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So big, so good… I always love the big at the positive side. Big buildings, big cars, big stories, even big cakes… When it comes to show business, there are some big ones to my favor. Gulfood tops the list in the food sector… Celebrating its 20th anniversary, Dubai’s Gulfood 2015 - the biggest edition in the show’s history - is opening to host more than 4,800 international companies from 120 countries and more than 85,000 visitors from over 170 countries. To accommodate the meteoric growth and tens of thousands of participating brands, Gulfood 2015 will span 127,000m² of exhibition space - including a 23,000m², purpose-built temporary structure, the largest-of-its-type regionally.That’s what I mean when I say “big”! Gulfood is an unmatched opportunity to source and select from an incredible global product showcase. Attendees will network with thousands of industry peers and people passionate about driving the market forward. The show grants the opportunity to review the latest trends and innovations of the food & drink sectors, foodservice & hospitality equipment, as well as the restaurant & cafe industry. We are also en route to this important show with a team of 5 to cover the event and to distribute the free copies of this special Gulfood issue of Food Turkey magazine, which is one of the media partners of this prestigious event. We will continue to be on the track of Turkish exporters with the best and most influential promotional support. Stay with us!

Group Chairman

H.Ferruh ISIK


ISTMAG Matbaacılık Gazetecilik İç ve Dış Ticaret Ltd. Şti.

General Manager

Ahmet KIZIL (

Responsible Editor-in-Chief:

Cüneyt AKTÜRK (


Ibrahim Ethem KUPELI

Advertisement Manager

Omer Faruk GORUN ( Talha ELITEZ ( Emir Omer OCAL (



Communications Manager Ebru PEKEL ( Artdirector

İsmail GÜRBÜZ (

Artwork Consultant Design&Graphics


Accounting Manager

Mürsel GÜRLER (


Zekeriya AYDOĞAN (

HEAD OFFICE Güneşli Evren Mah. Bahar Cad. Polat İş Merkezi B Blok No:3,34197 Güneşli-İstanbul/TURKEY

LIAISON OFFICE: Buttim Plaza D. Blok Kat:4 No:1267 Bursa/TURKEY

Tel: +90 212 604 50 50 Fax: +90 212 604 50 51

Tel: +90. 224 211 44 50-51 Fax: +90. 224 211 44 81

We wish a very happy and lucrative show for all involved!



January 2015

PRINTED BY IHLAS GAZETECILIK A.Ş. Merkez Mahallesi 29 Ekim Caddesi İhlas Plaza No:11 A/41 Yenibosna-Bahçelievler/ISTANBUL Tel: 0212 454 30 00


Özsarı, a prestigious name in bulgur

28 EATITALY redefines taste with its “better than the b

est” products


From baklava to jam kingdom

62 KRATER leads the way in pastry products…


Turkey will be delight land of the world

92 Sweets & Snacks Middle East d and hospitality foo st ge lar ’s rld Wo 6 13 tur ns 20 trade show GULFOOD



January 2015

Estuz sets 2015 as the year of progress! tons monthly. Our investments will continue both in domestic and at abroad. We will add new countries to our expert range. We are aiming to realize an export figure of around 4 million dollars by exporting products to more than 20 countries. We will become stronger in the international market with rich product groups and package variety we will create in the coming period. Our efforts related to Turquality will also continue.”

Vedat Özdemir, Board Chairman of Estuz

Estuz is among the biggest salt producers of Turkey with a total monthly production capacity of 12 thousand tons and sets the year 2015 as the year of progress. The company closed the year 2014 as a successful one with investments and 20 percent growth and is getting prepared to launch several new investments in 2015. Estuz has nearly completed the preparations for the new brand they will launch and will also increase the capacity of their factories in İzmir. Estuz Board Chairman Vedat Özdemir said, “2015 will be the year of progress of Estuz”, and provided the following information related to their investments this year: “We will soon take our place in the retail industry with a new brand. We will increase our market share in retail with our natural, healthy and gourmet product range. We will also implement a capacity investment in our sea salt production facility located in Çiğli, İzmir, which currently produces 5 thousand



January 2015

Vedat Özdemir emphasizes that they are a sensitive company about salt consumption and they give messages to the consumers related to balanced salt consumption, and tells that they particularly pointed out this matter and implemented several social responsibility projects last year. Stating that Balance of Life Photo Contest was one of these projects, Özdemir said, “Excessive salt consumption is harmful, but not consuming salt is also harmful. We therefore said ‘Balance of life is provided with balanced consumption of salt’ and assumed it as a mission to endeavor for conscious salt consumption with ‘Balance of Life’. In short, we tell ‘Have your tastes balanced, and your meals delicious’ to our consumers.” Founded by Bahattin Özdemir

in Eskişehir, Estuz operates in the industry for 33 years. Özdemir states that they produce products for industry and retail industry, and highlights that their company closely follows the technology and carries out productions with state-of-art technology in their factories. Related to the facilities and production capacities, Vedat Özdemir provided the following information: “As of today, we are operating in three separate regions with three separate facilities. The facility in Eskişehir has a monthly production capacity of 1.500 tons, while the facility in Çiğli has a monthly production capacity of 5 thousand tons. The facility in Dazkırı has a monthly capacity of 3.000 tons of refined salt, and 2.500 tons of dried salt. In addition to the needs of textile and chemical industries, we are supplying salt to the select food companies. We are serving to the retail industry with refined product varieties since 2010. Although we are a new actor in retail, we are continuously increasing our market share. We will become stronger in the retail industry with our new brand to take place in the market soon.”

Ahmad Tea added a taste to Sirha Istanbul Sirha Exhibition, held at Istanbul Congress Center between November 27 and 29, has been colored up with the warmth of Ahmad Tea. Ahmad Tea’s stylish booth in Sirha Istanbul Exhibition, gathering hotel and restaurant professionals together in several countries, has received a great interest from the visitors. Ahmad Tea attended to Sirha with a wide range of fruit teas from pomegranate to detox and lemon to mint, as well as the black tea family offering a genuine tea experience with its taste, and satisfied the visitors with delicious offerings. Ahmad Tea will continue to meet with the sector professionals in the coming periods and advances with the aim of introducing various tastes to more tea lovers. Ahmad Tea, the British luxurious tea brand continuing with the classical family tradition in quality for 4 generations, offers a unique aroma and blend for the tea lovers with tea leaves collected carefully from special tea gardens throughout the world. Maintaining the tea culture everyday in the heart of England, Ahmad Tea offers a unique tea experience with its luxurious aroma in more than 70 countries and 6 continents.Today, Ahmad Tea still progresses with the vision of its first managing director: “I will not sell anything that I would not drink at home”.



January 2015

Barnet İnşaat ve Dış Ticaret company, operating in Russia and North Africa, carries out the distribution and sales channel of the luxurious tea brand Ahmad Tea it offers to the Turkish market for a long time. Aiming to bring its experience and expertise to the tea lover Turkey, Barnet İnşaat ve Dış Ticaret gathers the consumers and Ahmad Tea together with confidence.

ZZTK promotes Turkish olive in USA

M. Kadri Gundes, chairman of ZZTK, Ramis Sen, Ambassador in Chicago, Ali Ugur Ates, union of chemical product exports, Tuba Hatipoglu, commercial counselor in Washington, Ismail Cetin, general secretary of Akdeniz exporters union.

ZZTK, committee for the promotion of olive and olive oil, participated in Private Label Manufacturers Association Fair held in Chicago, 16 - 18 November 2015, to introduce Turkish products. Chairman of the committee, Kadri Gundes said, “The USA is one of our target markets. Last year we also participated in Fancy Food Fair held in New York. Chicago is the 5th largest city in the US and producing 650 billion dollars of domestic products and imports about 120 billion dollars worth of goods annually. There were professionals and visitors from South Africa, China, Saudi Arabia, Iran and some other countries who were also interested in our stand.”



January 2015

At the seminar held on the first day of event, ZZTK distributed promotional olive oils in 50ml bottles. He said, “Long term contracts and uninterrupted delivery are important for brands. In order to increase production in Turkey, at least half of the 80 million wild olive trees should be grafted. We have made a project for this. We will organize taste tests next year in this fair.” Turkish producers exported 26 thousand tons of olive oil earning 93 million dollars. Share of exports to USA were the highest that totals 4.2 thousand tons and 15.7 million dollars. Tabletop olive exports to this market was 5.7 million dollars and 3.2 million dollars for green olives.

Özsarı, a prestigious name in bulgur 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



January 2015

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,

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? Ă–zsarÄą, 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


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).



January 2015

Is there anything else you would like to especially add?

incorporate phytic acid which is the biggest disadvantage for cereals.

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, 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.

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 drying processes, it does not

Elvan Group targets 1 bn by 2023 Establishing the largest croissant plant in Eskisehir on a single line in recent months, Elvan Group has some major targets for 2023.

Hidayet KadiroÄ&#x;lu Board Chairman of Elvan Group



January 2015

Starting its adventure with a small candy store in Zeytinburnu district of Istanbul, Elvan Group has been continuing its successful business life having a factory chain and representing Turkey in abroad in the best way. One of the leading top three companies in its category, Elvan exports its products to 130 countries. Hidayet Kadiroglu, chairman of the company introduced his company who aimed 1 bn dollars in exports.

On Elvan Group and its services in food industry Foundations of our group was laid in 1952 as a small candy shop in Zeytinburnu, Istanbul by my grandfather Hamdi with my father Mustafa who had been earning his life by selling candies in trains. The shop then was expanded to workshop and later on to a chain of factories that produce wide range of products including chocolate, biscuits, jellies, cakes, crois-

sants, etc. Now Elvan Group is one of the three Turkish companies in the list of global 100 candy firms. Exporting 95 % of production the company earns more than 200 thousand dollars from sales of 800 different products to 130 countries. Our target for the year 2023 is to reach 1 billion dollars.

On hygiene of products and in production process It is rather hard to get the confidence of customers all over the world for more than 60 years. I personally represent the third generation in our company. We earned the confidence of customers by working hard for decades. To maintain our quality level we established a laboratory equipped with modern facilities.

On the largest croissant production line that the company has We have several awards given both in Turkey and abroad. Recently we were mentioned among the companies

who pursue the firsts and the mosts. Croissant production plant in Eskisehir is the first largest one in the world. Our capacity is 50 larger the second largest factory’s. In six months time we succeeded to export 50 % of our production to Europe, known as the castle of croissant.

products is sold under several brands including Balaban, Cici, ANL and Elvan through Intersweet foreign trade company. Cici marketing company sells our products in Turkey. We focused on regional countries for exports, however, our products are sold in 130 countries.

On exports, target markets and products exported

On the activities carried on under Turquality project

We have now producing wide range of products including chocolate, biscuits, jellies, cakes, croissants, etc. Our

Turquality is a program to support branding of Turkish products. Under this project framework we made


some branding and communication investments directing Middle East and African markets. Today Donut was the first cake brand of us. Then other brands were added, Toffix, Dr. Milk, Coffex, Truffle. Our ad having a sympathetic slogan Ikraam-Sukraan-Elvan.. was impressive in the Arabic speaking countries.Today Croissant ad was successful in Rumania. Our ads budget has been increased 12 fold for the year 2015. The target is 6 million dollars.

On African market that was the market of the year in 2014 I personally am highly involved in African market. We were one of the highly active companies having business in Africa. First it seemed full of mysteries, then it turned into a commercial success. 30 to 35 percent of our sales comes from African market.



January 2015

We have been developing a new approach based on a new theme will be launch in Africa soon. Details will be informed later on.

On Elvan IQ Club as part of social responsibility campaign Our company was chosen among the companies that were given a certificate for its research and development center by the ministry of science, industry and technology in 2012. As part of this project, we founded Elvan IQ Club to increase the awareness about intellectual assets in Turkey and in the world. At the first stage of the project we focused on the kids of our personnel. We organized testing and training programs and sent some of the kids to the universities in Eskisehir and in Istanbul. Then we established a intellect workshop in Cameron.

Aqua product exports to Dubai tripled A promotional initiative of Aegean Exporters Union, a member of Assembly of Turkish Exporters, Aqua Products Promotion committee participated in Seafex fair held in Dubai, UAE, 9-11 November 2014, as part of its activities to increase exports of Turkish seafood products. Fish based dishes prepared by Chef Ibrahim Onen using special sauces were served to about 2 thousand visitors during the event. Promotional efforts of the committee in this market begin to produce results and exports of Turkish origin fishes to UAE has already been tripled to 10 million dollars from its earlier level of 3.5 million dollars during the Jan. – Oct. 2013 period. Chairman of the committee Melih Isliel said, “With its location and profile of population Dubai is an attractive market for seafood. Having large amount of foreigners, the Emirates imports especially seabass and seabream that are sold in markets and served in the restaurants. Fishes served in the fair venue have met with great interest.” Chairman of Aegean Aqua and Animal Products Exporters Union, Sinan



January 2015


Kiziltan said that by the first 10 month of 2014 about 10 million dollars worth of fish were exported to UAE. “UAE and Middle East are important markets for us to realize the targets


of 2023.” he said. The lion’s share in exports to UAE goes to seabreams with about 7.3 million dollars and it is followed by seabass exports that accounts for 2.3 million dollars.

This coffee aims to change habits A new alternative choice is added in soluble coffee market. Cafe Breno has a great challenge; “We’ll sell 250 million cups of coffee in Turkey in 2015.” Produced from high percentage of Arabica kind of coffee beans, Cafe Breno offers an extraordinary taste to coffee lovers. The product gets its taste from its 100% natural quality coffee beans having no aromatic ingredient. The brand aims to be one of the top two players in the category in 2015 depending on its taste and natural aroma and to sell 250 million cups of coffee in Turkey. Completing its preparations for distribution the brand start to promote its brand in an ad campaign starting this week. Cafe Breno has both gold and classic choices including ready-mixes are launched in different packaging alternatives.



January 2015

EATITALY redefines taste with its “better than the best” products from south Italy Eatitaly can only be described as the essence of real Italian taste. In fact, it cannot be described. It should be tasted to understand what it really is. The brand obtains very limited amount of vegetables from the family farm and makes special production at limited quantity. If you ever try the products of the company you will understand what it is about. The products are jams, tomato sauces, olive, in olive oil products (such as pepper filet, Calabria eggplant filet, mushrooms, dried tomatoes, crushed olives, vegetable appetizers, etc.), sauces and cream, spice and dried products.



January 2015

“Eatitaly was born from the memories of the astonishing flavors of the southern Italy’s cuisine, as they were homemade by our grandmothers to ensure a supply of this delicious great food all year long keeping them wisely in the most refined olive oil,” says the chairman of Eatitaly. “In offering our products we went to dig in our deepest memories, those inimitable flavors to bring them on your table day after day all year long. Our

brand is your guarantee to have only the best of Italian products in the purest and finest tradition of authenticity and freshness.” Pointing out that they offer authenticity and freshness of freshly picked products, the spokesman of the company said that those who enjoy their

products would try to do it always. He outlined in detail: “Those words are not for advertising that’s exactly what we were looking for to offer to our customer and who we are. First for ourselves because we’re passionate about those special flavors from our native land and then


for our friends and customers. We want them to discover what “refine and tasty” means in terms of flavors from South Italy. “So not only our products are chosen only amongst the best quality but also the factory chosen are ONLY “family farm”. Working with small quantities of their own products. So our price is made of not only the highest quality products that we are offering but also of the limited quantities we can offer to our clients. We have no industrial



January 2015

production. “Sure you can go on and compare our prices with other Italian products but it won’t do because it’s not possible to compare prices without comparing quality. We can provide you with olive oil around 3 €/lt. But it is not the kind of merchandise we want to sell. That’s not something we would use in our kitchen hence we could never sell this to our customers. Like I said, Eatitaly is only the best of the best products from south Italy.

“Our clients in Switzerland aware of those difference have two ranges of products. The normal ones, where the best prices are important and the best price wins. The second range is ‘high quality products’, where the price its minor interest and the best quality wins. Like I said our production is limited but our quality has no limit. That’s why price shouldn’t be an issue. If you have an interest for such products, obviously we’ll be delighted to send you some samples. We sell a brand not only a product.”

