turkish olive and olive oil production marketing and market

GENETIC CODE OF LIFE GEMLİK OLIVE AND MARKETING COMMUNICATION

Under our efforts to understand and explain life, people actually write their own stories. When he associates what he can do with nature, the two basic products are actually the sum of all we do and do. The first of these is wheat; You can find all the traces of the black man in him. The second is the olive; In that is the watch of the sea man. The longing and admiration of both for each other are the difficulties in his life. In all the stories written, olives are at the center of the cultural activity areas and civilization histories of these lands. Weddings, festivities, vintage, wars and peace either happened, bitter past or not, depending on whether it is an olive or not. When it comes to olives, it is enough to look at the history of Ancient Anatolia to see how difficult it is to move a pencil. When you extract olives in the Mediterranean basin, the sea turns from blue to red. Olive, which feeds the culture so much, is the dominant element of the cuisine culture in the Mediterranean. In fact, it should not be an exaggeration to divide world gastronomy into two; olive gastronomy, wheat gastronomy.

A Brief Compilation on Olive and Human History

• The history of the olive tree is based on the finding of olive leaves in archaeological excavations on the island of Santorini in the Aegean Sea, about 39 thousand years ago.

• During the excavations in the Sahara region in North Africa, BC. A 12 thousand year old olive tree was found.

• Olive that we can find its traces in all myths and holy books; It is a symbol of peace, holiness, abundance, wisdom and health.

• It is the first and only tree for which a law has been written on olives. The punishment for those who deliberately damaged the olive tree was death. (Solon Laws 640-560 BC)

• Oil, which is the basis of oil in Western languages, is derived from the word "eleia", which means olive tree in Ancient Greek.

• One of the first trees in the world is the olive tree.

• In the Roman Empire, Caesars used to appeal to the public with their olive jewelry.

• Olive oil was used in the lamps of religious ceremonies for a long time.

• Hz. The cross on which Jesus was crucified is from the olive tree. The Mount of Olives to the east of Jerusalem is sacred among three heavenly religions.

• Olive oil has been used for purification and blessing over a long period of history.

Olive Production in the World and in Turkey

Our olive tree presence increased to approximately 182 million in 2019 with the effect of the demand for olive oil. The olive oil production average of the last five years was approximately 190 thousand tons, the average table olive production average 413 thousand tons and the average olive production for oil was 1 million 330 thousand tons.

Aydın, İzmir, Muğla, Balıkesir, Bursa, Manisa, Çanakkale, Gaziantep and Mersin are the provinces where important olive production is made in Turkey. Aegean, Marmara, Mediterranean and Southeastern Anatolia Regions are important olive producing regions. There are approximately 320 thousand olive-growing family businesses in Turkey, 14% of which consists of the partners of Tariş Olive and Olive Oil Union and Marmarabirlik. Tariş Olive and Olive Oil Union has approximately 22 thousand partners and Marmarabirlik has approximately 30 thousand partners.

World Table Olive Production (Thousand Tons)

COUNTRY	2015/16	2016/17	2017/18	2018/19*	2019/20**
EU	886	842	903	798	776
Egytp	336	550	750	400	690
Türkiye	397	400	450	424	420
Algeria	221	293	318	342	350
Morocco	120	120	130	130	130
Syria	150	190	100	100	100
Argentina	73	96	106	80	105
Other	393	408	531	310	380
Total	2576	2899	3288	2584	2951

Source: Ministry of Commerce Olive and Olive Oil Report for 2019 * Forecast ** Forecast (as of April 2020)

In the data, the changes between the years of the countries are generally due to the fact that the olive has an existing year.

World table olive production has been around 2.77 million tons in the last five seasons and the most important producing countries are EU, Turkey, Egypt, Algeria, Morocco and Syria, respectively. Spain takes the first place among EU countries, followed by Greece and Italy. In the 2017/18 season, Spain's share in EU production is estimated to be 65%.

