One venue many events Dubai has been a great show destination especially in more than one decade. Every week of the year hosts either one big event or a few smaller sizes of international events and many of them have already become world famous. Gulfood has been a truly international world brand in the show business and it has its varieties… The main Gulfood is in February but Gulfood Manufacturing is end of October or in early November. It was gorgeous last year and it is ready for even a better edition this year along with concurrent shows as Sweets&Snacks and Seafex. Dubai is not only Dubai or the United Arab Emirates in show business. It is covering a wide area to showcase products and services including GGC, Middle East, North Africa and even Russia and Europe sometimes. Turkey is mostly at the exhibitor and seller side. Almost two hundred companies including our magazine will have stands to show what they have to offer to this wide geography. Returned from Anuga-Cologne, we are now en route to this important show to promote the Turkish food industry and the companies. We will give out free copies from our booth at Gulfood Manufacturing part of the fair. We will be happy those who stop by and take their free copies. I wish lucrative business for all; exhibitors and visitors.
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tives c e p rs e p e th m o fr A ANUG of Turkish exhibitors
12 Mar marabirlik was at Anuga Fair 24
Evliya Chocolate builds factory in Russia
28 Olives 36
number rd o c re a h it w ld e h 5 1 0 2 Anuga nce a d n e tt a in th w ro g d n a rs of exhibito
50 Turkish biscuits industry on the rise!
Sweets & Snacks Middle East opens in Dubai Gulfood Manufacturing pro vides critical platform for business success in regio nal food industry
SEAFEX 2015 sets sail for another success
ANUGA from the perspectives of Turkish exhibitors
Held in Cologne, 10-14 October 2015, Anuga is the global marketplace and trendsetter for food and drinks every two years. Once again in 2015, a lot of Turkish companies were able to impressively demonstrate their latest products in this most important meeting place of the industry in the world. We asked questions to some of the Turkish exhibitors about their Anuga experience and more.
EVRE DAVRAN, EXPORT MANAGER, TARIS ZEYTIN A.Ş.:
How was Anuga 2015? Were you satisfied with the performance of the fair?
years. This year visitors showed special interest in our newcomer Asirlik, First Harvest product series, Extra Virgin Olive Oils and our Table Olives.
How would you rate ANUGA is the most important fair international food fairs? Which that we participate in every two-year. ones are the most important We meet with our current customers ones? and also have a chance to meet with potential buyers coming from different countries. This year was enough satisfying for us in terms of visitor number and profile.
We prefer to attend important international fairs dedicated to retail trade and food service sector. Anuga, Sial, Gulf food are the ones of first priority.
What did you offer at the fair? Did you have any novelties this year? Did your stand arouse interest from the visitors?
Sial in Paris and food exhibitions in Middle East and Far East
Which fairs are you planning to exhibit in 2016?
How do you foresee the We both displayed our retail and spe- Turkish food industry in the cialty product range. We presented future? our new product called “ASIRLIK “, olive oil of the trees older than 350
We believe that if the production ca-
How was Anuga 2015? Were you satisfied with the performance of the fair? It was successful to find new customers, develop new business networks, see actual market structure. The visitors were qualified and it shows us that regional markets have potential. So we are satisfied to join Anuga and we are planning to join next time.
What did you offer at the fair? Did you have any novelties this year? Did your stand arouse interest from the visitors? CIHAT OZYURT, EXPORT MANAGER, AYMAR YAG:
We are trying to set up our system as other regions and we have taken the first step at Anuga. We reached visitors who have the necessary qualifications and offered them for giving us realistic plans. We launched Çapamar-
pacity rises or even remain stable, exports of the food sector will be growing steadily
ka powder product in exhibition and it attached potential visitors.
How would you rate international food fairs? Which ones are the most important ones? There are many food exhibitions in the world. None of them is enough to get customers all around world because every region has its potential exhibition. But because of the visitor potential and geographic location Anuga and Gulfood are very effective. The Turkish food industry has been growing day by day.There are so many strong competitors on the market and we always have to check ourselves and realize innovations on the time. So, competition is so harsh and it will bring more development.
How do you foresee the Turkish food industry in the future? Turkey is one of the biggest food producer countries in the world and we have many products from different segments and our quality perhaps better than most countries. But we have to work on promotion and marketing issues more.
CEM DEMIRCI, EXPORT MANAGER, POYRAZ OLIVE OIL: How was Anuga 2015? Were you satisfied with the performance of the fair?
How would you rate international food fairs? Which ones are the most important ones?
Anuga Food Show is one of the biggest food events in the world and was a big honor for us to be part of it this year.
Anuga Food Show is most important exhibition for us. Apart from this show we join many food show during the year.
What did you offer at the fair? Did you have any novelties this year? Did your stand arouse interest from the visitors?
Which fairs are you planning to exhibit in 2016?
As Poyraz Olive Oil company we produce Extra Virgin Olive Oil and Riviera Olive Oil products. We had many
guests and existing customer visited our stand during the show.
Shanghai / China, World Food Moscow, Dubai Gulf Food, FoodEx Japan, New York Fancy Food Show, SIAL Paris, Istanbul / Turkey World Food are the food show we join every year.
Marmarabirlik was at Anuga Fair A leader in olive exports, Marmarabirlik participated in Anuga Fair, the largest food and beverage fair in the world and back with commercial ties. Qatar and Poland are the next targets for exports. Exhibition of Marmarabirlik in Anuga fair attracted great deal of interest especially for its dried processed less salted Gold products sold under MB brand. The company was in the fair for the third time, where new contacts were established with prospective buyers coming from Qatar and Poland. 33rd edition of Anuga fair held in Cologne, Germany hosted more than seven thousand companies from 108 countries. Consul General of Turkey in Cologne, Emre Engin, and commercial attachĂŠ Hilmi Taskin visited the booth of Marmarabirlik, where guests were offered to sample the products exhibited. Buying teams of national retail chains and distributors in the world have also visited the booth.
Hidamet Asa, chairman of Marmarabirlik, said on the occasion, â€œAnuga was an important platform to reach new market opportunities. During the event, we have had several profitable business talks with an aim to promote our Gemlik type olives to the world. Our next targets for our exports are Qatar and Poland. Besides, we have developed our contacts in Greece, Spain, Rumania, Latvia, Azerbaijan, and Iraq. As of the end of 2015 our target is to export 6 thousand tons of olive worth 30 million dollars. We have been exporting our products to 47 countries. We try to develop new taste and product and to expand our product variety. We need more incentives in exports in order to foster our competitiveness in world market and to bring more currency to the national economy.â€?
Caykur excels in exports
33rd edition of Anuga International Food Fair was a great success with record number of visitors. More than 300 Turkish companies, third largest group among participating countries, was part of the event at Turkeyâ€™s national stand in the fair, where 7,063 companies from 108 countries have exhibited their goods. Turkish foods attracted great interest of the visitors as well as the Turkish people living in Europe starting at the first day of the event. Caykur, a leading producer of world famous Turkish tea, was also at Anuga, the largest food fair of the world. Im-
dat Sutluoglu, chairman of the board and general manager of Caykur informed about their activities in the fair and in export markets worldwide. He said, â€œExports have a large part among other targets of ours. We started a powerful initiative in this regard. Fairs of this size are venues that the global trade trends are shaped and long-term efforts would bear their bountiful fruits. We signed contracts with the companies who have been watching us for four years. Persistence and follow-ups are necessary for getting results while participating in fairs.
As Caykur, we have been going on the way of becoming a brand in world markets. We have to grow more. With this aim, we are expanding our product offerings; our Didi brand ice-tea is a good example. Didi is exported to 47 countries. The fair has been highly productive; we established new contacts with buyers coming from Canada, Middle East, Asia and other countries. Before the fair event, a promotional TIR of Caykur toured in the Balkan countries, Kosova, Albania and Bosna Herzegovina. Having a strong brand is important both for our company and for the national economy. We have to export more and have more brands in international markets. Share in the markets is also important. We are doing our best. â€? Turkish tea is almost the most organic product among other tea producing regions. It is cultivated in the most northern climate conditions in the world. It is subject to snow and for this reason is free from insects and harmful chemicals contained in pesticides. It is grown without the use of chemical fertilizers. The area for tea cultivation is 10 thousand hectares will rise to 30 thousand hectares next year and 40 thousands in the year after. Anuga International Food Fair was organized on 284 thousand sqm land and several food categories are exhibited, including food, drinks, bakeries, sweets dairy and frozen products, ready to serve varieties, halal foods, and kitchen equipment.
