BİZİM İÇİN REKLAM DEĞER ÜRETİRKEN HESAP VEREBİLMEKTİR...

In the ancient Anatolian tradition, “Every tree has a wolf in its essence.” Although the wolf in Hobbes is not the same wolf; they intersect at many points in terms of philosophical themes. The fact that the 'knowledge' intersecting between the historical design and the brand design is the 'knowledge of that time period' is the summary of our entire cultural history. In this context, Malatya; It is located in the center of the world whether you come from the east or from the west. It takes place because; The concepts of state and class emerged in these lands. The Aslantepe Tumulus, which dates back to 5 thousand BC, is in Malatya. Thirty meters high, the mound is one of the largest in Anatolia. The numerous seals found in Aslantepe, a palace temple, are important in terms of indicating the palace hierarchy. Aslantepe, which has the characteristics of being the first city-state, has entered the archeology literature in terms of carrying all the features of bureaucracy. The philosophical tradition that bases the origins of the state on the Aegean and Greek city-states; Together with Aslantepe, he needs a new history design and writing. Plato, Aristotle, Ibn Khaldun, Machiavelli, Thomas Hobbes, Spinoza, John Locke, Jean-Jacques Rousseau, Hegel, Kant, Marx and other successors followed the philosophical tradition, history and society designs all over this bronze age city-state 'knowledge'. . However, considering that the dissolution of the Hittite tablets took place in 1915, the knowledge of the archeology of Asia Minor offers us a new possibility of designing history. Considering the information that Göbeklitepe gave us and the newly excavated Karahantepe, it is clear that this approach will be based. If this analysis is related to Malatya Kaysısı; It is the unbreakable link between Settlement in Agriculture and being on fertile lands. With its historical depth, Malatya has hosted the Hatti, Hittite, Assyrian, Urartian, Med, Persian, Roman, Byzantine, Seljuk and most recently Ottoman Empires throughout all ages. Malatya, which is mentioned as 'Melita' in Kültepe tablets; It is referred to as "Honey Land" in Hittite.

 

Apricot Turkey and World Market

 

Apricot, whose homeland is Central Asia and China, is the gift of Alexander the Great to Anatolia. Apricot, which grows almost everywhere in the Mediterranean belt; According to FAO data, apricot production is carried out on an area of ​​562 thousand hectares in the world as of 2019. 23.4% of this production area is in Turkey, followed by Iran, Uzbekistan, Algeria and China. Our country is by far the first in the world's fresh apricot production with 847 thousand tons per year. Uzbekistan is the second with 537 thousand tons, Iran is the third with 330 thousand tons of production.

Despite this production power, at the point of export; While 96 thousand tons of 361 thousand tons of fresh apricot exports in the world are made by Spain, Uzbekistan ranks second with 75 thousand tons and Turkey is the third with 65 thousand tons of export. In the world dried apricot export market (156 thousand tons); 88 thousand tons (56.6%) is realized by Turkey.

 

According to 2020 data, 18.9% of world fresh apricot import of 343 thousand tons is made by the Russian Federation, followed by Germany with 13.6% and Kazakhstan with 10.4%. In the world's total imports of dried apricots, the USA ranks first with an import of approximately 14 thousand tons, while the Russian Federation ranks second with 12 thousand tons, and France ranks third with 9 thousand tons.

 

In Turkey, which produces approximately 850 thousand tons of apricot annually, Malatya meets 352 thousand tons (42.2%) of this production. Mersin is in the 2nd place with a production of 170 thousand tons and Kahramanmaraş is in the 3rd place with a production of 65 thousand tons. The following provinces after Malatya, which is the production center of dried apricots, are: Elazig, Sivas, Kahramanmaraş and Mersin.

 

In Malatya, which has 8 million trees on an area of ​​858 thousand decares, around 50 thousand families earn their living from this product. In Malatya, where 85 percent of the world's dried apricot production is made, with an annual average of 90 thousand tons; In the last five years (2017-2021), a total of 468 thousand 183 tons of dried apricots were exported. On the other hand, a revenue of 1 billion 368 million 342 thousand dollars was obtained. The point to be noted in these figures is that the income per ton is variable.

 

Malatya Apricot per ton annual income statement

Year	Export Quantity (Ton)	Income (Dollars)	Revenue Per Ton (Dollar)
2017	94,985	267,186,000	2,812
2018	93,421	257,560,000	2.756
2019	99,665	254,084,000	2,549
2020	89,909	241,605,000	2,687
2021	90,203	347,905,000	3,856

Geographical Indication Journey of Malatya Apricot:

 

With the application of Malatya Chamber of Commerce and Industry, this geographical indication number 32, which is geographically limited to the province of Malatya and its districts, Baskil (Elazığ), Gürün (Sivas), Gölbaşı (Adıyaman), Elbistan (Kahramanmaraş), was issued by the Turkish Patent and Trademark Office on January 28th. It was registered as origin in 2001. In addition, the European Union registration process was started by the same chamber, and on July 7, 2017, it became the third registered product of our country in the European Union as Protected Designation of Origin (PDO).

