh fruit and vegetables exports which constitute around 16% of total agricultural exports were up 6,7% from 2,16 billion USD in 2010 to 2,3 billion in 2011. Citrus fruits led the list among exportable fresh
April 2015
fruits with a significant value of 1 billion US dollars in 2011. Lemons (354 million USD) rank first in total citrus fruit exports in terms of value. Turkish lemons are available throughout the year thanks to natural and modern cold storage facilities. Major export varieties are Interdonato and Lamas. On the other hand, tomatoes have a significant place in total fresh fruit and vegetables exports with a share of 24.6%, which corresponds to 433 million US dollars. Other major exported crops are grapes which account for 7.6% of total fresh fruit and vegetable exports. Among table grapes, Sultana is the most popular export variety, taking the biggest share in the overall fruit exports. Although Turkish sweet cherry exports date back to very recent years, the volume has shown remarkable increase due to the fact that they are gaining great popularity among buyers owing to their high quality, attractive appearance and delicious taste. In the meantime, Turkish exotic fruits namely figs, quinces and pomegranates are becoming more and more familiar to foreign importers. Turkey’s export drive has resulted in its fresh fruit produce being shipped to more than 50 countries throughout the world. Turkey has begun to enhance her market shares in the CIS countries. Other principal export products of the fresh fruit and vegetables sector are cucumbers-gherkins, peppers and onions.
The Russian Federation, the leading export destination of the aforementioned product group, had a 36% share in Turkey’s total fresh fruit and vegetables with 829 million USD.
Iraq is another major market, which has dramatically increased its share in Turkish fresh fruit and vegetables exports during recent years.
The Russian Federation, Iraq, Germany, Ukraine, Bulgaria, Romania, Saudi Arabia, the Netherlands, the United Kingdom and Poland have been major destinations for Turkish fresh fruits and vegetables.
75
Turkish food and agriculture industry The following article was compiled from a report prepared by Turkish Prime Ministry, Investment Support and Promotion Agency.
76
FOOD TURKEY
April 2015
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. Turkey is the largest producer and exporter of agriculture products in the Near East and North African region. Exports of agro¬ industrial commodities were valued at $ 6,5 billion in 2008. As a result of the adoption of
Economic Stabilization Measures in 1980, Turkey’s GNP growth rates and exports reached high levels. While total exports were US $ 2.9 billion in 1980, this figure exceeded US $ 132 billion in 2008. Although two thirds of the total exports were agricultural products before the year 1980, in 2008 the share of agricultural and food products were 7,9 % and the share of industrial products were 94,8 % (including agro¬industry). Due to the climatic and ecological conditions that are naturally granted, Turkey has the means to dominate world trade in many traditional agricultural products.
Together with hazelnuts, sultanas, dried apricots and dried figs which are traditional agricultural export products, Turkey dominates the world markets both in terms of production and exports. Cereals, pulses, cut flowers and fisheries are also of significant importance for Turkish agricultural export. Also, Turkey’s vast agricultural potential, offers an extensive range of fruits such as grapes, figs, olives, apricots, sour cherries and strawberries and vegetables such as potatoes, tomatoes, leeks, peppers and onions which can be preserved by different methods and presented in a variety of ways. Rapid growth occurred throughout the 1980’s, led by manufacturing but also by agroindustry and a resurgence of both domestic and foreign investment in Turkey. Trade policies, which included export credits and credit subsidies, also enhanced the export performance of the sector.
77
Utilizing the above-mentioned advantages processed fruits and vegetables, products, pastry and milling industry, sugar confectionery, chocolate and cocoa products, pulses, tobacco and tobacco products are the promising sectors of Turkey’s agriculture and agro¬industry. The geographical location of Turkey presents the country a very advantageous situation in international trade. Turkey’s proximity to Europe, the Middle East and North Africa, Central Asia provides an easy access to large markets through the Black Sea to the North, the Aegean Sea to the West and the Mediterranean Sea to the south. As far as Turkey’s foreign trade partners are concerned, it is seen that OECD countries take the biggest share. Among these, EU countries and especially Germany constitute the major destinations where Turkish
78
FOOD TURKEY
April 2015
making up the majority of Turkey’s total export revenues both from agriculture and agroindustry.
export products are shipped. In 2008 about 48% of products of Turkish origin exported to the EU. Apart from EU countries, Member States of the Organization of the Islamic Conference (OIC) have also important potential for products originating from Turkey; which took a share of 25 % in 2008. USA has also important share (3,25%) in Turkey’s exports.
