Tasting the future at Anuga Innovation and trends are the driving force in the food & beverage sector. In hardly any other segment there are so many new innovations each and every year which add to the international diversity.
Group Chairman
H.Ferruh ISIK
Publisher
ISTMAG Matbaacılık Gazetecilik İç ve Dış Ticaret Ltd. Şti.
Managing Editor
Mehmet SOZTUTAN (mehmet.soztutan@img.com.tr)
Responsible Editor-in-Chief:
Cüneyt AKTÜRK (cuneyt.akturk@ihlasfuar.com.tr)
Editor
Ibrahim Ethem KUPELI
Advertisement Manager
Emir Omer OCAL (emir.ocal@img.com.tr) Omer Faruk GORUN (fgorun@ihlas.net.tr)
Anuga sets and underlines the actual global trends: ten topics show what is currently in demand and where things are going. Turkey, one of the most traditional exhibitors of Anuga is taking place in this world platform for the retail trade and the food service and catering market with almost 300 companies, which will showcase a broad range of food and beverage products. Numerous sources of inspiration across more than 280,000 sqm of exhibition area, pioneering trending topics, an attractive supporting program and, of course, great business opportunities: all this awaits you at the leading international trade fair Anuga. Be there too, when approximately 6,777 exhibitors from 98 countries bring the largest trading platform of the international Food&Beverage industry to life. Turkey is an important exporter especially regarding dried fruits such as nuts and nut products, dried grapes, dried apricot and dried figs. Turkey realizes 75% of worldwide nuts production and export, 36% of dried grapes production, 40% of dried figs production, 25% of fresh apricot production, 80% of dried apricot production; bringing Turkey to the first place throughout the world in this field. There are some other respectful facts about the industry. As the most leading publication of the Turkish food & beverage industry, Food Turkey magazine will be there to cover the event for the next issue which will be at Gulfood Manufacturing fair of Dubai for special distribution from its stand and for the general distribution worldwide.
Mehmet Söztutan 6
FOOD TURKEY
September 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 GURBUZ (ismail.gurbuz@img.com.tr)
Artwork Consultant Design&Graphics
Tolga ÇAKMAKLI (tolga.cakmakli@img.com.tr)
Chief Accountant
Mustafa AKTAŞ (mustafa.aktas@img.com.tr)
Subscription
Zekeriya AYDOĞAN (zekeriya.aydogan@img.com.tr)
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urkey T f o s it u fr d e ri d le b Valua xpo E n a il M t a d e it ib h x e
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14 Sweets & Snacks Middle East continues on road to
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success
nuga A y b d re e w o p ia s ANUFOOD Eura ul b n ta Is in t u b e d e iv made an impress
32 ANUGA sets for ifood 2015 innovation food conferenc
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New products from Miskos in the new year
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78 Turkey to lead pasta exports 94
Keskinoglu caring for your health and palate taste!
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Counting down for Gulfood Manufacturing
FOOD TURKEY
September 2015
Valuable dried fruits of Turkey exhibited at Milan Expo The worldwide leaders of production and export, Turkish origin of sultanas, dried figs, dried apricot, and pistachios were promoted in Expo Milan 2015. The booth of promotional committee for dried fruits was one of the most visited in the event of 14 September Turkey’s Day. “Europe has been the most important market for fruits grown in Turkey,” says Birol Celep, chairman of the Association of Exporters of Aegean Dried Fruits and Products. He informed about the recent activity of promotional committee for dried fruits in Expo Milan 2014 held on the Turkey’s day on 14th September. He said, “Consumption of healthier foods is on the rise worldwide. A valuable source of energy and vitamins dried fruits grown in Turkey attracts great interest from export markets. This year we have harvest forecast and export potential for 170 thousand tons of sultana, 70 tons of dry fig, 80 thousand tons of dry apricot, 30 thousand tons of pistachio. “About 1.5 billion dollars worth of dried fruits is exported from Turkey. The exports of products mentioned above account for about 1.1 billion dollars in totals. More than 65 percent of it goes to EU countries. It was a great opportunity to introduce our products in Expo Milan 2015 to European consumers including the Ital-
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Birol Celep, chairman of the association of exporters of Aegean dried fruits and products, Nergis Buyukkinaci, deputy general secretary of the association, M. Kadri Gunes, chairman of the promotional committee for olive and olive oil.
ians where the Expo is held. With the contribution of bountiful harvest that is expected this year, we target to increase the exports by 10 percent in 2016. Our target for 2023 is 3 billion dollars of exports.” Turkey’s Day event in Expo Milan 2015 was visited by Ni-
hat Zeybekci, Economy minister, Mehdi Eker, ex-minister of food, agriculture and livestock, Mehmet Buyukeksi, chairman of association of Turkish Exporters, who also took part in the official parade and Turkey-Italy business forum organized at the event.
Turkish dried figs 2015 crop Working as an agent, broker and consultant at international markets targeting to build a strong link between producers and buyers, DORAINTRADE analyses Turkish dried apricot harvest 2015 season. 12
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Doraintrade has been tracing the market on behalf of producers and buyers in order to give feedback and market reports from the source regularly. Ms. Banu Er of Doraintrade supplied the following information about the harvest of Turkish Dried Figs. Experts from Aegean Exporters Union in wide production areas between 1726th August for crop estimation study of Turkish Dried Figs 2015 Crop. Eventually, official report has been published shows that 74,505 m.tons of dried figs production is estimated in this coming season. Report also shows us 2015 Crop this year is late around one week comparing the previous years. In general speaking, crop is bigger and quality seems satisfying this year. As the big
crop provide more fruit berries at the same bunch, touching each other and squeezed berries receive more damage from each other because of the friction on the trees. Due to the rains in August and the wind, high air humidity resulted around %15 crack/open mount figs rate. Although crop estimation is bigger than last year, first deliveries of early raw material observed to have lower percentage of processable fruits. Later the harvest when raw material starts to dry from mountains and high altitude growing areas, quality and the quantity can be positively increase later periods of productions. Relating to the published survey you can see in the table regional expected productions for 2015 Dried Figs Crop.
2015/2016 SEASON DRIED FIG HARVEST ESTIMATE TABLE FOR AEGEAN REGION
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PRODUCTION AREA
PLANTING AREA (Da)
NUMBER OF TREES
PRODUCTION (TON)
SELCUK
6,130
95,000
758
TORBALI
2,130
34,680
395
KIRAZ
9,000
144,000
985
BEYDAG
10,200
213,500
1,339
ODEMİS
15,000
226,250
1,419
TIRE
36,883
767,300
8,747
SOKE
2,182
34,200
293
GERMENCIK
88,684
1,444,175
16,464
INCIRLIOVA
37,669
679,500
6,972
AYDIN-EFELER
22,872
373,185
3,403
KOSK
24,500
545,000
5,592
SULTANHISAR
20,340
329,200
3,378
YENIPAZAR
10,400
195,700
1,339
BOZDOGAN
15,400
430,700
2,455
NAZILLI
95,500
1,819,960
16,598
KUYUCAK
17,390
349,505
2,590
BUHARKENT
13,294
260,000
1,778
TOTAL
427,574
7,941,895
74,505
FOOD TURKEY
September 2015
2015
COLOGNE
export@kurex.co
Sweets & Snacks Middle East continues on road to success More exhibition space, with an even greater international caliber. Some 33 Turkish exhibitors will showcase a broad range of products.
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September 2015
Sweets & Snacks Middle East is the only trade show in the MENA region focusing on sweets, snacks & confectionery industries. After an exceptionally successful fair in November 2014, the early indicators for the upcoming Sweets & Snacks Middle East from 27 to 29 October 2015 are also extremely positive. Current registration levels indicate that both the event’s exhibition space and its international character are set to grow. It has again been possible to expand the hall capacity by around 30 per cent. The fair is completely booked up. A total of more than 300 exhibitors from over 40 countries are expected to participate, including group participations from Spain and Great Britain for the first time. Sweets & Snacks Middle
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East has been taking place annually in Dubai since 2007 and in that time has developed into the leading trade location for sweets and snacks in the entire MENA region. The new October schedule, instead of the traditional November fair date,-as well as the updated scheduling within the week – from Tuesday to Thursday – are an ideal fit for the Dubai 2015 calendar of international fairs and will ensure important synergies with the Gulfood Manufacturing, Specialty Food Festival and SEAFEX trade fairs taking place at the same time. The encouraging high registration level for Sweets & Snacks Middle East 2015 is also a result of the continuous reviewing of
September 2015
the fair’s concept. It is based on the model of ISM, the International Sweets and Snacks Fair in Cologne. For over forty years, ISM has been the world’s largest and most important trade fair for the sweets and snacks industry. Sweets & Snacks Middle East has been catering specifically to the growing demand for sweets and snacks in the MENA region since 2007. Both exhibitor and visitor numbers have doubled in this period, with a similar increase in the number of countries participating,
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from 25 to almost 40. All signs indicate that the 2015 edition of the fair will be even more international than ever. No less than 17 national pavilions will be representing their countries at the fair. Among them are Egypt, Belgium, Brazil, Germany, Great Britain, the Netherlands, Poland, Spain and Turkey. Many individual exhibitors from Italy are also coming. In 2014, around 7,000 trade visitors from more than 80 countries registered for the event. This year a further
increase in the number of visitors is expected, primarily from the Gulf region, its neighboring states as well as from North African countries. In 2015, the “New Product Showcase” will provide the industry audience with an additional information platform where exhibitors’ new products will be presented in a special show. In addition, the market research institute Innova Market Insight will present a market report focusing on the region.
Fresh food exporters invest in the future of Russia Aegean Fresh Food Exporters introduced their fruits and vegetables in World Food Moscow held on 14th thru 17th September 2015. Visited by more than 30 thousand people, 1674 companies from 72 countries exhibited their grapes, cherries, tangerines, lemon and other foods. Deputy chairman of association of Aegean fresh fruits and vegetable exporters was also in the event. He said, “Russia is the largest market for Turkish food. The effects of recent economic problems in this country were also felt in the fair. The number of visitors this time was down. However, we are optimistic for the coming year. Grapes and cherries are mostly sourced from and exported by Aegean growers. We did our best to promote the popularity of Satsuma kind of tangerines, a special kind of Aegean region during the event.” Riza Seyyar, board member of the association of Turkish exporters and chairman of association of Aegean fresh fruits and vegetable exporters, emphasized on the maintaining the position in the market is as important as finding new markets. He said, “In this regard we have to keep our efforts going to exhibit our products in Russian federation if we want to catch
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(standing) Gokay Celikli, Erdinc Inan Yilmaz, Alkan Celik (sitting) Sami Karaoglan, Ahmet Goksel, Hasan Yilmaz, Suleyman Unlu
our 2023 targets. Russia ranks second after Germany in exports from the members of the association of Aegean fresh fruits and vegetable exporters. In 2012 49.5 million dollars worth of fresh foods were exported to Russia. It was 55.3 million dollars in 2013. In 2014, ıt stepped back by 27.6 million due to the economic crises in Russia. By now in 2015, it is registered as 18.3 million dollar.” Among the fruits and vegetable exports to Russian market from Aegean
region tomato has the largest share with 7.3 million dollars of sales, that is followed by sultana grapes with 3.3 dollars and cherries with 2.7 million dollars. The association was represented in the fair by Ahmet Goksel, Hasan Yilmaz, deputy chairmen of the assoc. and members of the board, Erdinc Inan Yilmaz, Alkan Celik Suleyman Unlu, and Gokay Celikli, an expert of the association.
Continuing the firsts both in Turkey and in the world
Hidayet KadiroÄ&#x;lu, Chairman of the Elvan Group
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Elvan Group, who founded the first R&D for its sector, is continuing to develop goods and services that are first both at home and abroad. Elvan, which produced the first packaged waffle in Turkey and brought a new category to the sector with Fondante, is actualizing firsts in the world with its social responsibility projects.
Elvan Group, made a name for itself with their facility in Eskisehir which produces the biggest croissants on the single-track last year,
bought Balaban Gıda in October 2014 and increased its capacity 200% in less than a year with the 3 new facilities that are opened. Elvan Group, who produces first time goods for Turkey as well as increasing the productivity of existing lines, is continuing to open up new categories in the sector.
Waffle became a Turkish product Waffle which received the appreciation of the youth in recent years became a domestic product with Elvan. Waffle which has been imported from Europe up until recently is being produced in Turkey now with Elvan Group. Elvan Group President Hidayet Kadiroğlu, who states that they opened the first waffle facility in Turkey in Sakarya and produced with the name ‘Today Waffle’, opened the gates of the first waffle producing facility to the media.
Fondante is a first in Turkey too…
fle in our first facility. In second facility we are producing complimentary goods under the name Fondante, which is a first too. Fondante, actually, is neither candy nor chocolate, it is reformer taste. We call this product both cady and chocolate. Fondante, which has both milk and caramel options, first entered the racks in 2015 Ramadan Holiday. In the third facility that we equipped with the latest technology, we produce wafer.”
In the list of ‘the biggest’ Elvan moved up a league Elvan who moved up 10 steps in the Global 100 list that grades the biggest confectionery companies in the world, and became 71st, is also continuing its rise in Turkey. Elvan Group, which is one of the biggest names in the confectionery industry, drew attention with its leap in the first 500 biggest industrial enterprises list. Previous year Elvan was 41st in the second 500 list and moved up 243 steps according to 2014 data; it moved up a league and became 298th in the first 500 list.
The Elvan Family is ready!... Hidayet KADİROĞLU, Chairman of Elvan Group, stated that the Elvan Family was ready for major targets and developments to be a world brand. He said, “If you remember, the
Hidayet Kadiroğlu, who stated that they opened 3 new facilities in Sakarya with 30 million dollar investment, said that: “ We are producing waf-
Waffle that is a classic from Belgium and Netherlands, has been produced in package for the first time in Turkey by Elvan.
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growth numbers have been revised in the downside as arising from the fluctuations in the global markets and internal dynamics from the second quarter of the year of 2014. Exactly in such process, we purchased the Balaban Gıda (Balaban Food) in the October 2014. Everybody from domestic market and at abroad was looking at us and what we would do was wondered. Thanks to God that before the ending of 1 year and in spite of all global-national negativities, we did a good job all together. We operated the current facilities more effectively with additional investment of approximately 30 million dollars and we increased the capacity at the levels of 200 percent and for Turkey, we established 3 new facilities. By this way, the waffle which is the Belgium-Netherlands classics became local food. In the first half of 2015, we realized the first packaged waffle production of Turkey. Again, in the first half, we produced the first Fondante which is defined as ‘Neither candy nor chocolate: Both candy and chocolate’. With the innovative products, we gave new expansions to the sector in Turkey and world. “In the wafer, we established the new generation facility of Turkey. We became demanding in the wafer with the brand of Today Wafer. We activated the second tower in the Cici Süt Manisa facilities, and we doubled the capacity. We completed the Cici Süt’s Balıkesir facilities and it is starting the production. Our investments in the world also are continuing without stopping. Our Egypt facilities started the production, and the India 26
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Media members, who toured the facility with the guidance of Balaban Gıda General Manager Veysi Oruç, displayed their waffle skills at the end of the tour.
