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Pistachio in Turkey and World Production and Marketing

 

It is necessary to note the serious knowledge and effort of research production in Ceylanpınar State Farm in 1948, since we became an important player in world production. First of all, it is worth noting that. There are three leading countries in Pistachio in the world; U.S., Iran, Turkey. The change in their order is due to the fact that Pistachio has a Year of Existence and a Year of Extinction over the years. The USA's meeting with Pistachio started in 1848 when Iranian varieties were grown in California. Breeding of new varieties by selection yields results in the 1960s and from the 1970s onwards they started to establish large pistachio gardens. They become one of the largest pistachio producers in the world with disease-resistant rootstocks, on a single variety and by making irrigated agriculture. The fact that the USA is still making serious investments in Pistachio has made it a leader in marketing as it differentiates it from other countries. In terms of efficiency and quality, the U.S. Pistachio always attracts attention in the market. U.S.A. using modern agricultural techniques in Pistachio. 25-30-year-old trees from an average of 16-18 kg of product, while at the same conditions should be noted that the yield of 3-4 kg of dry farming in Turkey. It is a fact that we have experienced increases in yield and yield with the increasing interest in Pistachio cultivation in our lands that have met with water in recent years. The point we need to underline here is that although our varieties are large and have a low crunch rate, we draw attention with their strong aromatic structure. Considering our high price in international markets as a disadvantage requires us to go further in both marketing and marketing communication. Today, in 2019 figures, the U.S. They export 1,750 thousand dollars and Iran 437 thousand dollars. Our country, on the other hand, with a figure of 1.500 thousand dollars, is far behind even the countries that re-export. Neighboring Iran and Turkey, the two largest manufacturers of non-cooperation with peanut market management and marketing of the U.S., Germany, Belgium and moved to Hong Kong.

 

The Region Where Pistachio Will Be Produced: Adıyaman, Antalya, Aydın, Balıkesir, Batman, Çanakkale, Denizli, Diyarbakır, Gaziantep, Hakkari, Hatay, Kahramanmaraş, Kilis, Manisa, Malatya, Mardin, Mersin, Muğla, Siirt where the weather conditions are the same / suitable , Şanlıurfa, Şırnak, Tunceli regions.

 

 

Pistachio and Marketing Communication

The fact that a product or brand has a substance in marketing makes it strong in sales channels as well as distinguishing it from its competitors. The flow of information arising from the constant substance of such products, which do not have a sales problem, carries it to centuries. It is the task of marketing communication to find different methods of protecting this substance. When it comes to pistachios, there are a few points to consider. Pistachio is one of the rare products that exist in the world with its city. It is obvious that the use of this power of an Antep Pistachio brand that has solved its problems arising from production will carry it to different points. The fact that it meets the demand of the domestic market in the short term is the biggest danger that awaits it in the middle future.

 

In addition, in the marketing of our increasing production every year; Considering the need for Pistachio of Black Europe, let alone the continental America, even managing this large market is a great advantage for our exports. In this first of all; Establishing healthy sales channels will contribute significantly to the added value of the product. In this context, it is expected that the manufacturers and the registrant will have brand communication strategies as well as improving the product quality. It should be underlined in a concept for Pistachio marketing communication strategies. Modern people who live in communication density; It is not possible for any product or brand to live if it does not act with the fact that the costs of entering / staying in the library of mind are increased. At this point, it is useful to draw attention to the "multiculturalism" phenomenon for both Antep and Pistachio. One of the strategic concepts under successful examples in sub-branches of tourism such as eco-tourism, gastro-tourism, is "multiculturalism", "multiculturalism", "multiculturalism (alm.)". This city, which has been a gateway since ancient times, already attracts attention with its contribution to the experience culture of modern people. The fact that the versatile communication in this field is balanced / encompassing will contribute to the city branding; It will also have an effective effect on Gaziantep's other geographically marked products. The correct management of the interest of modern people (target audience) in multiculturalism and experience tourism is of course a given task. The results of the marketing communication researches to be conducted in this field will contribute to both city branding and marketing of Pistachio. Because Pistachio is not only a raw material of the food industry, but also an integral element of the Geographically Marked Antep Baklava, which is registered in Europe. With its strong aromatic structure, it is integrated with the flavor it gives to Antep Baklava.

 

Throughout history, Anatolian trade has been shaped by two phenomena that should be dwelled on. The first is the Ahilik culture and the other is the caravanserai culture. The Ahi Culture, which is a spiritual form of the attitudes and behaviors of the tradesmen, reached its highest level in the Ottoman Empire. In order to examine the development level of this tradition and societies, it is necessary to trace it since the Laws of Hammurabi and the clay tablets that the Assyrian trade colonies sent to Hattusha. Caravanserai is the place where both trade and all kinds of cultural forms are spread / gathered / synthesized. The focus of caravansary cities on this in brand communication will give it both a depth and a corporate discourse content. It is clear that the prediction of this analysis for Gaziantep as well as other cities with Caravanserai will add depth to their brand communication.

 

As a result; The fact that the holistic / fundamentalist approach, which is the most fundamental problem in the branding of Turkish agricultural products, is also seen in Antep Pistachio stands as one of the biggest obstacles to it.

 

Kemal ÇİFÇİ

Brand Consultant

Geographical Indications Association General Secretary

16 September 2020 Sokullu-Ankara