GÜRÜN MULBERRY MOLASSES AND MARKETING COMMUNICATION

The caravan watchmen had a hard time in the morning. The caravan had traveled almost non-stop to get away from the bandits who had been following them for three days. After leaving the Karatay caravanserai, the pursuit had started and this relentless pursuit had continued until they ended up in the Adige villages of Uzunyayla. They had passed Pınarbaşı and arrived in Yazyurdu. Gürün was now a sunset away. When the day began to dawn, the villagers welcomed them to the meadow where they were staying; they had also brought Gürün Mulberry Molasses in a wooden scoop. Thank you. The caravan leader gave Bursa-made silk to the visitors as a gift, while those who had the time bought a few pieces of silk. The caravan, which had drunk a bowl of molasses along with its morning meal, had become lively and it was time to set off on the road. The first thing the caravaners did when they arrived at Gürün Inn in the evening was to find the molasses sellers and buy four camel loads of molasses. They had in mind the money they would earn if they delivered it to the Damascus market as they fell asleep. This is what happened in the past.

Gürün is a district of Sivas that has hosted the settlement of ancient Anatolian people throughout its history. One of the most important facts that draws attention in the history of the district is that it is a Hittite settlement. It is possible to follow this trace easily both in the district center and in the villages. Gürün cave houses, considered the first apartment building in the world, are the most concrete example of this. Gürün, which is located in a bowl, was built around the Tohma River flowing in it. Gürün, which has been a fruit production center throughout its history; is one of our rare districts that has left its mark on Anatolian history with its apples, apricots, mulberries and mulberry molasses. Gürün, a caravan route city, has been influenced by different cultural identities with this feature; this interaction has also penetrated into its culinary culture, production style, architecture and ethnology. Especially during the Assyrian colonial era, caravans setting out from Kayseri-Kültepe Karum would take honey, apples, mulberries, and mulberry molasses from Gürün and take them to Damascus, Aleppo, and Baghdad via Antep and Carchemish. It was interesting to hear a memory from İsmet Moroğlu, a Gürün native who still lives in the middle generation of this historical trade route. The fact that his fathers and grandfathers took three thousand sheep to Damascus to sell them must be an indication of how lively and deep-rooted the district's trade is. Mulberry has a high adaptability to different climate and soil conditions with its many different species. Mulberry plants, which have a rich genetic diversity, have found a very wide distribution area in the world. Mulberry genotypes cultivated in the world to benefit from their fruits are Morus alba L. (White mulberry), Morus nigra L. (Black mulberry) and Morus rubra L. (Red-Purple mulberry). It is known that mulberry culture has a history of more than 400 years in Anatolia, which is the homeland and natural spreading area of many fruit species, and that 95% of the mulberries grown in our country belong to Morus alba L., 3% to Morus rubra L. and 2% to Morus nigra L.

The most basic feature of Gürün Mulberry Molasses is that it carries all the characteristics of the geography in which it is located. It is made from Gürün mulberry, which grows in Gürün at an altitude of 1200-1400 meters, of the white mulberry tree of the Morus Alba species. This mulberry, which takes all its aromatic structure from the Gürün ecosystem, positively distinguishes itself from other Anatolian mulberries. Mulberry molasses, which is produced entirely from Gürün mulberry with traditional methods with its sweet structure and taste, is a complete energy store. It is especially good for stomach diseases, ulcers and anemia. Gürün Mulberry Molasses, which increases body resistance against cold in asthma and bronchitis diseases; It makes a serious contribution to the mental and physical development of babies and children.

Gürün Mulberry Molasses' Geographical Indicated Product Journey

This geographical indication numbered 906, whose geographical borders are the Gürün district borders, was registered as origin by the Turkish Patent and Trademark Office on September 30, 2021 with the application of the Gürün District Governorship.

Gürün Mulberry Molasses as a Geographical Indicated Product

Gürün Mulberry Molasses; It is produced from mulberry fruit grown at an altitude of 1200-1400 m in Gürün district and collected from the beginning of June to the end of August. Gürün Mulberry Molasses; It can be produced in two ways by using Morus Alba type white mulberries, boiled or unboiled. No additives are used.

Gürün Mulberry Molasses is dark brown and homogeneous and does not contain any foreign odor. It does not have a bitter or sour taste. In mulberry trees growing at 1200-1400 meters, the flowering and fruit maturity period increases to 20 days due to the high altitude. During this period, the sugar content in the mulberry fruit increases and the fruit quality increases. In addition, due to the high temperature difference between day and night, fruit formation takes a long time and increases the sugar content of the mulberry. The ash content of Gürün Mulberry Molasses is at most 2.5%. The HMF value is at most 100mg/l, the total sugar content is at most 66% and the dry matter content is at least 72%.

Production Method of Gürün Mulberry Molasses

Gürün Mulberry Molasses is produced from mulberry fruits collected from the beginning of June to the end of August from mulberry trees growing at an altitude of 1200 to 1400 m in the Gürün district. No additives are used in its production. Gürün Mulberry Molasses can be produced in 2 ways.

First production method: Exhibition cloths are laid under the mulberry tree and the branches are shaken and the mulberry is shaken. Mulberries poured into the display cloths are immediately filled into a squeezing bag made of cotton yarn and squeezed in a vice and the must (must) is collected in a container. The resulting must is boiled in a copper cauldron and over medium heat. The foam (foam) formed on the surface is removed. When the must boils, it is removed from the fire and left to rest in the cauldron overnight. The next day, it is placed on trays in a thin layer and left under the sun for two days. On the third day, it is filtered and filled into cans and small containers suitable for contact with food. Second production method: Display cloths are laid under the mulberry tree and the branches are shaken and the mulberries are shaken. Mulberries poured into the display cloths are immediately boiled in a cauldron with water at a rate of ¼ of the mulberry weight over medium heat. The foam formed on the surface is removed. The boiled mulberries are taken from the cauldron and filled into a straining bag. The straining bag is squeezed in a vice. The resulting must is collected in a container and left to rest overnight. The next day, it is placed on trays as a thin layer and left under the sun for two days. On the third day, it is filtered and filled into cans and jars suitable for food contact.

Gürün Mulberry Molasses and Marketing Communication

With its unique location, Gürün, which is on the Kayseri-Malatya line, is one of the most glorious districts of Turkey open to development with approximately 5 thousand vehicles passing through the district daily. Gürün, which has the extraordinary Gölpınar, also draws attention with its natural beauties. It is also the attraction point of alternative tourism with the Şuhul Canyon, which will host all kinds of nature sports. Gürün, which has sufficient accommodation opportunities, is at the center of a complete sociology of nearby places with its wide culinary culture. In addition, Bozhüyük village - Tersakan Ziyaret Hill, which is among the best observation points in the world determined by the American Space Agency (NASA), has become the new favorite of astro-photographers. In addition to all these, Gürün, which has a rich fruit growing tradition; It is clear that with the repositioning it has done/will do, it can develop its agricultural and tourism opportunities. Gürün, which makes a significant contribution to our country's economy with its agricultural and animal production, will continue to attract attention with its current potential and cultural and gastronomy festivals that have been done/will be done.

Kemal ÇİFÇİ

Advertisement and Brand Consultant

General Secretary of the Geographical Indications Association

10 April 20024 Dikmen -Ankara

References:

1- Gürün Mulberry Molasses Geographical Registration Certificate

2- Çemişgezek Ulukale Mulberry Geographical Registration Certificate