The first waffle and Fondante production facility, belonging to the Elvan Group, in Turkey opened its gates to the media. In the opening of press conference, Elvan group President Hidayet Kadiroğlu stated that they would continue to open up new windows in the sector.
factory construction is about to be completed … “We increased the brand investment budget for approximately 20 times in the year of 2015. As appropriate to the consumer oriented marketing understanding, in addition to the investments to its own original brands, we made license agreements with the worldwide popular characters and we focused on the projects that will strengthen the brand perception. We will see the reflection of these in the following period and we will see them altogether. “Together with this, we are going to
the happy end in the meetings of the brand purchasing from abroad. For giving better services to our customers, we opened office also in the South Africa after Romania, Iraq and Egypt. The preparations are continuing for Saudi Arabia … In spite of such negativities happened in the world and Turkey, why are we continuing to the production and brand investment without stopping and even by increasing it more? Its reason is very clear: You know that the chance takes sides with the one being ready for the game. And we are ready for the new period’s market. Now, it is time to score goals…”
ANUFOOD Eurasia powered by Anuga made an impressive debut in Istanbul On closing its doors after three successful trade fair days, the first edition of ANUFOOD Eurasia powered by Anuga had achieved a thoroughly good result. 212 suppliers from 29 countries presented the entire diversity of the food industry at the Tüyap Fair Convention and Congress Center in Istanbul. The share of foreign participation was 42 percent. The trade fair premiere, which was jointly organized by Koelnmesse and Reed Tüyap, aroused great interest among the trade visitors. Including estimations of the last exhibition day, about 6.000 trade visitors with an international share of 25 percent from around 70
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countries took the opportunity to gather information and place orders. “With this result, ANUFOOD Eurasia has confirmed its claim of positioning itself as the new marketplace for the food and beverage industry in the Eurasian region,” commented Denis Steker, Vice President International/ Outbound Fairs at Koelnmesse. “The exhibiting companies reported about very good discussions with relevant buyers from Turkey as well as from neighboring countries. The trade fair was able to generate valuable impulses for long-term business relationships in the region.” Ali Muharremoglu, General Manager of Reed Tuyap
The first edition of ANUFOOD Eurasia - powered by Anuga had achieved a thoroughly good result. The new food fair for the Eurasian region presented 212 exhibitors from 29 countries displaying the entire diversity of the food industry. More than 5.900 visitors from 91 countries took the opportunity to gather information and place orders. Exhibitions added: “The premiere of ANUFOOD Eurasia absolutely satisfied the expectations of both the exhibitors and the visitors”. The supporting program additionally promoted the exchange between the international exhibitors and the trade visitors via seminars and discussions on the Turkish food market. Especially the services of the international Hosted Buyers Program as well as an unique matchmaking with relevant Turkish supermarket chains at the trade fair led to satisfaction for both exhibitors and trade visitors. For national visitors from the hospitality sector, daily live cooking events with star chefs offered further added value. Ali Muharremoglu from Reed Tuyap confirmed, “The trade fair
was a success for all parties involved from the first day onwards, because our exhibitors did very satisfactory business throughout the entire duration of the fair. It was a successful mixture between international companies and regionally established brands that made the trade very attractive for visitors from Turkey and the surrounding region.” In total, 212 exhibitors from 29 countries presented their offers ranging from fine food, frozen food, meat and dairy products, chilled and fresh food, to bread, baked goods, sweets, beverages, organic food and Halal products, through to services & RetailTec, associations, organizations and IT service providers. Numerous top
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players were represented from Turkey, especially from the sweets and bakery products segments. Among others, Ülker Eksper, Uno Gida, Penguen Gıda, Beşler Sucuk, Çaykur, Balparmak Gıda, Kom Gıda, Gesaş İç ve Dış Tic., TAT Bakliyat, Doğanay Gıda Tarım ve Hayvancılık and Yayla Gıda ve Malatya Pazarı presented their products to the international trade visitors. Above all, with a share of approx. 42 percent of foreign exhibitors, the majority of them from Europe and Northern America, ANUFOOD Eurasia clearly positioned itself as the new business hub in the Eurasian region. “ANUFOOD Eurasia 2015 provided the professional platform for our company and we could meet the reputable distribution companies and chain stores within this event”, is how Hosseini Pour, Export Director of LINA Nik summed up the event. “For sure, we will participate at the next editions to keep our contacts and business re-
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lation and will expand our business in this region.” In particular, Poland, Iran, Bulgaria and Germany were strongly represented. Beyond this, international companies such as Agribusiness (Tunisia), Bell Plantation (USA), Minex (Pakistan), Natur Bravo (Moldavia) and Saharkhiz Saffron (Canada) were also present. The exhibitors were particularly impressed by the quality of the
trade visitors. “This exhibition was a great success for us. We made promising contacts here and our products have been well accepted”, stated Diyan Milkov, production director Agro Bio Seeds ltd. This was underlined by the high number of business deals transacted directly on-site at the trade fair.The majority of trade visitors came from Turkey, whereby buyers from
the Iran, Georgia, Bulgaria, Greece or Egypt were also registered. “We never thought before to find serious clients from North Africa, Georgia and Bulgaria and it was perfect. We are the manufacturer of dairy and ice cream and this event helped us a lot to find a foot print in Eurasia”, rated Mehdi Misagh, Deputy of CEO of Zarrin Ghazal Company, the quality of the visitors.
The supporting program: Information, discussions and business The supporting program convinced the trade visitors on all three days of the fair and generated an intensive international exchange. A trade conference on the chances and risks of the bilateral trade was held in cooperation with DTFOOD, a contact and communication platform for the bilateral German/Turkish food industry, which also provided information on the theme of entering the Turkish market. In addition, Innova Market Insights, a market research institute for food and beverages, held a seminar offering insights into the global and regional market trends. The event was rounded off by ‘live cooking demonstrations’, during which distinguished star chefs impressed the audience with culinary delights of the Turkish cuisine. The cooking shows went down particularly well with trade visitors from the hotel and catering sector. The vast activities of the organizers to create added value to the participants of the exhibition led to a well-received international Hosted Buyers Program as well as a matchmaking area, where Turkish supermarket chains had the chance to meet innovative exhibitors
personally in a private atmosphere. The second edition of ANUFOOD Eurasia is scheduled from 14 to 16 April 2016, i.e. one month earlier than this year. The organizers are thus ac-
commodating the request of many manufacturers to align the dates of ANUFOOD Eurasia to fit in better with the international trade fair calendars of the F&B sector.
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Lohmann and Hastavuk hosted world’s leading names in poultry business
Rising of the Turkish poultry Experts in the poultry business, geneticists, bureaucrats, ministry officials from all over the world convened in Istanbul at the world distributors’ meeting of Lohmann Tiersucht, organized by a Turkish company, Has Tavuk. Participated by 220 distributors, the three-day meeting was the venue where recent developments in poultry industry, targets, the future of the industry in the world, and other economical and technical topics were discussed. 32
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September 2015
In the meeting were also Andre Brand, poultry portfolio manager of Nutreco’s Trouw Nutrition company, Peter Van Horne, a researcher at Lei Wageningen UR company, Prof. Dr. Rudolf Preisinger, general manager of Lohman Tierzucht company, Mujdat Sezer, chairman of Has Tavuk and Sahin Aydemir, general manager of the same company. Mujdat Sezer, also the chairman of the promotional committee for poultry products, said on the occasion, “World population is expected
to reach by 9 billion by 2050 and urbanization ratio will rise from 50 % up to 70 %. Consumption of foods is increasing annually by 2 %, along with demand for protein rich foods remarkably. Food production in the world has to be doubled by 2050. Need for sensitive nutrition may lead higher competitive advantages for companies. We need more studies about the changing patterns of consumption. Turkey is among the top ten largest producer of eggs in the world. Populations of the first eight countries are increasing. Egg production in Turkey start to rise fast in 2011. Modernization is our priority besides adapting to the regulations of EU and utilizing our capacities wisely. Developments in Japan market is promising, however, we can only export legs to China.� Under the title of Has Tavuk general manager, Sahin Aydemir, informed about the event. He said, “The meeting was important for the promotion of Turkish poultry industry in the world. Lohmann is a brand and
Prof. Dr. Rudolf Preisinger, General Manager of Lohman Tierzucht Company
one of the best in the sector. As Has Tavuk we have been trying to improve its position of this brand both in Turkey and in the world. We honored by hosting the leading names of poultry business in the world in our country. The meeting was planned in the annual meeting of distributors in 2013. We hosted 220 high level managers from 53 countries. These kind of meetings are also important for the evaluation of national industry, market share, growth, population
Mujdat Sezer, Chairman of Has Tavuk
and development. Participants from abroad were informed by Turkish producers about domestic market conditions and developments. In the meeting the successful rising of our company was also appreciated by guests.�
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ANUGA sets for ifood 2015 - innovation food conference Representatives from the fields of business, research and politics discuss the food production of tomorrow For the first time, Anuga is the setting for the ifood 2015 - Innovation Food Conference. Every two years, the German Institute for Food Technologies (DIL) organizes this international dialogue platform. This year, representatives from the fields of business, research and politics will discuss the theme food production and world nutrition of tomorrow on 12 and 13 October 2015. At Anuga, the world’s biggest trade fair for food and beverages, around 6,800 exhibitors from around 100 countries will be meeting up with around 155,000 trade visitors from approx. 190 countries from 10 to 14 October 2015. Four key topics will dominate the course of the ifood conference: • Industry 4.0 - The Internet of Things • Consumer trends - the driving force • New foods - technological innovations • Converging industries - borderless exchange The ranks of the high-profile speakers include among others,
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September 2015
Olaf Lies - Minister of Economic Affairs, Labour and Transport for Lower Saxony
• Prof. Michael Hüther - Director, German Institute for Economic Research, Cologne • Hanni Rützler - nutritionist, health psychologist trend researcher, futurefoodstudio • Enrico Krien - Senior Business Consultant, Nielsen Germany
Prof. Michael Hüther - Director, German Institute for Economic Research, Cologne
(FAR) • Olaf Lies - Minister of Economic Affairs, Labour and Transport for Lower Saxony • Prof. Jannik H. Schmidt - CEO, 2.-0 LCA consultants
• Dr. Christian Janze - Partner, Ernst & Young, Director of the German Agribusiness Initiative
The conference will be held in English and will take place in the Rheinsaal, Congress Centre North at Koelnmesse.
• John David Roeg - Senior Analyst Consumer Foods Rabobank Food & Agribusiness Research and Advisory
For further information, an overview of the program and to register: www.ifoodconference.com
Turkish exhibitors taste the future at Anuga
Led by Istanbul Chamber of Commerce (ICOC), Turkey is one of the largest national exhibitors at Anuga Food Fair. Turkish exhibitors have a lot of surprises to offer to their visitors. 36
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September 2015
There are almost 300 Turkish exhibitors at this year’s Anuga Cologne, the world´s leading food fair for the retail trade and the food service and catering market. FOOD TURKEY magazine made a preview of their participation in the fair and found out that there will be a broad range of products coming from Turkey to the world platform of the industry. We asked three questions to some of the exhibitors and got their responses for the readers to evaluate the Turkish representation at Anuga and their views
on the show. The questions were: 1- Which products are you displaying at Anuga this year? 2- What surprises will your visitors see at your stand this year? Any new products? 3- How important is Anuga for your company? What other exhibitions have you participated or will you attend this year? Their impressive responses follow:
MUSTAFA TOPAK, Foreign Trade Manager, Aksu Çikolata-Şekerleme: Which products are you displaying at Anuga this year? We are displaying all of our range at Anuga this year. Our gift chocolates, bar chocolates, chocolate covered biscuits, chocolate topped biscuits, soft and jelly candies, hard candies etc. There are many other kinds and brands of creamy chocolate bar products in the fair. We depend on our quality to compete with them. Our products that are sold under Max Joy, Axumax Nugamax Choco Coco and Bisqobar, all liked by consumers. They even become a brand in Far East and Middle East.
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September 2015
What surprises will your visitors see at your stand this year? Any new products? Actually there are many surprises for our visitors and customers this year. As we mentioned before we started to produce specific and new items. The second part of 2015 brought us new products which are BISQOBAR (biscuit topped with different fruity flavors and chocolate), CHOCO COCO (Milky Compound Chocolate Coated Coco),Nugamax (compound chocolate coated with caramel and nougat), AXUMAX (compound chocolate coated with caramel and biscuit), MAX JOY Series (compound chocolate coated with various fruity flavors nougat), AXUMAX ALMOND (compound chocolate coated with almond cream and biscuit) AXUMAC COCO (compound chocolate coated with coco cream and biscuit) JELICEY (fruity and cola flavors jelly candy) and TOFFISTICK (fruity soft stick candies) As you see Aksu brings new varieties and opportunities with its products chain to the markets.
How important is Anuga for your company? What other exhibitions have you participated or will you attend this year? We know that Turkey is among the most leading national exhibitors at the fair. The suppliers are coming from 98 countries. So, Anuga is one of the most important trade fair in our sector. We have pleasure and honor serving to precious clients as Aksu Food with our Renewed kinds of Products. Aksu Food’s goal is to ensure their export endorsement exceed twofold previous years figures. According to the opinions in Aksu, Export has a high priority in their business. So, they have an high skill staff working on market investigations and good relationships with their customers. Aksu focused on new regional countries for exports, however Aksu products are sold in 70 countries. Aksu is attending more or less 12 exhibitions in a year arround the World. The fairs of this year are WorldFood Istanbul, Anuga Germany, Sweet & Snacks Middle East, Gulfood Dubai Sial Paris and also many different fairs arround the World.
Aksu is not only seeking for new markets. Reason for this is, Aksu is a company involved in quality process and within this context they are advised to grow vertically not only horizontally. Consequently, Aksu is aiming to grow vertically in the markets we are present. While doing this, Aksu is trying to enter the growing markets or markets claiming the potential to grow, like national and regional markets, in the country we exist. Aksu is hoping to make their brand Aksu Chocolate and Candy more permanent. Despite the fact that Aksu has many rivals, as Aksu Food, are exporting large amount of chocolate and candies. As for domestic market, Aksu is in a more active position and will strengthen this position more later on. The stuff of Aksu is never afraid of competition; as long as we manufacture goods of quality, care about branding, innovation and R&D. So far, we are having a hard to satisfy the demands despite the hard competition.
