Toggle navigation
KEMAL ÇİFÇİ
HOME
AREAS OF EXPERTISE
ESSAYS
OTHER ESSAYS
FOTO GALLERY
CONTACT
HOME
AREAS OF EXPERTISE
ESSAYS
OTHER ESSAYS
FOTO GALLERY
CONTACT
BİZİM İÇİN REKLAM DEĞER ÜRETİRKEN HESAP VEREBİLMEKTİR...
THE WORLD S MOST SINCERE APPLE… POSOF AND MARKETING COMMUNICATIONS
Under the cultural depth of Anatolia, the homeland of philosophy and Sufism, there are concepts of tolerance, human love and sincere smiling people. In this land, the address of tolerance is Mevlana, the address of human love is Hacı Bektashi Veli, and the address of philosophically laughing is Nasrettin Hace. It is not an empty humorous word 'if it holds', which we all know and try in our everyday flow; It includes the 'risk perception' of the people living in the most fertile and challenging geography of the world. Anatolia has a history of things that are called as soon as possible and things that are said to be delayed. Anatolia continues to surprise humanity with what has been discovered in our age when science and research have come down to micro level.
Before moving on to the Posof Apple it is useful to give some information about the region. Our city of Serhat Ardahan is the extreme bey of Anatolia. Both its geography and history were written like this. The city, which has Urartian lands, has constantly changed hands in the history scene and is therefore full of historical castles, towers and basses. It is filled with Hurri, Urartu, Kimmer, Iskit, Persian, Sasanian, Bagrat, Byzantine, Seljuk, Karakoyunlu, Akkoyunlu, Mongolian, Georgian, Ottoman and Russian military and civilian architectural examples in the region, which is a cultural geography. The concept that best describes Posof, a district of Ardahan, is that I think it is sated with green. We cannot think of Posof, which was established on the slope of a secluded valley, independent from the Kura river. The Kura river basin also has a great influence on the climate of the region. Posof where we will see the characteristics of the eastern blacksea is covered with fir and spruce forests. This charming district, bordering Georgia, is a paradise in sportive fishing with the variety of fish it contains in Posof lakes, which are exactly a country of lakes and 13 lakes.
What makes Posof differently and specially summarized above is the Posof / Badele apple that can only grow in the district and its 9 villages. Apple, which has a monumental tree of one hundred and fifty years, has a sour taste. This scented apple instantly envelops the environment in which it is found. Posof Apple, an endemic species, is a source of healing with high levels of anthocyanins, antioxidants. Posof / Badele Apple, which is the most special among 26 kinds of apples grown in the region, has created a serious awareness in the region after being a geographically marked product. Seedling distribution of the district governorship is also effective in increasing the number of producers.
Posof-Yurtbekler Village Fruit Project, which was prepared by Ardahan University, Posof Municipality and Eastern Anatolia Project (DAP) Regional Development Administration, has been put into practice. Beyond being a training and production area, it will contribute to the conservation of bio diversity in our country.
Geographical Indication Journey to Posof / Badele Apple
Posof Apple, the application of which was made on 17 November 2017 with the initiative of Ardahan Chamber of Commerce and Industry, was registered by the Turkish Brand Patent Authority on 22 April 2019 as our origin.
Distinctive Features of Posof / Badele Apple as a Geographical Indication
Posof Apple / Badele Apple is produced from red uruset apple variety. Badele is the old name of Türkgözü village, which is known for its fruit gardens of Posof district. Badele Apple, also known as Posof Apple, is known to have left this village for the first time. The difference of Posof Apple / Badele Apple from other apples is that it originates mainly from the natural and human factors of the product. The natural factor is the geoclimate's microclimate climate characteristics, the human factor is knowledge and accumulation in vaccination and other cultural processes.
The distinctive feature of the product is that Posof Apple / Badele Apple has high antioxidant capacity with its anthocyanin content and total phenolic content, as well as the presence of high anthocyanins in fruit pulp as well as in fruit peel.
Phenolic ingredients of Posof Apple / Badele Apple are 578.7 mg / 100 g in fruit peel and 112.2 mg / 100 g in fruit meat. The highest anthocyanin content in the fruit shell of the Posof Apple / Badeli Apple is 49.1 mg / 100 g and 35.9 mg / 100 g in fruit meat.
