Olive oil marketing and marketing communication in Turkey and in the World

AEGEAN JOURNEY ON THE PALATE; MİLAS OLIVE OIL AND MARKETING COMMUNICATION

‘An obstacle throws a stone into the lake

The beautiful duck is hurt'

If you are far away from the turquoise bays of the Aegean, if you are dreaming of the yellow warmth of the beaches, if you want to dive in, on the horizon in the turbulence of the sea; It's time to face it, Milas Olive Oil. I do not even count the longing of those whose hearts beat with the love of Anatolia. When you pass it on your palate, you smell orange, citrus, lemon depending on your taste. Almond dollar pockets when you smack him a little with your tongue. If you say that this taste journey is over now; It gives a slight bitterness to your heart. This is what will happen when you meet him. Knowing all this, ride on the fertile lands of Milas with a zeybek song in your ears.

Let's first get to know Memecik Olives to go deeper into this taste song. Olive, which was spread to the Mediterranean basin by the Phoenicians from the Anatolian lands, has also been the source of many varieties in terms of gene resources. There are many reasons why Milas, one of the most important of these, the Memecik Olive variety, has adopted the fertile lands of its homeland for millennia. Milas' rich calcareous and alluvial soil, clayey-sandy soil structure and high periodicity distinguish it from its other relatives. It matures with the wind in Milas' microclimate and is fed with rain water on the branch, creating its aromatic structure. This is why it has citrus, orange, tangerine and lemon aroma scents in both table and oil.

Olive Oil Production in the World and in Turkey

Our olive tree assets increased to approximately 182 million units in 2019 with the effect of olive oil demand. The average olive oil production of the last five years has been approximately 190 thousand tons, the average of table olive production has been 413 thousand tons, and the average of olive oil production has been 1 million 330 thousand tons.

Aydın, İzmir, Muğla, Balıkesir, Bursa, Manisa, Çanakkale, Gaziantep and Mersin are the provinces with important olive production in Turkey. Aegean, Marmara, Mediterranean and Southeastern Anatolia Regions are important olive producing regions. There are approximately 320 thousand family owned olive farms in Turkey, 14% of which consists of Tariş Olive and Olive Oil Union and Marmarabirlik partners. Tariş Olive and Olive Oil Union has approximately 22 thousand partners, and Marmarabirlik has approximately 30 thousand partners.

World Olive Oil Production (Thousand Tons)

Olive Oil Production	2015/16	2016/17	2017/18	2018/19*	2019/20**
EU Country	2324	1752	2188	2265	2101
Spain	1403	1290	1262	1788	1315
Italy	474	182	429	429	309
Grecee	320	195	346	185	330
Portugal	109	69	135	101	130
Other UZK Country	668	649	1004	756	946
Tunisia	140	100	325	140	300
Türkiye	150	178	263	194	225
Morocco	130	110	140	200	200
Algeria	82	63	82	76	82
Argentina	24	24	45	28	26
Jordan	29	20	20	21	26
Palestine	21	19	20	15	23
Countries that are not members of the UZK	184	189	182	179	202
TOTAL	3176	2561	3374	3199	3249

Source: Ministry of Commerce 2019 Olive and Olive Oil Report * Forecast **Forecast (as of April 2020)

The changes in the data between the years of the countries are generally due to the fact that the olive exists and does not exist.

World Olive Oil Export (Thousand Tons)

ÜLKELER	2015/16	2016/17	2017/18	2018/19*	2019/20**
Spain	297	291	292	339	320
Italy	208	199	186	190	186
Tunisa	102	89	205	160	200
Türkiye	15	45	66	55	45
Portugal	40	39	58	57	54
Morocco	17	9	11	20	20
Argentina	31	16	38	22	19
Grecee	19	18	19	21	10
Other	31	41	70	75	88
Total	788	780	945	939	942

Source: Ministry of Commerce 2019 Olive and Olive Oil Report * Forecast **Forecast (as of April 2020)

Turkey exports 45-50 thousand tons of its production. In addition, the reason why Spain and Italy are among the major producers and also among the importing countries is due to the fact that they are two active countries in the world olive oil marketing. Milas olive oil continues to create added value for our country with its 13 million tree assets, 553 thousand decares of production area, 18 thousand tons of production, 6,500 registered producers and 73 enterprises.