Which products are you displaying at Anuga this year? Our company will introduce the Pasta - Spaghetti and Semolina products which we are producing since 1985.
What surprises will your visitors see at your stand this year? Any new products? This year our company is proud of being 30 years in the sector with a successful and decent brand for our customers.This year we are showing up with our new corporate identity and our new brand “CHEF”. Also we
will inform our customers regarding our investments in brand new machines and expanding our production capacity.
IBRAHIM ÖLÇAL, Member Of The Board, Alesta Food Industry & Foreign Trade Inc.: 40
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How important is Anuga for your company? What other exhibitions have you participated or will you attend this year?
This year we are attending to Anuga for forth time. It’s a good opportunity to meet our existing customers and expanding our business. We always care for face-to-face meetings with our clients therefore exhibitions are really important for us. We will have our booths and meet with our customers at Gulfood/Dubai and SIAL/France in 2016.
SADETTIN OKAN, Export Manager, Göymen Agricultural Products Ind. & Trade Inc.: Which products are you displaying at Anuga this year? We, as GOYMEN, are manufacturer of semolina, spaghetti and pasta products in Gaziantep, Turkey since 1956. We are going to display in our stand spaghetti and short pasta products produced with durum wheat semolina in different packing size and shapes.
platform as a manufacturer in food industry. We have been participating regularly Anuga and every participation is exciting for us. Also, we have been participating SIAL in Europe and Gulfood in Dubai every year. Additionally, depending on our targets in the markets, we are participating Foodex in Japan, Hofex in Hong Kong, FHC China in Shanghai, FHA Singapore in Singapore.
uct range at the exhibition, which are PICKLED VEGETABLES (Gherkins, Peppers, Red Beets, Capers, whole and sliced), ROASTED VEGETABLES (Red Peppers, Eggplants) What surprises will your visitors see at your stand this year? Any new products? We welcome our customers at our stand to taste the various kinds of products. We also would like to inform our visitors about the wide range of food service packag-
What surprises will your visitors see at your stand this year? Any new products?
PINAR AKOVA, Export Manager, Zeytursan Food & Trade Inc.:
Our production capacity is increased with new spaghetti line and we are going to offer very competitive prices with short delivery terms.
Which products are you displaying at Anuga this year?
How important is Anuga for your company? What other exhibitions have you participated or will you attend this year? Anuga is the world’s biggest and most important business platform in Europe for the international food industry. As you may know there are more than 100 countries are exhibiting in the fair. For this reason, it is very important for us to be in this 42
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We are presenting all of our prod-
ing in addition to our retail segment. How important is Anuga for your company? What other exhibitions have you participated or will you attend this year? Anuga is vital as being one of the biggest food industry exhibitions in Europe and a great opportunity to meet new buyers in the field while interacting with our current customers in person. Besides Anuga, we participate to several other PL exhibitions in EU, USA and Middle East.
ĹžERIFE SATOGLU, Export Manager, Kartal Food Industry Inc.:
healthy. Sweetened with Stevia, Farina Bella light and diabetic products are high in fiber content, are easy to digest, and contain no harmful additives.
Which products are you displaying at Anuga this year? As a miller, at Anuga we will be displaying a variety of flour, from wheat to rye to stone milled options. In addition to flour, we are also showcasing our wide range of baking mix products, under our brand name Farina Bella. These consist of cake mixes, cookie mixes, dessert mixes as well as baking aids such as whipped cream mix or powder sugar. We also have some new products to introduce as well, stevia sweetened mixes.
What surprises will your visitors see at your stand this year? Any new products?
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Light Cake and Diabetic Pudding series will be new must-haves for tea parties, gatherings and feasts.
How important is Anuga for your company? What other exhibitions have you participated or will you attend Farina Bella is on the shelves with its this year? newest additions for those who want to serve delicious yet light flavors to loved ones. The low calorie, high taste Farina Bella Diabetic Puddings and Light Cakes are ready for dessert lovers who want to stay fit and
We see Anuga as a great opportunity to introduce our new products for the first time. Anuga has been a leading fair for years and its one of the few fairs we choose to attend.
KAMPANYA AVRUPA BIRLIĞI VE POLONYA CUMHURIYETI DESTEĞI ILE FINANSE EDILMIŞTIR
AYRICA DANA ETI TANITIM FONU DESTEĞI ILE DE FINANSE EDILMIŞTIR
ÇAYKUR makes its presence felt in Russian market by producing a brand new tea “Golden Istanbul” Imdat Sütlüoglu, Chairman of the Board and General Manager of ÇAYKUR: “We target to export DIDI to 100 countries around the world”
İmdat Sütlüoğlu, Chairman of the Board and General Manager of ÇAYKUR
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RİZE- If you’re served a glass of freshly brewed tea that is an inherent part of the Turkish way of life, chances are it is a tea most probably from ÇAYKUR.
abroad. Our products are grown and processed in a natural manner without having pesticides and harmful additives”
ÇAYKUR, General Directorate of Tea Enterprises of Turkey has recently participated in World Food Moscow 2015. During the Fair, ÇAYKUR has attracted great interest from the visitors. İmdat Sütlüoğlu, Chairman of the Board and General Manager of ÇAYKUR pointed out, “ÇAYKUR has been increasing and diversifying its production and export volume in line with ever increasing demand from
İmdat Sütlüoğlu said, “We are planning to penetrate into Russian market thorough our brand new product “Golden Istanbul”. We know that Russian consumers have a palate taste similar to that of Turkish people. So, our products would comply with the palate taste of the people of Russia. We are confident that “Golden Istanbul” would increase its market share in Russian market.”
İmdat Sütlüoğlu noted, “As known, we also produce DİDİ, a brand new cold tea for the palate taste of diverse range of consumers. The Turkish people liked it in such a short time, and our cold beverage turned into a national brand. This is a success story. We export DİDİ to 47 countries. This figure will increase to 60 countries by the end of the year. We target to export DİDİ to 100 countries around the world. He added, “ÇAYKUR products are regularly tested internally and also by external testers. This ensures the highest level of quality.The company tests its products in its 51 control laboratories at regular intervals and in accordance with the European standards. Teas are grown in the snow-covered slopes of the Black Sea region of Rize, where the high-quality tea is harvested by protecting the plants against fungi and pests in a natural way.” “A bright future lies ahead for ÇAYKUR which commit itself to produce brand new and quality products, being able to meet diverse range of customer preferences around the globe”, he further added.
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Sozer Food aims to reach 100 markets in exports by 2020 Offering about 200 products from coffee to bouillons in domestic and export markets, Sozer Food aims to reach five continents.
With their leading brands of Milker and Orello the company has a great share in sahlep and flavored granule products. The company tries to expand the range of products. Ozer Gurbuz, CEO of the company, informed us about his company:
Would you inform us about your company in general? What have you been producing in food industry? Sozer G覺da company entered in food industry in 1990 with Turkish coffees. Since 1996 our company has been producing private label products for several retail chains. Our products are sold under several brands including Keyfi Sefa, Turkish coffee, Milker, instant coffee, coffee creams, three in one types, one shut hot chocolate, cappuccino, sahleps, ready-made sweets, bakery
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ingredients, Orello and Paradiso brand of soluble and flavored drinks, Brio cube and Golden cube brand powder and pressed bouillons. We have a factory of 10 thousand sqm, equipped with technological machinery, a 4 thousand sqm. of warehouse and 250 personnel. We also have necessary certificate for hygienic food production, ISO 9001: 2008, BRC and TSE. We are able to produce more than 200 product varieties totaling 24 thousand tons, annually.
What is the breakdown of sales in domestic and export markets?
of private labels, branded products, sold either in bulk or in packages. Trend is toward more exports. In Turkey, we sell our products through 5 regional offices, a large distributor network and via local distributors and retail chains of both regional and international. Our sales are more in Marmara, BlackSea, South and East Anatolia, though we have a national sales network. We are the leading name in Milker brand sahlep and Orello brand flavored granule drinks.
You have a large product range. How do you procure In 2014, 15% volume of sales was from raw materials needed for exports.The rest sold in Turkey, as sales production? We import coffee beans directly from Brazil. We are one of the largest importers of Brazilian coffee in Turkey. Also large amount of cocoa is imported directly and other materials needed for coffee creams and for other products. We buy other inputs from domestic suppliers.
Ozer Gurbuz, CEO of Sozer Food Industry
You have one of the largest production capacities in Turkey. Are your capacity is sufficient to meet demands of customers abroad? Having a monthly production capacity of 2 thousand tons is a serious volume. We have no problem of meeting voluminous demands of both our domestic and international buyers in terms of de-
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livery schedules.There is not any risk of supply. Now we only utilize 70 percent of our capacity, so there is room for further sales. We also are planning expansions for the future. We are able to install required machinery for capacity expansion in a short time period.
What are your export markets? What are the new ones that you consider to enter? We export 45 countries in 5 continents. Having more customers in Africa and Middle East, we have serious con-
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tacts and business partners in Europe, Far East and North Africa. Our wide range of products are our advantage in these markets. Flavored drinks and bouillons are demanded more in African countries. We try to improve our sales in North American and Asian markets. We participate in the fairs held in these countries. Our aim is to export to more than 100 countries in 5 continents by 2020.
What do you have to say in general? With their practicality, low prices and fast serving powdered drinks are increasing their sales, in line with growing competition. Competition is fiercer in hot and cold drinks and sweet products. Customer loyalty for these products especially towards leading brands is high. There are serious competitors of both national and international brands and new companies are entering in the market. In order to maintain competitive power in the market, companies should have depended of their product qualities and customer services. Besides, flawless production, timely distribution and delivery, innovative varieties, research and development are important factors to improve competitive power in the market. Sozer Gida has proved its power and will keep it position in the future.
As a hundred percent national company, we emphasize on research and development investments, and try to meet differing demands of ethnic markets by expanding product portfolio and to empower our brand name.
New products from Miskos in the new year
Miskos starts the new year assertive with new products!
Aysen Borek, Partner-Sales Director of Miskos
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Producing halvah for over 20 years Miskos has been continuing its business life with new facilities and new products. Attributing the success of the company to its adherence to quality, Ayşen Börek, Partner-Sales Director of Miskos Helva said that they would increase their success with new products such as pismaniye, delight, cezerye, walnut sausage, etc. in 2015. She gave more details at an interview she granted to Food Turkey. Full text of the exclusive interview follows:
About company Our Company, which has adopted as a principle to provide quality products and services to our customers at the same time, has been incorporated with the trade name “MISKOS” at an indoor area of 200m2 in Fatih-Istanbul, in 1994. “MISKOS” has constantly innovated itself in accordance with the evolving market conditions and international organization standards; thus and so, the company relocated to the
factory in Bahcelievler-Istanbul first, then to the production site of 10.000 m2, established in Kastamonu Organized Industrial Estate; in order to meet growing demands of customers. “MISKOS� carries out production under good conditions in conformity with human health and the regulation on food products, in line with the constantly increasing success rate and steady service concept of the Company, by considering high quality standards and nutritional values of the products, without compromising our quality and hygiene conditions. In accordance with the state of the art technology, our expertized team has been producing quality and healthy desserts in a completely natural way; and not only offers these products, reflecting traditional Turkish cuisine, to the public, but also is proud of representing Turkish cuisine abroad. Our purpose is to produce delicious and quality desserts in order to meet any request of our esteemed customers from both domestic and international markets, shaping competition. We keep our shoulder to the wheel to offer you greater tastes by raising our efforts with Research and Development activities, carried out within the organization of our recent production sites.
On services offered product We are very sensitive to raw materials and purchasing. We attached great importance not to compromise our quality and flavor. We owe our success to our diligence. Each product of ours has different production line. For example wafers are being produced with no touch of hand automatically and we have the highest production capacity in Turkey.
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Our plant located in Kastamonu Organized Industrial Zone has been widened since January 2015. We have doubled our production capacity and added new variants to our product range. Pismaniye, delight, cezerye and walnut sausage are among our new charming products.
On Export Our export department has been established at our own constitution Miskos since last two years. We export our brand Miskos to the world countries. The countries of our exportation are now Europe, America, Canada, Middle Eastern in 2015. Our target markets are Russia and Far East. In Germany we have a company in the name of Miskos Europe GmbH to coordinate and control our European dealerships. In this way, our brand Miskos has the possibility of closely monitoring to till the final consumer to be able to develop our exports to the European continent and find a healthy way to increase our business. As well, our company in Germany makes the logistics easier around Europe. We are taking place in Istanbul Food Fair every year. This year Anuga-Istanbul has also been added to our event list. Also Sial-Paris, Anuga-Cologne, Ism-Cologne, Fancy Food-New York fairs are on our schedule.
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Kilikya opens up to the world Started to produce turnip juice in 2017 in Cukurova region under the original name of the area, Kilikya Turnip is now exporting to 30 countries. Selahattin Nas, chairman of the Kilikya Turnip company, aims to increase the share of export up to 50 percent in a short period. He informed about his position and the development of his company. First of all, we want to learn about what the use of turnip juice and how it is prepared? Earlier it was made at homes in barrels and has a special taste. Nowadays, it is produced in modern machinery at the same taste. Farmed at natural lands, purple carrots come to the facility. After they are washed and separated, they are chopped and send to fermentation tanks. Bulgur and salt are added and left for maturation for about 45 days. Controls are carried out and then they are flavored either by hot or spicy ingredients and that filled in bottles on automatic bottling lines. Then they are packaged and delivered to stores.
Selahiddin Nas Board Chairman of Kilikya
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Şalgam (turnip) regenerates t h e body cells
and helps to digestion. It improves immune system, helps to lose weight. Contains milky acids, phosphor, calcium and potassium. It seduces, is good for teeth, bones, skin, heart, kidneys, stomach, liver and lungs. It is anti-tocsin and contains A, B, C vitamins.
How did your brand’s story start? My grandfather was grown, lived and died as a farmer in Akcali village, having large lands selling their produce at local market. One of his eight children, my father Mehmet Nas opened his first business fro trading cottons,
wools, and grains an Iskenderun. When he is old enough he handed the business to us in 1988. We have been in trade since our grandfather’s time. You have to believe in your aims fully if you want to reach them. As the second generation we tried to adopt the changing conditions in business and in the city. In about a decade later we have become a great wholesaler in food trade. We have been official distributors of many famous brands in the city, and changed the name of company as Nas Food company, and Sefa Nas distribution company was established in Adana in 1999. Soon, we reach annual sales figures of 60 million TL in both cities and through both companies.
