Honey on the Plain as a Geographical Indication Products Turkish Fig and Marketing Communication

Geographical Indication Products Turkish Fig and Marketing Communication

Honey on the Plain as a Geographical Indication Products Turkish Fig and Marketing Communication

The arches of the sarcophagi on the foreheads, the entrance to the agoras, the seat stones of the theaters, and the fig reliefs of the altars of Dionysus on the heads of the milk, followed the traces of an agricultural tradition as archaeologists cleaned with dust brushes. The homeland of agriculture and philosophy, these lands have embraced every culture with its fertility for thousands of years. The land of the ancient Carian satrap, Aydın is sitting on top of a world heritage with its ancient cities besides its fertile plains. With its history dating back to 5000 BC, figs, stone tablets of the Sumerians (2500 BC), we know that it is used in the Sumerian kitchen. Fig symbolizes fertility, peace and prosperity and is the focus of symbolic narratives in many world religions, including Christianity, Islam, Hinduism, Judaism and Buddhism.

A Little Fig History

‘The olan Snow“, one of the indigenous peoples of Anatolia, was named Karya because of its inhabitants. Today, Karya remains within the borders of Aydın, Denizli and Muğla. In ancient times, Messogis Mountains (today Aydın Mountains) and Ionia, separating Lydia and Caria from its northern border, west of the Aegean Sea and some Ionic city states, Phrygia to the east and Lycian regions to the south. The most important river in the region is Maindros (today the Great Meander). Olives and figs were the characteristic products of the region. Arable land was extremely limited in the mountainous regions of Caria. Another export commodity of the region is honey. Vegetables, especially onions, reeds used in pen making, and herbs used in various treatments and oils were among the natural riches of Caria Region. (1) olarak As settlements in the borders of Aydın province; Alabanda (Çine / Doğanyurt), Alinda (Çine / Watermelon), Amyzon (Koçarlı / Gaffarlar), Gerga (Çine), Harpasa (Nazilli), Magnesia (Partners / Tekinköy), Mastaura (Nazilli-Başaran), Myus (Didim), Nysa (Sultanhisar), Orthosia (Yenipazar), Piginda (Bozdoğan), Pygela (Kuşadası), Tralleis, Akharaka (Sultanhisar), Panionion (Kuşadası), Neapolis (Kuşadası), Antiokheia (Kuyucak).

These fertile lands, which have been feeding civilizations until today, will continue to call us beyond the millennia as they dig their land and sow their land. Aydin fig will be both the legacy of Anatolian civilizations and the sun of our future in the taste of honey. When you touch the fig, weeping in the taste of honey, when you are sad, wraps you with holy leaves. Fig and tree has taken its place in all areas of our literature, folk culture and sociology; has been the hope of amorous young people. Fig tree Yörük Ali Efe, Cakircali Mehmet Efe, Gokcen Efe, Emir Ayse Efe'lerın shelter, was the shelter and shield.

In addition to being so valuable to us, fig has an important place in the intellectual world of humanity. Fig is an important fruit to compete with apple in the intellectual world of humanity in metaphysical context. Whether the forbidden fruit in the holy books is apple or fig is still a matter of debate by theologians. At this point, the injustice is actually fig. Although the name of the fig is mentioned in the sacred texts, the apple has no name. Apples are jealous and forbidden fruit as if gazing on his throne. Figs represent the values of humanity as an antithesis as if the apple was brought against. The dialectical relationship between apples and figs continues in the real world. apples are many, everywhere, easily accessible, representing large masses. However, figs are scarce, special, valuable, require effort and effort to reach, selective and fruit of the elite. Counting these features of fig is not in vain. Because it feeds 1200 living beings in fig habitat. Figs have always been the focus of the Sumerian, Egyptian, Ancient Greek, Roman, Mayan and Indian civilizations, with a history of 80 million figs in a sense that is the source of life. To give an example to the fig which is the hidden power of nature; In the plains that are destroyed by volcanoes, fig grows first and then leads to future plants and creatures. The fauna of this nature which progresses with its seeds heals the deforestation areas in a short time.

