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ODEMIS POTATO AND MARKETING COMMUNICATION

If you have settled on the slopes of the Bozdağlar, if you have nourished the fertile soil of Menderes, if you cross the Aydın mountains and fall in love with a nomad girl, your stance and walk will change. In these lands that have been home to tens of cultures and civilizations for thousands of years; He is the proud young man of the Aegean with his unique culture and traditions. Combined with the myths of the recent history, Ödemiş is also the land of valiant children that he sacrificed for our War of Independence. This city that stands like a pearl in the middle of the Küçük Menderes Plain; It attracts and wraps you with its historical and cultural depth. The city, which has been at the center of agriculture and trade throughout its five thousand years of history, has adapted even the days of the week to its local dialect. Monday: Tiribazarı (Tire market), Tuesday: Gocubazarı (Koca Pazar), Wednesday: Kelesbazarı (Kiraz District Market), Thursday: Bellambol (Beydağ district), Friday, Saturday: Ödemişbazarı, Sunday: Girey
 
While this is the case in Ödemiş, the name given to Monday in Beydağ (must be from the distance of Beydağ to Tire or the presence of Ödemiş in between) is Gireytesi. Today, Ödemiş lives outside of the romantic aspirations of the city dwellers living in the squares (plazas) where Italian villagers gather for local products / localization. It would be misleading to seek this deep genetic code only in production relationships. Ödemiş has listened to the sound of the earth and smelled it throughout all ages. So much so that she considered her potato as a member of the family who loved her enough to say "Yellow Girl". To explain in numbers the abundance Yellow Girl brings to the household with its color and taste; 440 thousand tons of products on an area of ​​110,000 decares; It provides with approximately 4,000 thousand manufacturers. This means a breadwinner for approximately 16 thousand people in the economy of the district. 47% of its 1,082 km2 area is Ödemiş, which is an agricultural area; It contributes significantly to our economy with agriculture, animal husbandry, nursery, ornamental plant production.
 
A Little Potato A Little World History
The last six hundred years of potato history is in a sense the history of humanity. The part close to the shell is a complete protein source. It is not known whether this is because, but according to Inca laws, potatoes could not be peeled. These South America's indigenous people live a happy life together with their ancient food, the Spanish invaders. After the occupation, it's time to part.
 

DATE

PALACE

EVENT

B.C. 3700-3000

Peruvian

Incas domesticated more than 3 thousand potato species.

1535

Peruvian

Spanish occupiers encounter potatoes for the first time.

1550S

Spain

Returning Spaniards introduced the potato.

1586

England

The chefs of England Queen Elizabeth cooked the leaves of the potatoes and threw the potatoes.

1651

Germany

Government forced people to plant potatoes.
1600-1688 Ireland The Irish loved him the most. Their population increased from 500 thousand to 1.5 million.
1700 Russia Tsar Peter the Great discovered and introduced the potato.
1719 North America Scots-Irish settlers brought the first potatoes from Europe to New Hempshire.
1748 French The French Parliament announced that it caused leprosy and prohibited its cultivation.
1845 Ireland Great Famine Begins 1 million Irish deaths due to fungal disease in potatoes. Hunger lasted 7 years.
1847 Ottoman Imp. Ottoman Sultan Abdulmecid's money and wheat aid to Ireland.
1850s USA Potato chips were discovered in New York by an afro-american cook.
1920s USA Soldiers returned in World War I with the taste of french fries.
1850 Ottoman Imp. Potatoes are beginning to be imported as an exotic food.
1895 Ottoman Imp. When Ottoman Imp imports became expensive, it was cultivated in Sakarya, Adapazarı.
1910 Ottoman Imp. With the introduction of disease-free seeds from the Ottoman Empire Marseille, its production in Anatolia becomes widespread.
1986 World Potato became one of the four most important crops as a staple food for 200 million people.
2017 World Largest potato producers: China 26%, India 12%, Russia 8% Ukraine 6%
2018 Turkey
71 provinces in Turkey in 2018, approximately 136 thousand hectares of potatoes were produced 4.55 million tons. Qualification degree
103.5% and per capita consumption is 50.3 kg
2018 Turkey Turkey imports 86% of its seed potatoes in 2018, 14% of the fresh potatoes. Countries that import potato seeds: Netherlands, France and Germany.
 
Potato has been in trouble with Europeans the most throughout its history. Protestants rejected it totally because it was not mentioned in the Bible. Some thought it was poisonous because it came from the same family as Belladonna. For a while, women at the table used to pull each other's hair while eating potatoes so that the devil would not escape into them. The constituent assembly of the French revolution supported its production by declaring it a "revolutionary" plant. As a result, potato, which has become the basic ingredient of all world cuisines; It continues to wink at us every day with its flowers.
 
Geographical Indication Journey of Ödemiş Potato
 
Ödemiş Potatoes filed as the registration owner on March 26, 2002 with the initiative of the Ödemiş Commodity Exchange: On August 03, 2002, our geographical mark number 45 was registered by the Turkish Trademark Patent Authority as origin.
 