Processed Fruits and Vegetables Dried fruits and edible nuts, tomato paste and other tomato products, canned fruits and vegetables, frozen fruits and vegetables, dehydrated vegetables and fruit juice are regarded as the most important sectors under this heading. These sectors include items
The products of the dried fruits and edible nuts sector, which are very important for the Turkish economy, are hazelnuts, raisins, dried figs and dried apricots. These products are regarded as traditional agricultural export products of Turkey. Especially, hazelnut, raisins, dried figs and dried apricots have been the products representing Turkish production and quality for years. With them Turkey dominates the world markets: Turkey is the number one producer and exporter of hazelnuts, dried apricots and figs in the world. Hazelnuts, rich in unsaturated fats, apricots rich in vitamin A and many minerals and raisins having blood-making property are supplied to health conscious consumers around the world. These products are mainly export-
79
As part of its targets set for agriculture sector, by 2023 Turkey aims to be among top 5 producers globally.
ed to EU, USA and other developed countries. For this reason, and with the respect to the fact of realizing about 70% of the world hazelnut production, these products have a strategic importance for Turkey. The export revenues from these four products exceeded $ 2.2 billion in 2008. The biggest share in the exports of the processed fruit¬ vegetable sector belongs to the tomato paste. Turkey is the third biggest producer and exporter in the world this special commodity. The production of this very important ingredient enhancing color, flavor and texture of various dishes and meals was 240 thousand tons in 2007 and about 105 thousand tons were exported in 2008. Export revenue from this sector in 2008 was realized as $150 million. The frozen fruits and vegetables sector has a history of not more than 30 years in Turkey, and has been basically export-¬oriented. Since the consumers of this sector are keener on health and are aware of nutritional aspects, frozen fruits and vegetable products have been among the food items gaining popularity and also by the new trends in life styles demand will continue to grow in the future. The
80
FOOD TURKEY
April 2015
production and exports of the sector is growing steadily .One third of the production is consumed in the country, while the rest is exported. By the growing number of people that become more health conscious and by the new trends in life styles, demand will continue to grow. Frozen leeks, peppers, French fries, peas, strawberries, sour cherries and plums are the major products exported from Turkey to the world markets. More than 75 ¬ 80 % of exports are shipped to EU countries. Total export of this sector is 72 thousand tons and $ 109 million in 2008. The production of canned fruit and vegetables is mostly parallel to national and international demand. Canned sour cherries, canned peaches, canned okra, canned peas, mixed vegetables and canned beans hold the largest share in canned fruit and vegetable exports. The fruit juice and concentrate industry has become one of the progressive agro¬industry sectors in Turkey. This export¬-oriented industry has flourished rapidly due to the modern production units, new investments and strong support of abundant fresh fruit production. Fruit juices of various
types (concentrated, mixed, sweetened etc.) are very popular primarily because of their nutrient content. The products of this sector are also good alternatives to carbonated beverages. The species processed into fruit juice and concentrates are apples, pears, apricots, peaches, oranges, tangerines, grapefruits, lemons, sour cherries, strawberries, pomegranates and grapes. The products of this sector are mainly destined for EU countries (Germany, United Kingdom and the Netherlands) and the USA. The major export commodity of this sector is apple juice making up more than 50 % of the sector’s export. The dehydrated vegetable industry is yet a minor but developing branch of the Turkish agroindustry.
Vegetable Oil Industry Turkey has an important place among other countries regarding the quantity and quality of its vegetable oil industry production. Although several kinds of vegetable oils are produced in Turkey, sunflower oil and corn oil and are the leading export items of the vegetable oil industry.