Figs Benefits and Industry

It is possible to roughly list the benefits of figs, which are about 40 genera and 1200 species, as edible figs; contains a high percentage of protein, vitamins, minerals and proteins in the cell provides renewal, constipation and digestive system, such as effective against problems, lowers cholesterol, iron stores, reduces the risk of breast cancer, heart-friendly, prevents anemia, helps to weaken with the fiber contained, Helps prevent high blood pressure, contains omega 3 and omega 6 fatty acids, is rich in calcium. Calcium in 2 figs is equivalent to a glass of milk. In the context of traditional medicine; It is considered by the scientific community that it is a promising candidate in pharmaceutical biology for the treatment of diseases such as anemia, cancer, diabetes, leprosy, liver diseases, stroke, skin diseases and ulcers.

Fig is an industrial product as well as being evaluated as fresh and dry. Especially in confectionery industry; Turkish delight is produced as Turkish delight, mash, jam, marmalade and molasses. It is used extensively in alcohol industry, cosmetics industry, pastry industry. Its leaves and fruits are considered as additives in coffee and tea making.

Figs and Gastronomy

Of course, it is unthinkable that figs that are so permeated in Anatolia's soil do not get into the food culture. Fig, which has a special place in our traditional food culture and fusion culinary culture, is an eye-catching fruit with its aromatic structure. It is a phenomenon that should be examined in itself with the options it offers for dessert and cookies. Some food and desserts made of figs: Cream Cake with Figs, Baked Milk Fig Dessert, Dried Fig Cookies, Atomic Cookies, Fig Sleep, Fig Dessert, Fig Baklava, Fig Custard, Fig Cake, Fig Custard, Fig Stuffed Fig Cake, Milk Dried Fig Dessert, Fig Jam, Fig Pie, Biscotti, Fig Paste, Groom's Bunch, Cezerye Turkish Delight. At this point, we should not forget the indispensable dessert of our tables, Aşure.

Fig production in the world and Aydın fig

in terms of the world fig production areas in Morocco, Turkey and Algeria are in the race. This race, of course, does not mean creating added value. The United States takes the first place in exports; France and Germany follow it. Turkey's biggest rivals, the future holds the world fig production yields, the United States and Israel in terms of brand and marketing. Although Israel and the United States do not keep the quality of Aydın Sarılop fig, it is known that it works on the substitutes. According to TURKSTAT 2018 data, 306.000 tons of figs are produced from 9.730.212 fig trees in our country. The share of Aydın fig is 185,412 tons. Aydın figs provide this yield with 6.205.946 fig trees in 366.928 decare area. The 60.65'n% of Turkey with fig production meets these figures.

At this point, it is useful to briefly mention the Fig Research Institute. The potential of fig, which is the driving force of our agricultural exports, is known both in Ottoman and Republican periods. For this purpose, a total of 324 decares (167.6 decares of land in Erbeyli (center), 31.3 decares in Incirliova and 125 decares in Umurlu) are established in Erbeyli in 1938. Although the station name changes from time to time, it continues to operate as Fig Research Institute. The Institute meets the seedling needs of the producers as the only authorized organization in the production of saplings. The important and vital task if: 273 figs being introduced by the scanning type or collection of Turkey has taken in the garden. This collection of plant genetic resources at the same time Turkey is fulfilling its mission as the material of the storage project.

Table 1: World Dried Fig Production Amounts (Tons)

Country	2010/11	2011/12	2012/13	2013/14	2014/15*	2015/16	2016/17
Turkey	58,662	55,653	56,935	61,909	69,731	74,505	72,000
Iran	22,500	23,000	22,000	21,759	30,000	30,000	30,000
USA	10,000	11,000	9,250	10,487	9,000	9,000	9,000
Greece	7,500	8,000	7,600	5,600	7,000	8,000	7,500
Spain	5,000	5,000	6,000	5,000	5,000	6,000	5,500
Italy	3,500	4,500	3,900	2,200	3,000	4,000	3,500
TOTAL	107,162	107,153	105,685	106,955	123,731	131,505	127,500

Source:FAO (1)

Table 2: World Wet Fig Production Amounts (Tons)

Country	2012/13	2013/14	2014/15	2015/16	2016/17
Turkey	286.724	298.914	300.282	300.600	305.450
Egypt	162.075	153.089	176.105	172.474	167.622
Iran	94.010	78.392	83.787	73.212	70.178
Morocco	102.341	101.989	126.554	150.011	59.881
Algeria	113.579	117.100	128.620	139.137	131.798
Syria	43.833	46.443	35.301	41.652	43.098
USA	30.642	26.212	30.300	27.397	31.600
Spain	26.750	30.400	28.896	26.479	25.224
Tunisia	24.250	23.500	27.000	30.000	22.500
Italy	10.787	11.520	10.788	13.112	11.297
Brazil	28.131	28.253	28.053	29.071	26.910
Others	197.079	213.731	169.925	151.220	154.901
TOTAL	1.120.201	1.129.543	1.145.611	1.159.215	1.050.459