Beypazari Mineral Water wins 2014 World Quality Award At the 3rd world quality award held in Washington in cooperation with Turkish-American associations federation and union of international diplomats some leading names in Turkish business have met with their peers in the USA. Quality of Beypazari natural mineral water was awarded in the event. Held earlier in Los Angeles and New York, the summit was held in Washington this year with participation of entrepreneurs, businesspeople, academi-



January 2015

cians and experts for several countries with an aim to promote the entrepreneurship and quality management. Beypazari mineral water had also been awarded in earlier summits held in 2012 and 2013. Participating members of public and private companies, universities, NGOs and administrative offices delivered their messages in relation with the issues in production and servicing industries worldwide.

Kurex exports to 50 countries As one of the most leading companies of the sector since 2011 Kurex has been eye-catching especially for its successful operations. Shipping quality goods to 50 markets from Russia to Caribbean Islands Kurex exports almost all of its production. Pointing out that the fastest production groups were stock cubes, Bouillon and fruit flavored drink powders, Mr. Mustafa Kurtay, marketing manager of Kurex said these groups constituted 40% of their production. He outlined the company and their operations: Kurex is one of the Turkey’s leading food and beverage manufacturer, es-



January 2015

Product and quality policy

tablished in 2011, we have reached over 50 countries with highly trained and focused export department. Our factory is located at Istanbul Trakya Free Trade zone, with 78 staff. We mostly export our products all around the world.

We dedicate ourselves to make the best quality product for our customers, we know today’s world people are busy with so many things in their life, therefore we want to offer them quick solutions for cooking. The secret of our success is hidden behind this mission of ours, and also we believe our customers deserve best quality and taste, we don’t leave quality to our quality department, we believe every aspect of our business requires extra care and upmost attention in details, there for at KUREX we all follow a very high quality procedure.

Stock cubes and Bouillon as well as fruit flavored drink powders are our fast moving products. 40 percent of our production is focus on these products.

Export and new markets We are exporting over 90 percent of our products. From America ( USA, Guyana, Costa Rica) to Caribbean Islands, from Europe ( England, Hungary) to Africa ( Algeria, Egypt, Senegal, Nigeria, Chad), from Middle east to Asia (Malaysia, South Korea, Pakistan). And recently we are entering new markets like Japan and Russia which we care a lot.

R&D We are the first 4g stock cube manufacturing in Turkey, our R&D development department consistently on the search for new products and new flavors and taste. We collect fine herbs and vegetables and flavors all around the world to combine and come up with unique flavors which we believe our customers love.

In global market We have a constant increase at our market share globally, although we are a relatively young company compare to our competitors. Food and bev-

erage industry will always have higher priority since it is the business for mass consumption and recent trends show that there’s an increase at easy solutions of cooking and food preparation with health conscious approach. We believe exhibition such SIAL is a very big advantage for us to show off our products and what we are capable of, and we would like to thank you for giving us a space in your magazine. We also wish the best for all the fellow exhibitors.


STG enters African market via Angola

(l. to r.) Sinan Kiziltan, Ihsan Kiziltan, Abdulkadir Yenicikan and Ali Can Yamanyilmaz

One of the exporting sectors, Turkish aqua products, is entering African markets through Angola, a potential market for fisheries. STG, Aqua Products Promotion Committee, participates in FIP Angolan Fish Fair, which was held in Luanda, 27-30 November 2014. Sinan Kiziltan, president of the committee says that African market is highly important for them. He said, “Per capita consumption in Angola is about 15 Kg., the highest consumption of fish in Africa. Angola is also an important supplier of feed for fish farmers and fish oil. Selected markets and



January 2015

restaurants have bream, perch and trout in their menus. During the event we saw that there is enough potential for more trade between the countries. Direct flights will open doors to African market. We have been seeking new markets and new buyers for aqua products in the world. In 2103 about 7 million dollars of fish and animal products were exported to Angola from Turkey. It now reached to 8.9 million dollars in 2014.”

The stand of STG in FIP Angola Fish Fair was visited by Ihsan Kiziltan, Turkish ambassador to Angola, and by Angolan ministers of industry, fish, agriculture and science and technology. STG was represented in the fair by Sinan Kiziltan, president of Aegean Aqua Products and Animal Products Exporters’ Union and Board Member of STG, Ali Can Yamanyilmaz and Abdulkadir Yenicikan, board members of STG, and Gokay Celikli, an expert of Agean Exporters Union.

Olives from Turkey Olive and Olive Oil Promotion Committee of Turkey, which was 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 Committee of Turkey is to increase the efforts directed to the foreign markets and to diversify our export markets as well as implement promotional campaigns for the establishment of the “Turkish Olive and Olive Oil� brand and image. And for the domestic market, the committee intends to carry out promotional activities which shall improve the consciousness of the consumers in order to develop the market and increase the consumption. Other objectives of the Committee are to ensure product diversity in accordance with the demands from the world markets and to enhance the market channels, thus applying a sustainable pricing policy.



January 2015

• To strengthen the position in the existing markets.

and carried out various promotional activities during these fairs.

• To make long-erm plans and bring such plans into being.

- Within the “Olive Oil: Healthy and Tasty” Project which is supported by International Olive Council OOPC has organized domestic tasting activities in four different cities of Turkey (Diyarbakır, Kayseri, Erzurum, Trabzon) in order to create the olive oil is a culture (like wine) perceptioning and explaining the health benefits of olive oil in December.

• To make efficient efforts focusing on the targets. • To increase branded exports and make contributions to the Turkish economy.

Mehmet Kadri GÜNDEŞ Olive and Olive Oil Promotion Committee-Chairman

Our Mission; • To tell the entire world that Anatolia is the motherland of the olive. • To ring the Turkish olive and olive oil to a competitive position in the world. • To make the Turkish olive and olive oil a world 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 channels.

• To make consumers conscious and ensure an increase in consumption in the domestic market. • To follow the world markets and enhance the product diversity. Last year, Olive and Olive Oil Promotion Committee was very active and attended following activities: - This year our committee has attended Gulfood 2014 (United Arab Emirates) fair and carried out promotion activities. -Also our committee has attended Summer Fancy Food Show (USA), Sial Paris (France), Food Hospitality China (Shanghai), PLMA-Chicago (USA) fairs


- Olive&Olive Oil Sector Buyers’ Mission Program organized in Izmir, April 8-11, 2014. Companies form Brazil and America attended the program and B2B meetings were made. Also visit to production fields&facilitates and “4th Olive, Olive Oil and Technology Fair” has been organized. -Beside these fairs I personally attended China Fair for Investment and Trade in September 2014 and made B2B meetings with giant Chinese importing companies.

Activities planned in the first half of 2015 Another Olive&Olive Oil Sector Buyers’ Mission Program is going to be organized during the “Olive, Olive Oil and Technology Fair” in April. The program is going to be organized by the General Secretariat of Aegean Exporters’ Associations, Izmir. Buyers from the selected countries including United Arab Emirates are going to be invited to join in the Mission. For the companies attending the Mission, a briefing on Turkish Olive and Olive Oil sector, bilateral business meetings with the Turkish exporter



January 2015

companies, visits to production fields and facilitates and a special sightseeing tour will be organized. Also our committee will be attending Food Hospitality World (Mumbai/ India), Dubai Gulf Food (Dubai/UAE),


(Moscow/Russia), Expo

Turkey in Turkmenistan, International Food Exhibition (London/England) and The 9th China International Edible Oil and Olive Oil Exhibition (Quanghzou/P.R.C.).

From baklava to jam kingdom Half of 12 thousand tons of production is of jams One of the companies in jam and halva business in Turkey, Seyidoglu produces 12 different jams and keeps its growth with product expansions. General manager Mehmet Goksu introduced the company:

On history of Seyidoglu company

Mehmet Gรถksu, Member of Board of Seyidoglu



January 2015

The story began with baklava. The grandfather Habes Seyidoglu was selling sweets in Karakoy, Istanbul. He then moved to a shop in Laleli. These were the basis of our business. New

shops were opened stages by stage at several locations of the city. In line with growing demand, the company established a greater factory and began to produce halva, jam and delights. In the year 2000 we quit halva business.

On production plant In our factory that was built in 2006 250 workers are employed and about 300 varieties are produced. They are sold in several packages for 20 grams to 20 kilogram. The factory which has 15 thousand sqm covered area, will be extended to 4 thousand sqm this year.

In this factory we produce jams made of 12 different fruits, including sourcherry, apricot, rose, blackberry etc. Fresh and frozen fruits are bought from farmers in Afyon, Kutahya, Bursa, Isparta and other regions. Our production capacity for jams is about 6 thousand tons annually. All raw materials for production are procured from domestic sources.

On distribution We have a large network of distributors especially in Istanbul that are supplied by 4 main distributors. Besides,

we have 14 retail shops. Our products are sold in 40 cities in Turkey. All our products are made natural foods.They contain no additives. In 2016 we plan to produce organic products sold under certificates.Our team of research and development are working to develop new varieties. Our experts are sent to fair held in abroad to catch new ideas and to improve our products, packages and tastes. Out of home consumption is on the rise by 20 %. In jam category we may be the leader. There are two major halva producers.


On exports We started to export our products in 2011. This year we sold 4 million dollars worth of product. Our products are sold under Sultanbaci brand in England. Both Turks and native Britans liked our products. We sell about 1 million dollars worth of product in this market. Besides, our products are sold well in Germany and in other countries including Iraq, Greece, Algeria, Libya, Palestine, Japan and the USA.

On fairs 20 percent of our production is exported. This year we aimed to enter ten new markets in abroad. We planned to participate in Gulfood, ISM and Anuga fairs in order to extend our export markets. Turkish speaking countries, Macedonia, Kosova and south and North African markets are our other target markets.

In general Falling customs duty of sesame is an important development for us. It was lowered to 10 percent from 23.4 %. Volume of sesame produced in Turkey is not sufficient for growing demand. Thus it is imported. Sesame is the basic ingredient for halva and tahini production. When our costs were down our exports will increase more.



January 2015

Doganay constructs the best facility for Salgam “Developed by our engineers the new system of production will open a new era for beverage exports of Turkey,” says Rafet Doganay Having the first swede turnip (shalgam) production facility in the world, Doganay Food company builds a new factory to increase its capacity for exports. Rafet Doganay, chairman of the company introduced his company, who aimed to increase the share of exports to 90% in three years.

On the history of Doganay brand

Rafet Doğanay General Manager of Doğanay Gıda



January 2015

Our family has been in business since 1960 as wholesaler, retailer of pulses. Then in 1997 we entered in swede turnip production, which is sold from Van to Edirne. (Shalgam [swede turnip] is a popular beverage from southern Turkey’s cities of Adana and Mersin.)

On shalgam facilities, the first in the world Shalgam was a popular beverage in Adana. We wanted it to be more popular first in Turkey and decided to establish a special factory to produce healthy products with qualified personnel, fully automatic filling lines, laboratories, etc. Earlier shalgam had been prepared and consumed by families at home. Before deciding to establish the factory we gather views and information about the product, the market and its consumption from related sources including the experts in Cukurova University. They encouraged us.

At the end a good facility was established. At the beginning it was hard to sell our product to local families who consume their own homemade productions. In Izmir, our product has sold hot when we introduced our product to a retail chain in that province. Ankara was the second largest market for us. Then we entered Istanbul retailers. To be successful in Istanbul also means success in Turkey. We have been in this business for 17 years. We are still going after our target to sell shalgam to every household in the country.

On the benefits of salgam beverage Studies have been carried out for years about the benefits and use of shalgam in universities and in laboratories. We are aware of the benefits of it, because we as local people know them by our own experiences. First it helps digestion thanks to the enzymes in it. It is anti-oxidant. Since it is a fermented product it is probiotic. It contains vitamin C and limited amount of calorie, 15 calorie per liter. According to a Tubitak report it has no cholesterol and sugar; it reduces glucose level. Shalgam is actually made with the juice of red carrot pickles, salted, spiced, and flavored with aromatic turnip (รงelem) fermented in barrels with the addition of ground bulgur. It is traditionally


served cold in large glasses with long slices of pickled carrots, called dene. Hot paprika relish is added just before drinking. Hot or regular, it is a popular drink with Adana kebab.

On other products produced by the company Shalgam is our locomotive product. Lemonade is another beverage of our childhood. We decided to produce it besides shalgam. It has been sold in pet bottles that are oxygenated. And oxygen reduces the quality of drink. Glass is rather costly. Then we found a solution in Germany and designed a special package. It is healthier as glass and light as pet bottles.



January 2015

On the production process peculiar to the company We have fresh pressed lemon juices in our product portfolio having longer shelf life of 6 month at room temperatures, than its normal life of 3 to 4 days in fridge. During production high pressure is applied in the process of UHT and pasteurization processes. It has effects on juices molecules. Our process, presently it is our secret, is a special process developed by our engineers.

On other varieties In the future we will add 100 % fruit juices of pomegranate, mandarin, apple, red and orange carrot to our

product lines. Oranges harvested in Turkey is consumed as fruit, and in the juice production. We even import oranges from Spain, Brazil, China and Israel to produce juice. We study to farm Pera kind oranges in Turkey. They can be farmed in Southern parts of the country.

On share of exports in production Presently our shalgam exports to about 30 countries including Germany, France, Holland, Belgium, Australia and America are limited to 10 percent. Iran is another market for us. In three years time our exports will reach to 90 % of our production capacity.

Kervan Gıda General Manager Burhan Basar:

“We aim to rank among the Turkish interest top-five jelly gum manufacturers in Taiwan in the world by 2023”

Burhan Başar Kervan Gıda General Manager



January 2015

Kervan Gıda is a pretty competent company in jelly gum manufacturing. It exports to nearly 80 countries, possesses many certificates and along with these it follows the manufacturing technologies closely. We made an interview with Burhan Başar, General Manager of the company which has the target of entering among the first five jelly gum manufacturers in the world.

text we sold luxury hardware which comprises Permatik, Perma Sharp, Ören Bayan yarn, chewing gum and so forth. Later on, we decided to manufacture when we experienced the tough side of trade in Tahtakale. Since we had been selling chewing gum then under the circumstances of those days, we have started manufacturing chewing gum founding a family run business in 1995.

Could you please briefly tell about yourself and your business life?

Would you share your career story in Kervan Gıda?

I was born in 1973 in Van. I graduated from Yıldız Technical University Department of Civil Engineering. Because I got into this university, I came to Istanbul from Van in 1990, and in 1992 my family came to Istanbul to live with me. Between 1992 and 1995 we engaged in trade. Within this con-

As I am an engineer, I had been working in different departments of the company such as finance, accounting, marketing and especially product development. I had completed my fund of knowledge by having an experience of almost every department and finally I became the General Manager.

We are aware that there are many countries which Kervan G覺da exports to. At this point, are you seeking for new markets? What are you doing to maintain and develop your presence in the markets you are already in? We are exporting to nearly 80 countries. We are not seeking for new markets. Reason for this is, we are a company involved in Turquality process and within this context we are advised to grow vertically not horizontally. Consequently, we are aiming to grow vertically in the markets we are present. While doing this, we are trying to enter the growing markets or markets claiming the potential to grow, like national and regional markets, in the country we exist. Thus, we are hoping to make our brand Bebeto more permanent.

What if you are asked to evaluate the markets you are in recently? We are very powerful in the Middle East market since we are manufacturing in a Muslim country, Turkey, claim-

ing Halal Certificate. Apart from this, we are growing in Europe and the U.S.A. markets as well. I can tell you that lately an increasing interest towards halal food emerged in Europe as well.

You have competitors in both domestic and foreign markets. Could you evaluate this competition measuring foreign against domestic? We are in a very strong position in exports. Despite the fact that we have many rivals, we, as Kervan G覺da, are exporting large amount of jelly gum. As for domestic market, we are in a more active position and we will strengthen this position more later on. We are 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.