World Table Olive Export (Thousand Tons)

COUNTRY	2015/16	2016/17	2017/18	2018/19*	2019/20**
Spain	297	291	292	339	320
Italy	208	199	186	190	196
Tunisia	102	89	205	160	200
Turkey	15	45	66	55	45
Portugal	40	39	58	57	54
Morocco	17	9	11	20	20
Argentina	31	16	38	22	19
Greece	19	18	19	20	10
Other	31	41	70	75	88
Total	788	780	945	939	942

Source: Ministry of Commerce Olive and Olive Oil Report for 2019 * Forecast ** Forecast (as of April 2020)

The leading countries of the EU in olive exports are Spain and Italy. These countries are followed by Egypt, Tunisia, Turkey and Morocco.

Gemlik Olive as a Geographically Indicated Product

Registered as our geographically marked product number 76 on September 23, 2003 by Gemlik Commodity Exchange, Gemlik Olive is our country's first olive that received the mark of origin.

“Gemlik Olives constitute a large part of the olive trees of the Marmara Region. Gemlik Olives, which constitute a special group, give fruit regularly every year. The most distinctive feature of olives is that its color is dark black and its flesh can be easily separated from the seed. Fruits and seeds are medium in size and contain 29.9% oil. Due to the taste and structure characteristics of olives produced in the Gemlik region, it is considered the best Gemlik Olive as the best pickled olive variety in the world. Nearly 80% of the olive saplings produced by public institutions and private sector in our country are seedlings of Gemlik olive variety. Therefore, this variety can be found in all regions where olive cultivation is made. It is used in names such as Trilye, Kivircik, Kaplik, Kara for Gemlik olives.

Gemlik Olive Olive, demanding a great dedication, goes through many stages until it reaches our table. The soil, which swells with snow and rain during the winter, is plowed or plowed in the spring and the soil is ventilated. The olive tree, whose excess branches and unnecessary shoots are pruned, is made ready for the crop.

Gemlik Olive Sapling begins to bloom in June. By pruning the stem in July, the tree remains stronger. On trees that are irrigated in July - August, olives begin to be oiled in the second half of September. Gemlik olives are harvested in November, December and January. Olives are picked one by one by hand and separated according to their maturity and size. " (one)

Why Geographically Marked Gemlik Olive?

• Its geographically marked borders give it a distinct aromatic taste.

• Natural black, darkens on the branch. It is mostly light black or brown in tone.

• It has characteristic features with its geography, climate and upbringing style.

• It is collected by hand or using modern gathering techniques, and samurai is served daily without waiting. It is not possible to collect it with a pole.

• Carries the care of small family businesses.

• In addition to being a table olive, it has a higher oil rate than other olive varieties grown in our country with an oil rate of 29.98%.

• The seeds are small, thin shelled and the rate of meat is high. Its shelf life is longer than our other olive varieties.

• Average weight of 3.7 grams and medium size. The ratio of fruit flesh weight to seed weight is 6.4.

• It gives product every year with regular maintenance.

• Gemlik Olive Sapling is a self-fertile variety and does not need a pollinator. It is partially resistant to cold.

• Geographically marked Gemlik Olives cannot be dyed, the olive does not allow this due to its thin skin. If caustic is applied, the product deteriorates.

• Gemlik Olive contains six quality classifications. These are respectively; It is Jumbo, Super, Special, Extra, Elite, Luxury, Double and Oil.

• Gemlik olives are characterized by the wind blowing from Kapıkaya strait and the moisture released by the soda water of İznik Lake.