56 thousand tons of dry figs exported to 91 countries from Turkey
According to the data released by Aegean Exporters Association the fig producers in Turkey earned about 244 million dollars of income from exports in the 2014/2015 season. A volume of 56 thousand tons of dry figs was sold to 91 countries.
to the USA market. Determined as a new target market by the promotional committee for dry fruits, Japan was the largest buyer in Far East with
In 2013/2014 season exports were totaled 253 million dollars, a 4 percent more over amount of this year. Volume of exports was 27 percent more last year. France was top in the list of export markets for Turkish figs. Turkey sold 8.3 thousand tons of figs worth of 39.3 million dollars. German was the second in the list with 36.9 million dollars. 5.7 thousand tons of figs totaling 18.7 million dollars were exported
its 1.2 thousand tons and 9.1 million worth of fig trade. Vietnam was the second largest with 6.6 million dollars, and People’s Republic of China was the third with 1.5 thousand tons and Hong Kong has bought 2.8 million dollars worth of figs. “The volume and earnings of exports in 2013/2014 seasons was a record,” says Birol Celep, chairman of the Aegean Dry Fruit and Products Exporters Association. He said, ‘The weather conditions have caused a serious loss of quality this year. 74.5 thousand tons of fig harvest is expected for the 2015/2016 seasons. There is no serious quality problems for the year’s harvest and we targeted to export more than 60 thousand tons of figs this year.”
Sultana exporters got back with contracts from Anuga Fair
12 giant names in sultana exports from Turkey was at the Anuga Turkey is the second largest producer of sultana raisins in the world and the leader of exports of dried sultanas. Turkish dried sultana producers and exporters have participated in Anuga Food Fair, the worldâ€™s largest event in its field, to export 192 thousand tons of sultana raisins of 2015/2016 harvest season. The annual harvest was limited to this amount due to the unfavorable weather conditions this year. Birol Ce-
lep, chairman of the board of Aegean Dry Fruits and Products Exporters Association said that all of the exporters have put their best on the market to maximize the returns of the national exports. Companies who are exporting the most of the total volume all participated in the 30th edition of Anuga fair from Turkey. They talked to several customers coming from the four corners of the world for the export of
(Sitting l to r) Yurtcan Biryol, Birol Celep, Mehmet Karaduman, Ahmet Goksan (Standing l to r) Sergen Tugrul, Emre Tugrul, Nejat Almis, Huseyin Icen, Mustafa Ozgur, Hasan Senturk, Osman Gur and Cem De Andria
the season’s harvests. He said, “The fair was very profitable for sultana producers. Since the volume is limited we emphasized on the optimization of prices in exports. The average price of sultana per kilogram was 1.86 dollars last year. It is now reached to 2.1 dollars last week. We expect a slight increase in the coming weeks.” Turkish participation of Anuga fair of dried fruits exporters was organized nationally on a 4.5 thousand sqm
booth whe about 230 Turkish companies have participated. With individual representations, the number of Turkish companies in the fair was up to 278. Turkish boot was the fourth largest after the stands of Italy, Germany, Spain and China. A volume of 328 thousand tons of sultana was produced in 2014/2015 season, and 259 thousand tons in the last period.
Turkish producers earned about 467 million dollars from exports. This was the highest figure in the last 6 years. Most of the exports of sultana go to England, who imports about 70 thousand tons of sultana from Turkey and pays about 130 million dollars. Germany is the second biggest importer of sultana and it is followed by Holland.
Evliya Chocolate builds factory in Russia
Establishing a factory by investing 4 million dollars in Russia, Evliya chocolate aims to cover the regional market even more. One of the oldest companies in the sweets and chocolate industry Evliya Chocolate produces 180 products and sells them in both domestic and foreign markets. Halil Yagci, general manager of the company informed about his company and activities.
On the activities of the company
Halil Yagci, general manager of Evliya Chocolate
My grand father established the company in 1960 to produce Turkish delight, halva and hard candies. Then my father took the helmet and now we as the third generation are managing the business. We have a factory of 10 thousand sqm in Konya where 150
people are working. Our products, including hard and soft sugars, soft candies, cocolins, fruit cocolins and jellies are exported to 55 countries. We have another company under Drafts, which only produce jelly and cocoline products.
On exports, target markets and regions Our export markets include Chili, Colombia, Balkans, and Turkic republics. 60 percent of our production is exported. We have 74 distributors in domestic market. Actually, sweets and candy industries have experienced remarkable growth in exports. We have also felt the effects of slowdown in the market, though less than other sectors. We are happy to serve our customers with sweeties.
On new investments We are going to be more interested in markets related with our industry. Russia is one of them, a good market for sweet products, so we have decided to establish a factory in this country.There is no serious culture for sweets and flour products. For them, the only sweet they demand is only the chocolate and candies. Recent restrictions imposed by Russia on European means advantages for us. The cost of the investment will be about 4 million dollars. Both production and consumption of sweets are growing fast. When compared the data belonging ten years ago with they yearâ€™s, we can realize the magnitude of our success. In ten years time,Turkey may become a heaven for sweets and candies.
Olives from Turkey By Mehmet Kadri GÜNDEŞ Olive and Olive Oil Promotion Committee-Chairman
Olive and Olive Oil Promotion Committee of Turkey, established on April 3, 2007, has just started its operations in order to promote olive and olive oil in countries which have been chosen as the target markets of the olives and olive oil. Objective of the Olive and Olive Oil Promotion Committee of Turkey is to support the efforts directed to the foreign markets and to diversify our export markets as well as to implement promotional campaigns for the building a “Turkish Olive and Olive Oil” brand and image. And for the domestic market, the committee intends to carry out promotional activities that shall improve the consciousness of the consumers in order to develop the market and increase the consumption.
Other objectives of the Committee are to enrich product diversity in accordance with the demands from the world markets and to enhance the market and distribution channels, thus applying a sustainable pricing policy.
Mission of the Committee: • To inform the entire world that Anatolia is the motherland of the olive. • To bring the Turkish olive and olive oil to a competitive position in the world. • To make Turkish olive and olive oil a world known brand. • To make the Turkish olive oil whose quality is at the top level be the most preferred one on global basis.
• To enhance the global market and distribution channels. • To strengthen the position of these products in the existing markets. • To make long-term plans and help them to be realized. • To make efficient efforts focusing on the targets. • To increase branded exports and make contributions to the Turkish economy.
• To make consumers more conscious and to increase the consumption of olives in the domestic market. • To follow the developments in world markets and enhance the product diversity. Last year, Olive and Olive Oil Promotion Committee was very active and attended following activities: - The committee has attended Gulfood 2015 (United Arab Emirates) fair and carried out efficient promotional activities.
-Also our committee has attended Summer Fancy Food Show (USA), International Food and Hospitality Trade Show (India), Prodexpo 2015 (Russia), International Food Exhibition (United Kingdom), 9th China (Guangzhou) IOE 2015 (China), Expo 2015 Milano (Italy) and Annapoorna World of Food (India) fairs and carried out various promotional activities during these fairs. - Our Committee is also attending PLMA Chicago 2015 and Saudi Foodex 2015 in November 2015. - The committee is going to organize a “buying team event” that will host importers invited through our foreign missions in related countries from Iran, Iraq, Russia, Japan, Chinese Republic, England, Canada, USA, India and Brazil simultaneously with the Ayvalik Olive Harvest Feast that will be held between 5 to 8 November 2015 in
Ayvalik. Prospective importers also will visit the olive plantations and facilities and by paving the way for new business contracts. - Besides, a public awareness video clip that has been shot in January 2015 to explain the benefits of olives and olive oil and this has been approved by the higher council of Radio and Television and by the Ministry of Food, Agriculture and Livestock in March and its broadcast has began on national TV channels and on their European versions.