Could you talk about your investments? We are investing seriously in R&D. We are giving importance to human resources. We are providing educations. We are also concentrating on IT investments, within this concept we started using SAP program three years ago. We have training programs. We give pretty importance on IT investments as well; concordantly we started using SAP three years ago. We keep on improving this and moving forward. We will soon be receiving ISO 27001 Information Security Management Standard Certificate. Since there is an energy shortage in our country, we give a lot importance to the efficient energy consumption. Concerning this, we set up energy management system and soon we will be receiving ISO 50001 certificate. We give a lot importance to hygiene. We have customers in nearly 80 countries and they inspect our products all the time. Within this scope, we invest in hygiene seriously. Our quality assurance system works very accurately. Our customers ask us about these before they ask for the price of



January 2015

our products. In this sense, we possess quality certificates such as Hygiene Standard of the American Institute of Baking, Certificate of Conformity granted by British Retail Consortium (BRC), ISO 9001, ISO 2200 etc.

What are your plans and targets in the short, medium and long term? Our biggest goal among these is to grow in the field of jelly gum. By saying jelly gum, I mean jelly, licorice and marshmallow types of candies. We want to grow with Bebeto brand and we are making all the plans accordingly. We completed our 2015 budgets in the short term and we are completely focusing on this. In the medium term, we want to grow investing in jelly gum. As for the long term, we have a goal for the year 2023; which is to rank among the first five jelly gum manufacturers in the world.

Well then, what kind of investments are you planning for 2015 and further? We made marshmallow investment and we hope to start it in 2015 February. Apart from this, we continuously keep on investing in jelly gum.

Additionally, we have project called “Bebeto Fun Island�. In short, our candies are put up for sale in the empty spaces of shopping malls. Within this context, we have around 60-70 islands in total both in domestic and foreign shopping malls. We want to increase this number to 500 until 2023. We consider these as milestones in order to raise our brand awareness on our way to become a world brand. They attract a lot of attention and there are customers conveying that they like our products, such that they write poems in our brand’s name. We like such things. We hope to bring Bebeto brand where it deserves to be.

“Honey comes with cooperation of bees and nature!” Salih Ertürk, General Manager of Balarısı, outlines the sweetest business in detail. He underlines, “For thousands of years, bees and nature have been working in harmony with the natural rhythm of the seasons to bring you their royal gift.” An interview with Ertürk follows:

How was 2014 according to your business side? First I would like to say thanks for giving me a chance to have this interview .Thankfully 2014was good and successful year for us. We achieved a lot of what we have planned to do. We achieved a very good ratio of domestic and international market sales. We develop a new design for the bottles of honey with a beautiful and stylish appearance; we have signed several export deals to some countries in the world. Overall it was a good year in all sides.



January 2015

What are your plans and targets for 2015? Are there any new investment plans for this year? In fact there are always new plans for each year. This what we do at the end of each year the Board of Directors meet to Evaluate what has been accomplished this year and what are the new plans for next year in line with the overall strategy of our company. In 2015 we have already developed our factory by latest technology in honey sector. We are planning to improve our factory ability by getting a new packaging lines and produce new products such as picnic types, also improve the capacity of our employee because we believe the best investment is in develop human ability, and also keep going on same our strategy `` our products should be available everywhere in the world and affordable to all consumer’’.

Nowadays, there are lots of honeys advertising show programs on TV trying to convince people, what do you think about them?

cannot deceive our health”. Imitation is the easiest in the world, but the most difficult Honey assayed product.

Could you give information about your product qualities We are in the age of media, television, and nutritional values?

Salih Ertürk General Manager of Balarısı

Internet and social media networks, so I think we should communicate by language of these times. It necessary to any company promote their products, but it more necessary to take care the quality of their products more than over excessive interest in the ads, this doesn’t mean I’m against the advertising, absolutely not. We have our advertise shows on some TV Channels and we are also planning to have more in future. In this huge number of ads that we are shown on TV, the consumer will be the last judgment about quality of this product, whatever the announcement remarkable and bright if the product bad it is not going to continuation in the market “Fake honey

We carefully selected the latest modern and high technology machinery and equipment’s at our plants to get best quality natural production results at the end for human consumption and its requests. Honeys obtained from wild flowers of eastern and southeastern regions are packaged in hygienic environment without human touch right after their conformity with the standardization of Turkish Food Codex notification on honey - determined in productions are analyzing at our own high qualified modern laboratories Also at our factory we can filling, storing, labeling and packaging of honeys with the last technological methods used in hygienic conditions.


The manufacturer working under the supervision of the Ministry of Agriculture, who are producing honey in real terms, with label and known brands have to be preferred.Honey is extracted with high densities from its special plateaus in Eastern Anatolia, which allows us to provide our products with principle priority to health and naturalness by giving importance to the premium quality of our goods. Our expert teams are travelling all over Turkey and buying natural honeys from our beekeepers with which we have a regular production contract. All our suppliers are supervised by us during year. We proudly announce that all our honey is pure as the nature itself. All honey samples are tested and graded for clarity, type, flavor, moisture and color. The most advanced methods and the most exacting standards are used to assure that every grade of honey packed under Balarisi label it the finest available anywhere .There is three phases in production stage of real natural honey at our plant. First stage is collecting and buying the selected honey product and enter the quality control center before store it. When it is available and pre-quality control passed first stage is starting, we accepting the honey to use for Pre-heating (max 55 ‘C), Filtration and pasteurization than keeping in storage under all hygienic rules.



January 2015

When it is acceptable sending warehouse to store for shipment to the markets.

Please give me information about your exporting activities, Are there any plans to enter a new global markets?

The second stage of our process is in packing material prepare and bottling of our honey, here we use last technologic equipment throughout. Hygiene controls are our major priority were our honey is concerned, and we believe it cannot be enforced too strictly. All of our staff is trained to at least intermediate levels in both food hygiene and food processing. It is worn at all times by all our staff in the bottling and packing lines.The third part is our last quality control process which takes place in our laboratory.

Export has a high priority in the company’s activity. We have in export department a high-skills staff working on implementation the export strategies and make good relationships and communicate with clients in several languages. We have already customers in several countries, including North America, Eastern Asia and Middle East, also we have good relations with the Gulf markets, and we will attend an exhibition in Dubai at 8th to 12th February 2015 (Gulf food 2015)

What would you like to say as the final remarks? Finally, I would like to say, thank you for giving me the opportunity to talk about our company activity in this interview. In our company we work together as one family to provide a high quality product suitable for domestic consumers and befitting the reputation of the Turkish product in global markets. We promise to provide always the best.

Buzdagi grows in export markets Buzdagi natural mineral water exports rise in the new year!

Distributing drinking water originated from Geyve, Sakarya in Istanbul and neighboring provinces, Buzdagi exports them as well. The company has aimed to increase the share of exports to 20% in 2015. Murat Cavus, general manager of the company introduced his activities.

On activities of the company in general Our company was founded in 1996 when there was a serious shortage of healthy drinking water in Istanbul. Upgrading its fountains and sources the company went a new organization in 2010 and a new system



January 2015

for operations was established. We aimed to be one of the largest seven companies in mineral water market in Turkey.

On the capacities The company has a processing plant on 12 thousand sqm land in Geyve where 120 people are employed. Profits are mostly reinvented in the development of the company. We can fill 5 million units of 19 lt carboy, 11.5 million units of small bottles annually. Capacity utilization ratio was 50 % in 2014. We planned to double the production this year. We are seeking new sources of wa-

Murat Çavuş, General Manager of Buzdağı

ter around to increase our capacity to be one of the top seven supplier in Turkey. In our factory water is processed by hygienic chain of operations through an integrated workstations equipped with automatic machinery from its original source to the delivery rack. All rules, tests and controls are carried out imposed by legal authorities. We are also keen on training our staff to produce and protect the quality of products and processes. We have strict measures and controls on the hygiene of water sources, transport lines, raw materials and packaging materials, storage areas, filling spaces, logistics warehouse and transport vehicles, regional and distributors depots, and revers logistics.

On water hygiene From hygiene point of view, the best material for packaging water is bottles made of glass. However, it cost a lot. For smaller bottles it is uneconomic.

In line with rising consciousness of the consumers, demand for glass bottled drinking water is rising. With this understanding we planned to implement our glass bottling line in 2015. It will be operational soon. Our filling line for 15 lt glass bottles have been operational since from the beginning of 2014. Getting enough amount of bottles from glass makers is a serious problems, We may overcome this hurdle by establishing suitable partnerships in export markets.

On performance of the company in 2014 The year 2014 was a dynamic period when serious part of regulations for the industry were completed and some international companies bought several national firms operating in Turkey.The great potential of drinking and mineral water resources in the country and low costs of labor and operations attract the interens of foreign companies. We aim to expand more


in this market with our investments in this business. By the end of 2014, our company has realized a 62 % growth by expanding operations in both vertical and horizontal directions.

On new investments in 2015 We believe that this year will be a golden period for our company, a year of jump. We have taken serious and strategic decisions for the new year and targeted to expand our capacity by investing 4.3 million dollars. We believe that our market share will increase by 40 % to 130 % with additional SKUs.

On targeted regions in domestic market Since we have been located in Adapazari, Istanbul is our major natural target market besides buyers in and around Adapazari. We have distributors in west Blacksea and Trace region, Ankara, Kocaeli, Yalova, Bilecik, Eskisehir, Duzce and Bolu. We have three regional distributors in Istanbul.



January 2015

KRATER leads the way in pastry products…

Krater Company, which was founded in 1987, started to shape the future of the Turkish pastry together with professionals as a leading company in the sector of pastry products and always continues this with the trends it has set.

powder whipped cream, crème patisserie, pastry additives, baking powder, jellies, fillings, charlottes, sponge cake mixes, cake mixes, ice-cream bases, toppings, pastes, decorative dough, dessert mixes and chocolate and compound products.

Krater, with a 28-year experience in the sector, has undertaken a role that will direct the pastry trends in Turkey with the importance it attaches to quality and innovation.

“Our strategy in the direction of setting new trends in the industry is to adopt a customer-oriented, creative and responsible service concept as a company which invests in high standard production technologies, pioneers the sector and gives importance to research and development activities by offering a wide product range

Krater provides convenience to pastry chefs thanks to its rich portfolio comprising product categories including



January 2015

to the pastry, ice-cream and HORECA channels,” says a manager at the company.

Export Sales Krater products are exported to 22 different countries in 3 continents. Krater products can be delivered by road, sea and air transport to these countries. Krater-branded pastry, ice cream and chocolate products aim to get a higher place in the world markets with its developed production technology, world standard quality and new products.

PRODUCT CATEGORIES • Whipping Cream Powder • Custard Cream Patisserie Powder • Cake Gel / Bakery Additive • Baking Powder • Sponge Cakes • Cold & Hot Glazes • Cream and Fruit Fillings • Cake Mixes • Dessert Mixes • Charlotte Powder • Sugar Paste • Profiterole Sauce • Ice-Cream Bases and Mixes • Paste for Ice-Cream • Gelato • Toppings • Chocolate & Confectionary Products


Quality Management • Krater is the first and the only company in Turkish bakery and patisserie industry within all sectoral firms that own FSSC 22000:2010 certificate in Turkey. • FSSC 22000:2010 is an International Standard developed for the certification of Food Safety Management Systems for food manufacturers. • Krater has also Halal Food Certificate for all bakery and pastry product categories. The quality system at Krater is increasingly developing with its approach to errors systematically and on time.Therefore, Krater set a higher standard and raised the bar in 2015 regarding examining customer complaints and responding satisfactorily. “We, as Krater, are proud of serving the pastry sector therefore the humanity,” takes pride the manager, and continues: “All materials and ingredients used at Krater comprise universally valid, safe and quality materials and ingredients. We never make concessions to quality and product safety in the production, storage and delivery stages. Our products are systematically and continuously examined and checked



January 2015

in terms of quality and health during the production stage. Our health and quality controls is not limited to production stage. Inspection is carried out for the storage and transport stages at certain intervals. All negations are prevented in terms of food safety. “Within the framework of all this information, the Krater brand on a product is a commitment that you can safely consume it and it conforms to all related legal requirements and has high quality standards.

Production Plant “The greatest success of Krater in the pastry sector, which has been increasingly continuing its activities since it was founded, is due to the fact that it protects its naturalness by selecting quality raw materials in its all products. Krater, which saves time for its sector with these natural raw materials, offers good quality standard production guarantee in its plant in Tuzla Organized Industrial Site of Chemical Industrialists. • Working with a concept of High Quality Production Process in the European Standards • Using packaging which takes human health as a basis conforms to hygienic standards and is suitable for food.”

Keskinoglu; nickname of the poultry industry As one of the most respectful brands in the poultry industry Keskinoğlu has been producing chicken meat, eggs, pullet & breeding products, egg trays, olive oil products, organic fertilizers, organic products and medical products. The company aims at establishing, developing and sustaining long-term positive relationships with its customers, suppliers, staff and all other stake-

Keskin Keskinoglu Marketing Group Chairman



January 2015

holders. To this end, Keskinoğlu makes every effort to offer the healthiest, most consistent product offerings to its customers allied to a superior service provision. Mr. Keskin Keskinoğlu, member of the board and marketing group chairman answered our question in an interview we conducted to get the details of the success story of Keskinoğlu Company. Full text of the interview follows:

You are participating in Gulfood. Which products will you display at this important show? We will showcase varieties of cooked and uncooked chicken, and Ravika brand olive oil.

What is your position in the white meat, egg and olive oil sector? Could you detail us about the superiorities of Keskinoglu and Ravika brands? We are the third largest producer in the chicken meat in Turkey but we are the leader in exports. We realize 10% of Turkey’s total chicken meat exports. When it comes to retailing egg market we have prominent place with 72% in the market. We realize 7% of Turkey’s total packaged olive oil exports. We are not only representing our own brand but the country in the markets


we export. We have been organizing regular events at this regard. The most important factor at this process is, of course, to be transparent and open at product quality and production process. Some countries watch our production through the cameras placed at our production plants. It is also another important fact to be preferred that we are a Turkish brand making halal production. The recent years witnessed and recorded a great deal of reliability, trustworthiness sympathy increase for Turkey. We have been using Turkish flag at our product packaging for many years.

What are the superiorities of Turkish chicken meat, egg and olive oil industry? The most important superiority of Turkey at this regard is having newly established production plants. The poultry industry started towards the end of 1960s and the investments



January 2015

for this industry are constantly on the increase for 30 years. This makes us use the latest technologies of the world.Turkey is an agricultural country producing natural and healthy feeds which increases product quality very much. Turkey is now one of the topten producers in both, chicken production and egg production capacities. We are world level in terms of quality at competition in olive oil but our costs are higher. Turkey has only recently started to plan olive tree plantation. Until recently there would be damages on trees during harvest and this loss would be reflected on the harvest of the following year. We have started to develop more professional approaches at this regard. The potential of our country in global market is very high, however, we have to build up brands and packaging to use that potential properly.

Do you have exports to the Gulf Countries? Which product do you export most? We are exporting whole and piece chicken varieties, cooked and uncooked, also sausages, nuggets, meatballs, etc., and eggs and olive oils to Saudi Arabia, Bahrain, Iraq, Qatar, UAE, Kuwait, Oman and Iran.

Can you brief about your exports in general? W realized an export volume of USD 88 million in 2014 and we target to increase it up to USD 100 million in the current year.

What other fairs will you participate in this year? We will be at Anuga fair in Germany and Prodexpo in Russia. We will also be at many domestic and international shows in Turkey.


New products from Aslan Çikolata!

Aslan Çikolata made a fast start to 2015 with 3 new products.

Aslan Çikolata (Aslan Chocolate) has offered new products developed mainly for the health of children. Underlining the fact that they don’t use gelatin in confectionery they produce under the brand name Golbon, Ismail Aslan, general manager of Aslan Çikolata, detailed us about their 2015 plans and their export activities:

New Product 2015 came with new hopes and projects after long difficult year of 2014. We have been thinking some new products since long time and we have started this year ‘’ the fruit based, gelatin free jellies’’ This kind of product was a well-known and children’s favorite consumed candy. It is soft and fruity. The difference between our brand ‘’ Golbon Jelly’’ and the other old type gelatin jellies is that, our product is totally fruit based and even the colors are naturally derived from fruits and vegetables.