The Journey of Milas Olive Oil with Geographical Indications

This geographical indication, whose geographical borders are the borders of Milas district, was registered as origin by the Turkish Patent and Trademark Office with the application of Milas Chamber of Commerce and Industry on June 24, 2014. In addition, the European Union registration process was started by the same chamber, and it became the fifth registered product of our country in the European Union as Protected Designation of Origin (PDO) on 23 December 2020.

Milas Olive Oil as a Geographical Indication Product

Olive oil trade has an important place in the history of Milas, which has been inhabited for more than five thousand years and has 27 ancient cities, since the Carian Civilization period. Foot oil production, press arm press, rock workshops, olive mills equipments proving the ancient Mediterranean production tradition have been identified, and the ruins indicate that Milas was an organized event venue for industrial production. The oil workshop from the Byzantine period in Milas Ortaköy-Türbeovası Pazarlık locality, and a large number of press beds, press weights, pressure arm slots, boat remains, foot trays and vessel housings in which the pressure arm press system was used in Akkovanlık Village, Belasarı and İskele localities were documented. The press weight found in Hereklia on the shore of Lake Bafa belongs to a farmhouse from the late Roman Period. A press bed shaped into local rock in Pilavtepe, on the Sarıçay Bed on the Milas-Bodrum road, dates back to BC. It is dated to the year 2000.

Milas used to meet the olive oil needs of a large region extending to İzmir in the pre-Ottoman and Ottoman Periods. The port of Güllük has always been among the important routes of Milas's olive oil export, M.S. In the records of the 16th and 17th centuries, olive mills and oil mills in the Menteşe Sanjak of the Ottoman Empire are mentioned. It is known that between the 16th and 19th centuries, olive oil was shipped from the Milas region upon the request of Istanbul, and that Istanbul was an important consumption center for oils originating from Milas. Factories with high capacity were opened in the middle of the 19th century. The iron screw auger system, which started to be used at the end of the 19th century, continued to exist until the end of the 20th century, and the hydraulic presses that started to be established in the oil mills in the middle of the 20th century were first operated by steam and then electrical energy. Today, production is carried out in hydraulic press and continuous system factories.

Milas district is located in the Menteşe region, which is located in the northwest of Muğla province. It is a mountainous region surrounded by Bafa lake, Milas depression and İlbir Mountain in the west, Akçay depression extends in the northwest-southeast direction in the east, and narrow and deep valleys with calcareous lands in places are important. Mountainous masses and slopes in the district have prepared a favorable environment for olive cultivation. The olive tree is scattered all over the district, and it is located in the region that starts from the district center and surrounds the district in the form of a crescent from the Northeast to the Southwest. This crescent extends from Yusufça village to Kırcagiz, Kızılcayık, Köşk, Selimiye, Sandak, Derince, Eğridere, Etrenli, Bafa, Mersinet, Danişment, Çandır, Hisarcık, Kazıklı, Kıyıkışlacık and Güllük.

The typical features of the Mediterranean climate are seen in Milas district, and this feature has allowed olive cultivation. Since the average daily temperature in the olive fields in Milas is the lowest 9.9°C in December, the lowest 8.9°C in January and 9.5°C in February, it has suitable conditions for winter chilling. The lowest average temperature value is 19.4 °C in May, when the flowering period is in Milas, the lowest average temperature is 17.4 °C and the highest average value is 20.4 °C during the ripening period of the fruit. These temperature values show the suitability of Milas district in terms of the growing conditions and fruiting status of the subtropical olive. Regarding precipitation, which is another important climatic element in terms of olive growing conditions; Since only table olives are grown in areas with 600-700 mm precipitation, and only table olives are grown in areas with 800-1000 mm precipitation, and the average precipitation in Milas for many years is 900-1000 mm, the district is suitable for olive farming without the need for irrigation in terms of precipitation conditions. is in character. The fact that Milas soil is rich in lime reduces the acidity of the oils produced. Since clayey-sandy soils are also seen in addition to alluvial soil in Milas, the district has a soil structure suitable for olive farming. Milas Olive Oil is extra-virgin and is distinguished from other olive oils by the use of Memecik olives produced in Milas climate and soil conditions.