Activities planned in 2016 Our committee will be attending Food Hospitality World (Mumbai/India), Biofach 2016 (Nurnberg/Germany), Gulfood 2016 (Dubai/U.A.E), Sial Canada (Montreal/Canada), Olivetech (İzmir/Turkey), Summer Fancy Food (New York/USA), Annapoorna World of Food (Mumbai/India).
THIS FAIR IS BEING ORGANIZED UNDER LAW NO: 5174 AND SUPERVISION OF TOBB (TURKISH UNION OF STOCK EXCHANGES AND CHAMBERS)
Turkish seabass and seabream were stars of Expo Milan Cooked and served by chefs of Istanbul Gourmet, Turkish seafood attracted great visitors and tasters in Expo Milan. The motto of the event was “Feeding the Planet, Energy for Life”. Founded by Aegean Exporters Union, Promotion Committee for Aqua Products, STG, has participated recently in Expo Milan fair held in Italy in 1st May to 31st October 2015. Melih Isliel, chairman of STG, Sea Food Promotion Committee of Aegean Exporters Association, informed that the committee has participated in the Turkish Day activities that took place on 14th September where about 200 thousand people visited daily and introduced Turkish fishery products. On the occasion of the event, Isliel said, “the twin motto of the fair was very successful, feeding the planet and energy for life. We served cooked fishes to our guests in this important event. The economy min32
ister Nihat Zeybekci, ex-minister of food and agriculture Mehdi Eker, chairman of association of exporters Mehmet Buyukeksi and Carlo Calenda, Italian deputy minister of economy have visited the boot of STG and we served them our products it lunch time. We have made a great contribution for the realization of 2023 export targets.” He also added, “We also organized a Turkey-Italy business forum under the framework of DEIK at National Turkey day event. Besides, we introduced the Antalya Expo that will be held in 2016 in Antalya, Turkey. During the event there were several shows including Mehter, Anatolian Heat, flour, horon, ebru and a concert of Burhan Ocal orchestra.”
Cargill acquires 51% stake in Ekol Gida and accelerates growth of its animal nutrition business in Turkey Istanbul - Cargill’s animal nutrition business has agreed terms to acquire a majority stake in Ekol Gida (Ekol Gida Tarim Ve Hayvancilik Pazarlama Sanayi Ve Ticaret Anonim Şirketi), a leading company operating in premix and feed additives markets in Turkey. The deal, which is subject to regulatory approvals, has recently been finalized. “Customers will gain access to Cargill’s extended product portfolio and technical expertise for an enhanced experience”, says Mark Poeschl, vice president and group director of Cargill’s animal nutrition business. “The commercial focus will be on Turkey and selected export markets.” “We are proud for Ekol Gida to make this significant step together with Cargill. The deal will leverage our established customer network in premixes, feed additives and our profound market knowledge. The management team will remain committed to continue serving our existing customer base,” says Serhad Celik, Ekol Gida’s general manager and one of its founding shareholders. The transaction is aligned with Cargill’s animal nutrition business’ growth strategy. In addition to retaining Ekol Gida’s high quality products and services, and customer base, Cargill will strengthen its commitment to Turkey as a primary growth market by building technical applications centers for poultry and dairy. This will allow for global research & development competence to boost local market capabilities and enhance innovation. Customers will benefit from locally applicable innovations, knowledge
transfer, farmer education programs and embedded industry partnerships. The deal covered 51% majority shares of Ekol were acquired by Cargill and the transaction was undertaken by the lawyers team of Esin Attorney Partnership, a member of Baker & McKenzie International. The transfer was completed by Lawyer Duygu Turgut, a partner lawyer of Esin Attorney Partnership, with the support of Lawyer Orcun Solak.The competitor team comprised of Zumrut Esin and Hakki Can Yildiz provided consultancy
on suitability of the transaction with issues related to competition laws. Cargill has been active in Turkey since 1960 through a local partnership agreement and commenced trading as Cargill in 1986.The company has more than 400 employees in six locations in Turkey - in Istanbul, Bursa, Balıkesir, Izmit, Adana and Ankara. The Cargill Turkey head office, which opened in 1992, is located in Istanbul. Cargill operates in four major sectors – food, finance, grain &oilseeds and industrial & bio-industrial products. Cargill’s animal nutrition business has more than 17,000 employees at more than 250 facilities in 37 countries offering a range of products and services to feed manufacturers, animal producers, and feed retailers around the world. In 2011, Cargill completed the acquisition of Provimi, a global leader in premix and animal nutrition solutions, adding to Cargill’s portfolio of animal nutrition offerings.Today, Cargill’s animal nutrition business offers a range of compound feed, premixes, feed ad- d i t i v e s , supply chain and risk management solutions, software tools and animal nutrition expertise that is unmatched in the industry.
Mark Poeschl, vice presid and group director of Carg animal nutrition busin
dent gillâ€™s ness
Anuga 2015 held with a record number of exhibitors and growth in attendance Around 160,000 trade visitors from 192 countries
After a record number of exhibitors, Anuga 2015 also increased its attendance figures. Around 160,000 trade visitors from 192 countries attended Anuga in Cologne from 10 to 14 October 2015. “Anuga is unparalleled as a business and information platform for the global food industry,” said Gerald Böse, President and Chief Executive Officer of Koelnmesse. “Once again this year, it has clearly underlined its position as the leading international trade fair.” Anuga 2015 presented over 7,000 exhibitors from 108 countries. The share
of foreign exhibitors was 89 percent and the share of foreign visitors was 68 percent. The exhibitors were particularly impressed by the quality of the visitors. Decisionmaking buyers from the trade and from the food service sector ensured that the trade fair took a dynamic course. “Anuga 2015 exceeded our expectations. The high interest shown by exhibitors and visitors from Germany and abroad is impressive and underlines the significance of Anuga as the
world’s most important trade fair for food and drinks,” observed Friedhelm Dornseifer, President of the Association of the German Retail Grocery Trade (BVLH), highly satisfied. “Once again this year the trade visitors were able to test thousands of high-quality and innovative products.” The huge diversity clearly reflects the food trends that have been accompanying us for some time already. Good taste and fresh goods have always been important for the consumers. Furthermore, the theme convenience gains ever-increasing relevance. Today, our food has to be easy to consume and easy to cook. Those companies that succeed in linking these characteristics with healthy and sustainable aspects have good prospects of achieving high sales.” “Anuga is the global marketplace and trendsetter for food and drinks every two years. Once again in 2015, we were able to impressively demonstrate which measures German companies take every day for the quality, safety and diversity of the “Made in Germany” seal and how food producers fulfill the wishes of consumers worldwide with a customized range of products, said Dr. Wolfgang Ingold, Chair-
man of the Federation of German Food and Drinks Industries (BVE). “Hence, we have reached our goals: Anuga offers fair participants the opportunity to experience the entire world of food and drinks in all its extraordinary diversity, like no other trade fair. Ingrid Hartges, Chief Executive of the DEHOGA Federal Association, drew a positive balance for the trade fair: “Anuga 2015 was an impressive exhibition. Trends, products and service solutions from over 100 nations were our guests here in Cologne. Eating and drinking - that connects the world. The trade fair was a source of inspiration and an important stimulus for many food service professionals. For five days, our food service marketplace was a well-attended, communicative, innovative and international platform and central point of contact for food service trends, business contacts and manifold taste experiences.”