İsmail Aslan General manager



January 2015

The other gelatin used jellies, gelatin is gathered from the animal bones and the origin of these animals is always a doubt among our conscious customers. The process between the two is also a big different and the investment of these lines are very expensive but we believe that the world will follow with the more ‘’vegetarian’’ items and for the natural ingredients use as in natural coloring agents, more health consciousness is alerted.

The second new investment in our factory is our ‘’ Biscomax’’ and “Choco Nom Nom” brands new milk, caramel and hazelnut chocolates with biscuit under layer. We thought of two investments, as the first one was Fruit jellies and the second one was this ‘’hunger filling’’ new items. Every year people get more and more in rush with life, even sometimes you forget to have a lunch. So our new product “Biscomax” will be a good appetitive for daily energy. Even now in our office all our staff has one box in

front of them accompanied with a tea or coffee. We believe this one also be one of the number ones in among all consumers.

For children’s health For the raw material choice and use. We recognize one word everywhere; Quality. Wherever, which producers you go, they tell you that their product is quality even the product is not good, there is no doubt this word will be used. Quality is a word you can use for anything for any comparison,


yes! It might be qualified, but is it enough? For us, the quality is a word relatively used. Our main objective in raw material choice is changed during last years, our main criteria is “Healthy”. This is the most important point for us. We all have families and children, we will go and buy something and eat all alone or together, at first it may make you happy for a few minutes as is sweet but is it healthy? In Aslan Chocolate Factory, even if it might be cheap or free, it cannot enter to the production if it has a doubt in health criteria’s. Our food specialists always work for more tasty and healthy ingredients for use in our recipes and using only natural and genetically non changed ingredients.

About Export We have wide customer locations. We are exporting our chocolates and candies to over 80 countries in all 6 continents.



January 2015

The product recipes for each area is specially provided as some parts of world is too hot and some is too cold .The people ‘s choices vary, some people like too sweet and some likes less. So working with this variety for long years, our staff became very professional in their jobs. In our production, we have 5 engineers to ensure the satisfaction with our well-known brand chocolate and candies. Then the production process is tied up with our design department with two designers to use best packing materials and the sales and after sales activities are held by seven experts. These new items will be new lines for our existing business partners and agents in all areas and we hope that our continuous product involvements help them to take advantage in their own competition in sales. One of the most important points is they can be confident that the product they sell will be consumed with reputation and will be a healthy product.

Turkey will be delight land of the world Preparations for the year 2023 are going on celebrating centennial of Turkish republic in all industries and the economy in general. Hidayet Kadiroglu, president of promotional committee for Turkish delight, answered our questions about the segment that has experienced a growth of 20 percent. “The sector will grow three folds in line with the growth of the national economy,” he says.

On the position of Turkey in terms of candies in the world Hidayet Kadiroglu, President of Promotion Committee for Turkish Delight



January 2015

We, as promotional committee, define Turkey as “DelightLand” of the world. The category, with all its products and its tastes originating from magnificent dishes of Turkish cuisine has a high power of attraction. Known as

“Turkish Delight” the national candy, lokum, is a symbolic product that has strong associations with Turkey. The word delight has strong connotations with positive emotions including hedonism, self-flattering, entertainment, comfort, relief, and seclusions. When mentioned ‘Turkish Delight’, it means all of these. We accept the word delight as an umbrella term for our business and products. We want that Turkey is to be remembered when the word delight was heard. Like cigar means Cuba or vice versa. Turkey has advantages in this regard because there are wide range of products and tastes depending on different climates and geography. Almost every province has its own local sweets. Thus we are the natural candidates to be known as the DelighLand in the world. We have to protect these valuable tastes and to develop them to address modern needs in of global consumers.


On sector’s performance in 2014 The segment is exporting it products about 200 countries including neighboring and regional countries. Investments are promising for further progresses. Despite the problems, insecurities and skirmishes in our north and south, the sweet industry has managed to grow three fold than the growth of national economy. Exports of the sector were about 2.5 billion dollars level. In 2014 it rose to 2.7 billion. For the year 2023, our target is 10 million dollars. We aimed to realize a 20 % annual growth.

On the activities of promotional committee for candies STG, sweet promotional group, was established by the participation of six exporter unions to support the activities of sweets, chocolates and biscuits producers in world markets in their efforts to increase the presence and brand aware-



January 2015

ness in 2012. Several activities have been realized since than including the participating in the events and fairs in our field. We participated in leading fairs including ISM, Sial, Gulfood to enter new markets such as South American countries. We have both tactics and strategic vision for our efforts. We organized our first workshop at the end of 2014. We prepared a strategic promotional document by the participations of brand and marketing experts and representatives of companies. We will share the results of this document with our members and other stakeholders in the industry. Our target is so clear: We aimed to increase the awareness about Turkish sweeties industries in the world by emphasizing the fact that Turkey is the best source of supply for global sweet needs.


Faruk Gulluoglu: A brand born in Baku The history of Gulluoglu family goes back to 1949 in Istanbul when the grandfather Mustafa Celebi opened a shop. The business is run by the fifth generation represented by Faruk Gullu. He opened its first shop in Baku in 1993. “We do not offer anything that we do not like ourselves. It is a rule of our fathers,” says while introducing export and activities. “Faruk Güllü, Board Chairman of Faruk Güllüoğlu”



January 2015

u Started in Bak in 1993, Faruk orts Gulluoglu exp s to 25 countrie 57 and serves in shops

On brief history of the company I was advised to establish a business there by the late president Turgut Ozal during his visit to Azerbaijan. My father approved the idea and I alone, opened my first shop. Then in 1994 we opened our first shop in Turkey, in Bakirkรถy, Istanbul. It was the first stage of expansion aiming to close the gap between our business and our customers. By 2002 we have had 12 shops supplied by our factory of 6 thousand sqm. Now we have 57 shops in total, 2 in Azerbaijan one in Estonia. You may ask why Estonia? It is special for us. We wanted to establish a chain of shops in Europe. We visited number of European countries to explore opportunities, including Estonia. It is close to Turkey, and has an established business and economic system. Besides, the Estonian people like Turks. That was the reason.

On Lalin brand We listen and observe our customers to learn about what are their needs and how they behave and what should we do to satisfy them. Lalin brand for halva and jam products was born during these efforts. Once baklava was our major item that we promote most in the events and fairs. Then we

decided to add other sweet products including halva and jams. We sought dependable producer supplier partners who will produce quality jams. At the end we decided to produce them in our own factory to secure the best taste and quality. Later, our 10 thousand sqm-gigantic factory of which 4 thousand part is closed, was built in Gaziantep.


On restaurants of Faruk Gulluoglu We are a customer-oriented company. They demanded us to serve them in restaurants.Time is limited for our customers to spend some of their lives in restaurants and then go to another shop having sweeties. Actually, our forefathers have been serving food besides sweets in their shops. We have been familiar with this concept in the past. Gaziantep is a famous city with both its cuisine and sweets culture. Now we serve our customers both as a cafĂŠ and restaurant.

On targets for export In 2014 our exports reached to 4 million. It was a success year. Our baklavas, delights, jams and halva are sold in 25 countries in Germany, Ukraine, Russia, Japan, Qatar, Kuwait, Saudi Arabia and Australia. We formed a new team to improve our customer services in export markets. Our target for exports for the year 2015 is 10 million. We will establish new dealers for distribution in these countries.



January 2015

‘Marmarabirlik’ outsources distribution of MB products in domestic market In its product portfolio MB brand contains 25 lines. One of the major producers of olive products Marmarabirlik decided to outsource its domestic distributorship to one of the largest organizations in Turkey. Contract between the two companies was signed recently in a meeting that was participated by top-level managers from both sides and other guests. Hidamet Asa, chairman of Marmarabirlik, said about their decision, “We are the greatest producer of olive products in Turkey. Our products are sold in 47 countries, as well. The contract is the first for Marmarabirlik. We aimed to empower our efforts in selling side of our business. In 2014 we had record sales of 36.3 thousand tons. With an aim to support our main brand Marmarabirlik, the leading company that produce naturally fermented olive products, we developed a new brand, MB. We targeted to sell 40 thousand tons of products in 2015 with our both brands. By now we have been selling Marmarabirlik products in Turkey through wholesalers. The products under MB brand are to be sold by our partner company who will be our sole distributor for the brand in Turkey.” Partnering company, Duzey, is one of the leading sales organizations in Turkey. 6 thousand tons of olive products are expected to be sold under MB



January 2015

brand. General manager of distributor company, Metin Yilmaz, also expressed his satisfaction and said, “We are proud to cooperate with Marmarabirlik who is the first name associated with olive in Turkey.” Chairman Asa added, “We plan to revise our targets

and sales organization of MB brand in abroad. We have been supported by the individual powers of our 32 thousands of producing members. We are grateful for their efforts and supports on the way of being a powerful brand in Turkey and in abroad.”

New products from Miskos in the new year Miskos starts the new year assertive with new products!

Aysen Borek, Partner-Sales Director of Miskos

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:



January 2015

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

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

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.

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. 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.



January 2015

Yenigun Gida Turkish interest sweetens tables for in Taiwan the century Celebrating its centenary Yenigun Gida has been delivering its tastes to world markets for 20 years. Started as a local business, the company now offers 41 different products.



January 2015

The history of the company started in 1914 as a halva and sugar candy producer in Antalya. In time, other products such as jams, preserves, grape molasses, pickles, delights, aromatic powder drinks were added. The company produces 6.8 million kg. of products annually and a revenue of 1.5 million dollars

from sales. Target for the new year is to sell 2.5 million dollars worth of products. Ruhi Alpagot, of third generation of the family and chairman of the company is confident about the future of his business. He says, “There are very few companies over hundred years old in Turkey. We are proud of being one of them. We do our work with love and keep our tastes unchanged since 1914. At the beginning we have been known only by local customers. Now our products are sold in abroad. In our product portfolio are 41 jams, 100 delights, 15 pickles and other products. Both classics and new they are all loved by the people.�

Necmi Alpagot, deputy chairman of the company informed about their factory of 12 thousand sqm that produce 6.8 million tons of product annually. Ours sales will reach to 20 million lira in domestic and 2.5 million dollars in export markets. In 2016, we plan to complete our new factory of 20 thousand sqm. in Antalya Organized Industrial zone.� The company exports 30 % of its production to several countries including Germany, France, England, Sweden, Portugal, Israel, Palestine, Dubai, Qatar, Russia, America, Canada, Australia, Malaysia and Georgia. Orange jam, carop and palm syrup are demanded more in America and Israel.



January 2015

Sweets & Snacks Middle East brought world’s best products and region’s quality buyers together The most successful edition to date recorded 13% visitor increase with more exhibitors, bigger area and a greater diversity of products.



January 2015

Exhibitors confirm relevance of the trade fair as the most important business platform for the sweets and snacks industry in the MENA region.

Sweets & Snacks Middle East is the successful satellite exhibition of the world famous ISM Cologne.The show is jointly organized by Koelnmesse GmbH & the Dubai World Trade Centre. Sweets & Snacks Middle East is the only trade show in the MENA region focusing on sweets, snacks & confectionery industries. Sweets & Snacks Middle East 2014, which took place this year for the eighth time in Dubai, closed its doors after three intensive business days with its best results to date. Including an estimation of the last day’s participation a total of around 7,000 top purchasers from more than 70 countries visited the trade fair.This represents an increase in visitors over the previous year of 13%.The visitors, who predominantly travelled to Dubai from the MENA region, took advantage of the



January 2015

diversity of products at the trade fair, which also experienced strong growth in the number of exhibitors. Overall, about 230 suppliers from 38 countries exhibited a broad product spectrum, about thirty per cent more than at the previous event in 2013. “The dynamic course of Sweets & Snacks Middle East 2014 again shows how well the trade fair works as a trading hub for sweets and snacks here at the Dubai site”, says Denis Steker, Vice President International Outbound Fairs at Koelnmesse

GmbH, summarising the results. “The market is growing continuously, and the size and relevance of the trade fair is growing with it.” According to Euromonitor International, the sales market for sweets and snacks in the Middle East alone has risen by 20 per cent annually since 2010. Comparable rates of increase are also anticipated for the coming year.This is due to the increase in disposable income and the trend towards high-end

products in the growing middle class throughout the MENA region. Hence quality was also a theme at the exhibitors’ stands. Leading manufacturers from around the world presented themselves with a broad spectrum of products. In particular, this year was marked by a strong growth in exhibitor numbers from Europe and Asia. The national pavilions from Germany, Jordan and Turkey presented their products on a much larger area. Belgium, Brazil, China, Greece, Malaysia, the Netherlands and the USA were also at the venue in Dubai with joint participations. The exhibitors were very impressed and confirmed the competence and quality of the trade visitors in Dubai, who amongst other things were intensively looked after within the framework of a “Hosted Buyer Program”. Amongst others, Atanás Zikas, Area Manager International at Lambertz, gave a positive appraisal of the company’s first appearance at Sweets & Snacks Middle East: “We have been able to make many high-quality, interesting and promising contacts at this trade fair. Dubai is the ideal location to develop the sales potential of the MENA region.” For Erik de Troyer, International Sales Manager Duc d’O, Sweets & Snacks Middle East is a clearly focused trade fair and hence precisely the right platform for placing the company’s premium brand within the region: “The quality of visitors at this focused platform is excellent for our products in comparison with non-specialized food trade fairs in the region, and the demand for high-quality products such as ours is very high here.” The Specialty Food Festival, SEAFEX and Gulfood Manufacturing trade fairs took place concurrently in parallel with Sweets & Snacks Middle East, which permitted further synergies for both exhibitors and visitors.



January 2015

Turkish participation was one of the three national pavilions at the fair.

Gulfood Manufacturing overflows at Dubai World Trade Center Gulfood Manufacturing featured over 1,100 suppliers who deliver world-class food and beverage processing industry solutions. Major food processing industry heavyweights from around the world have universally praised the inaugural edition of Gulfood Manufacturing, which debuted last November as Dubai World Trade Centre’s largest-ever trade show launch. A sector-specific spin-off of February’s annual Gulfood trade show, the threeday Gulfood Manufacturing hosted more than 1,100 companies from 56 countries – including 26 official country pavilions - and attracted 26,329 visitors from 156 countries.



January 2015

Turkey was well represented at machinery/technology part, which was at Zabeel Hall, and at ingredients halls, Sheikh Saeed Halls. Billed as the largest dedicated food processing trade event in the Middle East, Africa and South East Asia (MEASA), the runaway success of Gulfood Manufacturing has prompted a host of local, regional and international food processing authorities to laud the inaugural show – which ran over 50,000m² of DWTC exhibition space – as a tailor-made platform to drive investment in the regional food processing sector.

Gulfood Manufacturing is professionally managed and hosted by the Dubai World Trade Centre (DWTC) which provides more than three decades of experience in delivering world-class events in the Middle East, featuring local, regional and international exhibitors with unmatched expertise and in-depth market knowledge. The extensive portfolio of leading trade and consumer brand events include Gulfood, SEAFEX, Sweets & Snacks Middle East, The Speciality Food Festival, GITEX Technology Week, and Dubai International Boat Show.

The DWTC’s commitment to ongoing innovation within the exhibition industry has supported the rapid growth and development of a wide range of business-to-business and business-to-consumer shows, and delivered consistent satisfaction to exhibitors and visitors. DWTC works with the leading trade bodies and industry associations to ensure that all exhibitions deliver full value, and are built upon the real needs of their specific sector. “The fact Gulfood Manufacturing was so big and popular on its first outing highlights the demand for a specialist show in this sector,” said Abdul Rahman Saif Al Ghurair, Chairman of Dubai Chamber of Commerce and Industry. “The industry is always interested in discovering the next big thing in food processing and this exhibition opens up doors for businesses to expand and learn from each other. As a business channel, Gulfood Manufacturing will drive investment in the regional food processing sector as local and regional companies invest in equipment and machinery to improve their manufacturing and packaging lines.”