Olive Oil Industry Being a very important ingredient enhancing flavor and texture for the meals Turkish olive oil is recommended to the household kitchens of the world. Olive oil, besides its delicious taste, is highly recommended by doctors for people suffering from high cholesterol. Production and export quantities are strictly dependent on the olive production as the olive production, which may change from year to year. Being a net exporter of olive oil, Turkey supplies a variety of olive oil products to a wide range of countries, in-
81
cluding major producer countries that either consume or re-export Turkish olive oil. Together with the EU countries, the USA is the major importer of olive oil and Turkey is one of the most important suppliers to these countries. In addition, Turkish olive oil is in demand in every part of the world. Today, Turkey exports olive oil to more than 90 countries and very few countries are left having not experienced the excellent taste and aroma of Turkish olive oil.
Milling and Pastry Industry The major products of this sector are wheat flour, pasta and biscuits. Turkey is among the major producers of wheat throughout the world. The yearly production of wheat is about 21 million tons. In Turkey, today, there is about 850 factories processing wheat to wheat flour and other by¬products with varying capacities. The milling industry’s total production was realized as approximately 25 million tons. With the figures exported in past years,Turkey is considered among the six biggest exporters throughout the world, major markets being Middle Eastern and CIS countries. Depending on the foreign demand Turkish pasta and biscuit exports have shown sharp increases since 1990. Due to high volume of raw material pastry and milling products account for approximately half of agro ¬industrial output in terms of value. The increase in exports of these sectors has also accelerated Turkish agro¬industry exports. Most of the production facilities are located in Central and Eastern Anatolia where high quality wheat is grown in plentiful amounts. In the light of the substantial quantity of production Turkey is among the major exporters in the world and exporting pasta to over 157 countries all over the world. Turkish pasta exports were about 175 thousand tons and $
82
FOOD TURKEY
April 2015
181 million in 2008. The types of pasta produced in Turkey are pasta with vegetables (spinach or tomato) eggs and cuscus, which is a Turkish specialty also being exported. Vitamin enriched macaroni and macaroni high in fiber content and whole wheat macaroni another varieties gaining popularity in recent years due to healthy lifestyle trends of consumers. Between 1989 and 1994, USA has been the major export market for Turkish pasta. Today, CIS, Eastern Europe, Middle East and Africa constitute the principal markets for Turkish pasta.
Due to the increasing foreign demand since 1990, the capacity and production in the Biscuit Sector increased with new investments. In recent years varieties including sweet, semiÂŹsweet, custard cream biscuits and savoury crackers as well as chocolate coated biscuits, biscuits fortified with vitamins and biscuits enriched with bran and oats are produced in and exported from Turkey. Turkish biscuit exports were about 140 thousand tons in 2008. While exported to only 15 countries in 1980, Turkey exported biscuits to over 100 countries in the world in 2008.
Sugar, Sugar Confectionery, Chocolate and Cocoa Products Besides being an important sugar producer and exporter, in recent years, confectionery products, particularly chewing gums, chocolate and chocolate products have become important and are gaining popularity among the Turkish export commodities. Also, Turkish specialities of this industry like halva and Turkish Delight are being introduced to international markets successfully.
83
The increase in export of the sector in recent years is accelerated by the increase in export to CIS countries. Total exports for sugar and sugar confectionary was nearly 1 million tons. Total exports were about 231 thousand tons in 2008 and export revenues exceeded $ 643 million for the same period.
Pulses and Cereals Turkey has a major role among the important countries producing pulses and has the means of dominating the world trade in pulses. Red lentils and chickpeas that contain high levels of plant proteins, vitamins (especially A, B1 and B2) and minerals (Calcium, Iron and Magnesium) are among the most popular export items. Turkey’s total pulses production realized as 979 thousand tons in 2008. Lentils and chickpeas are the major products in Turkish pulses production. Although
84
FOOD TURKEY
April 2015
Turkey exports to many countries all over the world, the majority of the exports are destined to the Middle East, European and North African countries. Cereals are also of great importance in Turkish agriculture, where wheat is the major grain produced in Turkey where she ranks the seventh in world wheat production. Barley, oats, rye, spelt, maize, millet and rice are also produced in significant quantities.
species and delicious tastes. The total production of fishery products in Turkey was realized at 772 thousand tons in 2007. More than $ 414 million was gained from the exports of this sector in 2008. Main export markets are the European Union, the USA and Japan. Major Turkish export products in this sector are fresh fish is the most important export item, followed by the fresh and canned crustaceans and molluscs.