The reputation of Milas Olive Oil; This is due to the use of Memecik variety olives, which have been grown intensively and with high quality since ancient times, and the high quality of the olive in question in the soil and climatic conditions of the region. Thanks to the chalky, clayey-sandy and alluvial soil structure of the Milas region, the acidity level of Memecik olives is low. Due to the climatic conditions of the region that provide temperature values suitable for olive agriculture throughout the year, this olive species sees less rain in its branch until it matures. As a result of principal component analysis, it has been proven that Milas Olive Oil samples differ from the samples of other regions. It has been determined that the triolein values of Memecik variety olives are higher than the olive oils obtained from the Aegean, Marmara, Mediterranean and Southeastern Anatolia regions and Spanish olive oils, and the α-tocopherol value, which is another quality element of olive oil, is at a higher level than other olive oils. In the aroma profile of Milas Olive Oil; The hexanal component defined as “green, apple and cut grass”, the E-2-hexanal component defined as “bitter, almond, green and apple”, the hexanol component defined as “fruity and cut grass” and the “green fruity and bitter” It differs from other olive oils with its Z-3 hexenol component.

The average oil content of the Memecik variety is 24.5%, according to the spectrophotometric method.

• Peroxide Value: The peroxide value for Milas Olive Oils is 4.5 meq active oxygen/kg oil on average, and is below 20 meq active oxygen/kg oil, which is the maximum allowed for natural olive oils in the Turkish Food Codex.

• The amount of free fatty acid: The amount of free fatty acid in terms of oleic acid in Milas olive oils is below 0.7% in terms of oleic acid.

• Sterol Composition: Campesterol, stigmasterol, clerosterol, β-sitosterol and D5-avenasterol from desmethylsterols have been detected in Milas Olive Oil.

• Triacylglycerols (TAG): Triacylglycerols are the major component of olive oil, and the main Triacylglycerols (TAG) found in Milas olive oils are triolein (OOO), palmitodiolein (POO) and dioleolinolein (LOO).

• Tocopherol: α-tocopherol: At least 100 mg/kg

• Total Phenolic Substance content: At least 100 mg/kg

• Phenolic Components: In Milas Olive Oil, hydroxytyrosol and trizole from simple phenols, p-coumaric and ferulic acids from phenolic acids, luteoin and apigenin from flavonoids were detected.

• Volatile Components: The main volatile components detected in Milas Olive Oil; hexenal and E-2 hexenal (C6 aldehydes), Z-3-hexenol, E-2 hexenol and 1-hexenol (C6 alcohols), hexyl acetate and Z3-hexenyl acetate (C6 esters) formed during the lipoxygenase mechanism.

Production Method:

There is no difference in the production method of Milas Olive Oil from other olive oils, and it can be produced in batch or two-phase or three-phase squeezing facilities. The following process steps are followed in the production of Milas Olive Oil.

1. Storage of olives: Memecik olives must be processed into oil as soon as they are harvested. However, the difficulties encountered in the harvest and the necessity of harvesting the olives in a short period of 1.5-2 months make it necessary to store the olives. The fact that olives are easily damaged, easily exposed to enzymatic degradation due to the high water content they contain, mold, yeast and gram-negative bacteria easily develop in olive heaps, breaking down the oil and causing an increase in oil acidity, require olives to be stored in different ways than oilseeds. The most commonly applied method is to store it by transporting it in special crates in a way that will not cause any negativity.

2. Cleaning-washing the olives: Since the olive harvest is done on rainy days, the grains are polluted, and the olive piles contain many foreign materials such as leaves, branches, soil and stones. The amount of foreign matter varies between 5-15% depending on the climatic conditions and the way the olives are harvested. Both the quality of olive oil to be obtained and the possible malfunctions that hard foreign materials may cause in the system require the cleaning of foreign materials. The cleaning process is generally done with a two-stage washing process, in which helix, palletized washing tanks, pressure water sprayers, stray sieves, moving belts are used. Washing water should be at 30-40°C. Depending on the foreign matter content of the raw material, 10 -100 kg of water is spent to wash 100 kg of olives. In order to prevent emulsion formation in the next process steps, excess water on the fruit surface should be removed after the washing process.

3. Crushing-crushing the olives: It is recommended to pass the olives through crushing machines and divide them into 3-4 parts in order to facilitate the crushing process, as it affects the oil yield positively. However, since crushing machines are not widely used in our country, crushing and crushing processes are carried out at the same time. Two or three phase continuous systems are used in the processing of Milas olive oils.

4. Kneading of olive paste (malaxation): Olive paste obtained after crushing and crushing should be kneaded especially when metal mills are used. The kneading process constitutes an important step in the preparation of olive paste in olive oil production technology, which is carried out on the basis of separating the solid phase from the liquid phase.