Ödemiş Potato as a geographically Indication product
 
Place of Production: Town villages and plateaus of Ödemiş district (Gölcük, Bozdağ)
Description of the Product: Marabel, Marfano, Agria grown in Ödemiş region. Ausonia, Jearla, Impala, Resy, Concerde and Granola are potato varieties.
 
Properties: Starch content of tubers varies between 16-20%. The ratio of starch is low in potatoes with yellow meat and the ratio of protein is high in potatoes with white meat. Yellow flesh colored potatoes are edible, white flesh colored potatoes are industrial. Tubers can be round, oval and elongated. Tuber skins are usually light yellow, tuber color is yellow. Tuber weight varies between 50-500 gr.
 
Chemical Composition: Dry matter is 24%, starch 18%, (total) sugar 0.5%, crude protein 2%, crude oil 0.12%, crude cellulose 0.71% ash 1.10%, left-wing 2.20 mg. . Approximately 75% of the lump is water. Protein is concentrated around the shell.
 
Cultivation Technique: Potato is a temperate and cool plant. Early potato varieties require 1600 ° C and late potato varieties require a total temperature of 3000 ° C in a production year. They are damaged by cold between 1 and -1.5 ° C. Since there is no precipitation of 250-350 mm in the development phase, it should be watered. In Ödemis, irrigation is done 5-7 times during the vegetation period in the production of 1st crop, 2nd crop and plateau potatoes. Potatoes can grow in any type of soil. It likes sandy-loamy, loamy-sandy, humus-rich soils to have a smooth tuber shape. Soil ph should be between 5.5 and 6.5. Some features sought in the potato seed produced in Ödemiş; It should be grown under highland conditions, disease-free seeds should be used, tuber diameter is 3.5 cm - 6.5 cm. They should weigh between 50-90 grams, there should be at least 2 eyes on the tubers, if a large tuber is to be used, the tuber should be cut and stitched so that each piece will remain 2 eyes and the tubers should be stored in appropriate conditions. It is planted when the soil temperature reaches 8-10 ° C by using 200-250 kg of seed tubers per decare in spring. 1st planting is usually in February, 1st harvest is between May 15 and July 1. The second planting is done between 1 and 15 August. In the plateau conditions of Ödemiş (Bozdağ-Gölçük), potatoes are planted in May-June, harvesting is done in September-October. Fresh potatoes are produced 3 times in a year in Ödemiş.
 
Ödemiş Potatoes and Marketing Communications
 
Everyone in the Palace of Versailles wondered what had been planted or hidden in the fields opposite the Queen's window, let alone the guards in the frosty night. The rumors were not interrupted. But everybody's conclusion came after that old and ragged man met the queen. All the members of the court resented his acting as if he had planted something of great value. Soon the soil would warm and the flowers would bloom, if any. The queen came every day and watched her progress, taking notes, calling her friends and talking about how valuable she had raised and how she raised it. As the potatoes grew, curiosity in Paris reached its peak. As the harvest time approached, intruders at night began to haunt the field. Let the tempting guards sleep at the bottom of the bush, the stolen potatoes had already begun to spread all over France. When it was added that it is good for malaria, potatoes gradually spread all over Europe. Here we have to surrender her right now to Queen Marie Antoinette. The world told her "If they can't find bread, let them eat cake." (The cake here is not the cake we know. Brioche is a kind of bread.) Even though he recognizes the word, its belonging to it is not proven. Queen Marie Antoinette (1755-1793) lived a life that will mark a period in her thirty-seven years. In my opinion, what they do at the point of spreading and promoting the potato deserves to say that it is the mother of marketing communication. The fact that it spreads an agricultural product that is not held in Europe, which is in the chaos of the period, with a strategic attitude makes it different from everyone. The fact that he built an artificial village in 1786 on the lands of the Palace of Versailles corresponds to the hobby gardens of the citizens today.
 
Potato, which is indispensable in world cuisines; While creating corporate identity, positioning and brand communication strategies at the local level, the metaphorical infrastructure behind it must be strong. In this context, Ödemiş Potato keeps more advantage than our other local potatoes.
 
The sustainability of the marketing communication to make the potato, a basic agricultural product, stand out in the market will make it valuable in the future. In this context, transferring the already established product perception of Ödemiş potatoes to marketing channels stands as the biggest problem it has to manage. It is obvious that this potato, which is grown in a unique microclimate like Küçük Menderes Basin, will increase its added value even with basic activity management to be "valued".
 
Ödemiş has engraved thousands of years of production tradition that has its back on Bozdağlar in its cells; When it develops a brand communication strategy for its geographically marked potato, it will not be affected by the production / marketing / sales crises experienced from time to time.
 
Kemal ÇİFÇİ
Brand Consultant
Geographical Indications Association General Secretary
 
 
This article is dedicated to Mestan Efe, Gökçen Hüseyin Efe and İsmail Efe of Mursallı, the masters of our War of Independence from Ödemiş.
 
Resources:
1- https://www.odemis.bel.tr/odemis/yerel-agiz.html
2- Ödemiş Potato Registration Certificate
3- Cuisine and Culture, Linda Civitello, Science and Art Publications, 2019, Ankara
 
 
 

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