How did the turnip production start? Building a brand is costly especially in food businesses where trust and quality are more important. It requires power of promotion. However, we started to produce şalgam, one of the traditional tastes of Adana and the region, in our integrated facility of 500
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sqm. and launched it in modern bottle. Then we moved to the new plant we built on 15 thousand sqm. land in Adana Haci Sabanci Organized Industrial Zone. An investment of about 8 million dollars, the factory can now produce 3 million liter of şalgam per month. We consider first to process milk. Afterwards we decided to produce a local product and to expand its market in Turkey. We want to introduce it to world markets as well as an indispensable offering for meals and tables. The growth we have been experiencing is a good sign of our success. We have necessary certificates and standards for our product and production processes.
What is your position in domestic and foreign markets? We have about 15 % share in domes-
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tic market and our product is sold on the shelves of national and international retailers. We follow the developments in markets in the fairs, both in Turkey and abroad. We try to make şalgam to be considered as a national drink. Kilikya brand products are sold through 110 distributors and exported to 30 countries, including European, middle eastern countries, the USA, England, Japan, China and others.
What is şalgam? Wikipedia defines şalgam as a popular beverage from southern Turkey’s cities of Adana and Mersin. Although the Turkish word şalgam literally means “turnip”, şalgam is actually made with the juice of red carrot pickles, salted, spiced, and flavored with aromatic turnip fermented in barrels with the addition of ground bulgur. It is traditionally served cold in large glasses with long slices of pickled carrots, called tane (or
in some accents, dene.) Hot paprika relish is added just before drinking. Hot or regular, it is a popular drink with Adana kebab.
Natural, healthy and delicious products from Aslan Çikolata!
As a respectful brand in the food industry Aslan Çikolata made a fast start to 2015 with 3 new products. The company is determined to widen its product portfolio. 62
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Aslan Çikolata (Aslan Chocolate) has offered new products developed mainly for the health of children. Underlining the fact that they don’t use gelatin in confectionery they produce under the brand name Golbon, Ismail Aslan, general manager of Aslan Çikolata, detailed us about their 2015 plans and their export activities:
New Product 2015 came with new hopes and projects after long difficult year of 2014. We have been thinking some new products since long time and we have started this year ‘’ the fruit based, gelatin free jellies’’ This kind of product was a well-known and children’s favorite consumed candy. It is soft and fruity. The difference between our brand “Golbon Jelly’’ and the other old type gelatin jellies is that, our product is totally fruit based and even the colors are naturally de-
rived from fruits and vegetables. The other gelatin used jellies, gelatin is gathered from the animal bones and the origin of these animals is always a doubt among our conscious customers. The process between the two is also a big different and the investment of these lines are very expensive but we believe that the world will follow with the more ‘’vegetarian’’ items and for the natural ingredients use as in natural coloring agents, more health consciousness is alerted.
The second new investment in our factory is our ‘’ Biscomax’’ and “Choco Nom Nom” brands new milk, caramel and hazelnut chocolates with biscuit under layer. We thought of two investments, as the first one was Fruit jellies and the second one was this ‘’hunger filling’’ new items. Every year people get more and more in rush with life, even sometimes you forget to have a lunch. So our new product “Biscomax” will be a good appetitive for daily energy. Even now in our office all our staff has one box in front of them accompanied
with a tea or coffee. We believe this one also be one of the number ones in among all consumers.
For children’s health For the raw material choice and use. We recognize one word everywhere; Quality. Wherever, which producers you go, they tell you that their product is quality even the product is not good, there is no doubt this word will be used. Quality is a word you can use for anything for any comparison, yes! It might be qualified, but is it enough?
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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. 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.
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Aegean cherries and black figs are sold in Asian markets Association of Aegean Fruit and Vegetable Exporters has back with new demands from Asia Fruit Logistica Fair.
A team of the Association of Aegean Fruit and Vegetable Exporters has participated in Asia Fruit Logistica, the largest fair on fruits and vegetables held in Hong Kong between 2 to 4 September 2015, where the association promoted important Turkish products exported to world markets. Over 8 thousand visitors from 64 countries participated in the event, where 14 Turkish firm also exhibited their products. Riza Seyyar, chairman of the Association of Aegean Fruit and Vegetable Importers said that several Turkish fruits have been introduced to visitors having high potential for exporting all raised in the Aegean
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region of Turkey including cherries, grapes, figs, citrus, etc. A great number of demands have been recorded. Seyyar said, “These fairs focused on fruit and vegetables are important for our members and for our region. We are going ahead towards our targets successfully by entering Asian continent over Hong Kong.” Deputy chairman of the Assosication, Hasan Yilmaz said that the interest shown to Turkish booth in the fair was remarkable higher than last year’s. “Demand for especially cherries and fresh black figs are heavy this year. Hong Kong port is an important transfer point for Asian continent, es-
pecially for Chinese market. The interest shown us in the fair was very high and it made us very happy,” he concluded. Board member of the Association Erdinc Inan Yilmaz, also emphasized on the importance of cherries for Chinese market. He said, “We have had talks with Chinese officials before the event. Officials from both sides, from Turkey and from China, have signed a pre-protocol that aims to start direct exports from Turkey to both Hong Kong and China. Cherry exports will start soon.”
Manufacturers with halal certificate preparing for Halal Expo Located in largest economy summit in Turkey after the G20, Halal Expo will take place in Istanbul from 22nd to 25th October 2015. It will bring together national and international food professionals and government summit with fairs, congress, symposia, workshops and councils. Halal food market is growing 100 percent each year. This year will increase the business potential with organization of DISCOVER EVENTS from 22nd to 25th October 2015 in ICC (Istanbul Congress Center). After the G20 summit, the exhibition is planned to be the largest economy summit in Turkey. DISCOVER EVENTS Chairman of the Board Yunus Ete indicated that supervision in ‘Halal Food’ market is necessary and talks about the trusted certificate providers in the world must be accredited to the World Halal Council.
DISCOVER EVENTS Chairman of the Board Yunus Ete
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Halal Food Market is Over $ 860 Billion in the world DISCOVER EVENTS Chairman of the Board Yunus Ete indicates that a wide range of sectors from food to clothing to drug tourism of hosting the world halal market size has exceeded 860 billion dollars and adds that volume is expected to find 2 trillion over the next 10 years 2 billion Muslims live in the world. An average of 15 billion dollars, halal food market in Turkey is growing 100 percent annually. He underlines that the domestic market will find about 30 billion US dollars this year and on the export side there will be rapid growth.
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THIS FAIR IS BEING ORGANIZED UNDER LAW NO: 5174 AND SUPERVISION OF TOBB (TURKISH UNION OF STOCK EXCHANGES AND CHAMBERS)
DISCOVER EVENTS Chairman of the Board Yunus Ete says that ‘Halal certified products composed for 30 percent of total food exports in Turkey. Food exports are growing by 10 percent every year, export of halal certified products are increasing 70 percent. The next 10-year period, is expected to find 70 per cent of exports of halal-certified food products.’ Mr. Ete indicated that the sales of Halal certificated companies are doubled and he draws attention to Halal certification rent door spacing risk.
Tight Control is necessary! DISCOVER EVENTS Chairman of the Board Yunus Ete emphasizes that the issuers must be controlled in order to avoid rent in Halal certified products, ‘World Halal Council was established for this purpose. This council is checking all associations, organizations and institutions which issue certificates. It is necessary to given confirmation of acceptance in this council membership. He continues: ‘GİMDES is only member of World Halal Council’ in Turkey. ‘
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We are ready to bring World Halal Council to Halal Expo will be held between 22nd25th October 2015. Halal food exports is rising rapidly in Turkey. But Indonesia, countries like Malaysia only accepts the certificate of World Halal Council accredited institutions. For this reason, the summit has got much importance. DISCOVER EVENTS Chairman of the Board Yunus Ete says that the events will be like Davos economy organization, and adds largest economy after the G20 summit to be held in Turkey Halal Products Fair; fairs, congresses, symposia and workshops will be held together. Halal Expo will be concurrently held with Halal Food Summit, SME Council, TUMEXPO exhibition and ALLINTECH ALL INNOVATION TECHNOLOGIES Exhibition at the Istanbul Congress Valley.
AKSU builds up a respectful brand name with innovative products
Aksu Chocolate and Candy made a new start to the second part of 2015 with new product groups.
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Producing chocolate and candy for 40 years Aksu has been continuing its business life with new facilities and new products. The success of the company is standing by adherence to quality, solution oriented with customers and innovations. The company has recently offered new developed products to its customers and new markets. Aksu attaches great importance on research and development in order to develop various products and compete in the sector.
“Our Journey began in 1976 and continues for 40 years without interruption� Since 1976, Aksu has been providing chocolate and candy products globally with its professional team as AKSU Chocolate&Candy. As a result of clients satisfaction the company has been growing continuously and extending its services with faster, efficient, confident and favorable price choices by dealers in all markets in the world. The most important aim
of Aksu Chocolate&Candy, according to the managers of the company, is to hearing their motto, which is ‘Proliferative Tastes with Sharing’, all over the world. “We have the pleasure and honor of serving to precious clients with our renewed kinds of products. Today, our production in 10,000 m2 closed area reach to 81 provinces and 70 countries through our dealership network. With the volume of exports we have contributed to the country’s economy at the same time providing a large volume of employment for Turkish economy. Our journey began in 1976 has been continuing without any interruption for four decades,” says an official at the company.Today Aksu has been continuing its activities with an increasing share of food taste while offering all the people in the world mouth-watering Aksu trademark tastes. Presenting their unique and delicious products to their consumers with the inspiration they receive from their courageous and innovative struc-
ture, Aksu has an assortment of more than 100 products in the categories of snacks, licensed products, kid’s products and treats. Aksu has been rapidly moving up the ladder of success in its business sector both in Turkey and in the world by focusing on passion and on creating difference and thus has been carrying out exports to more than 70 countries worldwide.
Aksu has set very ambitious targets for 2016 As mentioned before the second part of 2015 brought new products to the company such as Bisqobar (biscuit topped with different fruity flavors and chocolate), Choco Coco (milky compound chocolate coated coco), Nugamax (compound chocolate coated with caramel and nougat), Axumax (compound chocolate coated with caramel and biscuit), Max Joy Series (compound chocolate coated with various fruity flavors nougat), Axumax (compound chocolate coated
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with almond cream and biscuit), Axumax (compound chocolate coated with coco cream and biscuit), Jelicey (fruity and cola flavours jelly candy), and Toffistick (fruity soft stick candies). The company has set new and higher targets for development of new and innovative products for 2016.
“We will continue to say the potential of Aksu to the World” Aksu Food’s goal is to ensure their export endorsement to exceed twofold of previous year’s figures. According to the opinions in Aksu, export has a high priority in their business. So they have a high skill staff working on market researches and good relationships with their customers.The company focused on new regional countries for exports, however Aksu products are sold in 70 countries. Aksu is attending around 12 exhibitions in a year around the world. The fairs of this year are WorldFood Istanbul, Anuga Germany, Sweet & Snacks Middle East, Gulfood Dubai, Sial Paris and some other fairs around the world. Aksu is not only seeking for new markets. Reason for this is, Aksu is a company involved in quality process and within this context they are advised to grow vertically not only horizontally. Consequently, Aksu is aiming to grow vertically in the markets it exists. While doing this, Aksu is trying to enter the growing markets or markets claiming the potential to grow, like national and regional markets, in the country they exist. Aksu is hoping to make their brand Aksu Chocolate and Candy more permanent. Despite the fact that Aksu has many competitors, Aksu has been exporting large amount of chocolate and candies. As for domestic market, the company is in a more active position and will strengthen this position more later on.
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Ministerial support for Turkish olive and olive oil promotion at Expo Milan
Attending Expo Milan 2015, whose main theme is ““Feeding the Planet, Energy for Life”, to promote Turkish olive and olive oil, Olive and Olive Oil Promotion Committee (ZZTK) got big support from Turkey’s Economy Minister Nihat Zeybekci. Attending the Turkey National Day celebrated on September 14, 2015, Minister Zeybekci personally offered Turkish olive and olive oil to Italian officials and press members from the booth of ZZTK. This activity 76
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made the ZZTK stand one of most eye-catching stands at the show and attracted a great deal of interest. Pointing out that ZZTK started its activities at Turkey pavilion in Milan on August 15, 2115 and continued its olive and olive oil activities until August 31, M.Kadri Gündeş, Chairman of ZZTK said that they took place on the Turkish Day also with similar activities. Gündeş said on the same day Turkish Economy Minister Nihat Zeybekci visited the stand
with Mehdi Eker, former minister for food agriculture and livestock, and Mehmet Buyukeksi, chairman of Turkish Exporters’ Assembly. With the visit of these top officials the stand of ZZTK became one of the most attractive stands at the expo. Mr. Gundes said that they tasted Turkish olive and olive oil to visitors coming from all parts of the world, in addition to Italians, at the stand of ZZTK at Expo Milan, which is visited almost by 200 thousand people daily. He continued, “Italy tops the list with Spain in the world olive and olive oil industry. We realized the promotion
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of Turkish olive and olive oil beside the Italian and Spanish products. We told the world that the homeland of olive tree is Anatolia. We are thankful to our minister who offered our competitive products to the visitors with his own hands. Around 10 thousand people visited the stand of ZZTK.”
Turkey aims world’s second rank in olive oil Reminding that Turkey has set its target as world leadership in olive by 2013 with a crop volume of 1,2 million tons and second rank in ol-
ive oil with 650 thousand tons of production, ZZTK Chairman Gundes further added, “After the year 2000, 80 million new olive tree were planted in Turkey. With the lucrative harvest of these trees our olive and olive oil production will increase and will yield added value. We are continuing our efforts to take the lead in the world markets. Expo Milan is the right place for us for this purpose. The main theme of the Expo is ‘Feeding the Planet, Energy for Life’ and it almost describes olive oil. We have made a truly successful activity at Expo Milan.”
Turkey to lead pasta exports Ranking currently second in pasta exports in the world Turkey aims top of the list by overcoming Italy. Established in 1993 Turkey’s Pasta Industrialists Association serves for the development of the sector with its 25 pasta-producing members. Mr. Abdülkadir Külahçıoğlu, who was elected as member of the board of the association last year, answered our questions about pasta production of Turkey. Pointing out that Turkey ranks third in pasta exports in the world, Külahçıoğlu underlined that Turkey ranks first in pasta exports in non-European coun-
Mr. Abdülkadir Külahçıoğlu,
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tries. He also added that they have a major target of exporting 2 million tons of pasta yielding revenue of 1 billion dollars in 2023. The interview follows:
Can you furnish us about the activities of Pasta Industrialists Association? Our association has been supporting and offering solutions to our members from their problems up to developing
the seeds of our farmers through the Ministry of Economy, Ministry of European Union Affairs and related establishments. We have been continuing our efforts at this regard with public enterprises. We are also undertaking the training work in domestic market to increase pasta consumption because pasta is a very healthy product. But the consumption level in Turkey is not at the right place. There are 20 active pasta factories in the sector. We have a volume of one billion dollars. The sector provides employment for 30 thousand people. Our association is a member of International Pasta Organization (IPO). We are representing Turkey at world pasta days celebrated in different countries at every October 25. In fact, this celebrity is a gift of our association to the sector in the world. The people who brought this idea to the agenda at the first world congress in 1995 were the Turkish delegates. Later, the idea was accepted in a meeting in America in 1997. Since then the world pasta day is celebrated with various activities.