January 2015

Having provided a one-stop-shop for regional food processors to source the latest ingredients, processing machinery, packaging equipment and logistics, warehousing and cold chain solutions to enable faster, cheaper and cost-effective production of safer and more reliable products, Gulfood Manufacturing was praised for bringing the very best of cutting-edge, international business improvement solutions to Dubai. “The growth of any economy requires industry, industry requires machinery and Gulfood Manufacturing brought that specialist equipment directly to us,” said Saleh Abdullah Lootah, Chairman of the Food & Beverage Manufacturers Business Group and Managing Director of Al Islami Foods. “Previously, local food processors had to travel to Germany or Italy and visit companies one by one to see the latest machinery – it was very difficult. The fast-moving consumer goods industry is constantly changing and it is not easy to stay on top of technology innovations or consumer trends. As a dedicated platform, Gulfood Manufac-

turing eradicated these problems and raised the bar; it will take the local and regional food processing industry to the next level. The show recognizes there is a great opportunity for local companies and gives everyone a chance to gain more know-how and to buy on-the-spot - it hit the nail on the head.” Having welcomed leading machinery and equipment providers from every corner of the world, hundreds of exhibitors reported sales comfortably exceeded their expectations. In addition to Chinese firm Foshan Choctaek Machinery Mould Ltd. receiving four regional orders for complete production lines at an estimated cost of US$800,000 (AED 2.94 million), Claranor - a French company providing packaging sterilisation solutions for the beverage and dairy industries - closed a lucrative deal with Masafi Oman to install and integrate flat cap sterilizer machines to ensure safe and clean bottled products. Elsewhere, UK-based T Freemantle Ltd. reported sales of more than £200,000 (AED 1.5 million) over the show’s opening two days.


“We sold three of our small, two-flap sealing machines, a starter model for companies looking to manufacture food products, frozen foods, desserts and bakery goods, and two of our highspeed, fully-automated systems - a highend production machine more suitable for higher volumes - to buyers from the UAE, Saudi, Qatar and Lebanon,” said Richard Kitchen, CSO, T Freemantle Ltd. “We were a little concerned that Gulfood Manufacturing, as a new show, might not get the same footfall as Gulfood but the spenders were at Gulfood Manufacturing and they were there to buy machinery, in some cases right off the stand.” As one of 38 companies participating under the UK’s Processing and Packaging Machinery Association (PPMA) group, David Harrison, the PPMA’s Commercial and International Manager, said T Freemantle Limited’s sales were not the exception. “The general feedback has been superb right from the opening; our exhibitors witnessed a record number of leads and enquiries, machinery selling straight off the stands, customers coming back to negotiate payment – the least happy person was our shipping agent as there was a lot less coming home,” said Harrison. “The UK’s confidence in this show was phenomenal; we doubled the size of our group’s stand at February’s Gulfood and our companies were rewarded for it.” With GCC food imports forecast to reach US $ 53.1 billion by 2020 according to a report by the Economist Intelligence Unit, officials from DWTC, the show organizer, maintain Gulfood Manufacturing is perfectly-positioned to leverage Dubai’s strategic position as the recognized manufacturing and logistics gateway between East and West and the primary re-export hub to emerging countries and economies across MEASA.



January 2015

“Gulfood Manufacturing underlined how major international suppliers across the global food processing, packaging and manufacturing sectors view the Middle East as a key growth territory,” said Trixie LohMirmand, Senior Vice-President, Events & Exhibitions Department, DWTC. “With the creation of this tailored investment platform, we have accelerated international equipment, logistics and

cold chain suppliers’ access to securing operational footholds in one of the world’s fastest growing markets. Gulfood Manufacturing has the potential to be the springboard for multi-billion dollar investments in burgeoning food processing markets across the show’s catchment areas.” The next edition of Gulfood Manufacturing will be held 27-29 October 2015.

USER exports stands for exports

Producing a broad range of products User Food Company is very active in exporting its fresh and genuine products to many countries in the world. The company has recently shipped to sealands in Caribbean. Abdullah Dizdar, general manager of User briefed about their company and operations: “User Food & Consumer Goods Production Marketing Industry and Trade Corporation nestles the reflection of our family’s knowledge and experience by being transferred from them regarding the powder food products and spice sector. Abdullah Dizdar, General Manager of User Gıda



January 2015

They have entered in the beginning of 1950s and the company carries on its production activities in its facilities established on 5000 square meters of covered area with the objective of providing quality products to consumers in product group of: Instant powder drink, energy powder drink, instant coffee (classic, gold, 3 in1, 2in1) cappuccino, coffee cream, custard powder, cream caramel, cake flour mixtures, baking powder, sugared vanillin, cocoa powder, potato puree, max quick (milky drink strawberry, cacao, banana), crème Chantilly, whipped cream, cake cream, jelly, hot chocolate,

Exporting 100% of its products User Gida targets to realize an export volume of USD 20 million in 2015

sahlep with milk, bouillon cube and powder (beef, chicken and shrimp) oats. User Food and consumer Goods Production Marketing Industry and Trade Corporation export major part of it’s productions and it aims to be a pioneer company in it’s sector by using advanced technology with it’s specialized staff and by doing

works to increase the level of quality, productivity, customer satisfaction and reliability, specially in ready mix powder food products.

its commitment to use latest technology in order to produce finest food products that comply with the highest worldwide quality standards.

Quality standards

USER is managing its quality by implements ISO quality management system. This enables us to systematize our operations and contact production.

One of the most important features of USER FOOD & PRODUCTS CO. that also enable us to gain competitive advantage in the global arena is


Another pillar of our production policy is food safety, Which is assured with the implementation of HACCP system.

100% exports We have four categories of products, namely fruit aroma powder drinks, instant coffee and coffee mixes, bullion and ready-made sweets. We export all of the production to 75 countries. We especially focused on the markets in Africa, Middle East and Central Asia. We also seek new markets.This year we started exporting to Caribbean islands.

4 thousand tons of annual production Base of our business is powdered food that we produce about 4 thousand tons annually in compliance with the rules of Turkish standards institute. We have to get health certificates for exporting goods. Also buyers have our products tested in their countries. Sugar is our main material that we buy it from domestic sources. Coffee is imported from India, Brazil and Vietnam, other materials comes from China and Indonesia. Our import ratio is 60 %.



January 2015

Turkish products are known in the world Especially in powdered drink category Turkey is known as a growing producer in the world. Name of Turkish coffee is famous as well. Competition is fierce in coffee. Our exports may increase more when the service quality is improved.

2015 export target is 20 million dollars For some reasons, the year 2014 was not satisfactory for our company. The events in the region influences trade performances highly. But we are optimistic for the year 2015. We have planned a target to export 20 million dollars of product this year.

Ilke promotes chestnut Turkish interest sweet ‘Cardelion’ in in Taiwan the world

Deniz Utku Ozdemir Trade Manager of Ilka Sekerleme

One of the rare sweets from Turkey candied chestnut has become a new item in exports. Deniz Utku Ozdemir, trade manager of Ilka sekerleme introduced their plans to promote the taste in abroad.

On the company and Cardelion brand Our firm Ilka Sekerleme was established in Bursa to produce chestnut candies sold under Cardelion brand. By making the product on simple and traditional methods, the company established a growing distribution network in the country by 2007 when a larger plant was built in YaylacÄąk village in Bursa.

On facility and its capacity Following the modernization and new



January 2015

investments in the factory a quality certificate was secured, the first for chestnut production. Having 4 thousand sqm closed area products are stored in cold storage warehouse of 800 tons. I 2014 540 tons of chestnut was processed. Production of both chestnut and chestnut candies is on the rise. Turkey is one of the biggest producers of chestnut in the world. Only small portion of these produce are processed as candies, value added form of the product. Sales volume of chestnut candies in abroad has been very limited. It is sold in special shops and consumed year long in Turkey, however it is demanded only in certain occasions in France that is known as Maron Galce and is consumed in winter months. Italy is the only country that

has technologies to process chestnuts. France controls the global market for chestnuts. Our company aimed to promote Turkish made chestnuts in the world. The Sial, a famous food fair held in France, has been a good opportunity where French president Franรงois Holland was hosted together with other business people, students, politicians and news-people.They tasted the chestnuts of our company.

On activities in domestic market Number of Kardelen stores increased in 2014 by investing in retail channels that owned by our company. Besides we have developed additional packages and products that were all aimed to facilitate the choice and buying processes of consumers. The rising amount of exports of chestnuts has caused high prices and prices were

paired on foreign currency rates.

On plans for 2015 2105 may be harder than the conditions of the previous year. Currency rates may cause serious problems for exporters especially to Europe. We will participate in new fairs to find additional markets for our exports. Problems in the Arab countries may limit our performance. We will take place for the first time in ISM candy fair that is to be held 1 to 4 February 2015 and to Gulfood, Dubai, in 8 to 12 February. Kardelen is also a national brand that should be promoted even in Bursa and in Turkey. Our company tries to improve the share and position of this symbolic product in the country. We are going to increase our penetration especially in Black Sea region by establishing regional distributorships

from 13 to 19. We plan to open new stores in greater cities to sell our quality products.

On export markets for Cardelion brand World markets are becoming global markets having similar lifestyles of the people. With this understanding our company decided to open up in European markets. We aimed to promote it abroad. Our exports began to rise gradually. By now we exported our products to more than 30 countries. Cardelion is our new brand for export markets. It addresses a wide range of export countries by its name, identity, presentation and tastes. Our brand covers also a wide range of differentiated products that addresses special needs, desires and demands. We are ready for successes with our brand.



54 conference of raisin producing countries held in Argentina

(l. to r.) Nur Sorguç, Osman Öz, Ali Rıza Türker, Birol Celep, Tayfun Kılıç, Mustafa (rÖzgür, Mehmet Ersoy, Yurtcan Biryol ve Necdet Kömür.

Hosted by participating countries around the globe in turn, 54th version of raisin producing countries conference was held in San Juan, Argentina, 10-12 November 2014. A group of representatives of Aegean Exporters Union and officials from Ministry of Economy and managers of exporters participated in the event. Data about production and trade of raisins worldwide, its benefits for human health and results of studies on raisin have been shared in several presentations. Pointing out that about 1.3 million tons of raisins are produced worldwide, Birol Celep, chairman



January 2015

of Aegean Dried Fruits and Products Exporters Union, said that about 750 thousand tons of it is subject to international trade. “It is one of the stra-

tegic products in world trade. Presentations in the event were dealing with effects of the raisin on public in both developed and developing countries. It is a healthy product for consumption. The need for more promotional efforts for raisin in the country and in the world is obvious. At the end of the conference a call for action was published for the realization of generic promotion campaign without mentioning any country, brand and type of the product. It is decided that the issue will be on the agenda of the next meeting that will be held on October 2015 in Hamburg,” he said.

Birol Celep said, “Turkey’s raisin exports reached to 328 thousand tons, a historical record, during 2014/2015 season. Raisin production is heavily depended on exports. We have to export 80 % of total production in Turkey. With an aim to increase the value added by raisins our union is planning a commercial visit to far eastern countries to promote it. Far Eastern countries have great potential for raisin and dried fruit exports.” President of dried fruit promotion organization Osman Öz pointed out the need for promotion directed to domestic consumers. He said, “In England, where any raisin is produced, people consume about 100 thousand tons of raisin. In Turkey, where about 300 thousand tons of raisin is produced, domestic consumption is limited to 30 thousand tons, annually. Raisin is one of the major item in the daily diets of children. 15 thousand tons of raisins are distributed free of charge in schools by the state. Similar

campaign has been applied for many years in EU.” Chairman of Aegean dried fruit exporters, ADFRE, Birol Celep, Head of promotional group Osman Oz, board member of ADFRE Yurtcan Biryol, agriculture section director of export general management of ministry of economy Tayfun Kilic, chairman of cooperation of TARIS Ali Riza Turker, board member Mehmet Ersoy, export expert Nur Sorguc and Mustafa Ozgur, chairman of Ozgur Tarim company were participated in the conference.

ARM Food; an internationally recognized company in chocolate products ARM Food represents three successful and respectful brands in export markets: Armella, Lebonjour and ¸ Sokonugi

ARM Food Import Export Co. is the authorized Export Company of Cy Food which was established in İstanbul in 2000 with the belief of ‘Great taste is worthy when it is accompanied by the right service conception’. ARM Food Import-Export Co. undertakes to represent and export all products and brands which are produced by Cy Food Spread Chocolate Factory. The factory provides high production capacity which is daily 50 tons. When the company entered into the sector, it emerged through its rivals and made a big contribution to the sector with its merge of service & product range as well as expert staff. ARM Food Import Export Co.



January 2015

represents three successful brands in export markets: ARMELLA, LEBONJOUR and ŞOKONUGİ. The factory has 2 quality lines of production. (Medium & High Quality) Me-

dium Quality products are presented in PET Jars and PVC packs with %6 and %15 hazelnut content as Armella and Şokonugi brands. On the other hand, premium/high quality products are produced and represented in Glass Jars with %13, %25, %47 and %70 hazelnut content as Lebonjour brand. “Our single job is to produce spread chocolate; our factory specialized to produce ONLY spreadable chocolate in Turkey with more than 100 different sizes (weights-packs) and 10 different flavors which are *Hazelnut Cream with Cocoa, *Hazelnut Cream, *Praline, *Hazelnut Cream with Cocoa-Milk Cream DUO,

*Hazelnut Cream-Hazelnut Cream with Cocoa 2in1, *Peanut Butter, *Tahini Halawa, *Carob Spread-Milk Spread are all very successful ranges that are highly demanded. In addition to these, reserach & development for Date Spread will be finalized soon,” explains an official of ARM. At the same time, ARM Import Export Co. is an important PRIVATE LABEL supplier to its companies who are in supermarkets in local and abroad markets. It sells to Migros, Carrefour, Dia, Kiler and Özdilek in Turkey and Canada, America, Mexico, Serbia, KSA, Bahrain, etc. markets in abroad with

their private labels. The Factory has all the necessary certificates and authorization to be a distinguished position in the sector and most importantly to serve the products which are produced and packaged in most hygienic conditions as a manufacturer. All of the production is with automatic lines which is without human touch, in the most hygienic conditions and reach the consumers through a wide sales network of ARM Import Export Co. to all over the world with its more than 300 employees in factory. ARM Import Export Co. sell more than 65 counties all over the World

including Europe, America, Africa and Middle East. It searches the food sector’s changing demands and produces new products that reflect these needs. In order to maximize sales, it exhibits national and international Fairs and keep signing new agreements in Turkey and abroad. It is well on its way to be known worldwide with its Armella, Lebounjour and Şokonugi brands. It will be the best in the sector with its professional approach, innovative spirit and emphasis on superior quality. ARM Import Export Co. ISM-Cologne, Gulfood-Dubai and Anufood-Istanbul shows in coming days.


Almer enters 2015 with Mirolo brand Almer Turkey company was established by Almer Bulgaria to manage operations in Turkey in 2014 Founded in Sofia in 2002 for international operations, Almer company opened an office in Turkey to manage business in Turkey and in the Middle East. The company entered in Turkey with Mirolo速 brand. General manager Meray Mutlu introduced the company and its targets in the region:

On Almer and its activities It started in Sofia for packaging products in 2002 then food and machinery groups were added to the product line. Food line contains additives and consumer goods, while machine group has processing, filling and packaging machinery, test and laboratory equipment. Our company has customers in Bulgaria, the Balkans and in Europe.



January 2015

On why it started in Bulgaria for world markets Bulgaria is located at the heart of the Balkans and on the gate to Europe and Middle East. As the neighbor Bulgaria is also an opening, a bridge to Europe for Turkey. Almer Bulgaria has decided to open a branch in Turkey in 2014. Some of the product groups have been moved to Turkey. The branch aimed to boost activities in the Middle East via Turkey.

On productions and products of Almer Almer Turkey now sells creams for food and for pastries, coffee creams and spray creams to more than 30

Meray Mutlu, General manager of Almer A.S.

countries and were put on the tables of every folks of life in these markets. In 2014, our company combined all products under one brand to boost its position in competitive markets. Mirolo速 brand aims to offer the best quality at best prices to those who seek innovative tastes and dependable materials for the foods they produce.

On targets for next quarters Mirolo速 branded products are to be launched in Turkish market in the first half of the year. All other products will be moved to Turkey to be sold in the Balkans and in the Middle East.

their special formulas. Special orders for different tastes, aromas and varieties are welcome. Our experienced staff are ready to help our customers and provide special training programs for them.

