THE GLOBAL WINDOW OF TURKISH FOOD AND AGRICULTURE The Global Window of Turkish Food and Agriculture Sector
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Press release…
The “Turkish Tastes-TURQUALITY Project”, supported by the Ministry of Trade with the participation of 6 food exporters’ associations under the roof of Aegean Exporters’ Associations (EIB), which aims to make Turkish food products more preferred in the USA, the world’s largest food importer with an annual food import of 160 billion dollars, is approaching the end of the 1st year of the 2nd term.
“We have created a four-year promotion strategy”
Kazım Gürel, Member of the Board of Directors of Aegean Furniture, Paper and Forestry Products Exporters’ Association and Turkish Tastes Ambassador responsible for the coordination of the project on behalf of the Aegean Exporters’ Associations, said: “As EİB, we have been carrying out various activities since 2018 within the scope of our TURQUALITY project, which we have been carrying out in order to promote our food products in the USA, the most important consumer market in the world.”
“Branding efforts can yield successful results if they are built on a long-term, detailed and clearly defined road map. In this direction, we took the first step of our work with a detailed market research that lasted for a year starting from 2019. In April 2019, we shared the results of this market research with both you and our member companies. Within the scope of the market research study, we analysed our situation in the US market in line with criteria such as current trends in the US for our export products, expectations for the next period, competitive conditions, specific target audiences within the country and product groups with the highest potential. In line with the analyses, we have created a four-year promotion strategy consisting of two basic elements,” Gürel said.
“We are striving to enter a strong branding process”
“Now we have started to take steps to boost our exports to the USA both in terms of the variety of products exported and value. In this context, we have integrated our 12 member companies into our project by positioning them as ice breakers, so to speak. The most important problem we have in the market is unfortunately related to awareness. Many of our companies export to the USA on the basis of almost all sub-sectors, but unfortunately, it is not known that the products consumed by both intermediaries and end consumers come from Türkiye. We are working to solve this awareness problem first and then to enter a strong branding process. Our selected companies have a great duty in this direction. We believe that the impact of the promotional activities we carry out with the participation of our companies will make significant contributions to achieving results,” Gürel added…
