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THE DEEP RIVER OF THE POET ISPARTA ROSE AND MARKETING COMMUNICATION

‘Many of them are falling
Do not see those who come and go
I bend over
It turns into a pale rose when you touch it. "
Behcet Necatigil (Turkish Poet)
 
 
There is a relationship between the fictional structure of language and the character of nations. German is the language of description. German words describe a phenomenon and take its photograph. After a certain stage, you can easily analyze German or approach its meaning. Turkish is not like that. Turkish is the language of movement. There is action and action in Turkish. Will you laugh when you say rose, or will you look at it? In order to understand this, the language will either be your mother tongue or you will live among Turks for a long time. The relationship between the Turkish and the rose is a shaggy issue. Because for us, rose is love / love, it is the conversation subject of our partner / household. Because poetry is above philosophy in our country.
 
Isparta rose is not the wild rose of the Taurus, it is the imperial rose that came to exile to the ancestral land. Before making his migration he knew that; that its roots will grow in Anatolia, be protected and protected. Road and time made him home in the fertile plateau of the Taurus Mountains. He gave this fertile land all its abundance and color. When you open it, all the lakes region will turn pink, and you will lose your sleep due to its smell. You see yourself in the garden at dawn; When you touch the raw grain on its leaf, it becomes cold and your blood turns pink. With timid happiness, you find yourself in the land of loving poets. This is why; In Turkish literature, touching roses to those who do not talk about roses is not a poet.

Although our encounter with rose oil coincided with the imperial time, most of the attempts in this field failed due to the conditions of the period. Müftüzade İsmail Efendi (1840-1915), also known as Gülcü Baba, made the first Rose Oil production. Müftüzade İsmail Efendi noticed the similarity between the climate of Kazanlık, Bulgaria and Isparta, and secretly brought the forbidden rose paddy. After reproducing it in his house in Hacı Ayvaz (Gülcü) District of Isparta (after 1935), he started to produce roses in his field of thirty decares. Müftüza Ismail Efendi, considered the father of gülcülüg in Turkey. In 1892, Isparta, which introduced the first rose oil production thanks to Gülcü Baba, continues its production with the traditional production method, retort; The first modern rose oil factory was established in 1935 with the instructions of Atatürk, who visited the city on March 6, 1930. After these developments, the economy of the city undergoes a radical change. So much so that Isparta turns into the land of roses from now on. Isparta is one of the rare cities in the world with the destiny of a plant.

 

There are 24 species of flora registered in Turkey besides the identified about 1350 species of roses in the world. However, the only rose oil that can be obtained is Isparta Rose. It is Rosa damascena Mill, which is also called Pink Oil Rose, Oil Rose, Kazanlak Rose and Damascus Rose in the region. These rose flowers, blooming in May and June, are pink, multi-colored and have a strong odor. It has an interesting feature as it is collected in the early hours of the morning. The aromatic structure of Isparta Rose changes every hour. This is why the less time between the collection time and the processing time, the higher the quality of the oil.
 
 
Production and Market of the Pink Rose Oil and Derivatives in the world and Turkey
 
Although this hybrid species, known as oil rose, grows in countries such as Iran, India and Pakistan; Trade in Turkey, Bulgaria and China come to the fore. Bulgaria and China follow our country (50%), which is the largest producer of rose oil production. These two market-forming countries also have different advantages in the rose oil market. With Bulgaria becoming a member of the European Union, another side of the deepening of the European market is the support it gives to production. China, on the other hand, directs its great producer power in the agricultural economy to such aromatic plants. In this context, it is important that Isparta Rose, a geographically marked product, is positioned not as a normal agricultural product but as a geographically marked product to absorb future dangers. In addition, as of 2019, it is a positive development in terms of removing the oil rose from the status of ornamental plant and including it in the group of oilseed plants and industrial plants and receiving agricultural support.
 
Isparta Rose, known as oil rose, ranks first (80%) with 30 thousand decares as the production area; Burdur with 3 thousand decares and Afyonkarahisar with 2.8 thousand decares follow it. It should be noted that our production areas have grown by 36% in the last five years. The kilogram price of our rose oil production, which is 2000 - 2500 kg in 2020, varies between 5500 - 6000 Euros; 20.000 kilograms of rose concentrate finds buyers between 550 - 600 Euros. With the annual harvest of 13 thousand tons of geographically indicated Isparta Rose; It is the lifeblood of Isparta's economy. It provides direct employment to approximately 60 thousand people (Gülbirlik number of producers: 12.000).
Isparta Rose stands out with its use in cosmetics and food products. Isparta rose, which is used in approximately 120 products containing rose, holds a record in this sense. Besides its syrup, jam and Turkish delight have been on our palates for centuries, it is also among the indispensable elements of Turkish gastronomy with its nutritious and therapeutic aspects. Rose oil is used in the pharmaceutical industry as well as in the cosmetic industry due to its antibacterial and antioxidant properties.
 