Source:FAO (2)

Fig Curiosity of the USA

The story of one of the ancient fruits of Anatolia, which is taken to America, is striking. As a serious fig producer, the US began producing figs for the first time in California in 1769 with its close proximity to the climate. Figs grown here are called ‘Calimyrna iyle by the combination of Smyrna (İzmir) variety and California.

The American fig was first introduced to figs in Mexico in the 1560s thanks to Spanish missionaries. However, none of the varieties of figs that are tried to be grown are more popular than Turkish figs. Our Smyrna fig variety, which was cultivated in the San Joaquin Valley of California in 1769, spread to Carolinas, Georgia, Florida, Alabama, Mississippi, Louisiana and Texas. At this point, long trials and studies do not hold fruit, the experts come to our country. They discover the existence of the insect called fly fly, which is derived from male figs that fertilize female figs. After taking the sting and fig beetle, fig gardens begin to produce. Today the US is the third largest dried fig producer in the world. The most popular varieties in the United States; Black Mission, Brown Turkey, Kadota and Calimyrna figs.

The point to be noted here is that it is the most effective player in the world fig market in terms of US branding and value added production. Figs in the world on top of all the search engines in the US brands and companies come first.

Fig of Aydın and Journey of Geographical indication

Origin of Aydın, which is our geographical indication product no. 90, has been applied on 09.12.2003; It was registered on 20.07.2006 by the Turkish Patent and Trademark Agency on behalf of Aydın Chamber of Commerce. The registration of the Aydın Fig was completed on 11.06.2013 and was submitted to European Commision with the application number TR / PDO / 0005/01116. In the process of objection in the process of the European Union, 17.02.2016 expected to be in the official newspaper of the European Union 1.6 in the food category. Fresh or processed fruits, vegetables and cereals were published in the PDO group and became the first geographical indication product of our country.

Aydın Fig (Yellow Lop) and Fig Varieties as Geographical indication

The homeland of fig (Ficus Carica), which belongs to the genus Mulberry (Moraceae), is in the eastern Mediterranean and south-western Asia. Many blooming plants exhibit their flowers, but in the fig plant known as Ficus in Latin, the flowers are hidden in hollow fruits. One of the few flora in the world, Anatolia is also fertile in terms of fig varieties. In our country, which has a rich variation in terms of fig gene resources; We have 272 female figs, 58 male figs or types. This diversity not only makes us different but also takes us to a special point in fig production in the world.

Figs are presented to the market by various names. The large, spotless and white figs are called “strained figs”, the smaller ones are called eme fileme figs ”and the smaller brown ones are called ir bezirgan figs”. The dried figs are given separate names according to the shape they take when packaged. When fig is processed into a fan, it is called “laur”;

• Aydin Fig (Yellow Lop)

Scientific name Sarılop prickly pear, is a kind of Ficus carica domestica species. This kind of geographical indication in the area.

“Climate Requests: Sarılop fig which is widely considered as drying is grown in regions with warm winters, hot and dry summers and annual average temperature of 18-20 ° C. Higher temperatures, from fruit formation to the end of harvest (in May-October), require a temperature of 30 ° C during fruit ripening and drying during August-September. The temperature should not exceed 40 ° C. Otherwise, the branches will burn and the tree trunk will be damaged. Fig cultivation cannot be successfully carried out where the lowest temperature falls below -9 ° C. It can be damaged by early frosts falling down to -3, -4 “C in October-November. Temperatures of -19C and lower in late March and April will damage the growth of new shoots and reduce crops. The optimal annual rainfall is 625 mm. In terms of drying, fruit ripening and drying season between July and September should pass without precipitation and cloudless. The relative humidity of the air during the drying season should be 40-45 ° C. If the wet and cool wind blowing from the sea and the dry and hot wind blowing from the land blow each other, the size and quality of the fruit increases. The hot and dry winds blowing from the land and the fruits stay small and dry if they work for a long time. The average annual temperature in Aydın is 17.4 “C. The average annual maximum temperature from May to October until the end of harvest is 30.7 ° C. As of the drying period (August and September), the average maximum temperature is 32.6 “C. The temperature values of Aydin Province are in harmony with the values required for optimal cultivation of Sarılop fig cultivar. . The number of rainy days, especially as of the drying period; It is 0.9 days in July, 0.6 days in August and 1.8 days in September. This kind of precipitation provides the optimal conditions for drying figs in Aydın. The average air relative humidity of Aydın is 9 659.8, and the average air relative humidity during the drying period (August-September) is 9052.5. The relative humidity of the air is 40-45% during the day and 952.5 at night. Similarly, the average wind speed, which is particularly important during fruit ripening and drying (July-September), is 2.2 m / sec. The average wind speed is 2.3 m in July, 2.3 m in August and 2.0 m / s in September. In the same period, the province of Aydın, where damp and cool winds blowing from the sea and dry and hot winds blowing from the land, were effective in response; It reveals that it is highly specific for the cultivation of hull figs with rainfall, air relative humidity and wind characteristics.