The Anuga exhibitors used the trade fair intensely to present new products and concepts to the thoroughly interested trade audience that was keen to place orders. A wide spectrum of innovative convenience and ready-tocook products as well as vegan and health products provided numerous impulses. Many of the exhibitors targeted the growing out-of-home or togo market. Both the visitors and the exhibitors were highly interested in learning information about trends and developments on the international food and drinks market. According to surveys, in addition to vegan food, vegetarian offers are also in high demand as well as organic and fair trade products. Also â€œfree-fromâ€? concepts - for example lactose-free and gluten-free products are extremely trendy. Halal products had their own platform at Anuga.Themes such as the appreciation of food, the reduction of food waste primarily in the industrial countries; traceability, animal welfare and sustainability will continue to shape the discussions about food and drinks in the future. Anuga in figures: 7,063 companies from 108 countries took part in Anuga 2015 on exhibition space covering 284,000 m2. These included 769 exhibitors from Germany and 6,294 exhibitors from abroad. The share of foreign exhibitors was 89 percent. Around 160,000 trade visitors from 192 countries attended Anuga 2015, the foreign share was 68 percent.
Arkoma November 2015
MBTG November 2015
turkish confectionery November 2015
Dizem Gıda November 2015
Turkish biscuits industry on the rise
Due to the increasing foreign demand since 1990, the capacity and production in the biscuit sector increased with new investments. In recent years varieties including sweet, semisweet, custard cream biscuits and savoury crackers as well as chocolate coated biscuits, biscuits fortified with vitamins and biscuits enriched with bran and oats are produced in and exported from Turkey.
As is the case in the world, biscuit consumption has been increasing depending on changing life-style in Turkey. Reducing of cooking time as people spare more time for working life and travelling and increasing of income level are among the most important reasons for increasing the biscuit consumption which is included in “snacked foods”. Hence production is also increasing all over the world in line with the increase in demand. Turkey is no exception.
PRODUCTION Turkey Biscuit production in Turkey dates back to 1924. However, the sector has been experiencing rapid development and modernization for 15-20 years. The country’s relatively high young population and leading companies’ successful new product launches lead to current value growth of 11%. The growth is mainly due to the successful new product launches in 2013 and 2014 when the leading company in biscuits continued to be Yildiz Holding AS with a 43% value share. The second ranking company is Eti Gida with a 33% value share. Yildiz Holding’s wider product range and wider and more successful distribution network have enabled the company to become the leading player in biscuits in Turkey. The two leading players dominate biscuits and further consolidate their position with their successful new product launches which target changing consumer preferences in Turkey.
an competitors. All of the production units in the sector are private companies and most of them are located in Marmara and Central Anatolia provinces. Production of biscuits in Turkey was 570 thousand tons in 2010. Chocolate coated biscuits and attractive and enjoyable meal replacements are expected to remain the fastest-growing category in value terms. This dynamic growth will be the result of the popularity and success of established brands, such as Ülker Halley and Ülker Cokomel by Yildiz Holding, and Eti Puf and Eti Cin by Eti Gida. Moreover, it is forecast that the companies will develop more new recipes and products which will in term fuel further growth.
Biscuit Production in Turkey by Years (Tons)
WORLD BISCUIT PRODUCTION AND CONSUMPTION
EU countries (especially The UK, Germany, Belgium, Italy, France, Spain and The Netherland) and Canada stand out in world biscuit production and export. According to data of Association of Chocolate, Biscuit and Confectionery Industries of Europe (CAOBISCO), total biscuit production of EU, Switzerland and Japan was realized as almost 4.5 million tons in 2011. This amount points a decrease Production of 2,7% compared to the pre530 000 vious year and an increase of 550 000 1% in the 5-year period be398 193 tween 2006 and 2011. 429 512
Depending on the foreign demand Turkish pasta and biscuit exports have shown sharp increases since 1990. Due to
Source: Turkish Statistical Institute
The product diversification has been realized, and more attention has been paid for scientific and hygienic methods by employing modern technologies. Today, there are many companies in Turkey producing various biscuits in the same quality with its Europe-
high volume of raw material pastry and milling products account for approximately half of agro -industrial output in terms of value. The increase in exports of these sectors has also accelerated Turkish agro¬industry exports. Most of the production facilities are located in Central and Eastern Anatolia where high quality wheat is grown in plentiful amounts. Due to the increasing foreign demand since 1990, the capacity and production in the Biscuit Sector increased with new investments. In recent years varieties including sweet, semi¬sweet, custard cream biscuits and savoury crackers as well as chocolate coated biscuits, biscuits fortified with vitamins and biscuits enriched with bran and oats are produced in and exported from Turkey.
EXPORTS Sweet and sugar added biscuits are the
major items in the total exports of biscuits (79% in 2011) from Turkey. The products are marketed either in bulk or in consumer packs. Products in consumer packs (custard cream, p e t i t e beurre, crackers, wafers, biscuits with sesame, etc.) are the principal export products of the sector. The packaging shape, size, material and design of exported products are prepared according to buyers’ request. Turkish biscuit exports have performed significant increases by years. Export volume, which was 2,706 tons in 1980, increased to 11,630 tons, 16,709 tons and 74,838 tons in 1985, 1990 and 2000 respectively. The total figure in 2011 was recorded as 164,3 thousand tons and 322,6 mil-
lion USD. Turkish biscuit exports have been mainly targeted to the Middle Eastern, African and European countries. Over the forecast period, the biscuits sector is expected to register a higher value CAGR of 3%
at constant 2014 prices, compared to that recorded over the review period. Increasing young population, urbanization, expected new product launches and successful advertising campaigns will fuel this growth.
Turkish Biscuit Exports By Years (Quantity, Tons;Value, US $ 1,000) 2009
Source: Turkish Statistical Institute
Turkeyâ€™s sugar and chocolate confectionery industry According to the OECD, Turkey is expected to be the fastest growing economy among OECD members between 2011 and 2017, with an expected annual average growth rate of 6.7%. A young population, increasing urbanization rates and a growing middle class help to boost the economy. Hundreds of different products that are produced untouched by human hands in our modern plants, are exported to nearly 200 countries. Our products sweeten billions of mouths all over the world. It is highly probable to see our industry among the top 10 of the world confectionary export league in 2023, the
100th anniversary of our Republic, which is now on the 16th place. The Turkish confectionery industry aspires to be ranked among the top 10 of the exportersâ€™ league in the sector in 2023, with exports worth $10 billion. In order to reach this goal, the volume of exports needs to grow by 20 percent per year from now on. Industry sources estimate that the hard candy sector has reached maturity and is overshadowed by chocolate confections, which are marketed in boxed assortments. As a result, although they were a popular gift item a decade ago, candies
Turkish sugar and chocolate products are sold to 190 countries each year, with Iraq, Saudi Arabia, Libya, Yemen and the US being the top export partners of the industry.
are now being purchased mostly by lower-income consumers, and higher-income consumers are switching to chocolate confections. The main categories in chocolate confections are: chocolate covered wafers, boxed assortments, chocolate tablets and chocolate with toys. Chocolate covered wafers are well liked traditionally by all age groups and are consumed heavily as snacks, have the lowest unit prices and are widely available in all grocery stores. Boxed assortments, which mean a selection of milk, dark and nutty choco-
lates, saw only marginal value growth as these are mature products. The sector has always been dynamic thanks to Turkeyâ€™s young and growing population, and traditional habits of consumption. Around 55% of total boxed assortment sales are made during the Ramadan and Eid Festivals season as people give these to each other as gifts. 22% of total chocolate confections are consumed during these celebrations. The sugar and chocolate confectionery sector in Turkey is historically based on the production of traditional Turkish confectionery products such as Turkish delight and halva.
Despite their popularity, traditional confectionery products are strongly challenged by other confectionery products, particularly chocolate confectionery. Chocolate confectionery is one of the most dynamic product in Turkey thanks to several factors, such as the young and rapidly growing population and their growing demand for chocolate with toys, developing distribution channels, manufacturersâ€™ heavy advertisements, new product developments and increasing multinational investments. The most popular types of chocolate confectionery are countlines, tablets and boxed assortments. Manufacturers have successfully diversified the number and type of products available. The gum sector is another dynamic area within confectionery. The Turkish gum market is very competitive thanks to presence of powerful local and multinational companies, which have been operating for a long time in the market. Production of sugared gum, sugar-free gum, functional gum and bubble gum has steadily increased since 2000.
