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4) What does the geographically marked product mean for consumers? What are the reasons for purchasing these products?

 

The last pandemic we are experiencing has taught us many different things. Chief among these is that agriculture and food are the most strategic phenomena in the world. With this knowing, the knowledge that everything will be on the market shelves as if in its natural flow, food has never been more valuable as our daily flow changes when a logistics problem arises in the world. The effort we spent to reach a sack of flour or a tin of oil and the level of anxiety experienced by the consumer prompted us to empty the shelves. The fact that communication is so easy and cheap and the border between reaching information has been removed has created a new level of consciousness. In this context, the increase in the consumer's knowledge of 'natural', 'healthy' and 'organic' food has resulted in their acquaintance with geographically marked products. I see this both in surveys and in our field practices. Although there are problems between everyone's knowledge of food and 'clean information', it is clear that consumer behavior in marketing communication has evolved. It is clear that geographically indicated product labels give confidence to the consumer. In terms of manufacturers, geographical indications open up new possibilities in brand communication, as well as communicating with the consumer more easily in marketing communication tools. The change in the purchasing behavior of consumers in the market of geographically indicated products naturally differentiates the price-quality-production processes in a positive sense.

 

Today, this market, which is growing rapidly compared to industrial agriculture and food products in European and developing economies markets, opens its doors to countries with new opportunities. It has now become the most important indicator of reinforcing the sense of trust in target audiences, as well as keeping track of the product with its geographically indicated origin and geographical indication.

 

 

 

5) What kind of studies are carried out on geographically indicated products in Turkey? What is aimed?

 

Turkey is a country located in the center of the world. It is a culture maker with its historical depth. With this feature, this question is on the agenda of all relevant institutions and organizations in our country. At this point, the work of institutions continues and each institution maintains a communication within its own vision and possibilities. I have always found it valuable and valuable.

 

Immediate implementation of the decisions in the final declaration of the Agriculture Council (18-21 November 2019), which was held for the third time in the history of our Republic and which I wrote as a committee member, will contribute to the branding of both our strategic agricultural products and our products with geographical indications. When we consider the positive differentiation of Turkish agricultural and food products in the world markets and the added value it will create for our country, I see this as the most strategic fact that we have to solve.

 

To summarize some of these decisions;

• An ecosystem (registration, law, marketing, brand management, ecogastronomy,

all sub-components of geographically indicated products (ecotourism, rural development)

preparing an action plan to regulate their relations with each other.

• Recognition and awareness of geographically indicated products in the society with public service announcements.

increasing.

• Arrangement of brand communication strategy document for each geographically indicated product.

• Redesigning the corporate identities of geographically indicated products.

• Corporate identity designs, labels, packaging of geographically indicated products to be exported

Studies for the formation of standards at the level of contemporary design principles

to be done, to provide state support for what is done.

• Positive discrimination to manufacturers in the marketing of geographically indicated products

implementation.

• Switching to a separate shelf application in the marketing of geographically indicated products.

• Compliance audits carried out by registered institutions and NGOs on manufacturers.

public disclosure of reports, compliance audits

Supporting and rewarding producers.

• To increase the number of EU registered geographical indication products and to be present in international platforms.

to introduce.

 

Kemal CIFCI

General Secretary of the Geographical Indications Association

18 October 2022- Akpınar -Ankara