Soil Requirements: Grows in almost any soil except very moist soils. It requires soils with deep, sandy-clay organic material and lime. 120 cm and deeper soils develop better. It is less resistant to soil salinity. Develops well in lime-rich soils. Neutral or near neutral soils with a pH of 6-7.8 are suitable. It is sensitive to excess of sodium and boron minerals.

According to Aydın Provincial Administration, Provincial Directorate of Rural Services, “Aydın Province Fertility Map”; In areas grown in figs in Aydın province, soil reaction (PH) is reported to be between 6.51-7.50 or 7.51 and slightly higher. Approximately 90% of dried fig plantations in Aydın province are located in mountainous-slope lands and 10% in rural-bottom and base lands. These lands; Kuyucak, Horsunlu, Buharkent and Mursallı are concentrated in the towns and villages.

The soils in the Sarılop fig lands of Aydın province are generally red brown Mediterranean soils, brown soils, red chestnut soils, less, medium and abundant calcareous soils. In these areas, the soil depth varies between shallow (20-50 cm) and deep (90 cmt). 10% of the dried fig plantations are found in rural-base and base lands. These lands; Kuyucak, Horsunlu, Buharkent and Mursallı are concentrated in the towns and villages. The general soil characteristics of Aydın are very suitable for the ideal soil requirements of the sarılop fig variety with these aspects. Cultivation Procedures (Determinants to be sought in the audit): In the land where fig tree will be grown, land reclamation problems such as leveling, drainage, etc. are solved as a priority. Garden soil is sown deeply 2-3 times before planting. Thus, the aeration of the soil and the best use of rainfall is provided. Since 90% of fig orchards are located in mountainous slopes, precautions should be taken against erosion problem. When the slope of the land exceeds 3%, contour planting should be done, and where the slope exceeds 5%, holding walls and terraces should be made at intervals of 10-15 meters depending on the condition of the slope.

Fig seedlings can be optimally planted in the hibernation period, that is, between the leaf dump and the spring re-walking in the spring. In winter, where there is no danger of too cold and severe frost, planting following the fall in autumn should be preferred. In cases where autumn planting is not possible, planting can be done in late winter or early spring in February or March.

Since fig orchards are established in areas where irrigation facilities are not available, full cultivation is applied in the gardens, so that the soil is continuously cultivated and weeds are not developed. Gardens should be plowed at least three times, one in autumn and two in spring. Soil tillage in autumn is done after the completion of fig harvest. Soil cultivation in autumn is made deeper. The aim of this is to provide the soil, to bury the fruit and other plant residues that host some diseases and pests and to prepare the environment in order to benefit the most from the winter rains by swelling the soil. Soil tillage in the spring, aeration of the soil, spring rainfall, as well as taking advantage of the winter weeds are done to destroy the weeds. It is done in March depending on the condition of the soil. Processing depth is around 15 centimeters.

Irrigation is required if the amount of precipitation falls below 550 millimeters. In the years when rainfall is not sufficient, depending on the amount of rainfall, one or two irrigation is compulsory. In addition, if the soil PH value is low, it is necessary to give lime to the trees.