 

Malatya Apricot as a Geographical Indication Product

 

Product Description: The main varieties of Malatya apricot belonging to Prunus armeniaca L. species are: Hacıhaliloğlu, Hasanbey, Kabaaşı, Soğancı, Çataloğlu and Çöloğlu.

 

Tree Properties: Name and Synonyms; Hacıhaliloğlu, Hasanbey, Kabaaşı, Soğancı, Çataloğlu, Çöloğlu, Tree Appearance; Hasanbey is wide. Others are upright, Tree Growth is strong in all of them. Yield is average in all. Tree Color; Coffee in Hacıhaliloğlu, Hasanbey, Kabaaşı, Soğancı, and open coffee in Çataloğlu and Çöloğlu.

 

Cultivation Technique: Malatya Apricot needs 1000-1600 hours of cooling time during the winter rest period. It will be damaged at temperatures of -1 oC and lower during the flowering and small fruiting period. It requires a climate with cold and continuous winter, dry spring and sunny-hot summer seasons. Apricot trees should be watered 4-6 times in a growing season. It grows well in warm, nutrient-rich, loamy-limy soils. Roots that cannot get enough oxygen in moist and high groundwater soils suffocate. The trees are self-fertile and do not need paternal varieties.

 

Fresh Fruit Characteristics: Fruit Shape: It is oval in Hacıhaliloğlu, Kabaaşı and Çataloğlu, round in Soğancı and Çöloğlu, and heart shaped in Hasanbey. Fruit Skin Color and Fruit Flesh Color are all yellow. Fruit Cheek Condition; It is strong in Hacıhaliloğlu and Soğancı. Weak in Hasanbey and Çöloğlu. Medium in Kabaaş and Çataloğlu. Symmetry of Fruit; It is symmetrical in Hacıhaliloğlu, Hasanbey, Kabaaşı and Çataloğlu. Asymmetrical in Soğancı and Çöloğlu. Fruit Flavor is very sweet in all of them. Fruit Meat Status; It is hard in Hacıhaliloğlu, Hasanbey, Kabaaşı, Çataloğlu, and soft in Soğancı and Çöloğlu.

 

General Characteristics: Harvested at drying maturity, sulphurized and dried, homogeneous yellow in color, with a taste and odor specific to dried apricots. Natural dried apricots, on the other hand, are light or dark brown in color, which are dried without being subjected to sulphuring after being harvested, and carry the taste and smell of apricots.

 

 

Composition of 100 g Malatya Dried Apricots:

 

 

Humidity (%)	15-25
Energy(cal)	260-274
Protein (g)	4,8-5,20
Fat (g)	0,4-0,6
Carbs (g)	63,7-73,1
Pulp (g)	2,6-3,8
Ash (g)	3,1-3,8
Vitamin A (β-Carotene)(I-U)	10,200-11,500
Thiamine (Vitamin B) (mg)	0,009-0,015
Riboflavin (Vitamin B2) (mg)	0,06-0,16
Niacin (mg)	2,8-3,3
Vitamin C (mg)	10-12
Calcium (mg)	67-92
Iron (mg)	3,5-5,5
Sodium (mg)	4-33
Potassium (mg)	980-1700
Phosphorus (mg)	92-1 15

Malatya Apricot and Marketing Communication

 

Marketing communication is, in a way, the construction of tradition. Tradition is the sum of all the actions of a product or service. Adding consumer behavior to this has become one of the most important issues of contemporary marketing communication. Looking after tradition, following tradition, sticking to tradition are the subject of other kinds of actions and academic orientations. When it comes to Malatya and its apricots, another photograph emerges. A different kind of communication strategy is needed to follow the tradition of a city like Malatya, which has a historical depth of seven thousand years, to follow in its footsteps and most importantly to 'reinterpret' this historical depth. The initial parameters of this should be sought in Aslantepe and on the edge of the Euphrates. We do not know where the smell on the walls of the caravanserai will take us, but the important thing is to set out and follow the caravan.

 

 

The lack of strategic marketing communication document for this agricultural product, such as Malatya Kaysısı, whose market depth is not discussed for the regional and national economy; It is the biggest obstacle to its inability to turn it into a value-added product. When we set out to trace a product with such wide geographical boundaries and which is unrivaled in the world; The existence of the 'communication accidents' encountered is damaging its position in the world markets. Although the questioning of the depth of the public relations activities carried out is not the subject of this article; In terms of brand communication, it is a necessity to measure the effect of what has been done on purchasing behavior. Considering the size of the geography, it is seen as a basic necessity for the visual communication language produced to spread regionally. It is obvious that the subject of surrounding the traditional communication with verbal language requires other kinds of information and fictions.

 

 

Kemal CIFCI

Brand Consultant

General Secretary of the Geographical Indications Association

13 March 2022 Akpınar-Ankara

 

Source:

 

1- Malatya Apricot Registration Certificate

2- Agricultural Economics and Policy Development Institute Product Report Apricot (2020)

3- (TEPGE) Agricultural Products Market Report (Kaysı 2021)

4- https://www.fao.org/faostat/en/

5- Malatya Commodity Exchange – Ramazan Özcan (President)