On the other hand, a great number of fish farms have arisen due to the recognition of high water resources and request of consumers demanding fishery products available to them throughout theyear.Themostcommonspeciesproducedbyaquaculturearetrout,seabream,seabass. Fresh water fishing and fish farming has accelerated the progress in this sector. In fresh water fishing, Turkey is already in a position to become a supplier to EU countries and USA.
Fishery Products Turkey is surrounded by sea on three sides, the Black Sea in the north, the Mediterranean Sea in the south and Aegean Sea in the west. Utilizing this advantage, Turkey has been known as a country of fishery products since ancient times. Differences in terms of temperature, salt content etc. in these seas, provide fish and fishery products of different
85
Spices Owing to Turkey’s climatic and ecological conditions, many spices are cultivated or gathered from the natural vegetation. Oregano, laurel leaves, mahaleb and juniper berries are gathered from nature whereas varieties like cumin, anise, red pepper, fenugreek, fennel and coriander are cultivated. Turkey is the major producer of laurel leaves, oregano and cumin in the world. USA, Hong Kong, Japan and EU countries are the major potential markets for spices originating from Turkey.
Fresh Fruits and Vegetables Several types of climate leading to increased product variety and the near vicinity has made Turkish fruit and vegetables popular. Turkey produces 80 types of fresh fruit and vegetables out of 140 products grown in the world. Out of 80 types of fresh produce, 50 kinds are subject to exports. The major export markets in this industry are the Russian Federation, EU and Middle Eastern countries. The most popular fresh fruit varieties are citrus fruits
86
FOOD TURKEY
April 2015
like oranges, lemon and grapefruits, apples, melons and grapes; whereas tomatoes, potatoes, onions, pepper, cucumber and gherkins are the leading products in the fresh vegetable products. In 2008, the exports of fresh fruits were realized at $ 1061 million and the exports of fresh vegetables reached $613 million.
Cut Flowers Commercial cut flower production in Turkey was initiated at the beginning
of the 20th century. However, production for international markets started with 4 hectares in 1985. Turkey has been exporting cut flowers of high quality since then. Now, the production area is about 3930 hectares by 2004.The rapid increase in production during this period shows that the natural resources of Turkey can be used effectively. Turkey’s export revenue from this product has been more than $ 24 million in 2008, the major export market being the UK.The Russian Fed-
eration, Ukraine, Bulgaria, Greece, the Netherlands and Japan are the other important destinations for cut flowers.
Poultry Parallel to the trend towards consuming meat containing less cholesterol, the popularity and domestic consumption of the poultry sector in Turkey has increased. Chicken and turkey products are the most commercialised kinds of products in this sector while they have also very rich diversity of product groups like in whole or cut¬in-piece, ready¬to¬eat, charcuterie forms both for domestic use or export purposes. Another trend in this industry, as a result of healthy life styles, is the adaptation of traditional Turkish dishes made previously with red meat, like meat balls, Döner or various kinds of Kebabs. These products are also expected to gain demand in international markets. In 2008 the 80 thousand tons of poultry products were exported and were valued at $ 85,6 million.
Milk and Dairy Industry The processing of milk and dairy products on a commercial basis and in modern plants dates back to 35 years. Turkey is the largest producer of milk and dairy products in the region. The rich varieties of cheese have made Turkey one of the preferred supplier of this product. While the traditional products, like Van Otlu (Herby) cheese, Mihaliç
Cheese, İzmir Tulum Cheese, Erzincan Tulum Cheese, the traditional Turkish White Cheese, salinized Diyarbakır Örgü Cheese and etc., are demanded internationally; Mozzarella Cheese and Kashkaval cheese have special importance in Turkish foreign trade as well.
Mineral Water Turkey is one of the most fortunate countries endowed with substantial natural and mineral water resources. Turkey produced more than 3,6 billion litres mineral water the exports destined to European, Middle¬ and Far East Countries. However, the production and export capacity of mineral water of Turkey is much higher than these figures.
Honey Since it is consumed in large amounts in Turkey, the honey sector is quite developed. In Turkey, because of the rich flora favouring climatic conditions
87
in many different regions throughout the country, various types of honey are produced. Pine and Flower honey are the most well known types in Turkey.