Morphological and Physiological Features of Geographical Indicated Product Gemlik Olive

Tree
Force	Medium Strength
Habitusu	Usually it forms a medium-sized, smooth rounded crown.
Crown Density	Good branching
Color of Branches	Green-gray color and short internodes
Angle of Branches	Main branches are right-angled, young branches are wide-angled. Skirt branches give the tree a drooping look.
Strength of the Body	Medium strength
Body Color	Gray - Green
Body Surface Condition	There are lump formations and grooves on the body. The shell is generally smooth
Leaf
Shape	Short-wide elliptical
Handle Color	Gray - Green
Average Height	50.68 mm
Flower
Average Number of Flowers	14
Fruit
Size	Medium
Shape	Round Cylindrical
Weight (100 fruits)	372.80 gr
Volume (100 fruits)	370.00 cm3
1 kg. Number of Fruits in Per	268 pc
% Meat Rate	85.86
% Fat rate	29.98
Core
Weight (100 Core)	52.70 gr
Volume (100 Core)	50.00 cm
% Seed in fruit	14.14
Physiological Properties
The Force of Growth	Medium Strength
Yield	Efficient
Periodicity Status	Gives Regular Product Under Good Care Conditions
Flowering Period	May 12 - June 9
Fertilization Status	It is partially self-fertile. Ayvalık Çakır Erkence varieties can be recommended as a father for Gemlik.

Source: www.hyzeytinleri.com

Production Areas of Geographical Indicated Product Gemlik Olive

	Gemlik	Orhangazi	İznik
Üretim Alanı	82.573 dekar	89.196 dekar	79.380 dekar
Ağaç Sayısı	2.400.000	2.700.000	2.600.000

Source: Gemlik Chamber of Agriculture (2021)

Gemlik Olive and Marketing Communication

Contrary to what is known, the countries we need to monitor in olive and olive oil are Tunus, not Italy and Greece. Tunisia is a country that should be observed while positioning in target markets for export and price balancing. Considering the rising interest in olives and olive oil, especially in the Far East markets; Turkish olive brands should turn to the right market channels in Far Eastern countries such as China, Japan and India. A healthy evaluation of the data that will come out with target market analysis is vital for the brand communication of a product or service. Promotion is one of the important areas that need to be worked on for the healthy development and progress of the brand in the market. In order to attract Turkish olive brands, which have provided their corporate discourse and strategic concept depth, to a sustainable field in marketing communication, first of all, the phenomenon of promotion must be analyzed correctly.

Gemlik olive, the flagship of a strategic product, is one of the biggest problems in front of it, in order to support both its quality and its positive image in the mind library of consumers. It is clear that an olive sector that focuses on the black pearl in the branch instead of waiting for the pearl in the sea will create more added value with its segmented products.

We also see the positioning phenomenon, which is one of the structural problems of Turkish agricultural products, in Gemlik olives. Brand positioning is where you want to be in your target audience's mind. It is the goal of all brands to be in the mind library of the target audience in the daily flow of life. We know that the brands in the mind library determine all possible purchasing behaviors. Brands seeking a place in the deep river of marketing communication; Gemlik olive also has to make room for itself in an era when intense communication is established to keep hands on its earned areas. The way to carry this field gained in the national market to international markets is to move forward with the right strategic concepts. Although the need for Turkish olive cultivation to increase the depth of technical knowledge in these flagship verbal communication tools is not the subject of this article, it has to be underlined. A Gemlik Olive that blends its corporate discourse with the historical depth of the lands it is in, has no reason to rise to the same segment with its serious competitors in its target markets.

The number one black olive producer country in the world: It is clear that Gemlik olive will reach the desired added value in its target markets by adding the driving and encompassing effect of positioning to the brand identity.

Kemal ÇİFÇİ

Brand Consultant

Secretary General of the Geographical Indications Association

14 February 2021 Sokullu-Ankara

References;

1- http://www.gemlikzeytini.net/zeytin_ve_zeytin_cesitleri.htm

2- http://apelasyon.com/Yazi/97-ol neg- nega-agac-zeytin-kutsal-toren-derleme

3- Gemlik Olive Registration Certificate

4- Gemlik Chamber of Agriculture

5- T.C. 2019 Olive and Olive Oil Report of the Ministry of Trade, General Directorate of Tradesmen, Craftsmen and Coperatives

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

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