Turkish Olive Oil Producers Band Together for Global Promotion

The 1st Annual Eurasia Olive, Olive Oil & Processes Fair kicked off January 25, 2007, with a show of force from Turkish olive oil producers whose aim is a closer collaboration with global producers to better compete in today's world market.

Hundreds of guests attended the fair, including international press and dignitaries. Amongst them was International Olive & Olive Oil Council (IOOC) president Habib Essid, who traveled not only to the fair but to olive oil production areas in the region of Izmir. Turkey, which is not currently a member of the IOOC, is expected to rejoin the international coalition as well as develop its own global promotional campaigns for its high-quality olive oil production, according to Undersecretary of Foreign Trade Mustafa Sever. He added that the government will continue to provide incentives for exports and branding efforts.

"The IOOC will help us to solve problems for Turkish producers. We are working to find a balance between production and pricing," said Ali Nedim Güreli, chairman of the Aegean Olive and Olive Oil Exporters Association. "We need to create Turkish brand names, globally acceptable brand names, and be realistic with our sales goals. Our promotional efforts will focus on discovering what the image of Turkey is globally and educating the world on who we are; educate them to the fact we are an oil-producing nation."

Dr. Yahya Laleli, of Laleli Olive Oil, stressed the importance of olive oil producers focusing on production that encompasses olive varieties providing the best health benefits for consumers. He also stressed that while global initiatives were critical for the Turkish producers, educating domestic consumers on the health significance of olive oil was also important.

"We have to find a solution to those people using alternative oils. Obesity is the main issue in front of us," Laleli said. "There is a global obesity epidemic and olive oil can help provide a solution."

While Turkish consumption of table olives is very high, consumption of olive oil is very low (1 kilo per capita) compared to surrounding Mediterranean countries. More than 95 percent of the world's olive oil comes from Mediterranean countries. Turkey accounts for 2.5 million tons of olive oil and 1.3 million tons of table olives. It also ranks fourth in the world for surface area planted with olive trees.

There are more than 1,000 commercial varieties of olives in the world. Turkish producers rely heavily on Gemlile and Domat. Sixty percent of their olive oil production is exported to Italy and Spain where, if it not consumed, it is repacked and exported again. Turkish producers would like to take more control of their own destiny and export branded Turkish products. Retailers in the U.S. can expect a focused effort at the Summer Fancy Food Show in New York, as Turkish producers and officials reach out to the global market in search of importers and retail channels.

The Gourmet Retailer Magazine was invited to attend the program and also to visit Izmir with Essid. What we discovered was a country of producers with great stories to tell. Three stories stand out amongst the crowd. The first is a brand Ravika, whose offices are in a small village recreated from the family's previous home in Greece.

The second is Dr. M. Resat Akkan of Alyattes Organic Olive & Olive Oil, who began producing as a dream he held close to his heart for years.

"I gave myself a certain threshold of earnings I wanted to achieve working before I started my own olive production," he said. "Once I reached that goal, I stopped working and focused my efforts on organic farming. It's been six years, and I am focused on farming now full-time. We'll begin to see profits this year."

Akkan wants to promote his products domestically to teach fellow Turks the importance of olive oil consumption and the quality of organic farming. It's the same goal shared by Dr. Laleli, whose self-branded products are already available in the U.S. Laleli's goal is to promote the health benefits of extra virgin olive oil. His passion is overwhelming.

A family business, the Lalelis combine their experience in the medical field and environmental services (Laleli's son is an environmental engineer), to produce extra virgin olive oil with a focus on its antioxidant value. Its Early Harvest Extra Virgin Olive Oil comes from hand-picked olives. The oil is full of fresh olive taste and antioxidants because it has not been filtered. However, it is perfectly clarified by double centrifugation in a cold environment, and then undergoes sedimentation under nitrogen in stainless steel/nox tanks. This oil has already received global recognition, including the Gold Medal at World Specialties Commodities 2005 in France.

These stories will help the Turkish brands gain footing in the U.S. market as they develop their brands, stories and showcase their passion. During several tasting sessions, we discovered that the variety of olive and production methods used in Turkey produce a final product that is well-suited for the American consumer in general. During tasting sessions with Fathi Abdelhadi from Israel and Dr. M. Resat Akkan of Alyattes, we found that many of the oils being produced have a note of light yield of fruit, bitterness and sharpness — a soft, sweet palate with a gentle and yet still pungent body.

Another area of great interest to both retailers and consumers in the U.S. is the production of organic olive oil. Laleli, Ravika and Alyattes are already taking great steps to meet these goals.