Turkish pistachios are also used in the production of Turkish delight, halva and chocolate, and Turkish sultanas (raisins) are used in the production of certain cakes, biscuits, and confectionery products. The advantage of being a producer and supplier of various agricultural products combined with high technology has increased the product variety in the industry. Apricots and dried apricots have been used in the production of newly developed confectionery products such as apricot bars, delight and paste in recent years.
Turkey has the advantage of being self-sufficient in one of the main confectionery ingredients, which is sugar. Turkey is also in a very advantageous situation thanks to its dominance in the world production of dried fruits (dried apricots, raisins, dried figs) and edible nuts (hazelnuts, pistachios).
Turkey is not only in an advantageous situation with respect to the ingredients used in the confectionery sector but also provides good opportunity for its confectionery producers and exporters, with its increasing potential in the overall size of the market, an increasing young population, proximity to import markets, and a strong potential for growth in tourism. Production
trends of confectionery products are closely related to domestic and foreign demand. The production capacity is well over the domestic demand, and as a result, most middle and large-sized companies export their products. Production of Turkish delight and halva dates back to ancient times.Turkish delight, as the name indicates, is a product originating in Turkey. Sugar, glucose and cornstarch are the raw materials used in its production. Halva is consumed throughout the year by consumers. It is cheaper than many other sweets and, in addition, it is very delicious and nutritious. The ingredients used in its production are flour, semolina and sugar. Honey or grape molasses can also be used in some varieties of halva instead of sugar. Changing
The hazelnut, in particular, is now one of the basic ingredients widely used in the confectionery sector. Hazelnut flour, roasted and sliced hazelnuts are used in the production of sweets, cakes and biscuits. Hazelnut paste is used in the production of chocolate. The special products supplied for direct consumption are hazelnut puree, halva and hazelnut cream.
lifestyles and increasing health consciousness among consumers are notable trends affecting the sector. Consumers are demanding more innovative products. Therefore, new products are introduced regularly to the Turkish confectionery market. The sector has become one of the most important subsectors of the food industry using modern technology together with the traditional production methods. The Turkish sugar and chocolate confectionery sector has the most advanced technology in the Middle East, Balkans, North Africa, Baltics and Central Asia. Products are more widely diversified and of a higher quality. Quality is one issue that Turkish exporters give priority to. As a result of integration with the European Union (EU), Turkish food laws are being harmonized with the relevant EU Directives, ensuring that all consumers have access to safe products. In addition, Turkey is actively taking part in the Food and Agriculture Organization / World Health Organization Codex Alimentarius Commission in the establishment of international standards. Many firms are applying quality systems like HACCP or ISO 9000 standards and trying to satisfy further demands of their customers. Chocolate confections in Turkey are generally packaged in flexible paper or folding cartons (in the case of boxed assortments and some tablet products). Introducing different packaging types, such as metal tins, have been unsuccessful as the expense has made such products uncompetitive. High value products tend to be well received only if they are launched by a well-known manufacturer.
EXPORTS Turkish confectionery products are exported to a wide range of countries in the world and the number of the countries importing confectionery products from Turkey increases every year.Turkey is now exporting various confectionery products to around 165 countries worldwide.
Turkey is a net exporter of confectionery products.The export value of sugar and chocolate confectionery reached at 762.8 million US dollars in 2011, which constituted 0.57% of Turkeyâ€™s total export revenue (US$ 135 billion), nearly the same proportion as the previous year. Exports of sugar and chocolate confectionery increased steadily between 2000 and 2011, and reached 270 thousand tons.This remarkably high increase in export quantity has undoubtedly been achieved thanks to the recent modernization and technological improvements realized in the sector. The Turkish confectionery producers and exporters are highly equipped to meet international standards and consumer preferences. Gum and jelly confectioneries are the largest items of total sugar confectionery exports, accounting for 58% by value in 2011. Iraq was the leading importer country taking over 12% of total exports of sugar confectionery in 2011. It was followed by the USA (6.6%) and the United Kingdom (6.5%). The other major export items were chewing gum, Turkish delight, halva, toffees and caramels in 2011.
Sweets & Snacks Middle East opens in Dubai
Growing fast, the ninth edition of the show will be held on a bigger space, with an even greater international caliber. 35 Turkish exhibitors will showcase a broad range of products. 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. Final registration levels indicate that both the eventâ€™s exhibition space and its international character are growing. 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 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 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, 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 regis-
tered 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 â€œNew Product Showcaseâ€? will provide the industry audience with an additional information platform where exhibitorsâ€™ 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.
Ascilar targets Far Eastern Markets Producing in the food industry for 65 years, Ascilar company exports to 150 countries.
Active in both domestic and export markets Ascilar Co., sells its products under Hazal, Gesas and Sezersan brands. Following Ascilar, Gesas is one of the most experienced brands in the sector. Abdullah Kara, Gesas foreign trade manager, informed about his company and their targets in Far Eastern markets.
Which of your brands export most?
Abdullah Kara, Gesas foreign trade manager,
Gesas has focused on sesame halva exports. Hazal is successful in biscuit and cake exports in more than 80 countries.These products are delivered to 68 countries. In total our products are sold in about 150 countries. Thai people like cream chocolate the most, while Japanese like sesame and grape molasses. Americans buy heavily sesame halva and jam.
Where is the production carried on? We have two factories, one in Konya and the other in Karaman. The Gesas factory is of 24 thousand sqm. and Hazal factory is about 74 thousand sqm. We provide products to retailers of all sizes. They are contributing on the removal of problems. We have both Halal and Kosher certificates for our products.
Far Eastern markets are our new targets. It is a fruitful market. We consider to solve our recent problems through these markets. Currency parity of dollars in the world caused some losses. Thanks to our position we did not loose. We adapt our strategy. Export volume of Turkish economy was down by 21 billion dollar in trade with Syria and Iraq. Our sector also has got some wounds.
The special promotional committee for sweeties aims to improve Turkeyâ€™s position We import them. 11,000 tons of ses- in this market. What do you want to say on this matter? ame is produced in Turkey, but we Where do you buy your raw materials?
consume 22,000 tons of sesame. The deficit is met by imports. About 158 thousand tons of sesame is consumed in Turkey. We buy from it from Africa, from Sudan, Mozambique. Fruits that are used in jam manufacturing, and are supplied by domestic producers on annual contract basis.
You export to 160 countries. Did you decide targets for the coming period? Is there any new market or country on the horizon?
If the strategy is right we can be successful. At the moment, we ranked at third place in sweet products. We can be the leader, if we improve our brand awareness and the quality of products. Changing customer bases frequently causes serious losses. Major companies from Turkey have bought world-renowned brands.These signal the great potential for Turkish sweet industry in world markets. I can say that the industry has exported about 17 billion dollars worth of goods. However it may be hard to reach 2023 targets.
Gulfood Manufacturing provides critical platform for business success in regional food industry New product launches, global food trends, improved operational efficiencies and technology highlighted as key success factors for food manufacturing, processing & packaging industry.
Dubai – While increasing global populations and rising income levels deliver baseline success for companies in the food manufacturing industry, those looking for top-line growth will require proactive efforts at a number of levels. These include new product development, harnessing emerging trends, increasing operational efficiencies, and adopting new technology. Recognised as the largest and most influential trade exhibition in the Middle East, Africa and South East Asia (MEASA) for the food manufacturing, processing and packaging industry, Gulfood Manufacturing 2015 delivers solutions and opportunities across the supply chain to meet the business growth demands of manufacturers, suppliers and retailers operating in the region. Taking place from 27 – 29 October at the Dubai World Trade Centre (DWTC), the show will bring together more than 1,500 international companies showcasing the most advanced food manufacturing equipment, packaging, ingredients, distribution, logistics and technology solutions for the industry. The three-day exhibition is expected to attract an estimated 30,000 targeted trade professionals from the region looking to drive growth for their businesses.