Nitrogen fertilization increases the negative growth, ie the leaf size and the length of the annual shoots. When the length of shoot increases, the number of fruits increases. Despite this positive increase in the number of fruit, fruit size, dry fruit quality decreases and the color of the fruit shell darkens. Phosphorus nutrients have a positive effect on fig size. Potassium nutrients also affect fruit quality and product amount. Potassium reduces the damage of fruits from sunburn and helps to obtain a softer dried fig fruit with a lighter skin color.

Stitching: Sarılop fig variety belongs to the group of figs that must be fertilized in order to bear fruit. Fig fertilization, mature male and female flowers are kept separately by wind and insects. Beekeep (Blastophaga psenes L.), which is called “Ilek Fly”, is responsible for carrying pollen in nature. Sarılop fig trees are generally made in the form of picking fruit from male fig trees that mature between June 5-20 and reaching the size of large hazelnuts and hanging them on female trees.

Most of the loaf fruits used in stitching and thus male fig trees are located in Aydın region. However, during the fertilization season (June 5- 20), in most of the districts in Aydın province, district markets are established by the dealers and marketers to be sold to the producers.

Ripened ripe berries should be collected early in the morning and late in the evening. The collected loops should be hung in sufficient amount and order in the branches on the female fig tree. Ilek berries are drilled near the stalk, hanging on a material such as bucket (thin long stems of a plant growing in the swamp) and rope. In this regard, especially in the last few years, the Erbeyli Fig Research Institute geliştiril developed by the Aegean Exporters' Union, Aydın Provincial Directorate of free distribution of a significant amount of producers distributed to the use of lek Ilek Net ”is becoming widespread. The use of this material and its adoption by the producers in the Aydın region are faster. Thus, the piecing process is made more effective and suitable for the purpose. This material is both cheap and can be used for many years. In addition, the producers collect these materials from the trees after stitching and store them for reuse. However, with this collection process, finished loops are removed from the garden by being burned or destroyed in some way. Thus, negative fungal diseases such as internal rot (development of mold fungus causing aflatoxin formation) will be prevented. There is no beekeeper output in the morning coolness, and the beekeeper output increases as the air gets warmer. The exit stops in the midday heat and the exit takes place in the evening. The weather conditions are very important for piecing. When the weather is nice, calm and clear, stitching should be done. Aydın province is also a province with its own advantages with the presence of male figs (loops) in various elevations. The possibility to obtain early, middle and late cherry fruits from the regions whose altitude is between 50 meters and 700 meters is an important privilege for the cultivation of garlic throughout the province and even serves as the locomotive in the cultivation of marigold figs by shipment of the fruit to the nearby provinces and the Mediterranean region.

Harvest and Drying: Fresh and dried fig harvesting is used as a collection container baskets of different sizes made of pike, hayit and willow. After harvesting the fig fruit, no matter what conditions are kept waiting, the maturity is not in progress. For this reason, the most important issue in harvesting fresh figs in full mature state, eating is the collection. Harvest should be done by hand. Hooks or harvest ladders should be used for harvesting fruits at heights. Fresh fig fruit, should not be crushed with the palm of the hand to be turned to the right-left, twisting and pulling motion should be broken. It should be collected in the early hours of the morning in coolness and should not be exposed to sun and heat. Freshly harvested figs lose water on the tree. Mushrooming occurs on the stalk parts of these fruits called Bur Buruk ve and fruits are poured by themselves. Cementing figs spilled on the ground should be collected from under the trees and taken to drying places. In total, 10-15 kg baskets, buckets, etc. should be used. Dried fig harvest should be done regularly every day.

The purpose of drying is to reduce the amount of water in the amount of 30-50% of the acrid figs collected from under the tree to 18-20%. Due to the favorable climate of Aydın province, drying is carried out under the sun and under natural conditions. The system, which gives the best results in drying, is made on crayfish made of plastic mesh grating placed at a height of 10 centimeters on soil ground and on crayfish made of 95x210 cm width and length of 0.9x10x10 mm stainless steel wire. In addition to benefits such as shortening drying time and reducing pollution, crayfish are easily stacked and covered to protect against sudden rainfall. In addition, each night before sunset, 10-12 pieces are collected and stacked on top of each other. Fig worm is covered with plastic, american cloth etc. materials to prevent the butterflies from entering. Thus, fig worm butterflies are protected from the danger of laying eggs and the danger of dew.

Figs that are dried in the crayfish are handled every day early in the morning or late in the afternoon. Dried figs are taken from the exhibition. Scrap figs are taken separately from crayfish. Quality figs are either mixed or separated into quality classes and stored.