 
Isparta Rose's Journey of Geographical Indications
 
Isparta Rose, whose registration application was made by Süleyman Demirel University on December 01, 2005, was registered with the Turkish Patent and Trademark Office as its origin on May 06, 2006. Its geographical borders are Isparta, Burdur, Afyonkarahisar, Denizli provinces and districts.

 

Geographical Indicated Isparta Rose Products
 
a-Rose Oil
 
Rose oil, one of the most important and most expensive raw materials of the Perfume and Cosmetics industry, is produced by boiling pink oil products by steam distillation method. World-class quality rose oil at 1050 m above sea level. and higher altitudes, is obtained from roses grown in Isparta and its region. Roses that are collected in May and June every year enable the production of high quality rose oil with the contribution of weather conditions.
Rose flowers collected from the rose gardens daily and early in the morning are arranged in the rose warehouse of the factory in 500 kg. By filling 1500 liters of water in the flower boilers (by filling the water up to a certain level in the flower boilers) 500 kg. rose flower is printed. After the covers are closed, they are subjected to distillation under 2-3 atmospheres of water vapor pressure by expert experts. The condensed oily water is distilled from the thermostat at 30-35 degrees for an average of 70-80 minutes. This process is called first distillation.
 
b- Rose Concrete
 
It is a creamy, dark cherry rot colored rose oil obtained from the processing of extremely fresh pink roses, which have not undergone fermentation and have not spoiled their color and unique structure, by extraction method. It is used in the production of absolute, one of the raw materials of the perfume and cosmetic industry.
650 to 750 kg to flower cauldrons. printing rose flower, 1500 kg as solvent. Hexane (Petroleum Ether) is given. The substances in the rose flower (rose oil, natural ingredients and rose wax) are dissolved and subjected to a hexane bath for 30 minutes to mix into the hexane. After this process is completed, the hexane mixture is taken to the resting tank by means of the pump. In the resting tank, the residue and water in it are waited until they settle on the bottom and the water is evacuated through the filter. Then the hexane mixture is taken into the oil boiler. The mixture with hexane, which is taken into the oil boiler, is given to boiling, on the other hand, 1500 kg. pure hexane is given. In order to remove all of the dissolved substances from the rose flower, it is subjected to a second 15-minute hexane bath. After finishing this process, the substances (rose oil, natural substances and rose wax) in the rose flower mixed with hexane are taken into the 1st hexane tank by means of the pump. Following this, 500 kg of rose flower boiler. The water is given to the tube in the form of steam, concentrated in the mixed coolers and returned to the pure hexane tank, ie the 2nd hexane tank. This process is continued until all the hexaes remaining on the dish in the flower bowl are removed. After this process is completed, the drum covers are opened and the rose flower pulp is discharged.
 
c- Gülsuyu
 
It is a rose scented natural water obtained by mixing the oily water (yeast) obtained on the basis of rose oil production with distilled, pure, clean and hot water at a ratio of one to one. Naturally produced rose water is filtered several times, filled in bottles, packaged and offered for sale. Since rose water is natural and does not contain harmful substances, it is used as an aroma in some foodstuffs and desserts, and is used in body and makeup cleaning due to its nourishing and tightening properties of the skin.
Gülsuyu is a by-product of Rose Damascena (Oil Rose) patelles obtained during the production of rose oil by the method of steam distillation under pressure. Rose water is obtained by mixing the oily aqueous solution remaining from the second distillation with the boiler internal water in the distillation vessel in equal proportions.
 
 
Description of the Geographical Indicated Isparta Rose Product:
 
Although Turkey is the type used in the flora species in order to obtain 24 rose rose oil, also known as the culture of Isparta Rose and Rosa damascene Mill. is. Rosa damascena Shaft. (Oil Rose, Pink Oil Rose, Isparta Rose) of the rose species Rosa gallica L. and Rosa phoenicia Boiss. It is thought to be a hybrid of its species.
Rosa damascena; Isparta Rose, also known as Pink Oil Rose, Oil Rose, Gum Rose and Damascus Rose, is a perennial, thorny and winter-resistant plant that grows between 1.5-3 m, with pink, half-layered and strong scented flowers. The body is cylindrical, full, dark colored, multi-branched, and the branches are surrounded by numerous large and small hard thorns. The leaves are soft and covered with fine hairs, with alternans arrangement, petiolate and stipulae (auricle), imparipennate, 5-7 folio. Folioles (leaflets) are 3-4 cm long, oval in shape, with simple toothed edges and hairy lower surfaces. The flowers are slightly drooping, more or less dark pink in color and sometimes they are found individually, but they usually have glandular hairs.
 