Alcoholic Beverages The beer sector is the most dynamic sector in the alcohol and has most certainly benefited from the changes in drinking habits. Production of beer is increasing in Turkey year by year.The production has reached to 905 million litres in 2005. This growth resulted from increasing tourism activities and increase in domestic and international consumption. Rakı, a traditional Turkish spirit made from grapes with a high alcoholic content and also called as “Lion’s Milk” due to its white colour when mixed with water, ranks second in the production of alcoholic beverages following beer. Turkey has diverse soil and climate types allowing wine
88
FOOD TURKEY
April 2015
producers to obtain several types of grapes for producing different kinds and flavors of wine. Producers in this industry continue to increase their current wine production capacity and invest in utilizing in modern technologies. Wine types in Turkey are widely diversified and as a result of the improvement of quality, many Turkish brands have been awarded gold medals in international competition.
Organic Agricultural Products 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. Parallel with world developments, organic agricultural activities began inTurkey 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 were 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.
Tobacco and Tobacco Products Turkey is the main producer of oriental type tobacco in the world. Among the main industrial crops produced in Turkey, tobacco is a traditional agricultural export item of Turkey. Turkey is the major producer and the exporter of this product in the world. The new trend in the sector is the production and export of tobacco products. After the introduction of foreign investment, it is expected that the export increase will be accelerated with to-
bacco products. As a whole, the Turkish food industry obeys and applies all the rules of hygienic requirements to produce high quality sanitary products. Also, the exports of the traditional agricultural products are controlled by mandatory standards in order to supply products suitable for the consumers of the world. This enables the Turkish food industry to export to all the countries in the world. In summary, 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.
In the mean time, 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.
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.
89
Fig exports to Far East increase France was the top importer of Turkish figs in 2013/14 season, with 33.2 million dollars of sales that was followed by the USA with 31.3 thousand, Germany with 30.9 million dollars of fig imports. Fix exports to China showed %55 increase and reached to 6.2 thousand dollars, and exports to Japan reached to 8 million dollars representing an increase of %53
90
FOOD TURKEY
April 2015
Birol CELEP
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-
Osman OZ
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.”
91
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
92
FOOD TURKEY
April 2015
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. 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.
93
Turkey to export milk and other dairy products to Russia Mehdi Eker Turkish Agriculture Minister
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 longterm 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
94
FOOD TURKEY
April 2015
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 earn-
ing 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
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.
milk production. Thus, Russia emerged as a good opportunity,” Çallı said. 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.
95
Russia’s food imports from Turkey increase Following the restrictions imposed by the Russian authorities on food imports from the USA and EU, Russian importers changing their sources and rushed to Turkey. The first delegation is expected soon. Mehmet Buyukeksi, president of TIM, assembly of Turkish Exporters, said that demand for food imports began to increase after the Russian restrictions on food imports from the USA and EU. He said, “In this context, a delegation from Russia is expected to arrive next week. We work in close cooperation with the Ministry of Economy and
96
FOOD TURKEY
April 2015
the Ministry of Agriculture to meet their needs from Turkey. We also try to facilitate the procedures and necessary permits of food exports. We expect a serious increase in exports of fish and poultry to Russia. We are ready to meet growing demand for fruit and vegetables as well.” On the other hand, Hayrettin Ucak, board member of Istanbul
Fresh Fruit and Vegetable Exporters Association, pointed out the growing potential of Russian market. He said, “Russia has been the biggest buyer of fruits and vegetable produced in Turkey. We expect a ten percent increase in the export of fresh grapes and as well as in other fresh fruits and vegetables exports.
This is a political decision, so, how long it will remain effective is unknown. If the Russian and the EU partners do not sit on table to solve the problem, our domination in Russian market will increase. If our contacts with Russians bear their fruits, food exports to Russia will accelerate more and Turkey will get a great share from 12 billion Euro worth of this market.�
Turkey ranked fifth
The largest food suppliers for Russian market are as follows:
1. Belarus
2.74 bn. dollars
2. Brazil
2.41 bn dollars
3. Ukraine
1.99 bn. dollars
4. Germany
1.83 bn. dollars
5. Turkey
1.68 bn. dollars
97
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.
98
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.
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.
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 activities, exports was satisfactory. We went to Spain, Saudi Arabia,
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.
FOOD TURKEY
April 2015