Tastes and varieties of the products offer flexibility and advantages for tastemakers. Our creams keep their forms and softness for long periods thanks to

Besides food products Almer Turkey can supply for other customers with glass jars, bottles, aluminum taps for food packaging.


Tayas Food, a worldwide Turkish interest recognized company in in Taiwan confectionery business

Information, power and advanced technology… Production at international standards…

50,000 m² indoor space… 800 skilled staff, the experience of a half century… A daily production capacity of 150 tons. A product range of over 250 different varieties… 118


January 2015

TAYAŞ Food is known as one of the most prestigious confectionery and chocolate manufacturer with a wide manufacturing range of toffee candies, soft candies with filling, hard candies, chocolate, coated biscuit and tablets. TAYAŞ Food has also gift products in its portfolio and with new bar lines added to the production line, it has become one of the biggest manufacturers in coated bar segment in Turkey and abroad. Established in 1965 the company was passed on from generation to generation showing growth at each step of the way. With its modern facilities, it has now become a global player with

a large production capacity. %80 of its production is exported to 110 countries in 5 continents worldwide. TAYAŞ Food blended its core principles and half a century of history with power, experience, high capacity and sense of quality to become a valuable brand with its growing product range in Turkey and many other countries around the globe.

Production Production is carried out in perfect hygienic conditions with fully automated machines untouched by human hands in Gebze production and technology base and it is supported by Halal Food

TAYAŞ Food has achieved to be in the first 500 export companies in Turkey and in its own segment, TAYAŞ is in the top ten with production of chocolate, coated biscuit, bars, soft and hard candies.

Quality and Safety certificates. TAYAŞ Food owes its experience in export to the high quality and hygiene control norms that are applied without compromise. TAYAŞ is also certified with a Production Adequacy Certificate by the Turkish Standards Institute and BRC Global Standards and is further accredited for compliance with HACCP and ISO 9001:2000 standards. TAYAŞ Food which was set up with an investment of 45 million Euros runs a production capacity of 150 tons per day with 800 qualified staff in its modern facilities with a total area of 50,000 square meters indoor space.

Unconditional Customer Satisfaction Tayaş Food gives great importance to research and development in order to develop various products and compete in the sector. With this aim, a high-tech Research and Development laboratory was designed with an investment of 3 million Euros. TAYAŞ makes unconditional customer satisfaction with its ability to comply with the strictest food codex of different countries and performance of detailed food analysis in these production and research departments. Through exporting products to Japan where the quality criteria is the highest, TAYAŞ demonstrates the excellence of its expertise.

Damla soft candy with center filled real fruits: flavors include orange, strawberry, sourcherry, apple, peach and raspberry

Tayaş Savory Hard Candies varieties have strawberry and yoghurt flavor, bonbon with coffee, and bonbon with caramel and milk.Tayaş Coffee Intense is comprised of bonbon with coffee filling.

Bonita: Cocoa coated biscuits wıth cocoa cream and honey flavored corn flakes.


Turkish pasta, bulgur, pulses and vegetable oils address to palate taste of all If it is Turkish, it is delicious!

The Pasta, Bulgur, Pulses and Vegetable Oils Promotion Group (MBTG) was established in 2012 and it has been engaged in promoting Turkish brands of pasta, bulgur, pulses and vegetable oils to the world. MBTG’s main goal is to accelerate and expand its promotional activities and in turn, increase the global demand for Turkish branded products. They also endeavor to ease the connection and contact between Turkish exporters and foreign importers in different countries. MBTG, with its natural, properly produced and processed products is making a contribution to the proper and healthy nourishment of the world population while creating global awareness in this regard. President of MBTG Mr. M. Surur AYDIN says that they participate to food exhibitions all around the world. During these exhibitions, Turkish chiefs cook delicious and tasty Turkish food prepared from Turkish Bulgur, Turkish Pasta, Turkish Pulses and Turkish Vegetable Oils. Visitors of the exhibitions coming from different cultures express their admiration to Turkish foods. Apart from being delicious; Turkish Bulgur, Turkish Pasta, Turkish Pulses and Turkish Vegetable Oils are



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also very healthy with great nutritional values. Mr. AYDIN emphasizes: “That is why we say: If it is Turkish, it is Delicious. If it is Turkish, it is Healthy.”

Over USD 2 bn of exports to 170 countries around the world Each year, Turkey improves its export rate. By 2023, Turkey targets 500 billion $ of export. The Turkish Pasta, Bulgur, Pulses & Vegetable Oils Promotion Group (MBTG) would like to be a part of this great objective. Turkish Pasta, Bulgur, Pulses & Vegetable Oils exports to the world increases each year. In 2012, the total Turkish Pasta, Bulgur, Pulses & Vegetable Oils exports of Turkey was 1 billion 878 million $. In 2013 this number increased to 1 billion 915 million $. And in 2014, it exceeded 2 billion and increased to 2 billion 43 million $. In 2014, a total of 2 million 297 thousand tons was exported by Turkish Pasta, Bulgur, Pulses & Vegetable Oils Companies.

Turkey & Turkish foods Turkey... Since the dawn of history, Turkey has been home to thousands of civilizations and is one of the earliest inhabited geographies in the history of world civilization. Having served mankind throughout history, this fertile, generous land with its favorable climate is currently redefining the world’s palate and conception of taste through modern agricultural technologies and investments. Turkey produces and processes all types of agricultural products ranging from pasta to bulgur, pulses and vegetable oils at world standards utilizing the highest quality, state-of-theart technologies. Turkey is competing with the world’s largest exporters with its modern factories equipped with cutting edge technologies established throughout the country. Turkey offers higher quality products to important markets in the world at a relatively lower cost. The Turkish

President of MBTG Mr. M. Surur AYDIN

Pasta Bulgur Pulses & Vegetable Oils Promotion Group (MBTG), which has been established to promote agricultural products produced in Turkey, is pleased to offer you the quality, taste and health of Turkish products.


Discover the tastes of the Turkish land! Generous land that connects continents! Turkey is regarded as being one of the most important trade centers in the world due to its geopolitical position which is the closest common location between the continents of Europe, Asia and Africa. Connecting the continents of Europe and Asia with Istanbul’s Bosporus Straight, Turkey allows thousands of companies across the world deliver their products using the shortest possible route. Turkey offers great advantages by providing transportation routes to Russia through the Black Sea, to Europe through the Aegean Sea and to the rest of the world through Mediterranean Sea. Costs such as distribution and transportation are minimized by the opportunity for faster logistics through the transformation of the Mediterranean region into a trade zone with its ports along the Mediterranean coastline.

Turkish PASTA Turkey is the world’s second largest pasta exporter Pasta is one the basic products for human consumption. It is consumed more than any other products after bread. Turkey is among the best pasta producing countries. Turkey is the second largest pasta exporter. Turkey increases its pasta export each passing year and aims to become the largest pasta exporter. Turkey has a great advantage in this respect. The raw material for pasta is durum wheat and Turkey is one of the most important producers of durum wheat utmost quality. Turkey is also considered to be one of the gene centers for the plant. Turkey accounts for 8% of the world’s total durum wheat production. Turkey cultivates one of the finest types of durum wheat in the world due to the country’s advantages related to its



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geographical features. Durum wheat directly affects the taste and quality of pasta and is one of the major factors that differentiate Turkish pasta from pasta produced elsewhere. Another factor that makes Turkey strong in pasta production is Highly Developed Pasta Production Technologies. Pasta factories in Turkey continuously increase their investments in technology and technological production techniques. Production technologies utilized in factories within Turkey currently conform to the highest global standards. Turkish pasta is produced in computer aided, modern, integrated facilities following the careful planning of every stage of production and in order to supply the world’s healthiest, highest quality pasta to tables around the world.

360 million $ in 2012, and 495 million $ in 2013. Nearly 1.250.000 Tons of pasta is produced in a year, by pasta companies in Turkey.

• It is a source of vitamin B. • Contains dietary fiber.

Turkish BULGUR

Turkey is the world’s largest producer and exporter of • Helps you remain full for an extendbulgur. The benefits of Turkish pasta ed period of time.

• Does not cause an excessive and rapid rise in blood sugar. • Helps you lose weight or maintain your weight. • Prevents your appetite from increasing, due to the fact that it is very filling. • Prevents dessert-chocolate crises. • Stores energy within your body.

Pasta exported by Turkey

• Reduces risk of diabetes.

Turkey is the world’s second largest pasta exporter and in 2014, 508 million $ export was realized by Turkish pasta companies. This number was

• Helps lower blood fat, thus reducing risk of cardiovascular disease. • Allows you to fill your plate more.

Bulgur, the healthy and tasty gift of the Mesopotamia lands to the world has already started to have its place among the irreplaceable dishes of the world cuisines. Recently, bulgur has become one of the basic foods of the healthy diet pyramid and got the attention of the whole world. Bulgur is the oldest processed food known. Bulgur is produced mostly from durum wheat. The durum wheat is soaked, cooked, and dried, then lightly milled to remove the outer bran and cracked. The quality of the durum wheat determines the quality of bulgur and the best quality durum wheat comes from Turkey.


The benefits of the Turkish bulgur, which is one of the richest products in terms of vitamins and minerals, are uncountable. Turkish bulgur plays an important role for the intestines to work properly with its high fiber content. In addition, its fiber content helps us to stay full and for this reason it is recommended by the nutritionists. As the World Health Organization stated, a human’s body needs 25-30 g fiber a day. This necessity can be covered by 1 plate of bulgur easily.

The benefits of Turkish bulgur:

Turkish PULSES

• As it does not include cholesterol, it reduces the risk of cardiovascular diseases.

Turkey is one of the most important centers in pulses production

• It is a healthy food as it has unsaturated fat.

Pulses began to take place in the hallmarks of the international cuisine with both their flavors and their nutritional value. Pulses, with high diversity, give you a choice to suit all tastes.

Bulgur exported by Turkey

• It does not absorb radiation. For this reason, it is one of the products kept in the stocks in case of nuclear wars for military and civil purposes.

Turkey is the world’s largest bulgur exporter and producer. In 2014, 125 million $ export was realized by Turkish bulgur companies. This number was 70 million $ in 2012, 98 million $ in 2013. The world becomes more acquainted with Turkish bulgur each passing year. As Turkish Pasta Bulgur Pulses & Vegetable Oils Promotion Group (MBTG), we aim at introducing the Turkish Bulgur, the miraculous gift of Turkish lands to the human kind, to all corners of the world.



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• As it is rich in minerals and cellulose, it accelerates the nutrition absorption; prevents constipation and intestine cancer.

• It is recommended for the pregnant women because of its folic acid content. It contributes to the mental development of children. • As it is released in the blood slowly, it is recommended for diabetic patients. • It can be used to control weight in the diets.

Turkey is one of the most important centers in the world in terms of pulses with its favorable climate and generous land. In Turkey, which is at a very advanced stage in terms of both production and processing, pulse products are processed at world standards in computer-aided factories and take its place in the international cuisine. Products in the pulse group that have a significant role in the human nutrition; lentils, chickpeas, beans, broad beans, peas and black-eyed peas are produced and processed in Turkey without compromising on quality.

Pulses exported by Turkey Turkey is one of the most important pulses exporters and producers in the world. In 2014, 244 million $ export was realized by Turkish pulses companies. This number was 212 million $ in 2012. And in 2013, it was 209 million $.

The benefits of Turkish pulses: • Pulses delay the emptying of the stomach and reduce the desire to eat excessively. • Due to the fact that pulses do not contain any cholesterol, they do not trigger cardiovascular disease. • Pulses prevent constipation. • They help regulate blood sugar. • Due to the fact that pulses have a low glycemic index, they provide slow burning energy. • They are cardio-friendly as they do not contain any cholesterol. • They are preferred for weight maintaining and slimming diet programs due to the fact that they do not contain a lot of calories and that they help you stay full.

Turkish VEGETABLE OILS Turkey produces the world’s highest quality vegetable oil varieties Oils, like proteins and carbohydrates are an essential part of the human diet. Therefore, vegetable oils constitute important part of the human diet in terms of their contributions to overall human health and their high nutritional values, especially due to the fact that they have low saturated fat ratios, they contain free fatty acids necessary for cell structure and that they are able to dissolve vitamins such as vitamins A, D, E, K that are soluble in oils in the human body.

Having considerably generous land in terms of agricultural products; Turkey produces the world’s highest quality vegetable oil varieties. Vegetable oils that are produced in state-of-the-art, computer-aided factories operating under conditions assuring maximum hygiene meets world demand for these products.

etable oil production capacity ranks Turkey as one of the most important vegetable oil producers in the world. Sunflower oil has the highest share of total production reaching a volume of 550 thousand tons.

Turkey produces mainly sunflower oil, but is also engaged in the production of corn oil, soybean oil and canola oil. Turkey’s 2.4 million ton refined veg-

Turkey is one of the most important vegetable oils exporters. Turkey exports over 1 billion $ in recent years. This figure does not contain olive oil.

Vegetable oils exported by Turkey


A dependable supplier of cornflakes and cereals: Mepal Food

Founded in 2006 in Gaziantep, Mepal Food company heading to be a major supplier of food products based on cereals and corns. The company has a good accumulation of experience, energy, eagerness and dynamism needed for success in business. Presently the company has focused on the production of cornflakes, riseflakes and similar products and on the expanding its customer base in various food categories. Mepal company has a good list of industrial buyers in hospitality industry, including many accounts in holiday villages, hotels and small businesses in the sector. It supplies them with roasted cereals, cornflakes, and riseflakes for chocolate producers. The company also has an experienced staff that work systematically and hygienically in all stages of production process.



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As is known, the breakfast is the most important element of a healthier diet. It helps to improve concentration, to speed up the metabolism and thus it is the most important meal of the day for both health and success in school and in work. However, preparing a standard breakfast takes time and energy. As an alternative, a breakfast made with cereals accompanied by either milk, yogurt or juices may be the most practical solution for the people who have no time for an amenable breakfast. Cereals and cornflakes can also be consumed in mid-day accompanied and enriched by nuts, and dried fruits.

Riseflakes is a product made on the extrusion machinery by utilizing instant pressure changes. They are used as basic core for the production of chocolate-coated products. New life styles and changing habits of the people contributes the growing demand for cornflakes and cereals. These products contains sufficient amount of carbon-hydrates, proteins, fibers, vitamins and minerals and has less fat in it. They are ideal for a balanced diet needed for health. They are important for immune system as well as other benefits for the people of all ages.


Turkish interest Fi Istanbul returns in Taiwan bigger than ever With a 64% growth in floor space since first launching, Fi Istanbul returns in 2015 bigger and better than ever before.



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Food ingredients Istanbul will return to the Turkish capital for the third edition of the show on 13-15 May 2015, bringing over 4,500 of the food industry’s key leaders together for three days, under one roof. After outgrowing the previous venue, Fi Istanbul 2015 will take place at the Istanbul Congress Center with a 64% increase in floor space since the show’s launch in 2013. It will provide attendees with more exhibitors, more networking, the latest industry trends and high-level educational seminars. With the key focus on business development, innovation and trade, in a region with one of the fastest economic growth rates in the world, Fi Istanbul is the most cost-effective platform to source new ingredients, grow market share and act as a stepping stone to this vastly untouched food industry.

Turkey has a long-standing history in trading and agriculture and remains the most important trading hub between Asia, Europe, The Middle East and North Africa. It is a major agricultural producer with an increasingly positive processed food and beverage trade balance, offering easy access to raw materials. The food and beverage sector, which is largely dependent on the agricultural sector in Turkey, has an important share in the country’s GDP. Similarly, the food industry in the surrounding region (Southern Europe, the Middle East and North Africa), also offers a strong potential for growth in processed food products, due to a high average population growth (2%), an increasing population of affluent youth, a large expatriate population in Gulf Cooperation Council (GCC) countries, an increase of income per

Fi Istanbul is the only food ingredients exhibition that connects Europe, Asia, the Middle East and North Africa.

capita, and an increasing consumer expenditure on food. Furthermore, food companies find several attractive elements in this region including a projected annual GDP growth of 5% from 2010 to 2015, a marked rise in consumer confidence, and favourable age and income demographics.

number of exhibitors and we are confident the show will shape the way ingredients are sourced in this market. Fi Istanbul is the perfect platform to develop strategic partnerships in the region, as well as an opportunity to learn about the latest trends, innovations and educational sessions.