 
Production Area of ​​Geographically Indicated Isparta Rose:
 
Isparta is located around the intersection of 370 north parallel and 300 east meridians in the part of the Mediterranean Region called "Lakes Region", Konya is located in the east, Burdur in the west, Afyon in the north and Antalya in the south. The area of ​​the province is 8933 km2 and an altitude of 1050 m. dir.
Isparta rose cultivation in our country is carried out only in Isparta, Burdur, Afyon and Denizli provinces located in the Lakes region. Approximately 70% of the oil rose production in our country is met from Isparta. In this respect, Isparta is the lake region and the oil rose production center of our country.
 
Production Method of Geographically Indicated Isparta Rose:
 
 
Planting: In order to establish an oil rose garden in Isparta, first furrows (ditches) of approximately 25-30 cm depth and width (or 40-50 cm depth and width) are opened with tractor plow-furrow tools. Furrows open perpendicular to the slope in sloping lands, and north-south direction in flat lands. In order to work with a tractor between the furrows and to make cultural operations easily, 3 m gap is left in irrigated gardens and 2 m in non-irrigated gardens. Oil rose gardens in Isparta, the facility in which the branches (pile, cutting, steel) that are rejuvenation and pruning residues of old rose gardens are laid end to end in ditches opened between November and January and covered with 10 cm thick soil or soil mixed with burnt farm manure. are being. During planting, diseased and dried ones are removed from these cuttings. In order to establish rose gardens in Isparta, kilograms (kg) are used as a measure in the purchase and sale of rose steel. The length of the steels is approximately 100-150 cm. Approximately 350-600 kg of rose steel (pile, cutting) is required for one decare rose garden plant. Rose shoots start to grow on the soil in April in plantings made in autumn. In the shoots that rise to the soil surface, the throat parts are filled with soil again.
 
Pruning: 3 different pruning is carried out in rose gardens: dry weeding, whipping and rejuvenation pruning.
1- Dry weeding: Dried and broken branches in rose gardens are regularly carried out between November and March every year in order to remove these branches from the garden or burn them.
2- Whipping: Although it varies according to the ecological conditions (temperature, light, humidity, rainfall), it is done between November and March but generally before the first leaves complete their development in February. Whipping pruning is done by whipping the shoot ends with scissors, leaving 5-7 eyes on the branch ends and shoots.
3- Rejuvenation Pruning: In Isparta, rose producers do not prune their rose gardens for many years with the approach of "I'll buy roses this year, anyway, I'll cut them next year." This situation causes the rose gardens to grow old and woody, and as a result, the yield decreases considerably. Between the ages of 12, rejuvenation pruning is required to extend the pruning for a longer period of time and late pruning (10-15 years old) in their gardens. In the 3rd year, rose flowers are started to be purchased.
 
Irrigation: Irrigation is generally not carried out in the oil rose gardens in Isparta. In gardens with irrigation facilities, irrigation is carried out once or twice a year (July-August and September-October) with flood irrigation. In the rose gardens established in our region in recent years, irrigation is done with drip irrigation system.
Fight Against Diseases and Pests: The most common diseases in oil rose gardens in Isparta are "Rose Rust and Rose Powdery Mildew", pests are "Cochineal, Bark Lice, Red Spider, Rose Sprout Bee, Rose Sprout Auger, Rose Proboscis Beetle, Rose Welsh, A combined fight against diseases and pests in oil rose gardens in Isparta through Isparta Provincial Directorate of Agriculture Plant Protection Branch is implemented.
 
