Finike Orange as a Geographically Marked Product and Branding -Geographical Indications Association Turkey

A STAR IS BORN FROM SOUTH… Finike Orange as a Geographical Indication Product and Branding

Regardless of the internal transference of orange cultures, orange is an inaccessible as well as mysterious fruit that is absolutely equivalent. Otherwise, this fruit, traveling from all over the world, changing meaning and context in different cultures, would not come from Cyprus to this land.

For us, orange is the constant fruit of our domestic products. It is not possible to say the same thing about apples, because in the past everyone had one way or another in the barn. Apples have always remained in this land. However, orange was a delicate, rare and gentle fruit. Regardless of the price, domestic goods were purchased from the market specifically for the week.

Our orange grandfathers, who came to Finike for the first time, loved it and spread all over the Mediterranean region. Oranges are shaped by the water, wind, moisture and culture of the soil they grow. Cultivars grown in China, Morocco, Tunisia, Israel (Jaffa), Spain, South Africa, America (Florida, -California), Italy, Algeria, Cyprus, Greece, Brazil, as well as pink African green oranges with green outside inside, orange Portuguese orange, which is the symbol of heraldic name, can be counted as prominent varieties in the world.

Let us give an example of interesting and incorrect information; Outspan is not a sort of South African brand, and the brand dates back to the 1926s and is now a major wholesaler working with suppliers from 43 countries. The brand mixed with variety is Sunkist. Sunkist is a trademark of California and Arizona orange growers. With an interesting history, Sunkist has been the longest-running agricultural cooperative in the US since 1893.

Orange is a source of healing; In the 19th century, sailors, detainees and mentally ill

daily vitamin C and mineral salt needs were met. Orange, which is frequently mentioned in the mythological stories of Chinese, Sumerian, Persian, Egyptian, Greek and Roman civilizations, meets the rule of tradition which is an important element in brand creation. Orange is a universal product and concept that takes place in all cultures in the consumer's mind with its metaphorical aspect. The fruit, which is naranja (orange) in Spanish and Hungarian, orange and apfelsine in German, pomaranase (bitter orange) in Polish, orange in French and English, has been transferred to Turkish (orange). Latin citrus aurentium (bitter orange) is of South-Asian origin and citrus sinensis (sweet orange) was brought to the European continent by Portuguese merchants from Asia. Being a vitamin store, orange is also an industrial product. From Orange; fruit juice, liquor, marmalade, jam, dried food, alcoholic beverages are made in many products such as; orange is used in pharmaceuticals, cosmetics, pastry production, chemistry.

Orange production in the world and Turkey

When we look at the global production and market, the 2016-2017 yield is 72.3 million tons (FAO) and the calculated orange production is calculated as 60 million tons (USDA). The difference is mainly due to the decrease in yields up to 25% in America and Brazil. This is because the orange is a fruit that is directly affected by adverse weather conditions, poor flowering and diseases. Today, the world's largest orange producers; After Brazil, China, India, USA, Mexico, Spain, Egypt, Indonesia, South Africa, our country comes with 1.750.000 tons of production. The main danger for our country is the railways project that China is making, which in a few points is targeting our biggest market, CIS and the Middle East. Another country that we need to focus on is Egypt with 3.2 million tons of production. Egypt sells one third of its global orange exports by selling half of its production. South Africa, on the other hand, controls 25% of the global market with a record export of 1.2 million tons and dominates 40% of the EU market. It should be noted here that Brazil is by far the world leader in orange juice exports.

Statistics on our production quantities

2017-2018 (January-December) General Citrus Export Figures Turkey

PRODUCT	JANUARY-DECEMBER 2017		JANUARY-DECEMBER 2018		CHANGE RATE (%)		2018 SHARE (%)
PRODUCT	QUANTITY (KG)	VALUE (DOLLAR)	QUANTITY (KG)	VALUE (DOLLAR)	QUANTITY	VALUE	QUANTITY	VALUE
LEMON	475.115.823	294.675.441	634.897.986	332.840.267	34	13	31	37
MANDARİN	697.093.892	335.075.883	744.418.790	311.921.846	7	-7	37	35
ORANGE	368.692.647	151.038.288	448.059.479	160.613.612	22	6	22	18
GRAPEFRUIT	131.507.310	68.555.893	194.660.747	88.163.161	48	29	10	10
TOTAL	1.672.490.327	849.427.996	2.022.087.648	893.614.965	21	5	100	100
Note: The products are ranked according to 2018 FOB ($) values.