Orhan ÇaÄ&#x;layan, Exhibitions Group Director of Food ingredients Istanbul, adds: “The feedback from the exhibitors and visitors from the previous this year has been remarkable. The food ingredients industry in the region is growing exponentially and that can be seen evidently by growth of the show. We are excited to be moving to an even bigger venue to accommodate the growing

2015 marks the third edition of Fi Istanbul with over 4,500 expected attendees and 150+ leading exhibitors including event sponsors Sel Jel and Brenntag. Fi Istanbul runs for three days from the 13th to 15th May 2015 and is the most important food ingredients sourcing platform in a highly dynamic region that bridges Europe, Asia, the Middle East and North Africa.


Cautious steps in food exports from Turkey As is the case at other industries the food industry also focused its effort to realize the macro targets of exports by 2023. Despite lowering delivery to neighboring countries, recent embargo between Russia and EU countries brought serious opportunities for Turkish food exporters.

Zekeriya Mete Chairman of Union of Cereals Pulses Oil Seeds and Products Exporters

Chairman of Istanbul union of grains legumes and oily products exporters Zekeriya Mete informed about food exports to Russia. He said that the food industry aims to grow 8 to 12 % annually by watching fluctuating currency ratios and emphasized on the need for planned efforts in finding new markets and producing quality production.

On Turkey’s food exports Excluding olive and olive oil, all other categories of food exports experienced around ten percent growth in 2014. Vegetable exports increased 5



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%, while animal product exports increased 15 %. Grains and legumes exports totaled to 6.7 billion dollars and ranked at 8th among 27 other sectors. 2.65 billion dollars worth of sweets, 1.39 bn. dollars of flour based products and 2 bn. dollars of pasta, bulgur, legumes and vegetable oils are exported.

On targets for 2015 For the year 2023, 8 to w2 percent increase are expected in the food industry. It is a realistic target. A planned effort aiming to develop new markets and improvement of product qualities

has been launched. Fluctuations in foreign currency rates and developments in developed countries such as Japan seem to be serious issues in 2015.

On his views about Russia Turkey relation in food trade The embargo imposed on Russia by EU countries has turned into a serious opportunity for Turkish exporters. The trend may extend to other industries such as textile and automotive in the future. Russia imports 4.5 billion

dollars worth of grains annually while our exports are limited to this country as 105 dollars. There are other competitors such as Poland and China who exports apple to Russia. Russian buyers have strict rules and tests for imports. Depreciation of Ruble cause a recession in exports from Turkey by 15 % in 2014. Rank of Russian market in Turkish exports was lowered to 7th place in 2014 from its earlier level at fourth rank.

On other important markets for Turkish food exporters Turkey has been circled by dynamic markets that have both risks and opportunities. Developments in Russian market are a good example for this. We can increase our shares in food exports to 端this country. Improving conditions in Middle Eastern countries offer new opportunities.


Boza: A 139 years of true legendary taste of Turks



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Haci Sadik Vefa starts to produce and sell ‘boza’ in Vefa, Istanbul in 1870… The unique taste was distinguished by the people who await Haci Sadik Bey on the corners.

The story of the oldest drink of Turks or even humanity starts as such. Literature says that history of this drink goes back to 9 thousand years ago up to the Central Asia. Consumed both a food and a drink in most part of the world, the story of boza is told us by Sadik Vefa, the fourth generation son of the founder of Vefa Bozacisi in Vefa, Istanbul. He said, “We try to keep his mission as good as possible. It is an original drink of us. We use domestically produced grains as raw materials. Now we aimed to sell it in abroad, starting from the Balkans.”

What is the history of Vefa Bozacisi? The story starts in 1870 when Haci Sadik Bey, my fourth generation grandfather, immigrates from Prizren, Albania, to Istanbul to establish a business. He settled first in Vefa, a prestigious quarter in the city where royal, aristocrat, wealthy families and officials live Istanbul, the capital of the Ottoman Empire Istanbul. He was one of the well-known sellers of boza in his


hometown. He observed that, in this great and magnificent city, there are about 200 makers of boza in their small shops and houses. Those were the times that the boza has been sold as a dark, watery and sour form as a thick slightly fermented drink made of millet. He tried another method for production and he developed the now known boza, thick, light yellow, slightly sour beverage that has newly fermented bubbles in it. He started to sell his product around the Palace. He opened his first official business, a mom-and-pop shop, in Vefa in 1876. The name of boza shop was Vefa Bozacisi where he developed a standard to produce and sell this traditional beverage that has been selling since than, generation-to-generation. Haci Sadik Bey produced this special Turkish beverage for many years in order to preserve its stiffness and taste and later he handed his business to his son Ismail Hakki Vefa and provided his



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ness started by the grandfather and brought to the present day as a result of the devotion and efforts of all the family members, with a great harmony and in the best way, staying loyal to the traditions of the family. Prof. Dr. Ahmet Turan of Kirikkale University describes boza, a form of dish made of grains, as the first food of humans, having a history of 9 thousand years.

What is your input for production and where do you procure them?

Sad覺k Vefa

adaptation to the production of Vefa Bozacisi. As the 4th generation now, they have the tenacity to sustain the production of boza, the traditional beverage busi-

We use domestically produced grains harvested from this land. Boza is made of millet. We buy grains farmed in Bitlis, Hizan, or Simav. They were grained, boiled and when it is ripe sugar is added and it became ready to serve. Some of the customers come to us by prescriptions of MDs. It is good for mothers of new-born because it increases milk production. Production

is carried out in our hygienic factory, because it is very sensitive to bacteria.

What are the basic uses of boza when prescribed by doctors? When we studied it, we observed that boza had been preferred in cold steppes in the world. Made of local produce, somewhere from rice, or bulgur, any kind of grain can be used. Even there were special boza makers in the Ottoman army. Bacteria in boza produce lactic acid, healthy for human body and for stomach. It is also an anti-oxidant. It helps digestion. Refresh the flora in intestines. It has 4 vitamins B, according to studies of Tubitak. One who consumes two cups of boza, gets its daily intake of vitamin B. It contains no fat so is good for hearth. Prevents obesity because it produces a sense of fed up. There is a saying of a doctor that it is the only bacterium that goes to cancerous cells. We do not oversell or over advertise our products; it is not good. There is no need for this. We are keen on our moral values and traditions. When I am going to decide on major issues, I look at the photos of my grandpas. I try to figure out what would be his decision. Our personnel also have share similar morals and values. We celebrate eids (festivals) with them and with their families and give them their gifts. We are still stick to the values of our culture and our traditions. We always thank for Allah for all what we were endowed.

Boza is boza There are some people who demand variety in boza. A study was made in Uludag University for producing varieties. However, we advice our customers to consume the boza as boza. If they want different tastes they may have it with strawberries or pomegranates. We do not change our product and its enormous taste.

You built a new factory in Corlu. Will you mention about it? Machinery that were still operating in our premises in Vefa, Fatih, Istanbul, was made by a master who worked in Halic shipyards, during the times of our grandfather, Ismail Hakki Vefa. Our new factory is built on 3 thousand sqm. land. Most of the production is made over there. Taste and production process is continuously checked for their hygienic standards. Production volumes is adjusted to demand. 5 to 7 tons of product are made daily on the average. During Ramazan month, demand goes up, because it facilitates digestion.

Opening up to the Balkans We plan to send boza to the Balkans. In this regard we have to extend the shelf life of the products. We keep our research going in cooperation with Tubitak. We made 189 experiments. We got some demand and orders from some countries in Europe. Boza is a living product. On the one hand you should not kill the useful bacteria while on the other hand to extend its life cycle. The shelf life of boza is presently about 18 days. It should be at least two months. Then it will be subject to export.

Are there any other products besides boza? Our grandfather Ismail Hakki Vefa, was making grape must. When left over they were turned into vinegar. In the past, vinegar was used to clean house and carpets. Even people applied it on their hairs to make them shiny. In cooperation with some Germans we modernized the vinegar first. Now we sell these. To my understanding, deep-rooted companies also should have made themselves renovate if they want to leave a good heritage for the next generations.


Turkish interest Musiad’s China office in Taiwan serves the members Doing Business in China was the topic of new country new market meeting that held monthly by Bursa branch of Musiad. Can Ziplar, Musiad’s representative in China, informed participants about the critical aspects of doing business with Chinese trade partners.



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While opening the meeting, Hasan Cepni, head of Bursa branch of Musiad, emphasized on the size of this giant market. He said, “Instead of scaring of this country that has an export volume of 2.2 trillion dollars we have to be interested in investment opportunities and to do business with them. We also know that there is a great market potential for Turkish agricultural products in Chine. We should seize all the opportunities in this great market.” He pointed out the importance of having an office stationed in China where the people in the office are ready to serve to members 7/24. Following his opening remarks, he presented the keynote speaker of the meeting Can Ziplar, Musiad’s representative in China who had been living in China for two decades. Excerpts from Ziplar’s presentation was as follows:

On the importance of factory visits of trade partners in China “Before signing any business deal with companies that you think they are great companies by observing their factory photos in fairs, in their catalogues, expert talks, offering attractive price quotes, that you have been met in China or in other countries, you certainly have to visit personally to their factories, facilities and premises. And keep a close eye on their all aspects, including their production processes, machinery, equipment, capacities, workers, productions, test equipment,

quality control teams, packaging, warehouses, stocks before delivery, the packages (are they real) and even the authenticity of logistics signs and labels on the packs of the products destined to certain countries.”

On recording the bilateral talks “A document written and signed by both sides of the meeting prepared in a common language is like an insurance against all possible problems in between. A document that details points of agreement will be very crucial in the case of disagreements and conflicts. Each point should be clearly written down, every price offered, every details agreed, probable faults

in the products, special demands and conditions, picture, drawings or photos of the products proposed, the date and venue of the meeting, all should be written down and be signed by both sides. This document can save you from any harm or problem that may be a subject to any court case in the future.”

On the importance of having a translator in negotiations “ Having a translator on your side is a must in your business dealings. Getting orders from greater companies is extremely difficult. Probably staff of the producer companies will talk the same language as you do. You may reach an

agreement with them easily. However, if you have a special translator or advisor among your team, and if you can keep this secret from your interlocutor you get an advantage over them. Chinese talks that they make among themselves on the issues and prices you consider may be valuable clues for further negotiations. In my personal experiences in this country, many a great companies plan their talks with their prospects well ahead of the meetings and they follow the rules of impressive sales negotiation successfully.”

On the importance of not paying in cash

“In any case, you should not pay in cash when dealing with Chinese. All your payments should be sent to the bank account of the company mentioned in their invoices or in the sales contracts. Payments that you may have made into the personal accounts of the company owners or staff or any cash money given directly are not legal, and they may change the cost of product declared on official documents. In case of any conflict you may have lost all your legal rights and the end.” At the end of the presentation, a Q&A session was held and Hasan Cepni presented a plaque of gratitude to Can Ziplar.


World’s largest food and hospitality trade show GULFOOD turns 20 The 2015 edition of Gulfood, the world’s largest annual food and hospitality trade show, marks the 20th anniversary for one of the most important international platforms for the global food trade. Taking place from 8 – 12 February 2015 at Dubai World Trade Centre (DWTC), Gulfood continues to play a pivotal role in connecting nations and suppliers, opening distribution channels for industry-related business, and highlighting Dubai’s strategic role as a key trading hub for the global food industry. Gulfood is an unrivalled opportunity to source and select from an incredible global product showcase. A warm welcome awaits you at this buzzing event, where you will network with thou-



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sands of industry peers and people passionate about driving the market forward. The show grants the opportunity to review the latest trends and innovations of the food & drink sectors, foodservice & hospitality equipment, as well as the restaurant & cafe industry. With the 2014 edition of the show breaking its own participation records and generating show-floor and yearround legacy sales numbering in the billions of US dollars, Gulfood 2015 - the biggest edition in the show’s history - is expected to attract more than 4,800 international companies from 120 countries and more than 85,000 visitors from over 170 countries. To accommodate the meteoric

growth and tens of thousands of participating brands, Gulfood 2015 will span 127,000m² of exhibition space - including a 23,000m², purpose-built temporary structure, the largest-of-itstype regionally. A unique trade and sourcing platform for finished food suppliers, bulk commodity wholesalers and exporters across the spectrum of fresh, frozen, dry and processed food and beverage products, Gulfood 2015 also facilitates substantial global transactions for foodstuff commodities such as meat, cereals, grains, rice, coffee and tea. Driven by a fast-growing population, burgeoning hospitality and tourism markets and its prominent position as a re-export hub, the UAE’s demand for food staples is

A respectful success story of two decades in the food, beverage and hospitality trade show… increasing at a rate of 30 per cent every year, according to the Ministry of Economy. With imports accounting for between 80-90 per cent of GCC food consumption, Dubai is best placed to cater for increasing demand in regional food trading. “A landmark celebration such as the 20th anniversary of Gulfood is an opportunity to reflect on the show’s growth in both scale and stature over the past two decades, and to reiterate the role Gulfood continues to play in brokering significant partnerships and business deals between companies, corporations and countries around the world,” said Trixie LohMirmand, Senior Vice President, Exhibitions & Events, DWTC.


Gulfood 2015 will host an increasing number of international heads of state, ministers and government officials, as national trade associations ink lucrative bi-lateral trade agreements and debate food industry trends at industry-shaping conferences and summits scheduled during a series of Gulfood Conferences. Gulfood is also a major contributor to Dubai’s growing reputation as a global events destination and a key pillar of Dubai’s 2020 tourism vision, which aims to double the emirate’s annual visitors numbers from 10 million in 2012 to 20 million in 2020. According to a recent report by Euromonitor, the number of F&B outlets in the UAE is expected to double in the next four years, making food service and hospitality equipment a particularly pertinent sector at Gulfood 2015. Thousands of food and beverage products and services are introduced every year at Gulfood and the Gulfood Awards - in its sixth edition this year - presents an opportunity for bestin-class excellence to be recognised and rewarded. The highly-prestigious accolades celebrate both people and companies behind the region’s leadership and innovation in the food and drink industry. Judged by an international panel of independent industry



January 2015

experts, the Awards will be divided in six categories and 10 different awards. Taking place on the 10th of February 2015 at the five-star Conrad Hotel in Dubai, the Awards evening will also play host to a unique and memorable celebration of the show’s achievements over the past 20 editions. Over 1,000 leading industry decision-makers, celebrity chefs, key exhibitors, customers, media and national groups are expected to attend the anniversary event. One of Gulfood’s undisputed draws for the regions’ top professional chefs,

pastry chefs, cooks and bakers every year is the annual Emirates Culinary Guild International Salon Culinaire – a showcase of the region’s best culinary talent and expertise. Held in Za’abeel Pavilion, this year’s Salon will see more than 1,300 professional chefs evaluated by a panel of 25 renowned experts, mandated by the World Association of Chefs Societies (WACS) to judge culinary events across the globe. Gulfood 2015 is a strict trade-only event and is open to business and trade visitors.The show is open 11am7pm from February 8-11 and 11am5pm on February 12.


ISM 2015: Turkish interest International selection in Taiwan of sweets and snacks

Sweets as always. More snacks than ever before‌ Organic products: also an integral part of the selection when it comes to sweets



January 2015

The future of the confectionery world begins here: at the ISM 2015, the largest and most important business and communication platform in the industry. With the entire product range of sweets and snacks, with all the innovations and trends and with an increased focus on further products for enjoyment in the meantime. In 2014, the ISM brought together more than 1,400 suppliers from 70 countries, with over 35,000 trade visitors from 140 countries. Valuable contacts and in-depths discussions: the ISM will also advance your business.