“Because Gulfood Manufacturing offers a 360-degree platform for the food manufacturing and processing industry, the show is able to deliver the necessary elements to ensure future success for businesses in each sector,” said Trixie LohMirmand, Senior Vice President Events & Exhibitions Department, DWTC. “From raw ingredients to the latest technological advances in packaging, and from logistics service providers to the latest processing equipment, visitors and exhibitors can be assured of connecting and transacting with the right and most relevant business partners.” The latest trends being embraced by the food manufacturing industry and its peripheral sectors to increase revenues and market share include a focus on health and wellness, natural or organic foods, cross-cultural ethnic cuisines, sustainable sourcing and convenience. Döhler, the global producer, marketer and provider of technology-based natural ingredients confirms growing demand for natural food colourings and flavours derived from fruits and vegetables. According to the company, “Consumers today are looking for products that are as natural as possible. Our product portfolio ranges from flavours, colors, health & nutrition ingredients, cereal ingredients,
dairy ingredients, specialty ingredients, to fruit & vegetable ingredients that deliver natural solutions for our customers.” With the growing trend for food to be consumed on-the-go, convenience products have become a significant factor for manufacturing, processing and packaging. Tetra Pak, the global leader in food processing and packaging continues to showcase its innovations in creating packaging that not only ensures food safety, but also offers resealable packages and ergonomically designed openings for convenient on-the-go consumption. Amar Zahid, President, Greater Middle East & Africa (GME&A) for Tetra Pak said: “At Tetra Pak, our innovation agenda is not only focused on developing new processing and packaging solutions. Gulfood Manufacturing offers us an excellent opportunity to highlight the added value we bring to our customers – whether in formulating convenience food packages or improving operational performance. Tetra Pak is about making the difference and we’re doing that at every level.” With improved operational efficiencies a critical success factor for all sectors of the food manufacturing industry, specialist equipment manufacturers offer solutions that ensure increased production and reduced waste. One example is bakery equipment manufacturer for pita breads and flatbreads, SABITECH which returns to Gulfood Manufacturing this year to showcase its maintenance free products and minimized cooling conveyor system. Dory Afram, Production Manager for the company in Lebanon said: “Reducing equipment downtime means increased production time, and using specialist equipment reduces waste. We look forward to presenting our quality range to the targeted industry professionals we expect at Gulfood Manufacturing.”
Aasted, market leading manufacturer of production equipment for the chocolate, bakery and confectionery sectors, combines tailor-made solutions with high technology equipment to improve efficiencies for their customers and deliver specialist innovations. Gulfood Manufacturing offers a platform this year for the presentation of Aasted’s SuperNova Energy tempering machine and the Nielsen Energy enrober. “Not only do these two machines – ideally used in tandem – deliver between 50 and 80 percent in energy saving when compared to traditional tempering and enrobing units, but chocolate quality is improved and
expressed by higher gloss and crispier break. For this region, which enjoys a strong confectionery market, this is a compelling proposition,” said Aasted General Manager, Mr Manoharan K. “Playing a proactive role for the food manufacturing, processing and packaging industries in identifying and connecting suppliers and service providers with customers from throughout the MEASA region, Gulfood Manufacturing 2015 is able to offer immediate opportunities to drive top-line business growth. In fact, the show itself could be considered a key success factor,” added Trixie LohMirmand.
SEAFEX 2015 sets sail for another success SEAFEX 2015 nets world-class line-up of fish producers and aquaculture centers as international suppliers aim to capitalize on regional’s AED 1 billion worth fish industry 70
With GCC demand for fresh fish products expected to grow approximately eight percent per annum up to 2030, an international selection of local, regional and global fish suppliers, producers and aquaculture centres are preparing to reel in regional buyers at SEAFEX 2015 - the region’s biggest trade fair and sourcing platform for the international seafood industry, running October 27–29 at Dubai World Trade Centre (DWTC). According to a report by the United Nations’ Food and Agricultural Organisation (FAO), per capita fish consumption across the GCC is estimated at 10 kilogrammes per year. Courtesy of its high dispos-
able income and strong, high-end year-round tourism, the UAE leads regional per capita consumption rankings at 24 kilogrammes per year – five kilogrammes higher than the global average. With the regional fish industry worth AED1 billion a year, increasing domestic fish production to reduce trade deficits remains a core focus for GCC governments. Heavy investment in pioneering fish farming initiatives has resulted in a regional fund being established in 2014 to assist GCC countries’ aquaculture projects, while the UAE is planning to set-up the Middle East’s first sturgeon caviar and salmon farm in 2016. While boosting domestic fish
production will help meet rising regional demand for fish, the reliance on imports will remain. Fish consumption in the UAE alone is predicted to cross the 900,000-tonne barrier by 2030 and the entire GCC fishing industry currently only produces 392,000 tonnes of fish per year. According to the Ministry of Economy, the UAE contributes 75,000 tonnes - or 19 percent of the regional production total. “This year’s largest-ever edition of SEAFEX will offer producers and buyers an unrivalled platform to source and explore new sales avenues, distribution channels, technology advances and regional expansion opportunities,” said Trixie LohMirmand, Senior Vice President, DWTC. “The global fish processing industry is at an interesting stage in its evolution. Regional governments have acknowledged that, on an international level, aquaculture farming centres are catching or have caught up with traditional capture fisheries. SEAFEX provides access to both sectors and unites more than 150 specialist exhibitors from across the global fish production industry with the right partners from leading regional hotels, restaurants, caterers, retailers, wholesalers, distributors and procurement officials from across the food processing sector.” In addition to new country pavilions from Morocco, -, Poland, Norway and UK, Belgium-based SEAFEX newcomer Vichiunai one of Europe’s largest producers of crab sticks, surimi products and fish – will join other seafood suppliers from USA, Spain, Singapore, Denmark and Thailand.
Closer to home, European Sea Food - a Dubai-based company importing, exporting and trading all varieties of seafood – is participating for a third-straight year. With domestic holding aquariums with a capacity of over 20,000 kilograms of various live products, European Sea Food will exhibit its giant lobster range at SEAFEX 2015. UAE-based East Fish Processing LLC, a member of Thomsun Group, will leverage SEAFEX 2015 to launch a new line of breaded and marinated products under its EASTCO brand. With an import network bringing in the finest lobster, shrimps, crabs, shellfish, cephalopods and fish from strategic sources across the world, East Fish Processing LLC’s new EASTCO products include marinated fish fillets and marinated shrimps with ‘Lemon & Cilantro’ and ‘Tandoori’ flavours. 72
Also at SEAFEX 2015, the Chartered Institute of Purchasing & Supply (CIPS) is organising Purchasing & Supply Seminars provided by certified professionals where attendees will earn Continuing Professional Development (CPD) certificates. Finally, the annual SEAFEX Awards will again recognise the seafood industry’s leading industry innovations and launches at a Gala Dinner on the 1st day of the show. Open daily from 10am-6pm October 27- 28, and from 10am-5pm on October 29, SEAFEX 2015 is organised alongside Sweets and Snacks Middle East and The Speciality Food Festival. The three niche food shows are for trade and business professionals only. General public and persons under the age of 21 will not be permitted entry. Registration is available at the show upon proof of trade status.
Food and beverage sector in Turkey Turkey has a large and growing food and agriculture industry that corresponds to 9% of the overall GVA and 25% of the employment levels in the country.