You said that pasta is a healthy product. Can you detail this a little bit? What are the benefits of pasta? Since it is product of quality carbohydrates and absorbed by the blood slowly, it activates the metabolism. So, it delays feeling hungry. The last nutrition what racers, sports people and art people eat is pasta. It is an inevitable dish at the nutrition pro-
grams of difficult sports such as swimming and bicycling. There is a wrong perception as pasta causes put-
ting on weight but it is not correct. In the contrary it is a product rich of iron, calcium and phosphor thanks to the vitamins such as A, B1 and B2 pasta naturally has. These come directly from the nature, from the wheat itself.
What is the export case of Turkish pasta? What is our rank in the world pasta exports? The pasta industry is an important sector for our country. We are a wheat-rich country. We rank third in hard wheat in the world after Canada and Italy. We rank third in pasta production also after the same countries but we rank second after Italy in exports. In fact, there is no reason we can’t be the first largest pasta exporter in the world. The only obstacle in this is the quota imposed by European Union. Turkey’s export volume to 28 EU countries is limited by 20 thousand tons in a year. We are in an intensive effort with the Ministry of Economy to increase this quota. The import value of these 28 countries is 3.7 billion dollars. Turkey can get a little share as only 17 million dollars from this volume. This represents less than 1%. When this quota is eliminated this fig-
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ure will jump up and there will be no obstacle for the Turkish pasta.
We are ahead of Italy outside sheltered markets When we don’t consider sheltered markets we rank first in world pasta exports. Italy’s main exports go to European countries. When we don’t consider EU countries, Italy exports 350 tons while Turkey does around 700 thousand tons, which mark double of Italy’s.
Where do we realize these exports? We are now exporting to 142 countries. We have no problem at this regard. But we have another problem in addition to the EU quotas; it is the USA. There is a restriction in the USA, too, originating from antidumping and compensated taxes. A review meeting is held once every five years to consider eliminating that restriction. We didn’t make country-defense in past two meetings. In the last one we made a defense in collaboration with exporters’ unions and Ministry of Economy by according with a law office. Although we couldn’t succeed, we made a pace. It is realized with the votes of 6 countries and all we need is the approval of 4 countries. We have already the positive votes of two countries. We will do our best to get tries. the votes of 4 counAmerica is
a prestigious market for us. Very huge exports are not expected even when these problems are overcome. It is a difficult market a must-be in market. We don’t want any obstacle for our sector.
Turkey’s pasta sector has recorded an outstanding progress in the last decade. There have been remarkable increases in both domestic and foreign sales. The increase in exports has almost been 6 folds and double in domestic market in the last decade.
What is the case of pasta production in Turkey? Do we have hygienic production conditions? Do you, as the association, make any controls or inspections?
The main reasons for this incredible development are the producers increased their capacities and they made technologic renewals. Many of the factories renewed their technologies and the total production capacity was raised to 2 million. We have no quality problem at all. The reason why we get the markets from Italy is our quality production.
2023 target is 1 billion dollars We are currently up to 735 thousand tons in exports. Our short run target is to increase this up to 1 million tons but our major target is to bring it up to 2 million tons by 2023. This means almost 1.5 billion dollars.
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AS BESIN takes pride of many features in pulses! “We have set up the first full automation Bulgur Plant in all over the world. And we have first World Standards Pistachio Plant in Turkey. Moreover, we have all of the quality management and hygienic certificates. According to these certificates we built lots of microbiologic laboratory,” says Ali Beken, a partner of the company. Mr. Beken answered the questions of Food Turkey magazine. Full text of the interview follows:
Can you brief us about your company? AS BESIN assigned the first step to the sector in 1970. Owners of AS BESİN had had a wide accumulation and experience in the agricultural industry based on ancient history they established AS BESIN in 1990. We pride ourselves as a leader in pulses (legumes) and nuts industry. AS BESIN has established its new plant, which has 10000 m² closed area, in Organized Industrial Zone in 1995 and still continues by growing day by day.
What does your product portfolio include? Our products are bulgur, red lentils, pulses, pasta, spices and dried nuts.
Can you give details of your quality and capacity? Our R&D department invented very important inventions for the entire sector, which are whole red lentils and a drying system. Due to these two big inventions, products have been started to process more hygienic and natural. We have set up the first full automation Bulgur Plant in all over the world. And we have first
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World Standards Pistachio Plant in Turkey. Moreover, we have all of the quality management and hygienic certificates. According to these certificates we built lots of microbiologic laboratory. Our factories can manufacture 150 tons per day for each packing products.
Can you brief your exports? Which countries do you export? 47% of current production is exported and then the target for this rate is get the 75% and go to raise the consequent capacity. We export as a global brand to Middle East, Europe, America, Asia and over 50 countries in the world.
Are there any leguminous products that Turkey is the leader in the world with? Turkey has the biggest bulgur manufacturers. Turkey has manufacture 1,000,000 tons per year. The domestic consumption is 800,000 tons and rest of them for exporting. Most quality wheat fields are located in Arizona and southeastern Anatolia region in Turkey. That is why Turkey is the biggest producer. Moreover, it is also same for red lentils. The most quality and tasteful lentils grow up in southeastern Anatolia region.
Do you have any targets and plans you set for the shortterm? We planted agriculture product which
is under the name of sustainable agriculture project to 1.2-1.5 million m² agriculture lands in southeast of Turkey which is Turkey’s and world’s most fertile lands. We really proud of being first pulses company to support the agriculture sector and also shed light on the future of Turkey. We provide 10% of our production in this context with this project and additionally, we provide 25% of percent energy saving with some of the changes we made in the production department of our company that working with our R&D department’s policy. Moreover, with this changes and the policy our aim is to increase the percentage of sustainable agriculture and produce our own energy and being a self-sufficient company.
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Muhtaroglu Group, a reliable supplier for the beverage industry
Alev Muhtaroğlu General Manager of Muhtaroğlu Group
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Muhtaroğlu Group essentially is an international trade company that provides food, beverage, fuel, logistic, construction and marketing services and it is composed of a group of corporations. The corporations are supplying raw materials for many industries and primarily engaged in supplying raw materials for the beverage industry. These corporations are doing business in 20 countries with 180 different companies.
Would you mention about the contribution of Muhtaroglu Grup in food industry, as a trading company?
We asked details of their success story to Alev Muhtaroğlu. Full text of the interview follows:
Our company produces 17 varieties in the beverage industry. They include 100% fruit juices and sherbets. They
Muhtaroglu is a trading company active in the beverage industry that supplies many companies in domestic and export markets.
What are the major products that your company has been producing? What kind of juice do you sell?
are all produced in healthy products and all are natural having no additional ingredients in them, such as preserves, glucose, fructose, etc. All products are pasteurized.
Will you inform us about your production plant and production capacity? Yes, all our products are natural and they are all have been made in several factories on contract bases.
You produce for both domestic and export markets. Do your suppliers have sufficient capacities for production? Do you import any product? As you said, we produce for both imports and exports. Domestic procurement of fruits does not suffice from time to time, depending on weather conditions and fruit qualities. Some countries may offer better qualities at lower prices in some fruits such as apple, apricot, and peaches.
To which countries do you export your products? Which countries do you plan to enter? Presently, we are dealing with 18 countries, however we aim high for more sales and more varieties, as a popular brand in both domestic and foreign markets.
Do you plan to produce new beverages in the future? Do you have plans for new investment?
In the future w e want to increase the number of varieties in pressed fruits. Yes, we have plans for new investments for the last quarter of 2016.
What are your final comments? Our objective is to transfer our success and trust that we obtained in raw materials, into retail markets. Health issues and healthy packaging have always been our priority. We will keep our promises to provide the best and the healthiest products to our customers.
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Kurex grows fast
Entered the food industry four years ago, Kurex sold 6 million dollars worth of products in abroad. Targeted to reach ten million, Kerem Kurtay, managing director of the company informed that they start noodle production this year. He answered our questions:
You are a young company. What are your achievements in such a short period? In four years, Kurex Foods has become one of the leading Food and Beverage manufacturers in Turkey with specially focusing on the production and exporting of Stock Cubes and Seasonings, Soups, Instant Beverages, Hot and Cold Drinks, Chocolate and Cocoa drinks. Our product range is rather wide; we have about 250 varieties, exported to 60 countries. Our products are specifically designed
10 million dollars is expected from exports
Kerem Kurtay Managing Director Of The Company
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seasonings and spices. Then come the other lines.
What is the essence of your success?
to meet today’s demands all over the world. Presently, we are the only Turkish food company exports to Japan,
Korea and Malaysia. We are in every island in South America. Bullions are our major product line, as well as our
Our sales and management teams are so good. We are on a constant study of food and related markets and trends, highly experience in export and business fields. With high spirited and commitment from the execution of great team work, Kurex Foods has made a big progress rapidly in a short of period of managing a widespread export network, varying from S. America to Caribbean Islands, from S. Korea to Japan, from North Africa to Middle Eastern countries.
You are renovating machine inventory. Are they for new products or are they regular works? A new line for noodle and pasta production is to be established in a factory of 2,500 sqm. in Elazig. Then we start to export them. The machine is 70 meters long. By replacing some other machinery in our factory we want to grow our exports to ten million dollars.
About Kurex Established in 2011, Kurex Foods is located in Istanbul Trakya Free Trade Zone. We produce a wide range of products under our house brands DELISH and FRUPPO, we dedicate ourselves to bring the highest quality, excellence and consistency to our valued consumers. Main objective of the company is ‘To make the Finest Quality Food and Beverage available to consumer’ while taking utmost care of hygiene and maintaining the value, taste and flavors uniquely Kurex Foods. The company has ISO 9001:2000 and HACCP, HALAL certificates.
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Zer Group targets 500 m. dollar in exports 2023 target for exports from Turkey is 500 bn. dollars. Zer Group targets to contribute it with an export volume of 500 m. dollars. Having 5 factories producing liquid oils, olive oil, sauce and powder vegetable, Zer Group exports 95% of its production and targets to reach 500 million dollars of exports by 2023. Export manager Husamettin Selcuk informed about their activities.
Would you inform us about your products and production facilities? We have factories in Bursa Karacabey, Manisa Akhisar, Aydin Dalaman, Gaziantep and Batman where we produce sauces, pomegranate sauce and vinegar. Sunflower oil, bullions, whipped creams are processed in Gaziantep, tomato paste and olive oil is produced in Aydin, Manisa and Bursa, which we renovated and re-equipped them.
What are your target markets abroad? It depends on demands of the markets. For example, recently we met a Libyan customer in Istanbul food fair and he liked our ketchups and mayonnaises. We will send these products to this buyer. He and we will test each other. If they like, we will continue. Husamettin Selcuk Export Manager Of Zer Group
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Iraq and Middle East countries are our basic market besides are 17 other countries for exports. There are some problems in these countries due to the political turmoil and terror. Besides, currency rates
are very volatile. In general sales are running on a level path. We have limited number of buyers in domestic market, a few distributors in Istanbul, Batman, Mus, and Diyarbakir.
from our’s. Though the price tags are higher, our products are sold in markets that have a clientele of Middle East origin. California demands more olive and sunflower oils.
What do have to say about trade fairs in general? Which fair do you plan to participate Actually, we have been accustomed in in the coming years? Problems directed you to other markets, isn’t it?
these complicated markets during the invasion of Iraq. Now the war is in Syria. We have operations in this country. We have a large base of customers in these markets. Branding in your own country is not easy to realize. Our efforts to enter new markets are on. Our teams work hard to find new markets and opportunities. Our study is still going on to find opportunity in the USA. We have participated in a fair in New York in 2012. We try to improve our share in this market. We have two dealers in Chicago and California who sell mostly olive oil and tomato paste. The paste produced in the US is highly different
This year we will participate in Anuga fair, a larger and prestigious event. Held at the heart of Europe, in Cologne, Germany. This and the other Sial held in France are the two major events. We participate in fairs as an investment and with an aim to find new customers and for prestige.
What are your short-term targets in exports? We want to reach 30 countries for exports. Presently we export to 20 countries. We also want to increase our sales volumes and number of customers in these markets.
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One million lira of investment from Seyidoglu Producer of traditional tastes Seyidoglu Gida plans to open in new markets to sell its products in 50 countries. Expanding its product range by developing new varieties in halva and jam categories, Mehmet Goksu, General Manager of Seyidoglu Gida informed about his company in Istanbul Food Fair.
Would you brief the latest developments in Seyidoglu? What are your products and their share in the market? We expand our halva and jam lines with additional varieties addressing both domestic and export markets. We search and develop new items. I can say that we are the leader in jams in Istanbul market.
Mehmet Goksu, General Manager of Seyidoglu Gida
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We emphasize on light in calorie and rich in fruit kinds. Besides traditional sweets, we try to make our products more suitable for hot summer days and easy to digest formulas. Flour halva, coconut halva, peanut and semolina halva, Pepe licensed banana, strawberry and plain halva for kids are added to our product portfolio.
What are your targets in exports? We have new targets. We export to 20 countries. Customers coming from the USA and Japan are important ones that we have had talks in the fair. Our export volume is rising continuously. We develop new tastes for new
markets in abroad. We want to sell to each and every country in the world. Demands for our sweets are growing in abroad. We started to export our traditional products that are produced on our mother’s recipe. We participate in major food fair in the world. What is the importance of fairs for your business? What are the benefits of participating in fairs? Fair are good platforms to introduce our new products. We have been participating in Worlfood Food fair for years. We produce by using new recipes healthy and nutritious products made of sesame and grape molasses.
Presently we have about 400 varieties. We try to make them 500. Beside this fair, we are going to participate in Anuga food fair in Europe, that we have been participating for years.
Do you have any new investments? With a one million lira of investment, we decided to produce cakes, baklava and sherbet type of products. We prepare new tastes and items for all of our stores and suppliers. We started to construct a new factory beneath of the present one in Hadimkoy organized industrial zone. Following the expansion of capacity, we will have the most beautiful restaurant and factory outlet in Hadimkoy zone.