The 45th ISM - International Sweets and Biscuits Fair - will attract buyers from all over the world to Cologne in 2015. That’s because with over 1,400 suppliers from around 70 countries ISM has the largest and most comprehensive assortment of sweets and snacks in the world. Organic products have already been around for many years and are no longer just a niche, but an independent product group with their own profile. At ISM, visitors can find the organic product exhibitors using the list of exhibitors, with which it is possible to sort the diversity of products offered accord-

ing to product sector or “hot topics” - all at the touch of a button. In the list, under the hot “organic” topic, are approximately 170 exhibitors who will be exhibiting organic products - either exclusively or as a part of their selection - at ISM 2015. Furthermore, the selection of organic products at ISM has clearly established itself in recent years: from the initial 54 organic product exhibitors, which were first exhibited in 2008 on a separate platform within the ISM, to today’s much broader representation of

around 170 exhibitors, which can be found in all sections and sectors. The ProSweets Cologne, the international trade fair for the supply industry of the confectionery business, comprising of over 300 suppliers, will again be staged in parallel with ISM. Together with ProSweets Cologne, ISM covers the entire value chain of the confectionery production and sales business in one location at the same time - a constellation that is unique in the world.


KOSKA aims to grow by 25% in 2015 Having ended 2014 with TL 180 million in revenues, Koska is aiming for a revenue of TL 225 million and a growth of 25 percent through 425 different products in 2015. Currently exporting to 78 countries, Koska will work towards increasing its sales by 30 percent and exporting to 100 markets in 2015. With its 108-year background, Koska is among the most rooted Turkish brands. Koska held a press conference, where Koska’s 2014 performance was evaluated and 2015 goals were announced. Moreover, two new commercial films to air were introduced during the conference.

Emin Dindar Member of the Board of Directors of Koska



January 2015

Emin Dindar, Member of the Board of Directors of Koska, shared that Koska ended 2014 with TL 180 million in revenues and continued by saying, “Koska will continue its successful performance in 2015 as well. We set our goal as 25 percent growth and TL 225 million in revenues. Koska offers its know-how of 108 years in traditional Turkish delicacies such as halva, tahini & molasses, jams,Turkish Delight, brittle, wafer halva, marzipan, and pishmaniya to the world. We aim to grow Koska’s revenues by 100 percent over the next five years and reach TL 400 million.”

Koska, largest halva producer in Turkey, produces about 50 tons of halva per day Dindar mentioned that Koska makes products that appeal to various needs in all age groups and continued, “We mainly produce halva, tahini, and jams.

We have a daily production capacity of about 50 tons of halva, 20 tons of jams, and 10 tons of Turkish Delight in two facilities, which are located in Avcılar, Istanbul and Simav, Kütahya. With a range of 425 products, we have a production of 17,000 tons per year. As the largest halva producer in Turkey, our market share in Turkey is nearly 50 percent. Our market share in the Marmara Region, which includes Istanbul, is 80 percent. We believe that through the investments we made in both Turkey and abroad, we will grow quickly. We achieve 20 percent of our revenue from export sales in 78 countries around the globe, including Germany, France, England, and United States of America. We increased our export sales rate to 30 percent and set our target as 100 countries for end of 2015.”

Koska produces its own raw goods, supports local producers Dindar, Member of the Board of Directors of Koska, mentioned that Koska is a one hundred percent domestic-capital and family-owned company and that it also produces the raw goods used in its products. Furthermore, Dindar said, “Pure vegetable protein and tahini, a source of high-fiber, are the main ingredients in halva and are very difficult to find in the market. We produce these raw goods in Koska’s state-of-the-art and hygienic

facility, which is the only facility in Turkey. In turn, this reflects on the taste of our products. We are continuously improving the capacity in our production facilities, which are integrated production facilities that meet world standards in terms of its production capacity and quality, through technological means. Sesame is another one of our raw goods and it is used in production of tahini. Sesame production is nearly non-existent in Turkey. Therefore, we are unable to meet all of our need through local production and have to

import 130,000 tons of sesame. As Koska, we use approximately 9,00010,000 tons of sesame annually and are also purchasing imported sesame as well. As Koska, we have made seeding contracts with producers in the Mediterranean region for 7,300 decares. With that, we have signed a new social responsibility projects towards incentivizing production of sesame in Turkey. Dindar stated that Koska has BRC certification, an internationally recognized certification of compliance with global standards which structures quality and hygiene standards, and said, “With the BRC certificate we have in addition to all other international quality certifications, it is possible to offer Koska products in any supermarket or store around the world.”


Kemal Kukrer crowns its centennial with Salgam One of the leading names in vinegar and sauces Kemal Kukrer started to produce Salgam at its centennial Founded in 1915 in a basement of a house the company’s story keeps going on with a wide range of products that are sold in international markets. Informing about his company and its projects with Japanese, foreign trade manager Gulten Mifleh detailed about their plans for the future.

Gulten Mifleh

On 100 years of history of the company Kemal Kukrer offers vinegar made of grape, apple and others by natural and heavy corn fermentation methods. These are first line of products for the



January 2015

company. At present, other products are included, such as, pomegranate juice, organic pomegranate, 100 % grape vinegar, pickles, honeyed apple and sour cherry vinegar, garlic sauce, soy sauce, hot sauce, unripe sour sauce and other sauces. Producing about 3 thousand tons of products in one factory of 1500 sqm 13 years ago, the company has three factory totaling 28 thousand sqm and producing 50 thousand tons in 2013. Gourmet vinegars are the most famous kinds of vinegars that are made

of grapes, apples, honeyed, lemon, sour cherry, pomegranate and dates. Organic apple vinegar is the most imported product. This year organic apple and grape vinegars are added. Vinegars and sauces are produced in Eskisehir factor, while pickles are made in Kemalpasa Izmir. The Salgam is produced in the factory in Adana.

A gift of Kemal Kukrer for 100th year: Salgam In 2015 we started the production of salgam at the same product quality. Our aim is to expand the market. Simultaneous activities are going on. We have had tasted our product to consumers. Kemal Kukrer salgams were the most liked alternatives the blind taste tests. Cilingir brand was the second. That means our brand is a powerful alternative in the market. Our product is the most hygienic at European standards. Our taste and product quality have been tested by experts of Cukurova university.

On export markets and target for 2015 Our products are sold to European countries namely Germany, Switzerland, Holland, Belgium, Sweden and Egypt, Libya, Algeria and other countries in Middle East. Our products are delivered to about 41 countries. For the year 2015 we targeted to enter Russian market. Recent embargo imposed by European countries on Russia is an advantage for our country. However, there may be some problems, because Russia is a great market. We have alternative plans for future development and price changes in this market.

On pickle production

cluding mixed, peppers (hot, French, lombardini, jalapeno, red), cucumber and gherkins. 100 % grape vinegar is used in the pickle production as it is made traditionally. Our capacity for processing vegetables is 4 thousand tons annually.

On 2015 plans 2014 was satisfactory for our company. We participated in Sial fair in France. During this event we signed three new contracts for distribution. We are optimistic for the year 2015 because we are strong in Salgam. Under our cooperation with Japanese partners we will add new products and categories this year. New investments are also planned.

For the production of pickles we buy vegetables from domestic suppliers. Our teams go to the field and made contracts with farmers. Produces are tested and controlled and then transferred to factories. Each delivery is accepted when the tests are positive. Products include variety of pickles in-


“We have two alternatives; either we should keep going or to aim a new field and market. We chose the second,” says Teoman Durukan, chairman of Rella food company, while introducing his company

Traditional Mozzarella from Rella Food



January 2015

On the history of company As the first real producer of mozzarella in Turkey, we pursued a growth strategy we have inherited by our forefathers: “Invest the profit in your business.” We seek to explore niche segments. It encourages us for more. Our factories and investments are the fruits of this understanding. We have two choices, either to keep going on our way or to enter a new path. We decided for the second alternative and established the first production facility for mozzarella in Turkey, because we found a growing need for this special cheese. 8 years ago the factory has become operational in Kartepe, Izmit. In three years time we penetrated almost all national and international pizza chains in Turkey. A year ago, our second factory was operational in Salihli, where a line for frozen pasta production was also added.

On products and production capacities Basically we follow traditional procedures for production. However, we watch developments in the production of chees in the world and way of standardization of the process. 11-12 lt of milk is consumed for the production of one kilogram of mozzarella in our process, as it was in the original procedures.

On the difficulties in distribution of frozen products Production of frozen food products should be adjusted to the natural characteristics of the fresh products.

The reactions of raw materials used in the frozen food processes may be different from the fresh consumed products. Selection of raw materials is important. We consume natural materials in our production, no other additives or chemicals are used to extend the shelf lives of the production. Products are shocked in the process for frozen products. Areas for the production of certain foods are isolated from other lines and personnel of production.

On performances in 2014 The potential for the year was far beyond our expectations. There were unexpected fluctuations as well. The year 2015 will be another year of investments. We will launch cheese-coated products and in-

crease the production capacities. An automation project is to be operational this year.

On activities and targets in exports We aim to improve our position in export markets in line with our brand. We established some strategic distributorship in selected countries. We have direct sales in other countries to serve our customers for both pasta and mozzarella products. Our products are sold and distributed in several countries from the USA to the New Guinea. Recently we got growing demand from Russian market. Changing life styles, increasing consumption, rising costs and opportunities for transportation signal that the future will have golden opportunities. We are optimistic for the future, if we are prepared for it.


“Pratik Yemekler” aims to introduce traditional Turkish tastes to the world! Pratik Yemekler Pazarlama ve Gıda A.S. company was established in Gaziantep in 2008. First product we produced was called ‘etsiz çiğ köfte’ [uncooked balls without meat] then we developed different varieties of this food and extended product range with kısır (tabouleh) and mercimekli köfte [lentil balls]. In 2012, Pratik Yemekler company added spice production line to produce mint, sumac and red pepper. Ayvaz SARI, general manager of the company, outlined their operations, “The first aim of our company is to produce healthy and high quality products. We combine the health and taste in products for consumers but especially for ladies who want to save time. “We started with ‘etsiz çiğ köfte’ in 2008. So, we introduced unique taste of Gaziantep to Turkey. This product is preferred because it is very easy, tasty and economical and ready in 15 minutes and you use only water and tomato



January 2015

paste to prepare. The most important reason for preference is that we never use additives and preservatives. So, the mothers rely on us. We observed that the people love this food and we decided to develop different flavors. Then ‘mercimekli köfte and kısır (tabouleh)’ were added into the production line. These products are very popular due to being naturel as other product, but the most preferred product by the consumers is ‘etsiz çiğ köfte’. We are in the market to produce the best quality with the lowest price. Gaziantep, where we are based in, is the main area for Mint, Summac and Red Pepper. Our international customers demanded these products from us. Since they know the quality of our products and services, they asked us to produce these products in our own facilities. In 2012, we start-

ed produce Summac, Dried Mint and Red Grounded Pepper. All products are produced in hygienic conditions according to ISO 22000 Food Safety

Management System and ISO 9001 Quality Management System. %100 natural mint and sumac leaves are used in production. We never use additives because health of human is our first principle. All production line is checked by food engineer; and chemical, physical and microbiological analyses are done continuously for every batch. %90 of the spices we produce are for export only. “We are the company that develops and renewing itself continuously. We sell Cikofte, Kısır (tabuleh) and MercimekliKöte to Turkish local market for now, but our goal is to introduce our special meals to all over the world. Turkish kitchen has really great tastes and whole earth must taste these tastes. We recommend trying our products to everyone; who wants to save time and eat tasty and healthy meal.


Doraintrade on Turkish dried fruit exports Doraintrade is working as an agent, broker and consultant at international markets targeting to build a strong link between producers and buyers on trust basis. 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 Turkish dried fruits: Turkish export levels in dried fruits varieties are positive mainly because of big Sultanas crop 2014, accept big loss in dried apricots production and dried figs quality problems. Average prices for Turkish dried fruits and nuts have risen dramatically comparing last year. However, some 40% drops’ the prices in average in sultanas this year. Worldwide interest towards Turkish products is increased for Sultanas due to the prices, but different origin available products such

Banu Er



January 2015

as apricots demand remain weak. Russian authorities decision of closing their borders to USA or EU origin food imports, has rise the hopes in Turkey in aim of there might be more opportunities for Turkish origin products. However, nowadays we can see that relating to Russian economical issues and currency fluctuations damage the country’s international trade. Buyers from Russia remain desperate against daily rising foreign currencies values and their imports from Turkey nearly stopped.

Turkish Sultana Raisins Probably the most fortunate dried fruit crop was Turkish sultanas in 2014. With around 320.000 m. tons expected production and the price levels were favorable to buyers from all over the world.

2014 International Conference of the world raisins producing countries was held this year in San Juan in Argentina between 9th and 12th November. The conference advised that there would be a total of 778,106 m. tons of sultanas and raisins available for export compared to 720,145 the previous year. 303,000 m. tons announced to be available for export from Turkey and 191,806 tons from the US. This means substantial quantity is from Turkish suppliers to sell. Turkish export level for sultana raisins reached over 100,000 m. tons in 1/9/2014 and 13/12/204

period comparing 67,000 m. tons at the same period last year. Turkish sultana prices started low at beginning of the season, this caused a big increase in exports. It has now been thought to be around 200,000 m. tons might be already contracted for current crop. Prices of both Turkish sultanas and raisins have firmed on the offering no 9 sultanas between USD1550 – USD1700 pmt FOB Izmir depends on grade. It is possible that prices may rise further particularly for shipments through until the end of the season next August. Typically in current type of season, we should expect also a big car r yover for the next crop. However, due to the low prices, continuous demand may push

the most of the available quantity to be exported until the end of August. Normally USA, Iran or China origin raisins buyers also diverted to Turkish source because of price advantage. Big crop has enabled availability of normally short quantities such Thompson raisins or Organics yet International buyers has seen this advantage and contract mentioned specific products from the early stages of the season. Mostly quality issues about Turkish Sultanas this year Moldy berries, Undeveloped/shivered berries that directly influent Microbiology results in Mold&Yeast and TVC. Historically, very big crops such as this year follows by short crops due to vineyards go weaker after a doubled yield in some parts. Moreover, the growers could not earn enough income this year due to the raw material low prices (2,5-3,5TL av.). This means they may not be able to invest enough for their vineyards as fertilizing or maintenance that also such important to recover after a big crop harvest.


2014 Crop Dried Figs As we have been informing you, 2014 crop figs harvest started and continued with lots of quality problems. Export available quality products volume was very shorter than expected from the beginning of the season. Normally price drop may be expected After Christmas period however due to lack of quantity, to expect any lower price levels at least for good quality of Turkish figs according to less available quantity, would be unrealistic. Yet, there is significant quantity in hand now as low quality or industrial grade in the market. This makes huge price difference in offered prices. Critical point is even low grade products would be paste or dices, its highly possible to experience quality issues with this export product such as microbiology, contaminations and so on. We may see in the future, falling prices only for this low quality industrial grade products.Turkish dried figs is characteristically darker and more mouldy berries this season, so we can recommend global buyers to purchase the needs for early summer enquiries from now on or contract them and demand packers to keep their stocks in cold storage. According to European Union Rasff Portal, more than 20 lot has been boarder rejected from different EU ports, not only usual rejection cause of aflatoxine, but also ochratoxine, dead insects and abnormal smell which is linked to chemicals used in the Dried figs. Figure shows chemical using practices threatening food safety more and more in such year with quality issues. Below Chart shows figures of Turkish dried fruits varieties tonnage, average export prices with its comparison with last year figures. Roasted figs figures new in the statistics from Exporters union which is using by coffee industry meaning as a conclusion of export quantity increased recent years, it is



January 2015

counted as a different product from general figs figures from now on. When we check the export amount figures of Turkish dried figs country by country there are dramatic decreases on the export levels to Russia, Ukraine, Iraq, Portugal, USA, China, Canada and Spain. The decreases of export to these countries are from 60% to 80% comparison with the exports at

the same period last year. The biggest importers of Turkish figs are still Germany and France and decrease of export figures is around 15% to both of these countries comparing with same period last season. This season’s late first shipment date also affected the decrease of Turkish dried fig export as the remaining period until Christmas was very limited.

Export Figures Of Turkish Sultana Raisins / Dried Apricots/ Dried Figs in Comparison with same period last year

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Food Turkey / Jan-Feb'15  


Food Turkey / Jan-Feb'15