Turkeyâ€™s food industry has registered a steady growth in recent years, with the Turkish consumers becoming increasingly demanding, driven by the multitude of choices offered by mass grocery retail outlets. Rising disposable income and changing consumption patterns, along with the increase in the number of females in full-time employment, have all led to an increase in interest as regards packaged and processed food, such as ready-toeat meals and frozen food. Escalating urbanization and employment play a decisive role on food consumption. As the time spent at work and on the road gets longer, the energy and duration allocated to food preparation diminishes. One of the most important building blocks of Turkish economy, food and beverages industry is among the most dynamic sectors of national economy with its investment, production and employment structure. Manufacture of food and beverages sector is of strategic importance for Turkey, and among the largest of industry subsectors. The food and beverage sector contributes to the export of Turkey considerably because Turkey is a net exporter of food and beverage prod-
ucts. Food and beverage exports volume was USD 9.5 bn and imports were USD 5.1 bn. Main destinations of exports have been Iraq, Germany, UK, Netherlands, and the USA. Main sources of imports were Russia, Ukraine, Germany, Indonesia and the USA. Main export items were processed fruits and vegetables, milled cereal products, vegetable and animal oils. Traditional agricultural exports have been dried fruits (raisins, sultanas, dried apricots, dried figs), fresh fruits (lemons, grapes, cherries, oranges and grapefruits), and hazelnuts. The main import items were vegetable and animal oils, meat and meat products. According to Federation of Food & Drink Industry Association of Turkey, 2012. Having diverse climate regions and fertile lands in all its regions, Turkey also has a wide range of cultivated products. 45% of overall population in Turkey is employed within agriculture sector, and this population realizes approximately 13% of total production. Turkish food and beverages sector is one of the most attractive fields for foreign investors. Due to providing profitable investment
opportunities to global investors, this sector has drawn significant foreign direct investment that reached approximately 4 billion US Dollars in the last ten years. There were more than 4,729 companies with international capital operating in Turkey manufacture industry as of 2011 year end. This value corresponds to 16% of all international capital companies. Within manufacturing industry, chemicals sector, food products, beverages and tobacco sector, and textile sector shares the first three places regarding the number of companies with foreign
capital, respectively with 523 companies, 504 companies and 468 companies. Following the developments in the last 10 years, Turkey has become the 17th largest economy of the world, and 15th most important exporter regarding the food and beverages sector. Turkey offers a set of enablers for potential agriculture investors; Turkish government support measures include regulations, tax structure, competitive and low-cost labor force and investment incentives.
With growing exports, Turkish F&B industry has ~USD5bn trade surplus. As part of its targets set for agriculture sector by 2023, Turkey aims to be among top 5 producers globally.
Market Size Turkish Food Industry has a 1% share within world- wide food trade that has a size of 361 billion US Dollars. Its primary input comes from â€œAgriculture Industryâ€?. 95% of all establishments operating in the sector comprise of small and medium scale enterprises (SMEs). According to Turkish Statistics Institution (TurkStat) year 2009 data, there were 40,100 companies operating under food and beverages sector in Turkey. 39,600 of these companies realize production within food industry, and 500 operate within beverages industry. There is an employment opportu-
nity for 350,000 employees inside the sector that constitutes 3.9% of Turkey overall employment capacity. Regarding the distribution of the number of establishments among the subsectors of Food Industry, it is observed that 65% of the industry comprises of flour and bakery products, followed by fruit-vegetable processing with 12%, milk and dairy products with 11%, vegetable oils and fats with 3.5%, sugar products with 3%, meat products with 1%, and non-classified foods, non-alcoholic beverages and aquaculture products industry with 4.5%. According to TurkStat data, food and beverages sector underwent a growth
of 10% in year 2012. While realizing a growth 4 times the Turkey average, the sector also managed to increased its growth rate momentum from 2.2% (2010) and 8.5% (2011) to 10%, thus continuing its rising trend. Throughout year 2012, average production increase occurred to be 3.6% in food industry and 7.9% in beverages industry. Overall export of Turkey as of year 2012 occurred to be 153 billion US Dollars. Approximately 10% of export comprises of production realized in food products and beverages, agriculture and livestock and fishery fields. Export of food and beverages industry increased from 5.9 billion US Dollars (2009) to 9.5 billion US Dollars as of year 2012, maintaining the foreign trade balance by creating 3-4 billion US Dollars added value each year. Observing the export-import balance in year 2012, it is seen that the sector generated 4.5 billion US Dollars of added value. Between 2003 and 2012, food & beverage exports of Turkey have grown by 15% per year, and imports have grown by 14% per year on average. It is observed that 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 ex-
port, 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.
Expectations / Opportunities Regarding the Sector In parallel with increase of consumer awareness about balanced and conscious diet, also orientation to packaged products, changes in dietary habits of our people and personal diet preferences contribute to the development of Turkish food industry. With respect to this, Federation of Food and Beverage Industry Associations of Turkey aims to increase food and beverage export to 40 Billion USD by 2023.Each passing year, Turkey advances on the path to become a more effective actor within world market. Turkey draws its production power from agricultural production. At the same time, Turkey is the 7th biggest
agricultural country of the world with an agricultural turnover of 62 billion US Dollars. Especially with the reforms carried out in the field of organic agriculture, the increasing international demand towards this sector is tried to be covered. Currently, Turkey exports almost all of the certified organic food products, particularly to Europe (approximately 85%). In addition to that, “halal food” production potential presents important opportunities for Turkey, which has a majority population of Muslims. Turkish food and beverages sector has displayed a stable growth in recent years in line with the Turkish consumers’ demand increasing due to diversity of choices offered in retail sales places. In addition to the increase of the number of women employed in fulltime jobs, rise of net income and change of consumption trends have brought an increase to the interest towards packaged and processed goods such as convenience food and frozen food. Currently Turkey is a regional base regarding the production and processing of food products, and export of these products to vast European and Middle Eastern markets. Agricultural diversity and suitable climate makes it possible for the country to supply raw materials to food processing industry and become a big exporter in the field of food and beverages sector. Turkey has already transitioned from raw foods to export of processed food products and begun its rise upwards in the chain.
State Policies Agriculture and food sector has a significant place in Turkish economy regarding population and employment, nutrition, raw material supply to industry, domestic income, and becoming industrial product consumer. Therefore, preparation works has been started regarding the “Strategy Document and Action Plan for Turkish Food Industry in Line of Year 2023 Vision”
aimed towards strengthening the industry, determining sector based problems and producing solution suggestions, increasing competitiveness of local products, increasing production of high added value products, researching new technologies and enabling our industrialists to enter international markets. Main factors and trends influencing future production and consumption of food in Turkey will be: • Young and fast increasing population willing to try new brands and products (half of the population is under the age of 30.4, population growth rate in 2013: % 1.37) • Urbanization (Population living in urban areas in 70% in 2007, 91% in 2013) • Rising income levels (GDP per capita: USD 3,492 in 2002, USD 10,497 in 2012) • Increasing hygiene standards • Healthy nutrition trends • Increasing number of working women (Women’s share in the labor force: 26% in 2004, 31% in Nov. 2013) • Increasing demand for packaged, ready-to-eat and frozen foods • Increasing production and consumption of organic food (Organic crop production: 421,934 tons in 2005; 1,750,127 tons in 2012) • Proliferation of mass grocery retail outlets • Modern production facilities of the large scale manufacturers continuously making new investments • Growing tourism industry supports the domestic market (Number of visitors: 16 mn in 2003, 36 mn in 2012) Source: Turkish Statistical Institute, 2014
UAE takes lead in setting food safety standards across Middle East region Gulfood Manufacturing, the region’s largest and most influential trade exhibition for the F&B manufacturing, processing and packaging industry will host more than 1,500 companies from around the world at the Dubai World Trade Centre (DWTC) from 27 – 29 October DUBAI – As nations across the Middle East, Africa and South East Asia (MEASA) region work to implement food safety standards through their respective food supply chains, the manufacturing, food processing, packaging and logistics sectors play a particularly important role in improving, supporting and driving quality control measures
within their areas of expertise. With its strategic position as a key trading hub for the global food industry, Dubai is well placed to take the lead in improving and aligning food safety standards across the region. Gulfood Manufacturing, the region’s largest and most influential trade ex-
Dubai International Food Safety Conference Takes Centre Stage at Gulfood Manufacturing 2015 hibition for the F&B manufacturing, processing and packaging industry will host more than 1,500 companies from around the world at the Dubai World Trade Centre (DWTC) from 27 – 29 October, with food safety a primary focus across the board. Alongside Gulfood Manufacturing, the Food Control Department of Dubai Municipality with support from the International Association for Food Protection (IAFP), International Union of Food Science and Technology (IUFoST) and the Institute of Food Technologists will present the 10th Dubai International Food Safety Conference (25 – 28 October).