Distinguishing Features of Product

Tree Properties: 7-8 meters high, 8-9 meters wide. Branches are sparse. There are many tubers in the body. The leaves are large and usually deeply segmented 5-part.

Fresh Fruit Characteristics: Fruit weight is 65 grams, diameter is 55 millimeters. The top of the center is large in weight and large, round and flat in shape. Fruit yield is good. The first ripening begins in late July - early August, reaches its peak at the end of August and is completed at the end of September. Harvest time is 40-45 days. Fruit peel is moderately durable and easy to peel. Freshly harvested fruit stalk remains on the branch. Fruit peel is thick (average 1,17 - 1,34 mm.). The skin color is yellow, pulp color is between amber and yellow. The pH value of fruits is 5.05, total acidity is 18%, water soluble substance is 21%, total dry matter is 23.24% and reducing sugars are 20.48%. The hull fruits are very good looking, very sweet and pleasantly fragrant. In addition to being a good quality standard drying variety, it is a good quality table variety.

Dried Fruit Features: Small seed, thin skin and yellow color is close to white. Moisture is 22 - 24%, sugar is 50 - 55%.

100 Grams Dried Figs Composition: Water 23 grams, Energy 274 calories, Protein 2.8 grams, Fat O, 1 gram, Carbohydrate (total) 69.1 grams, Carbohydrate (fiber) 5.4 grams, Ash 2.3 grams, Calcium 205 milligrams, Phosphorus 77 milligrams, Iron 7.5 milligrams, Sodium 34 milligrams, Potassium 640 milligrams, Vitamin A / IU 80 milligrams, Thiamine 0.1 milligrams, Niacin 0.7 milligrams. 6 (6)

Turkish Fig Varieties

• Yellow Zeybek:

“The yellow Zeybek fig variety is a kind of drying like Sarılop. Fruit is very similar in terms of quality and features Sarılopa. Tree growth is frequent and steep. However, the tendency of the main branches to break especially prevents the spread of Sarılop. Fruits are alluring, oval, very sweet. The inner color of the fruit is dark pink. Fruit does not have an internal cavity.

• Bursa Black:

Bursa Black variety is grown in the most common Bursa region. Produced for fresh consumption. The development of the tree is strong and flat. The leaves are three to five lobed deeply recessed densely pubescent. Yellop does not form, needs fertilization. Fruit ripening continues in the Aegean region from the beginning of August to mid-October and in the Bursa region from the beginning of September to mid-November. Fruits are large, round shape. The crust is dark purple or purplish black. The crust color is darker and more vivid in the Aegean.

• Yeşilgüz:

Origin of the Aegean Region, dark green shell color and red flesh color with allure, late ripening, is a high-quality table variety. Its leaf has five lobes. It is long and dense. The tree is erect, splayed and medium in size. Yellopes are immature and require fertilization. The ripening period is mid-August to mid-October and the harvest season lasts longer. Fruit weight is 54-56 gr. The inner cavity of the fruit is small. The seeds are of medium size. Fruits are sweet and aromatic. Shell color is light green, white spots. Easy to peel.

• Morgüz:

It is one of the most common table figs in the Aegean region and is the most recent variety that can yield fresh fruit until the end of November. It has high and sparse branch structure that can grow rapidly, shows upright branches. The leaves are five lobed, short and densely pubescent. Yellop fruit disappears and the fertilization of the iilop wants. The ripening period is between 15 August and 15 November. The average fruit weight is 63-72 gr. Shell color is variegated purple, striped purplish green. Fruit color is red. It is a peeled, light sweet variety. Fruit has an internal cavity. Cracking and flowing can be seen in fruits.

• Göklop:

Trees form a wide crown. Branches develop vertically. The leaves are mostly broad and three to five sliced. The fruit belongs to the Izmir type figs group that wants absolute fertilization. Fruit ripening is between 10 August and 30 September. Fruits are large and flat, the shell is thick, yellowish green color. Fruit flesh is pink, light red color and is a quality table variety. Sensitive to cracking and internal rot. Although it is a well-known variety, its production could not go beyond a few scattered trees.