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Special chocolates from Ozel Chocolate Having hard and soft kinds of products, Ozel Cikolata will launch a new product produced by only two companies in the world. Having been in the production of chocolate and sweets Ozel Cikolata exports to 35 countries. Fatih Ozel, general manager of the company informed us in Istanbul Food Fair about Fatih Ozel, General Manager of Özel Çikolata
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their new product said:
“We have new products in the line. More of them will be introduced later on. They will surprise all people in the sector. It will be launched in line with our new production line. The product is now being produced by only two companies in the world.
“Customers prefer brands that focused on qualified products. World is becoming global. Companies try to diversify into specific segments. We cannot compete with global companies, because they have power in distribution chains. Local companies similar to us should invest seriously and focus their effort on limited number of products. Customer began to be selective towards specialized products and niche companies. “Producers in Turkey have been growing by producing commodity products that can be sold at international markets. Competition can only be overcome by addressing small but special segments of customers. We aimed to be a niche company in our segment. We have been doing studies to develop special products. “Recently, companies tend to use non-gelatin inputs in their production. Our products can be grouped into three, soft sweets, hard sweets and chocolates. Bovine gelatin is made of bones and bone marrow of animals. The customers do not like this. Instead, other products made of seashells and seaweed having the same vitamins and more likeable kinds. We also use this.”
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Keskinoglu caring for your health and palate taste! Producing chicken meat, eggs, olive oil products, egg trays, pullet and breeding products, medical products, fertilizer organica and organic products, Keskinoğlu aims at establishing, developing and sustaining long-term positive relationships with its customers, suppliers, staff and all other stakeholders.To this end, the company makes every effort to offer the healthiest, most consistent product offerings to its customers allied to a superior service provision. Keskin Keskinoğlu, Marketing Group Chairman of the company informed about their activities:
As Keskinoglu, would you please evaluate the year 2015 in terms of exports? Will the poultry sector or your firm reach its targeted volume of exports? Unfortunately it seems that we cannot be able to reach our targets set for 2015 in the poultry industry. Exports were hurt by the recent birds flu outbreak. We, as Keskinoglu hope to maintain 2014’s figure in exports this year.
Keskin Keskinoglu Marketing Group Chairman
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Which products have the larger share in sales, whole chickens or processedshredded chickens? And why? Uncooked whole chickens, thigh, hip, flank and breast have larger part of the market. However the share of deli group and ready-to-serve products are rising recently. Five years ago they were accounted about 10 %, now it went over 15 percent. The trend is almost the same in both domestic and export markets. The basic reason is that they are more practical to serve than uncooked items. Besides, the need and opportunity to differentiate the basic products by preparing them on different recipes, such as nugget, schnitzel, etc. By getting their views on our products from about 1000 consumers, we adjust the tastes and specifications of our products to develop the best product. For
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example, we have changed the detailed recipe of Kadinbudu dumplings, the classic food of my childhood, for 5 to 6 times. Each country has its own taste and we offer special products to each of them.
Do you have new investments? We remarkably expanded our capacity during the last five years. We target to use it 100 percent. So, we have no short-term investment needs and plans.
What should be done to increase poultry products export in the industry? We are one of he leading brands that have the most active strategy in exports, and are able to export to 75 countries. The industry should have to focus on new and high potential markets instead of the markets they have
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already in. Each and every company has to stand powerfully in the foreign markets. For example, Keskinoglu is the first and only company that exports chicken products, (cooked items) to Singapore. We stride about four years to get the results. We aim to be global market representing Turkey in the world; so, we put Turkish national flag on our packages. The more alternative markets is the more we become successful. Recent policies of government and incentives provided have been highly effective. Presently, we ranked as the third largest exporter of eggs and seventh rank in chicken products in the world. In the future, Turkey can easily improve its position in the world.
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Famen to produce canned drinks
Enetering the beverage sector with Viva brand, Famen will start producing new products in the next period. Pointing out that they widened their production facility for new products and renewed their machine park, Famen General Manager Yusuf Karci said that they would increase their current volume of 20 tons to 35 tons with the new products. Karci said they had planned to ship more products to African region in general and Libyan market in particular. He answered the questions of FOOD TURKEY:
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How did you start fruit juice production? Which brands do you have in the sector now? We are producing only fruit juice now. We entered the sector with Viva brand and later we offered our Cici brand. We will launch one or two more soon. Later, we will start producing fizzy drinks and canned group. We will offer ice tea, soda water and energy drinks to the market. The most important thing for us is our production facilities. We enlarged our facilities and established a new machine park for these new
As one of the fruit juice producers of Turkey, Famen will start producing canned drinks to grow further. products. Right now we are producing 20 thousand parcels of fruit juice daily. This will be up to 35 thousand parcels with the production of fuzzy drinks and canned products.
Where do you export? We have been shipping to countries like Iraq, Romania, Persian Gulf, Syria and Ghana. We sell 80% of our products in domestic market and export
the balance of 20%. With the new products we will increase both our domestic sales and exports We have new plans especially for exports in the coming period. We are set to ship more products to African countries. Libya is an important market for us. We want to be more active in this market. I can say that we target the countries which have political conflicts with Turkey. Russia is also a good market for our sector. We want to be efficient in this market as well. Our major problem is freight costs. If we overcome this problem we will export more.There are some terror problems in some Middle Eastern countries. These problems have naturally affected us negatively.
Can you comment about fairs about their plus and minus sides?
a hygienic production line. All processes of these products have been prepared according to industrial products and they are from stainless chrome group and they needed to be renewed constantly. We are continuing our works related to these. We have been regularly making maintenance works and we are making our tests more technologic by purchasing new equipment.
Can you evaluate Turkey’s position in the world beverage sector? The fruit juice consumption per person in Europe is around 10-12 liters. It is around 3 liters in Turkey. People have to be trained at this regard and they should be tended to consume healthy products. Turkey has the best quality fruits in the world and we should take the benefit of this advantage.
We consider the sector fairs very important. We go to all fairs either as an exhibitor or visitor. We meet either existing or prospective clients at these platforms. Most of the cases result with shipping products to international markets. We will show up at Antalya fair in the coming period.
Can you furnish us about your production facilities? Our existing product is an exclusive one. So, it necessitates having a hygienic, clean and suitable production line with rules. We made our studies at this regard. We already have 101
Özsarı excels in bulgur production and export Özsarı Gıda is one of the prominent names in Turkish bulgur sector. We asked Ayvaz Sarı, member of board, the success story of the firm:
Would you please tell us the history of the firm in brief?
Ayvaz Sarı, member of board of Özsarı Bulgur
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Our company was founded in the year 1978, with 1.000m2 closed and 5.000m2 open manufacturing facilities, with a daily production capacity of 3 tons of bulgur (boiled and pounded wheat) . In time, via the new investment and increase of capacity, Özsarı bulgur has been a prominent firm in the bulgur sector in Turkey and worldwide , with 15.000m2 closed and 30.000 m2 open, with a total of 45.000m2 manufacturing facilities, 240 tone/daily production capacity with its own production technology.
Which products constitute your range of products? Packaging and marketing of bulgur like Coarse bulgur, Fine bulgur, Brown fine bulgur, vermicelli bulgur, a total of 12 different bulgur such as cerish, red lentils, chick peas, beans etc. and spices like peppermint, sumac, chili pepper.
What is the market position of your products? What is your expectation of these products? What is the position of Turkish bulgur production in the world? Our country has the most developed bulgur industry, technology and capacity compared to world countries. In terms of wheat used in production and machinery, we manufacture with % 100 domestic industries, % 100 domestic raw materials. In our country,
Bulgur is a nutritious staple food which has an important place in people’s daily diets especially in the countryside. Özsarı Bulgur is one of the most leading producers and exporters in the bulgur sector in Turkey and worldwide with a daily production capacity of 240 tons.
after bread, bulgur is a nutritious staple food which has an important place in people’s daily diets especially in the country side. Previously, bulgur was produced for the needs of families by conventional methods in small scale; in time it has developed and presently it has become a branch of industry. Bulgur is a staple food which is cheap, durable, of high nutritional value and easy to prepare, consumed in abundance not only in our country but also in Europe, America, and in other many countries.
Would you please give information about the quality and capacity? Özsarı, being one of the first bulgur facilities that changed to using closed-circuit drying system in 1997; again is one of the first bulgur facilities that
has obtained ISO9001 and ISO22000 certificates in the year of 2002. It pioneered the bulgur sector in production technology with the addition of Sortex-Color sorting machine to machinery in 2004. At first production capacity was 120 tons/daily in the years 20082009 and lastly it became 240 tons/daily
via the investments made.
Would you please give information about your exportation? Which countries do you export to? It has begun to package legumes as well as bulgur with the built packaging
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plant in 2007, after 2008, our products have gained access to overseas markets as a result of our export oriented endeavors. As of today, a total of 20% of our own brand as well as Private Label brand is being exported to 17 countries ranging from America to Australia.
Are there any problems in the sector and do you have any solutions to offer? Unfortunately, due to insufficient publicity, there are people even in our country who do not know about bulgur, there are even people who have not even tasted it. At the present time, many of facilities are operating with the marginal capacity. In the last years, it was determined that the demand from both domestic and abroad has increased due to organization of events and promotion work conducted by MBTG (macaroni, bulgur, legumes and vegetable oil promotion group).
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Is there anything else you would like to especially add? Wheat is composed the sections: substance, bran and endosperm. Essential nutrients are in substance and bran sections (Minerals such as Zinc, magnesium, chrome, dietary fiber, some phenols, phytates and selenium; moreover all vitamin B2s excluding vitamin B-12. Bulgur is a food that is known for its rich bagasse/crude fiber and for reducing hyperlipidemia in blood. Bulgur is richer in protein and poorer in carbohydrates. B1 vitamin content in bulgur plays an important role in the nervous and digestive systems. Due to folic acid content in bulgur, it is a very important nutrient for children and pregnant women; because the unsaturated fat and total fat ratio is low it is a healthy food. Bulgur does not contain cholesterol, due to the reason that bulgur undergoes through cooking and dry-
ing processes, it does not incorporate phytic acid which is the biggest disadvantage for cereals. Bulgur, accelerates food absorption due to the high content of minerals and cellulose, it impedes constipation and prevents the onset of bowel cancer. When cooked together with legumes, bulgur becomes one of the most important food sources in the world; it is also durable against radiation. The nutrient value of bulgur is greater than that of bread and pasta; it is durable against molding due to the cooking-drying processes. The fiber content gives a sensation of fullness; this feature plays an important role in weight control. We can easily get full by consuming one plate of bulgur. Due to its low glycemic index it makes you feel full for a long time, and because it mixes in the blood slowly, people may use it during dieting. Bulgur is more nutritive than rice and couscous, it is recommended as an alternative food for diabetics.
Motherly taste jams from Lalin Started ten years ago, Faruk Gulluoglu expands its product portfolio of Lalin brand
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We talked to Faruk Güllü, founder of Faruk Güllüoglu brand, a famous name in baklava, who recently introduced his new brand and category in other sweet and jams on the occasion of Istanbul Food Fair. He explained the story of becoming a lovable brand as saying, “We do not produce any product that we do not offer to our family and kids.”
Would you tell us about the birth of Lalin brand? We have been in the baklava sector for about 150 years. Our roots and souls are in it. When we came to Istanbul we have to try to adapt ourselves to changing demands and needs of customers. They asked us jams, first. We researched the market and products and then we decided to enter in this segment in 2006; the Lalin brand was born. Family members liked the rose jam we first produced and other varieties followed, including strawberry, sour cherry,
raspberry, halva, and lokum, the Turkish delight. I visit fairs held in abroad to get info about other needs.
How did the production of other products start out of jams? By investing 6 million TL we have bought the facility of halva producing family, who had been in the business for 30 to 40 years. We added new lines in this facility for production of grape molasses, jams, and lokums. We also wanted to be a brand in jam and halva segment as well.
Faruk G端ll端, founder of Faruk G端ll端oglu brand
Why Lalin? Lalin means, ruby or vermeil in old Turkish, easy to pronounce and suitable to reflect the color red. It should have a distinctive characteristic. To differentiate it should be the kind of jam made delicately by mothers traditionally. What we want to do to produce chemicals and glucose free jams to protect our brand. We also think about a special package for this special jam. I personally have drawn and design the form of bottles we use. Glass makers said it costs more than traditional cylindrical bottles, however we insist on and have made them produce three different prismatic form. 107
How were the reactions to Lalin at the beginning?
What do you want to talk about your exports and exports markets?
Thanks to its packaging, taste, ads and marketing, we got our place in a major retailer’s shelves. Migros has increased its jam sales. In those years we have had some procurement problems for raw materials, the most important was sesame. As my father had always said, we did not produce any product without having made them with original materials. We reduced production volume from ten tons to one to protect the quality of halva. Then we developed a new product for our line, grape molasses.
We export baklava, jams and other products to about 25 countries, headed by Australia, New Zealand, Korea and Japan. Japanese like rose jams. Customers in those countries have their own choice for both products and tastes. We deliver our products accordingly. We do not offer any of our products that our kids and we have not consumed safely. Our kids are the first subjects for new product tests we have made. We choose the best materials for production.
How fare your efforts to built your brand in abroad? Is it possible to engage in a new retailing operation with Lalin brand?
What differs in your molasses from your competitors’? You have to be in proximity of vineyards if you want to produce fresh molasses. They are the best and the most valuable when pressed at the moment. It is only possible in Kilis. We assumed a factory over there lying idle, and we started to produce. 108
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We are producing healthy and quality products in our facility of 4000 sqm including Lalin brand halva, jams, sesame hazelnut cream and grape and walnut sausages.
Now we aimed to grow through new shops under Faruk Gulluoglu brand. Our products are also on sale in Azerbaijan, besides in other 25 countries. We keep investing in abroad to reach more points of sale.
Ankara Chocolate cares for taste and hygiene
As a respectful brand in the Turkish food industry, Ankara Chocolate company has been offering healthy and delicious products to the domestic and international markets. In an interview conducted by Food Turkey magazine, Mr. Halil Olcucuer of the company gave the details of their success story.
Will you please tell us the success story of Ankara Chocolate? Halil Olcucuer General Manager of Ankara Chocolate
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It was established in 2013 as one of the 16 companies in HHY Group of Companies by Captain Food Compa-
ny on a land of 28 thousand sqm in Ankara Kazan Industrial Zone. Though we are young, we have already reached serious sales figures both in the country and abroad, thanks to our technological base and expert staff.
What are your products, and their target segments in the country? Ender, Captain and Ankara brands are sold nationally at retail chains. We are endeavoring to expand our retail coverage even more.