Physical properties of Posof Apple / Badele Apple:
The weight of the Posof Apple / Badele Apple is 58.34 - 172.62 g, its height and diameter is between 4.5 - 7 and 8.5 - 5 cm. Posof Apple / Badele Apple has a slightly more flattened appearance than other table apples. Another morphological feature is that the flower pit is less than the normal apples and the flower pit is almost in line with the surface. The outer shell color of fully ripe Posof Apple / Badele Apple is dark red (wine red), the inner fruit is red and the fruit is sweet. In less ripe fruits, the color on the outer shell is green-red, and the flesh is light red and sour in taste. Posof Apple / Badele Apple; the red color intensity is more intense towards the shell and lighter in the core slot.
Production Method:
Although the apple production method in Posof district is not different from other apple production methods, apple cultivation continues with traditional methods that have been transferred for generations. Splitting and inlaid grafting is performed on wild apple and wild pear trees grown in the town of Posof, and animal manure is used. In addition, weeds grown on tree bottoms that are grafted due to fertilization are hoeed throughout the season. Thanks to the fact that wild apple and wild pear trees grown in Posof district are rootstock, yield can be obtained from apple trees for several generations. However, the distinctive features of the product do not change in vaccination of agricultural trees planted in Posof district.
In the garden areas where the land surface topography has a very slight micro-relief within the geographical boundary, the vaccine pens taken from the trees selected by the hard-core fruits specialist are sent to Eğridir Horticultural Research Institute or to an institution deemed appropriate and vaccinated on suitable rootstock species. Saplings are planted 5m X 3m apart.
Vaccination time begins in mid-April and lasts until mid-August. Products are taken from the grafted tree in about a year.
Posof Apple / Badele Apple, which is obtained from adult trees, is harvested at the end of August and at the beginning of September at the latest. Depending on the distinctive features of the harvested apple, it is stored in cold and humid conditions.
Posof / Badele Apple and Marketing Communication
The Ardahan region, which is a good example of locating in the region, is a unique ecosystem with approximately 1500 plant species, 85 of which are endemic in wide alpine meadows and forests. It is not even dismissal for eco-tourism to become the favorite of eco-tourism with strategic moves and concepts towards this geography that will satisfy the longing for nature of the urban people. Considering the nature and cultural heritage of this article, Posof and hinterland with a holistic approach will be an example of the effective effect of geographically indication products on rural development. With the correct corporate identity and positioning, Posof Apple will reach its brand identity as a production and carrier agricultural value for the region.
Unique in terms of marketing provides a great advantage in branding of products and services. At this point, the concept of Posof / Badele is sufficient in terms of marketing communication, although it has been included as a technical detail in the registration as a technical detail for positioning and staying in the consumer's library. The sale of the Posof Apple, which has the correct strategic concept content and features, with its specially designed packaging makes a serious contribution to its brand perception. The low amount of production allows it to be marketed only for special occasions and occasions. At this point, the communication possibilities of the producers and the registrant should be reviewed. Posof will solve this rural development problem and activate its tourism potential with the event management to be made this valuable geographical indication. Posof, which has great potential for different eco-tourism branches, is the pearl one waiting to be discovered.
Today, in the production and consumption chain, where everything decreases to micro level; Posof Apple is the economic exit of the district. Only a Posof focused on apple can create a success story when it focuses on apple like in other examples in the world (France, Italy, China). When Posof directs all production and human resources to its fertile land, it will create an apple industry. Posof apple vinegar, pure juice etc. The production chain, which will start with its innovative products, will make it unique in its field. A geographically indication product will change the fate of this geography with “storytelling” supported by brand communication tools.
Kemal ÇİFÇİ
Brand Consultant
General Secretary of Geographical Indications Association
10 March 2020 Ankara-Ovecler - Turkey
Source:
-Posof Apple -Badele Apple Geographical Indication Registration Certificate
-Ardahan Hiking Trails - Serka Development Agency 2012
Social Media
Follow Me
CONTACT
Adress
Selanik Caddesi
No: 80/8 Kızılay 06450
Çankaya / Ankara / Türkiye
+90 0312 473 00 39
+90 532 512 68 09
bilgi@kemalcifci.com
Asia Minör Advertising and Marketing Communication
Contact Form
Send