 
Distinctive Features of the Product of Isparta Rose with Geographical Indication:
 
Although rose varieties have been cultivated in Anatolia since ancient times, the cultivation of the oil rose and the production of rose oil came to Anatolia from Kazanlık (Bulgaria) after the 1877-1878 Turkish-Russian war. Ottoman Sultan II. During the reign of Abdülhamit (in the 1880s) systematic rose production was initiated in various regions of Anatolia with the incentives of the state. Although the first rose gardens were started in Bursa and Istanbul and many other Anatolian provinces, later on, it developed only in Isparta, Burdur, Afyon and Denizli provinces and this region became the center of rose oil production in our country. Rose saplings were first brought to Isparta in 1888 by Bulgarian immigrant Müftüzade İsmail Efendi from the Kızanlık region of Bulgaria.
Oil rose; It likes climates that require a mild climate, open, airy, with plenty of light, in the spring months without climate events such as dry, frost and hoarfrost, and dew at flowering time. Because it increases the oil yield in raw oil rose.
The fact that the most oil rose production in our country is made in Isparta and the yield and quality of the oil roses grown in Isparta are high, has made the opinion among the public that "the most suitable climate character in the cultivation of oil rose is the climate character of Isparta".
Isparta province constitutes a passageway between the Central Anatolia and the Mediterranean Regions, which are two separate regions in terms of climate. Therefore, summers are hot and dry, winters are cold and rainy. The summer months are not as hot as Western and Southern Anatolia, and the winter months are not as harsh as Central Anatolia. It has a full passage climate character as precipitation and annual precipitation is 500-600 mm. The maximum temperature does not exceed 380 C in the summer months and rarely falls below -150 C in the winters.
Oil rose is not very selective in terms of soil demand. It does not like too much clay and calcareous soils. Light sandy, loamy, deep and filtered soils with high organic matter are the most suitable soils for a rose garden. The soils of the province of lsparta are clayey and limestone. The topsoil is 840 cm deep and is generally clayey-loam, calcareous, granular and dispersible. The subsoil has a coarse structure. Soil level is limited by ground water in some places.
 
Isparta Rose with Geographical Indications and Marketing Communication
 
The main starting point in brand communication is the market positioning of your product or service. Positioning is related to the depth of the strategic concepts you have created / created, and the uniqueness of the product can also deepen you in the market. In this context, it is clear that the added value to be created by the geographically marked Isparta Rose and the brand communication surrounded by the uniqueness of the product will bring us to different points in the rapidly growing herbal cosmetics market. A brand communication strategy positioned with correct marketing communication will increase the awareness of our domestic cosmetic products as well as pave the way for our national brands to emerge from here. When we look at the world cosmetics market figures, we have to face the fact that the current produced value is very low. Isparta Rose Oil does not deserve the despair of being a forgotten product behind Kaf Mountain. The world cosmetics market today is approximately 400-500 billion dollars; The turkey market is about 3.5 billion dollars. 10% of these figures include herbal cosmetic products, which is growing 50% every year. Even if you are in any part of this market, it is clear that the added value created will surpass many agricultural products that we lead. Even if there is a relationship between the brand-producing abilities of the countries and their culture-producing abilities; our current knowledge is sufficient to manage this. We know that the interest of target audiences and markets in natural herbal cosmetic products is increasing day by day. Considering our average annual income of 1.5 million Euros of rose oil, it will be seen how low this figure is.
 
Another important point when we think about Isparta is experience tourism. Experience tourism, which emerges as a result of the citizens' longing for nature and land, is the rising value of recent years. In this context, Isparta, which is the plateau of the Taurus Mountains, stands right next to us with its geographical location and fertile soil. With the Eco tourism master plan to be made, Isparta is more advantageous than the regions we know of in the world. Because it is possible to see all of the causality such as historical depth, rich natural vegetation, agricultural production tradition, product diversity, human resources and logistical superiority in Isparta. Isparta is a shining star next to us with its rich agricultural diversity, rose gardens, lavender gardens, natural lakes, ski resort, architectural structures from all parts of history, national parks, plant / bird / insect photography and nature sports tracks. In addition to what we will learn from Italy, France, Spain, China and Japan, which are successful examples of experience tourism, it is a phenomenon that we should not ignore that these countries are target countries in Turkish tourism. Creating and deepening traditions in the areas listed above and where individual event management is needed is one of the main problems before us.
 
Isparta Rose, whose production tradition has deepened, has no production problems in part, and can expand in its microclimate; With the strategic action plan to be made, it always has the potential to rival cosmetic valleys, which are an example in other countries. As long as the poet said, "Let there be no pale rose when touched".
 
Kemal ÇİFÇİ
Brand Consultant
Geographical Indications Association General Secretary
20 October 2020 - Sokullu-Ankara
 
Resources:
1- Isparta Rose Geographical Indication Registration Certificate
2- Hasan Çelik Gülbirlik General Manager
3- 2019 Rose Flower Report, T.C. Ministry of Trade, General Directorate of Tradesmen, Craftsmen and Cooperatives
4- http://www.gulbirlik.com/default.asp.htm
 

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