LEMON AND GROWING MARKET TRENDS IN TURKEY

Turkey in first place in the creation of new markets for local varieties of lemon citrus production stands before us as a necessity.

Much has been said about the cultural characteristics of nations to this day. Although simulations can be solved by economic, social or psychological predictions, sociological uniqueness is a matter of debate. The impact of the region or geography in which social identities are formed is an undeniable fact. In this subject, we can find the basis of the 32 Geographer ’approach of sociology in Ibn Khaldun (1332-1406). In his famous work Muqaddimah he divided the world into seven climatic types and associated the character of the societies living in each climate zone with the climate of that generation. According to him, the most suitable places to establish civilization are the fourth generation and its southern and northern borders. According to Ibn Khaldun, göre Geography is fate İ. The second geographer determinist Montesquieu (1689-1755). In his book titled ilişkil On the Spirit of Laws ’he associates the reasons behind social phenomena and events with geography. According to that; The people of the hottest countries are very fond of pleasure, pleasure, fun and prone to laziness. As he went north, he said that people were virtuous and hardworking. At this point, Le Play, Edmond Demolins and Karl Rittermondida should not be forgotten. As a result, geography is hard, cold, tough and flat, warm and fertile soils have different results in production and culture.

Lemon, which is the southern skirt of the Himalaya Mountains of its homeland, is also a place of culture in almost every country. But of course not as far as the Mediterranean countries. The entry of lemons into Mesopotamia, which is estimated to come from India to the Middle East by trade, coincides with the BC 3000s. Today, especially in countries with a temperate climate, lemon culture is cultivated. Anatolia is one of the places which hosted the centuries of lemon and lime in the temperate climate of the product symbol of the Mediterranean in Turkey.

I think the best example of lemon indispensability is the airplane crisis in 2015 with Russia. With the embargo on food and agricultural products, the sector faced a serious impasse. We have lost the market, which has been exporting seamlessly until yesterday. Products not embargoed at this point lemon, grapefruit, pomegranate and squash. The fact that Russia cannot afford the possibility of not meeting the needs of lemons in alternative markets is a clear indication of how valuable and important the lemon is.

Benefits of Lemon

Lemon (Citrus) is the most useful and most popular member of the citrus family. It is spread from the eastern Himalayas to the world. Lemon is a vitamin C store that contains chemicals and a high proportion. Lemon content, which is a strong antioxidant, is considered to be anti-carcinogen. Twenty-five benefits of lemon are known to the human body today. The most notable of these is a strong blood pressure lowering, urinary remover, antipyretic properties as well as stress relief. Lemon also prevents cardiovascular obstruction as it provides control of body fat. Lemon also plays an active role on the digestive system elements. By providing cleaning of the digestive system, preventing the growth of microbes, the lemon opens the appetite and accelerates the metabolism. Another noteworthy feature is the lemon, which is an enemy of complete obesity; It helps to weaken the metabolism by decreasing the fatigue. This last feature has recently been the focus of scientific research. Scientific and popular publications on this subject have a serious and lasting effect on lemon sales. The intensive introduction of the consumers in our target markets at these points is important developments in terms of preparing the ground for the branding of our Turkish lemon varieties.

Lemon cultivars grown in Turkey

If we look at the lemon variety is grown in Turkey's most notable ecological selectivity which is also Lamas lemons. Only in Erdemli-Silifke region; The fruit is medium-sized, cylindrical, neck-ring and distinct mammal. Fruit peel is a juicy lemon of yellow color with a superior taste and odor, its form is smooth and shiny. Our top quality lemon variety Lamas; the ability to store it for nine months under favorable conditions separates it from its other competitors. Erdonat is another kind of brand that is suitable for branding. Erdonat, which grows in the Eastern Mediterranean region, is the world leader with approximately 450 thousand tons of production. Long and cylindrical form, the side of the nipple to be tilted, smooth fruit peel is the striking feature. The bright, light green color is the number of cores and the flesh is greenish yellow. It is not suitable for storage with an early type. This property should not be perceived as a negative factor. Because it is a product that is sought for export in September-December in the market with its early feature. Erdonat, which needs to be studied and considered in terms of the added value it creates, is an important value in our citrus export. Our other lemon varieties; Italian Lentil Black lemon (Demre Diken), Kutdiken, Cyprus Lemon, Mayer, Misket (Mojito is consumed in the production of cocktails and beverages.), Molla Mehmet (Mersında is common). Erdemli Lamas lemon and Ortaca-grown lemons are products that need to be evaluated in the context of geographical indications products.

Erdemli Lamas lemon and Ortaca lemon are advantageous in terms of being a geographical indicationsproduct. These two products have a special taste and aroma in their own appear to be more suitable for branding and positioning.

Lemon Market in the World and Turkey

Our country, which ranks 10th in the world's largest lemon producers, produces 750 to 475 thousand tons of lemon per year although it varies in terms of yield. India is the world leader with 3 million tons. The top ten were China (1,668,000 tons), Brazil ((1,600,000 tons), United States, Mexico, Spain (880,000 tons), Nigeria (707,000 tons), Iran (648,000 tons), respectively. regional drought varies according to rainfall and disease. Although leading in Turkey Lemon exports Mexico is the us country competitors following. How is it that if our logistics advantage that the CIS has logistical advantages to the American continent in Meksika'n. If we look at the export figures at Citrus fruit is the most advantageous product for our lemon varieties, and it is a rare type of citrus fruit that has become an indispensable product in every food culture.

It is a necessity for us to open new areas and markets by strengthening our lemons that do not have sales problems in the geographical indications mark. With the continuity, supply chain, durability and traceability of the developing geographical indications products market, it should be positioned in the value-added products segment in the more virgin markets.

2017-2018 JANUARY-DECEMBER overall Turkey FIRST 5 PRODUCTS MADE OF FRESH FRUIT AND VEGETABLE EXPORT
	PRODUCTS	JANUARY-DECEMBER 2017		JANUARY-DECEMBER 2018		DEĞİŞİM ORANI (%)		2018 SHARE (%)
	PRODUCTS	AMOUNT (KG)	VALUE (DOLAR)	AMOUNT (KG)	VALUE (DOLAR)	AMOUNT	VALUE	AMOUNT	VALUE
1	LEMON	475.115.823	294.675.441	634.897.986	332.840.267	34	13	14	14
2	MANDARIN	697.093.892	335.075.883	744.418.790	311.921.846	7	-7	16	13
3	TOMATO	525.884.950	288.735.753	538.585.972	291.903.059	2	1	12	13
4	CHERRY	59.871.066	159.022.829	76.138.270	161.686.260	27	2	2	7
5	ORANGE	368.692.647	151.038.288	448.059.479	160.613.612	22	6	10	7
NOTE: Products are ranked according to 2018 FOB ($) values.