“There is no doubt that food safety is at the top of the agenda across the region – from the highest government levels through to agriculture, food production, processing and packaging, and down to the end consumer through hospitality and retail. International standards are not only recognized, they are becoming essential benchmarks, and Gulfood Manufacturing provides a valuable platform for businesses in the industry to highlight and showcase their capabilities, codes of conduct, and product development mapped against these food safety standards,” said Trixie LohMirmand,
Senior Vice-President, Exhibitions and Events Division, DWTC. The region’s high reliance on imports and unprecedented population growth have led governments to encourage domestic and local food production. At the same time, a growing base of expatriates and educated young consumers is driving the need for accurate information about food quality, ingredients and nutrition and standards to give consumers confidence that products are following international safety and quality standards.
With food safety declared a top government priority, the UAE Federal National Council earlier this year passed a tough new federal law on food safety, to be enforced in all UAE territories. The 21-article bill regulates food production both inside the country and from imports and aims to tighten control on the food supply chain by using international best practices. At the same time, according to Alpen Capital Report 2015, the UAE government is working on the launch of a uniform system, Rapid Alert System for Food and Feed, meant to improve and standardize food recall processes across the country â€“ a system similar to that implemented in the European Union. Both globalization and the intensification of food trade and agriculture are driving increasing awareness for standardization of food safety and quality practices at local, regional and global levels, which is key for consumer protection, food trade and economic development. Countries such as the UAE
are taking the lead in advancing international food safety standards across the region, which will have a positive impact not only on consumer confidence, but on the regionâ€™s overall competitiveness and food security ranking. Underscoring the unprecedented emphasis on food safety at a global level, the U.S. Food and Drug Administration (FDA) last month took one of the most significant steps in decades to prevent foodborne illness by finalizing the first two of seven major rules under the bipartisan FDA Food Safety Modernization Act (FSMA). This the first step in putting greater emphasis on the prevention of foodborne illness, holding imported food to the same food safety standard as domestically produced food, and developing a nationally integrated food safety system in partnership with state and local authorities. Another signal the food safety is a major concern at a global level and undergoes important changes is the
revision of the ISO 22000 currently underway, addressing the food safety management system, with the draft version available for purchase from mid-2016. The final version, expected to be ready in early 2017, will address several key concepts that need further clarification and simplify standards, making it more coherent and easier to use. The knowledge and resources provided by an event the stature of Gulfood Manufacturing are essential for policy-makers and companies looking to explore the latest innovations boosting ROI, streamline business processes and evolve business models while maintaining high safety standards and avoiding food safety related incidents that could have a devastating impact on the business and public health. Gulfood Manufacturing will host three conferences this year: Next Generation Manufacturing (October 27), F&B Innovation (October 28-29) and Food Logistics (October 28), bring-
ing together leaders in food logistics, manufacturing and processing sectors to address challenges, trends and opportunities in making food safety a priority. Eng. Mohammed Albastaki, CEO of Dubai Trade, Dr. Hashim Saeed Al Nuami, Director, Department of Consumer Protection, Ministry of Economy UAE, Ahsan S. Razzaq, General Manager, Corporate Supply Chain & QHSE, Olayan Financing Company, and Dr. Frederic Aymes, Head of Quality Management, Nestle Middle East are among the speakers. Packaging, a critical component in the overall food safety process, has a decisive impact on the quality and integrity of food and beverage products and therefore a company’s reputation for safety. Tetra Pak, the global leader and pioneer in food processing and packaging highlights the challenge for food and beverage producers in securing food safety in their production line, profitably. Amar Zahid, President, Greater Middle East & Africa (GME&A) for Tetra Pak said, “We look at the entire production process. Today, production is integrated: the product flows con-
tinuously through the plant, from raw material intake to distribution, without stopping. This means that producers must control every step, both individually and as part of the whole. Integrated processing and packaging solutions make it easier for food producers to reach their objectives of safe and efficient operations. Tetra Pak enables food producers all over the world, including our region, to achieve high standards of food safety through traceability, with unique knowledge and experience in operational cost reduction and waste elimination in
the food processing and packaging process.” Turnkey manufacturer of bottling lines, EKTAM SAN., is a key supplier to the F&B industry, delivering capability that begins with the first hygienic preparation of bottles for rinsing, filling and capping, through to pasteurizing, labeling and palletizing of finished products. Ercan Atalay, Export Sales Engineer for EKTAM SAN., Turkey said: “Uncompromising quality and adoption of the latest technology are critical for effective food safety. Bottling lines include a range of manufacturing steps that without stringent adherence to the highest standard will compromise the integrity of the finished food or beverage product, so working with a turnkey manufacturer such as EKTAM SAN. helps food manufacturers deliver top quality products that are flavourful and safe.” More than 30,000 trade professionals are expected to attend Gulfood Manufacturing to gain direct and convenient access to companies providing products, equipment, expertise and services that hold food safety at their core.
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
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.
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 yearâ€™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 Exportersâ€™ Associations. STG is responsible for marketing activities relating to Turkish seafood and acquaculture products globally, promoting fish-products as one of the cornerstones of the healthy Mediterranean diet. A clear aim of the marketing is to build awareness of the potential of Turkish seafood products, as well as diversifying beyond traditional markets by focusing on the greater EU, US, the Russian Federation, UAE, Japan, Middle East countries and target markets.
The committee has been participating in 15 to 20 trade fairs annually to promote the exportation in markets and organizes 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. The new appearance of group aims to be friendly and dynamic on daily topics at trendy channels. With one of the highest internet usage rate per
capita Turkey has a young generation consumer profile. Stg is planning all its promotional activities due to this profile on digital world in order to touch the people effectively. Also with the idea of “Future means Children”, STG trying to produce educational instruments for children with the slogan of “Growing with Fish”. Puzzles, Digital Games, Applications, Story Books.
5 thousand fish served at Seafood Expo Global Fair in Brussels by STG STG, Turkish Seafood Promotion Committee promoted the Turkish seafood sector during Seafood Expo Global held in Brussels, world’s largest fair in its category. STG participates in approximately 15 fairs in 2015. Following its activities in Turkmenistan, the USA and South Korea, the committee has served 5 thousand fish meal in Seafood Expo Global held in Brussels. This was the 11th participation of the Turkish national pavillion, where 12 Turkish companies exhibited their brands. The delicious fishes were cooked by Ibrahim Onen, the chef of Sipari restaurant and Omer Gurisik who lives in Brussels. Chairman of the Committee, Melih Isliel reminded that total exports of seafood in the world amounted about 130 billion dollars. He said, “Our share in this amount is around 700 million dollars. It was 90 million dollars in the year 2000. We have long way in this market. We have to differentiate our export markets in the world. We can not hit our target of 1.500 billion dollars exports by the year 2023, with this 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.”
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.
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 compa-
nies 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 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 re-
quires 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 worldâ€™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. Among the participants, Sinan Kiziltan, chairman of the Aegean Aqua and Animal Products Exporters Association, said on the occasion, â€œTurkish seafoods have attracted great interest of the visitors. North America is an important market for Turkish fishery products industry. We are successful in the US market. Now our aim is to repeat in the Canadian market. We think that we are on the right route. Exports of fish to this market increased 72 percent. Sea bass and sea bream are well known species in this market. Our products are now sold in Toronto and Montreal cities. Direct flights from Turkey to these locations are very helpful for further increase of exports. Consumers in these markets are very
conscious on products. Since they are healthier and produced under control, aquaculture fishes are demanded well.â€? 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 $
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 (03, 1604, 1605 FASLI)
Expo Milano, 13-16 June 2015 and 8-15 September 2015,
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,
South Africa, Johannesburg, 21-23 June 2015 Africas Big Seven,
Spain / Vigo, 6-8 October 2015, Conxemar, UAE / Dubai, 27-29 October 2015, Seafex.
South Korea / Busan, 29-31 October 2015 Busan International Seafood & Fisheries Expo
Iraq / Erbil 16-19 November.