THE FIRST FIVE COUNTRIES WE EXPORTED THE MOST ORANGE EXPORT

	JANUARY-DECEMBER 2017		JANUARY-DECEMBER 2018		CHANGE RATE (%)		2018 SHARE (%)
ORANGE	QUANTITY (KG)	VALUE (DOLLAR)	QUANTITY (KG)	VALUE (DOLLAR)	QUANTITY	VALUE	QUANTITY	VALUE
IRAQ	139.217.257	47.603.029	200.349.939	53.445.786	44	12	45	33
RUSSIAN FEDERATION	105.371.385	48.684.710	102.553.246	46.444.047	-3	-5	23	29
UKRAINE	26.532.748	11.596.509	39.172.361	16.594.158	48	43	9	10
ROMANIA	9.031.746	4.577.670	9.888.309	5.079.210	9	11	2	3
AZERBAYCAN-NAHCIVAN	9.282.399	3.357.109	14.793.534	5.055.602	59	51	3	3
Orange Total	368.692.647	151.038.288	448.059.479	160.613.612	22	6	100	100
NOTE: Countries are ranked according to 2018 FOB ($) values.

JANUARY-DECEMBER 2018 DISTRIBUTION OF TURKEY GENERAL CITRUS EXPORTS COUNTRY GROUPS
COUNTRY GROUPS	QUANTITY (KG)	VALUE (DOLLAR)
Commonwealth of Independent States	901.293.399	433.046.716
Middle East Countries	689.193.885	204.393.518
European Union Countries	323.583.576	192.528.688
Other European Countries	89.266.147	46.552.784
OTHER	18.750.641	17.093.259
GENERAL TOTAL	2.022.087.648	893.614.965

Finike Orange as a Geographically Marked Product

The color of the orange varies according to the temperature difference between day and night. Finike's micro-climate climate distinguishes the color of Finike orange from other competitors. It would not be wrong to search the secret of Finike Orange in the waters coming from Beydağları. The quality of water is an important factor in citrus fruits. In terms of branding, this strategic concept should be one of the basic elements in the positioning of Finike Orange. The harvest started in mid-November and continued until the end of March. It is produced between 175-200 thousand tons annually on 35 thousand decares of 40 thousand decare gardens.

The fate of Phenicia, which is identified with malaria and rice, began to change with the establishment of orange groves in the 1930s. When the mosquitoes began to take control of the orange flowers, the region quickly turned into orange groves. Finike Orange has strengthened its position in taste control in California in 1994.

Washington Navel, which is located in the market as Finike Orange, is the most produced and noteworthy Washington Navel among Jaffa and Valencia varieties. one in eight of Washington Navel orange production in Turkey in the area Although marketed as each Phoenician orange oranges produced. It is expressed in the sector as follows; 175 thousand oranges produced are 600 thousand tons until they go to Istanbul.

The most important features that distinguish Finike Orange from other oranges grown in our country are; its thinness, aroma and thin membrane. In this feature, alluvial soils and sea / plateau air of the region it grows has a great effect. Finike Orange, which is produced on an area of approximately 35 thousand hectares, is produced between 175-200 thousand tons (depending on the yield). There is no possibility of a figure above this. Due to the lack of branding and production control chain, 600 thousand tons of oranges are consumed in the market as Finike oranges. Standardization of the brand product is the most fundamental point of healthy marketing and branding. It is not possible to brand a product or service where the production chain does not function properly and this relationship does not give confidence to all components. When we examine the phenomenon of Finike Orange, it is necessary to tell the target audience that the structural problems of a product that has a geographical indication is re-narrated and systematically solved.

On May 15, 2018, we can list the technical specifications of Finike Orange which is our 106 geographically marked product.