Quality and hygiene are important in production. Would you mention about production facilities and your quality policy? Our production lines and laboratories are designed up to the hygienic conditions and by observing the rules of national food codex. Our policy is to offer the highest quality to our buyers. We aim to produce healthy and safe foods and tastes. Our policy for quality covers principles including the following: Quality is a must and we want to be leader in the region, We encourage efforts to improve quality and services, We update our quality management system when necessary, We improve the abilities and experiences of staff by using our resources effectively.
Which brands of your company are exported and to which countries? What are your plans for the next period? We have been delivering Ender, Cap-
tain and Ankara brand of products to
and efficient teams are active in ex-
Middle East, North Africa, eastern Europe, and Asian countries. Our young
port markets.
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Are inspections and controls in the manufacturing of chocolate in Turkey sufficient? Do you think that health and hygiene are kept under control? These issues are improving constantly. Producers and machine manufacturers are becoming more conscious on these matters.
Recently you launched a new product Nugalino in Istanbul Food Fair. How was the
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reaction of customers to this product?
Fairs are highly beneficial for the pro-
Actually it has been introduced first to wholesalers and retailers and buyers in abroad. Consumers will have the product gradually. However, the feedbacks we got at the fair were highly encouraging. The product got top points with its taste and appearance.
ucts in the world. For national partici-
Anuga is one of the most important fairs in the food industry. What do you think about this and other events?
motion of our country and our prodpation of the companies in these fairs they should be given more incentives.
What is your final assessment? Success is a game of teams. Ankara chocolate is a team composed of designers, workers, producers, sellers, and logisticians. We thank them ant to you on behalf of them all.
Baklavacı Güllüoglu’s assertive debut to beverage sector team worked very hard to get good balance. And now Şipa Sherbet is our national drink. This is a pride for us.”
Baklavacı Güllüoğlu Chairman of the Executive Board Nejat Güllü
Şipa, the sherbet will meet with consumer health store, the Ottoman Palace. Baklavacı Güllüoğlu made an assertive debut to the beverage sector. Baklavacı Güllüoğlu has entered the to 3,6 billion TL size soft drinks sector in Turkey with Şipa brand. Nejat Güllü, Chairman of the Executive Board of Baklavacı Güllüoğlu said; “We established a production facility to produce Ottoman Sultan’s health potion in Bursa. This facility cost TL 2 billion. We investigated for sherbet’s recipe in Ottoman Palace’s archives for 2 years. Our product development
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Baklavacı Güllüoğlu debuted to soft drinks sector with Şipa brand. Baklavacı Güllüoğlu Chairman of the Executive Board Nejat Güllü met with pressman in Bursa. Mr. Güllü said, “Turkey’s soft drinks sector has a capacity of TL 3,6 billion. Şipa, the sherbet will meet with the consumer health store Ottoman Palace. Baklavacı Güllüoğlu has made an assertive debut to the beverage sector, which has a capacity of TL 3,6 billion, with the Şipa brand.”
“We want to take part in Turkey’s 81 provinces” Baklavacı Güllüoğlu’s Chairman of the Executive Board Nejat Güllü stated: “We established a production facility for producing Ottoman Sultan’s health potion in Bursa. This facility cost TL 2 billion. We researched sherbet’s recipe in the Ottoman Palace’s archive for 2 years. Our product development team worked very hard to establish a good balance. And now Şipa Sherbet is our national drink. We are very proud of this.”
consumer h it w t e e m erbet will h s e h t , a ip S n Palace a m o t t O e h t , health store
“We do research for 2 years products” Mr. Nejat Gullu said that they were proud to live again the flavors can be considered Ottoman heritage, how the idea of the formation of the beverage market entry, said: “This land where civilizations meet, has been operating as a master of embroidery unique flavor of our living culture throughout our history. With this way we asked ourselves some questions. First, today’s culture of consumption
trends across from us that we have to impose how much difference this legacy. We began to research whether our country is unique drink at this point. This idea is so colorful and tasty land appeared to open the door. With an annual capacity of 144 Güllüoğlu brand and a professional team after two years of arduous efforts we have made with centuries of Ottoman palace legend SIP brand renovated by today’s expectations, we return as an innovative beverages.
Completely sugar is produced We already have Şırası 6 kinds of Şipa branded beverages in their names such as Can-ı Cihan, Hünkar Gecesi, Makam, Demirhindi, Kızılcık and Çekirdekli Üzüm, we will raise up to 10 varieties in a short time. We use our sugar drinks. They formed the core of useful plants and seeds and roots in history. We have produced adhering to the structure. All ages of people can drink beverages with complacency. Moreover, we are sweetened with stevia products can be consumed by diabetics.”
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History of Beypilic and its development Beypi Company is based on Beyyem company, which was established in Beypazari, Ankara, in 1979 to produce mixed fodder.
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Beypi was founded to produce chicken production in 1986, in Goynuk, Bolu. It became an integrated plant with additional breeding flock, incubators, etc. Later on a second incubator, mix fodder mill and poultry house was established in Bolu. Cooked chickens and full fat soya production lines were added. In 2004 all assets of the company were handed to Beypi Company, which became the second largest company in its field. Mr. Teoman İnal, assistant general manager of Beypiliç, gave the details of their success story:
On technology used in Beypilic In our integrated plant the most upto-date technologies are utilized both as machinery and software systems.
Mr. Teoman İnal, Assistant General Manager of Beypiliç,
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Our aim is to operate a continuous production and control processes.The equipment and systems used in the factory have chosen with great care and sensitivity to provide the highest quality standard to the customers.
On product varieties We produce about 150 varieties of chicken products. We do our best to offer the most practical product for consumers to facilitate their preparations and healthy cooking.
On market share in processed chicken products and plans for the future Domestic consumption of ready to serve products is far behind the level of the Europeans. Share of cooked and ready to serve kinds are less then 5 percent. However, it gains momentum during the last few years.
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On export markets targeted and targeted sales in foreign countries We have been exporting to Iraq, Azerbaijan, Tajikistan, Russia and Kyrgyzstan. Presently, we are focused on Russian market, since we are new in this country. As for our targets we already reached 32 thousand tons per year. It can be doubled in the future. It is known that Turkey has an important share in poultry markets in the world. Efforts are going on to meet the growing demands by expanding capacities. When realized this, what do you think that Beypilic would find shelves in which countries? Our main target is to realize our activities in a safe and reliable way. For this reason it is our responsibility to provide a trustable and healthy working atmosphere. We stand for producing quality products and render quality service thereby obtaining maximum customer satisfaction. We offer value added products and services for our customers and business partners as well as for our shareholders. Our basic motto is, “We do not offer anything we don’t eat to our customers”. It is all of our personal’s slogan and principle. Every product bearing the brand of Beypiliç offers reliability with its being healthy, quality and taste. We never have antibiotic or hormones in our products. Our company has possessed a lot of quality standard certificates for its operations from supplying raw materials till the consuming process. Beypiliç has always managed a lot of firsts with its adherence to international standards and quality factors at all stage of its operations. So, we are planning to take place in every shelf in the world markets.
Turkey’s Poultry Projection (ton) YEARS
Chicken Meat
Turkey Meat
Farm and Egg Hens, Other Poultry Meat
Total
2014
1.887.000
46.900
95.600
2.029.500
2015
2.000.000
49.800
102.300
2.152.100
2016
2.129.000
52.600
108.400
2.290.000
2017
2.259.000
55.500
113.800
2.428.300
2018
2.388.000
58.300
119.500
2.565.800
2019
2.533.000
61.200
125.500
2.719.700
2020
2.659.000
64.000
131.800
2.854.800
2021
2.785.000
66.900
137.700
2.989.600
2022
2.927.000
69.800
143.900
3.140.700
2023
3.060.000
72.600
150.400
3.283.000
2024
3.208.000
75.500
157.200
3.440.700
2025
3.349.000
78.300
164.300
3.591.600
Source: BESD-BİR
What do you think about the works and promotions realized about consuming chicken meat? As Beypiliç we have always made activities at domestic and international fairs. In addition, we are conducting regional
promotional works through our dealer network scattered all around Turkey. Contrary to many newspeak giving bad impression about chicken meat Beypiliç gains consumers satisfaction and admiration thanks to its hygienic production technology and proven quality.
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Counting down for Gulfood Manufacturing Dubai, United Arab Emirates – Recognised as having some of the fastest emerging markets in the world, the Middle East, Africa and South East Asia (MEASA) region is also proving to be a hotspot for exponential growth in the F&B industry. As the largest and most influential platform for the food manufacturing, processing and packaging sectors, Gulfood Manufacturing 2015 will take place from 27 – 29 October at the Dubai World Trade Centre (DWTC). The show facilitates exceptional trade opportunities between suppliers and manufacturers from around the world, looking to capitalise on the key growth factors
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As an essential ingredient in growth of food manufacturing and the biggest F&B processing exhibition in MEASA region the show highlights regional growth factors for industry. The show will be at DWTC, 27 – 29 October 2015.
presented in this dynamic and diverse region. The high reliance on food imports, in particular throughout the Middle East and parts of Africa, is driving development of the food processing industry. In countries such as Saudi Arabia – the largest food producer in the GCC – the number of food processing units has increased from 460 in 2002 to more than 735 in 2012, according to the 2015 Alpen Capital
report, with overall investment in the segment growing at a CAGR rate of 11.9 percent to US$12.3 billion in 2012. Growth in the remaining GCC markets is equally robust for their respective sized markets. In South East Asia, the food processing industry is developing into a significant economic growth driver. While the industry in India is powered less by food imports and more by food exports, according to the country’s
Ministry of External Affairs, the food processing industry accounts now for 32 percent of the country’s total food market,14 percent of its manufacturing GDP, 13 percent of India’s exports and six percent of total industrial investment. In South Africa, the food processing industry contributes a significant 14 percent to the country’s annual GDP and is its third largest manufacturing sector, while Nigeria, Côte d’Ivoire, Al-
geria, Morocco and Egypt are home to the largest food manufacturing and agri-businesses on the African continent. Across the region, governments are implementing programmes to facilitate growth of the food manufacturing and processing industry. These range from provision of subsidies on certain food production equipment, to interest-free loans, and exemption of duty on the import of raw
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materials. Governments in Oman, the UAE, Qatar, India, Nigeria and South Africa are developing specialist industrial parks to support and promote investment and growth in the industry. Sourcing business improvement and growth solutions for food processing companies across the region has become simpler since the launch of Gulfood Manufacturing, which has reported exceptional demand for exhibition space from every sector of the industry. Companies such as Ecolean AB, manufacturers of innovative packaging solutions for the dairy and liquid food industry, are focused on expanding their customer base into the MEASA region specifically, and will be using Gulfood Manufacturing as the springboard. “Ecolean is active in more than 30 countries globally, and we are now in a phase of big geographical expansion into the MEASA region where the growth opportunities are promising. We have a broad portfolio of flexible packaging solutions for both chilled and ambient distribution, and will be showcasing our latest award winning innovations, Ecolean Air Aseptic Clear and our recloser SnapQuick,” said Anna Anneras, Marketing Director, Ecolean. Teknika Plast, a leading plastics injection company providing packaging for the food industry and an exhibitor at Gulfood Manufacturing, sees massive potential across the region for its rigid packaging. Ali Kuay Yarali, Sales & Marketing Executive for the company reported: “Our confidence in the opportunity presented by the region, in particular packaging for yogurt, cheese and labneh, is strong enough that we will be opening a manufacturing plant in Dubai soon.” The growth potential in the processing segment is also drawing international investors, driving partnerships, joint
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ventures and licensing agreements with local manufacturers, and acquisitions of entities already operating in the region. Global players with considerable presence and food processing facilities in the MEASA region include Mars, Danone, Del Monte Foods, Fonterra, Frito-Lay and Tetra Pak, among many others. Major private sector investments in the UAE’s food processing sector include the halal food producer Al Islami Foods’ US$27.2 million facility in Dubai and Brazil’s BRF SA’s US$150 million plant in Abu Dhabi. Significant business opportunities are presented throughout the region as increasing food consumption drives the need to develop supply chain infrastructure at all levels, from procurement to packaging, manufacturing equipment to cold chain storage,
transport logistics to retailing. Markets such as the UAE are well established global hubs – not only is there a fast growing food manufacturing and processing industry, it is also one of the world’s top re-export hubs in the world. Implementing technology along the length of the supply chain is helping to improve operational efficiencies, enhance agricultural output, increase production capabilities and maintain higher quality levels. Jimco A/S, a supplier of industrial environmental technology, will be launching a mobile disinfection solution at Gulfood Manufacturing that is particularly relevant for the geographic climate in the region. . “Contamination of grain, seeds or spices is a wellknown problem in food processing environments with high temperatures
or high humidity, and it normally requires a manual treatment to disinfect surfaces. Based on UV-C Technology, our FLO-D® Mini, totally automates the process. You achieve more effective disinfection while saving manpower, water, chemicals and energy. Return on investment is unrivalled,” said Jimmy K. Larsen, CEO of Jimco A/S. “Gulfood Manufacturing 2015 is an essential ingredient for F&B companies in almost every vertical of the
value chain because it delivers – sales, connections, expansion opportunities and market insights. In terms of the regional market growth drivers, the show brings together industry players at both ends of the spectrum to offer direct and unrivalled access to business in this region. Quite frankly, it would be a business risk not to attend,” said Trixie LohMirmand, Senior Vice-President, Events & Exhibitions Department, DWTC.
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Poultry industry launches an efficient promotional campaign in world markets
Interview with Mujdat Sezer, Chairman of Turkish Poultry Products Promotion Group , Deputy chairman of Istanbul union of exporters.
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Turkish Poultry Promotion Group helps the exporters to reach new markets where they use their potential ideally by analyzing the needs and expectations of the poultry sector; enlightens the way of Turkish exporters for being a prominent sector consisting of the companies providing world class products and operating with determination and efficiency by always taking sides with Turkish exporters for the goals of 2023 and by providing them with correct and creative solutions for the problems they may encounter in the current market. Following is an interview with Mujdat Sezer, Chairman of Turkish Poultry Promotion Group, Deputy chairman of Istanbul Exporters’ Association:
Executive President MĂźjdat Sezer
As the poultry promotion group what do you do for the industry in world markets? The main purpose of our group is to improve the perception of Turkish poultry sector and performance in poultry industry both in Turkey and abroad. Our mission is to show the world that poultry products in Turkey are produced up to the world standards and to strengthen the sustainable power of the industry with its structure, know-how and technology. Within this context, Turkish Poul-
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try Promotion Group participates several organizations worldwide, carry out projects abroad and hosts some events in Turkey.
try industry in Turkey is among the top ten countries in the world with its production capacity of 2 million tons of white meat and 15 billions of eggs.