• Bardakçi:

Trees grow strongly, branches are upright. The leaves are medium-sized, three-part. Fruit is medium coarse, pear-shaped, thin-crusted, yellowish-green color, with pronounced veins, the inner color of the fruit is pink-red. Fruit does not have an internal cavity. It is small and has little seeds. Sweet and easily peelable variety. It is consumed fresh around İzmir. It is known as “Bardacık ede in this region. The maturation period is the end of July and the beginning of September. It's medium early. Resistant to cold, frost, soil and air humidity.

• Black sickle:

Fruit inner cavity is small, ostiol is in the middle opening. Yellop fruits do not need to be fertilized. The service life is very short in room conditions. It should be consumed in a short time (1 -2 days) after skin. Summer fruits ripen without fertilization. The fruit is small, pear, thick rind, although the yield and fruit holding rate are high. Fruit has an internal cavity. Although they look good, the taste of the fruits is low. Resistant to cold, frost, soil and air humidity. It matures early and can be sold at good rates.

• White sickle:

White Sickle is a partenokarp which can be suggested in terms of aquaculture in Turfanda and it is widespread especially in Turgutlu region in Aegean region. It is a variety that gives two products. The growth rate of the tree is medium, semi-dwarf, branching upright and branches are sparse. The leaves are 3-5 lobed and long densely hairy. Yellop fruits begin to be born around March 25 and ripen from June 15. Yellop fruits look good, taste low, have a unique odor. Fruit quality is low but it is interesting in terms of ripening season. Fruits are large and pear above the middle. 4 (4)

Figs for men

Ficus carica L. male figs are grown for fertilization of female figs. In order for the fruit to grow in figs, the flower powders in the fruit of the marrow must be carried to the fig by the beekeeper. Male figs are not suitable for growing in female fig orchards. Uncontrolled fertilization is a factor affecting fig quality. In our country, which is rich in terms of rich button variation, the varieties attracting attention; Apple, Cypriot, Hamza, Konkur, Ak İlek, Kara, Kuyucak species can be counted. At this point, Aydın's special geography offers unique opportunities for fig production. Aydın altitude varies between 50 and 700 meters.

Aydın Fig and Marketing Communication

As one of the biggest rivals of Aydın Fig, we can mention the Calimyrna fig that grows in the USA. California figs that you can easily buy on the world's largest online sales sites; has established a marketing and sales network in this context. Solving the rising demand for geographically marked products at the point of accessibility, California fig differentiates itself from other competitors in the world. California figs position itself as a brand while two basic strategic concepts are striking. The first point is that they emphasize that it is a special genus obtained from Izmir fig. The second point is that they use the concept of “nut-like flavor.. The concept of hazelnut flavor is a very accurate strategic concept in terms of where they have the incremental impact of marketing and sales. So why taste nuts? The answer is very simple in the United States does not grow nuts and it is an imported product. The message given to the consumer; if you are nuts you can provide it with figs. In particular, the use of the ancient name of İzmir is an agropolitical attitude, although it is a separate topic of discussion.

Today, when we look at open sources, the fact that the information about fig has not been translated into the language of marketing communication offers different possibilities even though it is late for our figs to be branded. Correctly informing the average consumer or target group will quickly distinguish us from our competitors in the world markets. Our strategy here should of course be multilingual information transfer.

The diversity of strategic concepts that we will base on the branding of Aydın İnciri, one of the flagships of our geographically marked products, will differentiate us at this point. Ficus Carica is the taxonomic name of fig, especially in anglo-saxon markets. Caria refers to ancient Anatolia. This submission is valuable in terms of showing its history and depth for local positioning. This historical background, which provides us with infinite possibilities for marketing communication, should also form the basis of our positioning and branding strategies. We should not forget that the strategic concept in branding is the determinant and basis of everything. Sustainable and reproducible branding concepts will quickly distinguish us from our competitors. As a result, Aydın İnciri, which has solved the problems of marketing communication, public relations and event management, will open new markets in the world markets with its brand value.

Kemal ÇİFÇİ

Brand Consultant

General Secretary of Geographical Indications Association

References

1 - http://sukruogulnurel.blogspot.com/

2- https://arastirma.tarimorman.gov.tr/incir/Belgeler/dergi/2013.pdf (SB FOTO)

3- T.C. Gümrük ve Ticaret Bakanlığı Kooperatifçilik Genel Müdürlüğü 2017 Yılı Kuru İncir Raporu (Nisan 2018) (tablo 1, 2)

4- https://arastirma.tarimorman.gov.tr/incir/

5- Aydın İnciri Coğrafi İşaret Tescil Belgesi