5. Extraction of oil from olive paste: Extraction of oil from olive paste; It is carried out with two or three phase centrifugal extractors or hydraulic presses working in batch system.

6. Separation of black water from olive oil: The black water in the oil-black water mixture obtained from different systems must be removed from the oil by the separation process, which is the last step in olive oil production. For this purpose, decantation separation and centrifugal separation methods are used.

7. Filtration of olive oil: Olive oil purified from black water contains some sediment-forming substance and water. These substances affect the quality of olive oil negatively during storage and cause an increase in the acidity of the oil. In order to produce olive oil with a bright, natural color, olive oil must be filtered and purified from foreign substances. It is used as cotton filters for this purpose.

8. Storage of Olive Oil: Natural olive oil produced using classical or modern methods is stored in tanks before packaging. In order to prevent undesirable changes in the quality of olive oil during the storage phase, these tanks must have the following features:

• Tanks must be made of liquid impermeable material.

• Tank material must be physically and chemically stable against oil.

• Tank material should not contain oil-degrading odors and flavors, and should not contain metals that will cause oxidation.

• The oils should be protected from air and light, and should be able to keep the oil at a constant temperature.

Underground or above-ground tanks with the above-mentioned features are used for the storage of olive oil.

Underground Tanks: These tanks are the most used and most suitable tanks for olive oil storage, provided that their inner surfaces are covered with a suitable material. By storing olive oil in underground tanks, the oil is protected from air oxygen and light, and the storage temperature can be kept under control. Aboveground Tanks: Due to the difficulties encountered in the construction of underground tanks, simpler and easier to use aboveground tanks are used as an alternative to these. These tanks must be made of stainless steel in order to best preserve the quality of olive oil.

Milas Olive Oil and Marketing Communications

In the case of Milas olive oil, one of the main marketing communication problems of Turkish olive oils lies in the lack of segmentation. When segmentation is evaluated as an area on which marketing and marketing communication is built; It is vital in determining the brand communication strategies of a good or service. In order to deepen this analysis a little more, it is useful to know the olive oil varieties. According to the Turkish food codex communiqué on olive oil and pomace oil, olive oils are divided into 4 main classes among themselves. 1- Natural Olive Oil a-Extra Virgin, b-Natural first class, c- Natural second class, d-crude olive oil, 2-Refined Olive Oil 3-Riviera Olive Oil, 4-Flavored Olive Oil. This classification is a scientific criterion in determining the price-quality axis in brand communication. It is clear that the oil, which is in the extra virgin class like Milas Olive Oil, will not have any problems in segmentation.

Beyond the contribution of these scientific criteria to brand communication in the target audience and target markets; forms its substance in its institutional discourse. In today's marketing world, where the modern consumer is over-informed, it is a must for every product and brand to produce 'content/information' for 'correct' information and healthy communication. In this context, it is clear that when Milas Olive Oil uses its ability to produce strategic concepts, it will become the locomotive of Turkish olive oils in international markets beyond deepening in the market. It is worth emphasizing a fact here. Considering that 70-75% of world production is consumed in producer countries, Milas Olive Oil, whose components are so high in terms of health, should seek a place for itself in the innovative nutritional supplements market and alternative markets.

It is clear that when Turkish olive oil brands blend their corporate identity elements, historical origins, Pre-Asian Archeology and Turkish design identity, they will positively distinguish them on the world shelves. The fact that we find the historical roots of this language from these lands is our historical responsibility that we need to carry to the future, let alone our cultural depth. A marketing communication based on the enveloping and enveloping effect of the corporate identities of our olives and olive oils, the genetic source of which is Anatolia; it will create a new narrative time for them.

In the marketing communication to be made to deepen our 15-20 thousand tons of packaged exports to European countries, which are the biggest buyers of olives and olive oil; It is clear that a Milas olive oil discourse integrated with the right corporate identity design and strategic concepts will open a market channel for itself. In addition, in the field of geographically marked products where the shelves are segmented, it is certain that this olive oil registered from the European Union will meet the target audiences faster.

Kemal ÇİFÇİ

Brand Consultant

General Secretary of the Geographical Indications Association

14 March 2020 Sokullu-Ankara

References;

1- T.C. Ministry of Commerce, General Directorate of Tradesmen, Craftsmen and Cooperatives 2019 Olive and Olive Oil Report

2- https://eur-lex.europa.eu/legal-content/EN/TXT/HTML/?uri=CELEX:32020R2194&from=EN

3- Milas Olive Oil Registration Certificate

Adress

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