Varieties grown in Finike

Washington Navel

It is an early variety which is the main type of Navel group. It is currently the most popular table culture in our country. The fruit belly is corrugated and dislocated. It is seedless, but it may also be a small amount of seed fruits as a result of different fertilization. Harvesting of this variety starts in November and continues until April.

Finike Native

Fruit shape may vary depending on crop condition. If the fruit attitude is low, the white shape is dominant and the round shape is dominant. This kind of fruit juice ratio is between 38-46%, because it is a seed can stay on the tree for a long time. Harvest season is between March and April and is suitable for consumption as table and squeeze. The number of gardens is rapidly decreasing, leaving Washington Navel in general.

Distinguishing Features:

The Phoenician Washington Navel variety is distinguished from oranges grown in other regions:

• The high north of Akdağı and the west of Gülmez Mountain,

• Filling the soil with Akçay and Alakır Creek and alluvial soil for many years, differentiation with air, water and soil structure.

• Seedlings taken from Finike and planted in other regions do not carry the same color, quality and aroma due to the absence of these factors.

• Average fruit weight is 237,69 g, length is 78,36 mm. width 77,53 mm, shell thickness 5,26 mm, number of slices 10,25 pieces.

• The number of cores is “O” and the dry matter content is 12.4%.

• Composition elements are very rich in minerals and vitamins.

In December, January and February, the most favorable oranges in the domestic market and exports were; Finike orange.

Definition and Characteristics of Botany:

• Orange tree consists of roots, stems, branches and leaves.

• Planting is carried out with healthy saplings free of viruses and garden facilities. Vaccination on citrus seedlings is usually done from a height of 30 cm.

• When it grows 80 cm, it is crowned and distributed upwards like an umbrella.

• A tree at the age of 4-5 starts to bear fruit and its trunk thickens.

• Pruning the inner branches to grow sideways and upwards.

• Trunk diameter of the variety reaches 20 cm between the ages of 10-12.

• Fruit color is green first, yellowing in November, orange color.

Joint Elements:

Usare Amount: It varies between 45% and 55%.

Pulse Weight: 45-54% varies.

Acid Content: It varies between 0.5% and 0.9%.

Inverters

burası eksik

Nutrition	Unit	Value
Calorie	62	kcal
Protein	1	gr
Total Oil	Trace amount
Sature Oil	Trace amount
Cholesterol	0	mg
Sodium	0	mg
Potassium	237	mg
Total Carbohydrate	15	gr
Nutrition Llf	3,1	gr
Vitamin A	3	%
Vitamin C	91	%
Calcium	5	%
Iron	1	%

Finike Orange as an Event Management;

When we consider event management, which is a concept of public relations, in the context of tourism, it opens up new horizons for branding. The correct organization of the target audience and the use of appropriate communication tools play a key role in the success of the event. The fact that we have a long way to go in this context should not lead us to despair. The analysis of successful examples in this regard will guide us. When we consider the subject in the context of Finike Orange, a table emerges as follows. The awareness management of the coming Phoenician Orange Festival should be reorganized and serious causalities should be created for the participants to be at national and international level. Gardening and harvesting activities are some of the tools that can be used for the continuation of the systematic. Considering the impact of artistic activities on the citizens and their positive contribution to purchasing behavior, it is indisputable that every branch of visual and fine arts will contribute to our geographically marked products.

Kemal ÇİFÇİ

Brand Consultant
General Secretary of Geographical Indications Association

Resources:

-http://www.turkpatent.gov.tr/TURKPATENT/resources/temp/8831B367-A7C4-4E72-9CAE-628B14A53F01.pdf
-http://www.fao.org/docrep/006/y5143e/y5143e12.htm
-https://apps.fas.usda.gov
-http://www.akib.org.tr/tr/bilgi-merkezi-sektor-degerlendirmeleri-yas-meyve-sebze-ihracatcilari-birligi.html

Adress

Selanik Caddesi
No: 80/8 Kızılay 06450
Çankaya / Ankara / Türkiye
+90 0312 473 00 39
+90 532 512 68 09
bilgi@kemalcifci.com
Asia Minör Advertising and Marketing Communication

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A STAR IS BORN FROM SOUTH… Finike Orange as a Geographical Indication Product and Branding

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