Can you inform us about the capacity and quality of poultry businesses in Turkey?
Which steps does your group take to reach the targeted exports of 5 billion dollars in 2023 from its present level of one billion Technological achievements and skilled staff led to highdollar? er production quality and advanced veterinary services made it possible to meet the best health standards. With its production power, technology and advanced processes, poultry companies in Turkey are able to compete in the world both in production volumes and quality. Poul-
Turkish poultry sector is growing rapidly and we believe that the 5 Billion USD target for 2023 will be met even earlier. Last year, we faced some problems in our export markets as the ongoing political instability hit the
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region at its hardest. It was true that we saw a decline in total exports recently but are trying to take lessons from it and use it as an opportunity to expand our market reach by adding new countries our export list. Besides we try to level up the unit value of our exports . Earlier we were selling unprocessed whole chicken to most countries but now processed products, such as sausages, graded parts of poultry are high in demand. With the increasing unit value of Turkish poultry products and addition of new export markets, it will be easy to reach our targets in the upcoming years.
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What can be said about production of white meat in Turkey in modern facilities?
What do Turkish producers do for Halal Food segment that is growing fast in the world? Technical infrastructure of the production facilities in Turkey are far better than their rivals including the USA and the Europe. Since the facilities in Europe are outdated today, I can easily say that we are ahead of the competition there. From the beginning of the 90’s, Turkish poultry industry implemented latest technology and modern processes. We can say proudly that the world’s freshest, the most hygienic, and the healthiest poultry products are produced in Turkey.
Since the Islam is the biggest religion in Turkey , halal food regulations are very strict and also it is highly important to secure the hygiene and human health. Halal food does not only means slaughtering manually and flowing of blood, there are many peculiarities for religious prerequisites. It starts by valuing animal health at the highest level and after following Islamic procedures during slaughtering, ends with creating a secure cold chain system.
What kind of support and advantages can your organization offer to member companies? All companies that work with foreign markets are our members, no matter their export volumes are. We regularly share data and other figures about world markets.We inform them about the changes in competitor markets as well as big rival companies. By carrying Turkish Poultry to fairs and exhibitions held all around the world, we help them take part in most important events. We try to improve awareness about future export markets and help them work their way into them.
Fairs that you participate in Turkey and in abroad? We almost participate or visit every event especially in our region. Iraq, Dubai, Moscow, Saudi Arabia are important markets so we don’t miss the opportunity to take part. In addition, we participate organizations in Europe and Japan, considering the future possibilities.
What are the problems of the industry and your proposals for their solutions? I can say that we have two main problems affecting our industry in large scale First we depend on imported feeds and some other inputs for production. This and additional custom taxes increase our costs of production. Second, we have been subject to some political barriers in Europe and other countries like China and Japan. They try to limit our activities in their markets. We have been working in collaboration with Turkish authorities to solve our problems in EU countries and China, keeping in mind that entering that markets will boost our exports and enhance the perception over Turkish brands.
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Seafood sector swims to new markets Aquaculture in the fisheries industry aims for peak point Share of the aquaculture in fishery sector is rising in Turkey. According to the data issued by the Turkish statistical authority 537,345 tons of aqua products were realized in 2014. Aquaculture production has the largest share with its 235 thousand tons of output, and sea fishes are second rank with 231 tons production, other sea fishes with 35 tons and inland water production is 31 tons in following list. In fishery sector, production by capture was down 19 percent to 302 thousand tons while aquaculture was risen up 1 percent to 235 thousand tons. Chairman of Turkish Seafood Promotion Committee (STG) Melih Isliel said that share of aquaculture fishery reached up to 43.8 percent and targeted to go beyond 50 percent by the year 2023. By pointing out the growing volume of investments in aquaculture business in Turkey since 2000, Isliel added, “We seek the future of aqua products industry in the aquaculture businesses. Turkey’s aquaculture production was about three thousand
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tons in 1986 and that reached up to 79 thousand tons in the year 2000 and a 43.8 percent share now in total fishery production. Aquaculture reduces the pressure of fishing drive in waters and saves natural fish sources.” The mostly harvested kind of fish in inland waters is rainbow trout and the seabass were mostly produced in the seas. Seabream ranked thirdly in production.
Exports of aquaculture products are rising Sinan Kiziltan, chairman of Aegean Aqua and Animal Products Exporters Association said that rising production of aquaculture has also increased fish exports. Turkey’s income from fish exports was about 69 million dollars in 2000, and it rose gradually up to 692.9 million dollars by the year 2014. The largest market for Turkish seafood export is European countries, because people seek healthier products. Kiziltan said that the sectors target for export by the year 2023 is 1.5 billion dollars.
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Euro-Dollar currency parity harmed seafood sector As one of the sectors that is seen a source of pride for Turkish companies in exports, the fishery industry was affected negatively by recent fluctuations in Euro-Dollar currency, while there is expectation of increase in export by the year 2015. In the first half 2015, sector has increased export volume by 8 percent. Our exports were up 22 percent from 248 million Euros to 303 million dollars. Exports leveled on 339 million dollars in dollar terms, the same level of last year’s. We expect a reduction of the parity effect and exports will increase in terms of dollars in the second half of the year.
Fish and Bread Festivals are organized to promote domestic consumption in Turkey Turkish Seafood Promotion Committee (STG) was established by the Turkish seafood sector under the aegis of Turkish Ministry of Economy in 2008, consisting of eleven board members which includes participation from the Board Of Directors on the Aegean, Istanbul and Mediterranean Aqua and Animal Products Exporters’ Associations. STG is responsible for marketing activities relating to Turkish seafood and acquaculture products globally, promoting fish-products as one of the cornerstones of the healthy Mediterranean diet. A clear aim of the marketing is to build awareness of the po-
tential of Turkish seafood products, as well as diversifying beyond traditional markets by focusing on the greater EU, US, the Russian Federation, UAE, Japan, Middle East countries and target markets. The committee has been participating in 15 to 20 trade fairs annually to promote the exportation in markets and organizes schooll fish and bread festivals in domestic market. The committee aims to increase annual consumption of fish products up to 15 kilograms per capita by engaging several events and activities. Fish is good for growth and developments of people, it helps to strengthening of bones, a valuable source of Omega 3, calcium, iron, phosphor and vitamins, a good supporter for central nervous system and mental health, it improves blood circulation and increases attention, perception and learning abilities and helps to loose weigh. For public audience an advertisement prepared that tells the benefits of Seafood consumption and showed on approximately 20 different national channels during 6 months more than 2000 times. The target audience is defined as 25-45 years old women who dominates the household in food consumption. The domestic Campaign is taking place on digital channels too. STG is also very active on social media with a long term planning with a new generation website the appearance of group is changed from a governmental organization to a trademark.
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The new appearance of group aims topics at trendy channels. With one capita Turkey has a young generation promotional activities due to this prothe people effectively.
to be friendly and dynamic on daily of the highest internet usage rate per consumer profile. Stg is planning all its file on digital world in order to touch
Also with the idea of “Future means educational instruments for children Puzzles, Digital Games, Applications,
Children”, STG trying to produce with the slogan of “Growing with Fish”. Story Books.
5 thousand fish served at Brussels by STG
Seafood Expo Global Fair in
STG, Turkish Seafood Promotion seafood sector during Seafood Expo fair in its category. STG participates in ing its activities in Turkmenistan, the has served 5 thousand fish meal in This was the 11th participation of 12 Turkish companies exhibited their were cooked by Ibrahim Onen, the rant and Omer Gurisik who lives in Chairman of the Committee, Melih Isliel reminded that total exports of seafood in the world amounted about 130 billion dollars. He said, “Our share in this amount is around 700 million dollars. It was 90 million dollars in the year 2000. We have long way in this market. We have to differentiate
Committee promoted the Turkish Global held in Brussels, world’s largest approximately 15 fairs in 2015. FollowUSA and South Korea, the committee Seafood Expo Global held in Brussels. the Turkish national pavillion, where brands. The delicious fishes chef of Sipari restauBrussels.
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Turkish Seafood Promotion Committee (STG) promoted the Turkish seafood sector during Seafood Expo Global held in Brussels, world’s largest fair in its category. The committee served 5 thousand fish meals at the event.
our export markets in the world. We can not hit our target of 1.500 billion dollars exports by the year 2023, with this 1.58 dollars per kilo average price of our products. We also have to find new markets and channels and run faster. Innovation is a must for our sector. Average price of our exports of aqua products is 6 dollars. This value should be increased.” Serving fish is the key point of marketing a food product. We believe that the taste memory never forgets and if you complete the sense by visual components, you are generating a full experience.
Europe is the largest market for us in fishery sector Melih Isliel, chairman of the committee, has pointed out that 12 companies from Turkey have participated in Brussels fair. One of the most attractive booths of the fair was designed by the committee, has attracted great interest of professional visitors. Isliel said, “Turkey has become a shining star among sectors in Turkey, one of the fastest growing as food industry in the world. With its sustainable growth potential, integrated production facilities at world standards, made our companies more competitive in EU market. With fresh, frozen and processed seafoods, the whole world is one market. Facilities for processing aqua products have been developed remarkably in recent years. Turkish companies now are able to supply sea bass, sea bream and trout to the world markets. The industry realized an export worth 693 million dollars in 2014 and targeted to export 1.5 billion dollars by 2023.” Sinan Kiziltan, chairman of the Aegean Aqua and Animal Products Exporters of Association said, “The aqua culture products industry has enlivening its golden years. One of four sea breams and sea basses consumed in Europe are delivered from Turkey. We
are among the countries that raise its exports. European countries have the largest share in our exports. There were many other leading names among the people participating to the fair. Among them were Hakan Olcay, Brussels ambassador, Selim Yenel, permanent representative of Turkey in EU, Fatih Ceylan, permanent representative in NATO, Ali Baris Ulusoy, Brussels consulate, Bulent Ugur Ecevit, Brussels trade counsellor, Nilgun Bukulmez, commercial advisor. Companies that participate in
the fair under the framework of STG, include the following: Abalioglu Aqua And Feed, Agromey Food And Feed, Akuvatur, Bagci fish and food, Bal-Pi food, Camli feed, Group Sagun, Kilic sea products, Kopuzmar aqua products and foreign trade, Sastas Samsun freezing facilities, and Tamilla (Kainat) aqua products, Dardanel, Kocaman ve Penta companies. STG is trying to pull the attention to the sector in foreign markets because Turkey has a big advantage for seafood industry. The nature is very
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Aquaculture gains importance in the fishery sector.
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suitable for growing the most delicious seafood types with its clean waters and bio diversity. The waterland of Turkey is nearly 14 thousand sqkm and has 460 ponds and lakes. This is a big richness for that industry those numbers are equal to some countries total lands. With this suitable nature the technology that used in Turkey is also up to date. Know how and the quality systems are above the expectations. The sector leading associations have targets of growing and defined future plans on marketing and increasing the production amounts. In 2014 the production of Aquaculture was 235,133 tons but the facility capacities come to 472,128 tons with the new investments only those numbers by itself are showing the shining future of Turkish Seafood Industry. Also the logistic position of Turkey is the other biggest advantage for seafood because the main form of our products are chilled and this form requires a fast delivery such as air cargo. Today from Istanbul with 4-hour flight you can reach to 58 countries that means one third of world’s total income. Not only for fish deliveries this geographical advantage makes Turkey a meeting point of Business trips on 2014. 37 million foreign visitors traveled to Turkey officially. This shows that Turkey promises people more than sun, beaches and sea.
Turkish sea food industry headed to the USA and Canadian markets Exports of Turkish fishery products to Canada up 72 % SIAL Canada fair was held on 28 to 30 April 2015 where Turkish sea basses and sea breams were displayed and had tasted to the visitors. STG, Turkish Seafood Promotion Committee participated in the event firstly. Four companies and three promotional committees from Turkey exhibited
their products and has activities in the booth. More than two thousand visitors and 831 participants from 46 countries were present in the event.
peat in the Canadian market. We think that we are on the right route. Exports of fish to this market increased 72 percent.
Among the participants, Sinan Kiziltan, chairman of the Aegean Aqua and Animal Products Exporters Association, said on the occasion, “Turkish seafoods have attracted great interest of the visitors. North America is an important market for Turkish fishery products industry. We are successful in the US market. Now our aim is to re-
Sea bass and sea bream are well known species in this market. Our products are now sold in Toronto and Montreal cities. Direct flights from Turkey to these locations are very helpful for further increase of exports. Consumers in these markets are very conscious on products. Since they are healthier and produced under con-
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trol, aquaculture fishes are demanded well.� Other names including Ufuk Atakan Demir, board member of the STG present at the SIAL Canada fair.
Exports of Seafood to Canada Year
Amount Kg. Value $
2013
113,156
544,150
2014
116,067
936,151
Turkish Seafood Promotion Committee Expositions in 2015 Turkmenistan / Ashgabat from 10-12 February 2015, Turkmenistan, Turkish Export Products Exhibition, US / Boston, 15 to 17 March 2015 Seafood Expo North America, South Korea / Seoul, 15 to 17 April 2015, Seoul Seafood Show, Belgium / Brussels, 21-23 April 2015, Global Seafood Expo / ESE, Canada / Toronto, 28-30 April 2015, SIAL Canada, Thailand / Bangkok, 20-24 May 2015, Thaifex-World of Seafood,
Aqua Product Exports of Turkey
Expo Milano, 13-16 June 2015 and 8-15 September 2015, South Africa, Johannesburg, 21-23 June 2015 Africas Big Seven, Japan / Tokyo, 19-21 August 2015 Japan International Fisheries & Technology Fair, Hong Kong / 8-10 September 2015, Asian Seafood Expo, Russia / Moscow, 14-17 September 2015 Worldfood Moscow, Spain / Vigo, 6-8 October 2015, Conxemar, UAE / Dubai, 27-29 October 2015, Seafex.
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(03, 1604, 1605 FASLI)
QUANTITY (TON)
VALUE (FOB$)
% INCREASE
2000
25.320
$59.655.648
2001
28.157
$77.435.510
30
2002
35.092
$128.171.494
66
2003
38.966
$173.398.745
35
2004
40.777
$212.733.138
23
2005
46.344
$248.569.917
17
2006
48.566
$280.930.601
13
2007
53.477
$324.682.032
16
2008
61.690
$427.333.196
32
2009
57.736
$341.507.374
-20
2010
60.236
$360.773.733
6
South Korea / Busan, 29-31 October 2015 Busan International Seafood & Fisheries Expo
2011
71.926
$447.823.191
24
2012
80.022
$467.186.007
4
2013
102.362
$563.973.857
21
Iraq / Erbil 16-19 November.
2014
116.408
$692.847.160
23
FOOD TURKEY
September 2015
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