Metro TurkeyIn its "Geographical Indication Products Survey," conducted in collaboration with TURYID and FutureBright, Metro Turkey shared a comprehensive picture with the sector, revealing awareness, preference motivations, and, in particular, the decisive role of trust in local and Geographical Indication-registered products. Believing that the future of Turkish cuisine depends on the protection of local products and working towards this goal, Metro Turkey has once again consolidated its leadership in this field with this survey, once again pioneering the sector. Conducted through interviews with 600 consumers, producers, and food and beverage industry professionals aged 18-60, the survey addresses the knowledge levels, perceptions, and key challenges they face regarding Geographical Indication-registered products within a holistic framework.
Reminding that their aim is to preserve Turkish culinary culture and values and pass them on to future generations Metro Türkiye CEO David AntunesWe know that this can only be achieved by keeping the product alive; for 35 years, we have been working to protect domestic products and support producers. In 2012, with the understanding that "Turkish cuisine cannot be sustainable if domestic products are not sustainable," we launched the Geographical Indications project, which brought this issue to the public agenda for the first time. With this project, we explain to producers how to grow the product, how to store the seeds, and how to ensure sustainability. We guide them on issues such as registration applications and exports. We also work to increase the presence of these products in kitchens and undertake projects that raise public awareness. Today, we have taken this work a step further, focusing on measuring the value of Geographical Indications among producers, consumers, and industry professionals through research conducted in collaboration with TURYİD and Future Bright. We aimed to answer the questions of how well these products are known and recognized, to assess consumption and usage habits, and to reveal their impact on economic, cultural, and social dimensions. Based on the results obtained, we will undertake studies that will illuminate and lead the sector. "We will focus on what the development points are and what we can do to improve the processes by focusing on them," he said.
'The identity of the product is the future of the young farmer'
Pointing out that geographical indications are a cultural force Founder of FutureBright Akan Abdula; ''Geographical indications are ecosystem creators. When activated, they transform not only a mode of production but also a way of life. They radically impact everything: the value of the land, the hope of the village, the meaning of the table. They create collectives. They move producers from competition to unity. They allow consumers to consume not only products but also culture. But for me, the most important thing is young farmers. In the last decade, many have abandoned their land and migrated to big cities. Yet, geographical indications have a great potential to keep these young people in their villages. These products not only preserve the past but also re-grow the future. This is one of the most promising areas for solving Türkiye's agricultural problems. We must defend it. We must support it. Because the identity of the product is the future of the young farmer," he said.
Pointing out that today, consumers not only want to see the name of the Geographical Indication registered products on menus, but also want to hear the story of the product from the chefs. TURYID Board Member Ebru Koralı He said, "I find the use of geographical indications crucial for two reasons. First, they create a difference. The most important criterion for geographical indications is the unique, inimitable aroma and flavor profile created by the region's soil, climate, water, and people. Chefs strive for perfection and strive to achieve the best flavor. Geographical Indications provide chefs and restaurants with certified, controlled, and standardized quality raw materials. Every geographically indicated product has a cultural, historical, and production story behind it, and restaurants incorporate these stories into their menus to offer not just a dish but an experience. This strengthens the restaurant's identity and philosophy. Second, restaurants create significant awareness by educating consumers. Customers are introduced to the product when they look at the menu. At the restaurant, they can experience the flavor of the geographically indicated product. Geographical indications establish a strong bond of trust between consumers and the product, providing satisfaction in various ways, such as trust and transparency, respect for labor, and the experience of a value-added product."
Awareness rate is 72%
The research revealed valuable results for the future of products. While 72% of consumers say they know what a Geographical Indication registered product means, only 2 in 10 can correctly define it. Meanwhile, 34 in 100 people express a particular preference for Geographical Indication registered products.
The first registered product that comes to mind is Antep Baklava
When 58% of consumers think of products with a registered geographical indication, they primarily think of food, desserts, and pastries. This is followed by fruits and vegetables (37%), and honey, sugar, and nuts (29%). Antep baklava stands out as the first product with a registered geographical indication that comes to mind for 26% of participants. This is followed by Malatya apricots (14%), baklava (9%), Adana kebab (8%), pistachios (7%), hazelnuts, Kayseri pastrami, and Aydın figs (6%), and Kars kashar cheese, Antakya-Hatay kunefe, and Edirne liver (5%). When local products are mentioned, hazelnuts, cheese, tea, and olives come to mind first.
Consumers seek trust in Geographical Indications
Consumers perceive local and Geographical Indication-registered products as cultural "heritage," while industry professionals consider them an element of "excellence." This translates to the concept of "trust." While trust is the greatest strength of Geographical Indication-registered and local products, consumers and professionals can also question the quality and inspection of products bearing Geographical Indication labels everywhere, from market to market. "Incorrect labeling" that has not been obtained through registration and inspection can damage brand value. This is where trust in the product channel becomes paramount. Metro Turkey assumes a significant responsibility for both the food and beverage industry and end consumers, with nearly 750 food and non-food Geographical Indication-registered and candidate products, seasonally carried on quality and food safety inspections.
Big opportunities are missed with small budgets
According to the research, manufacturers' limited budgets for products prevent them from making the necessary infrastructure investments for the development and expansion of their production operations. Not only are manufacturers unable to meet the necessary logistics requirements, but inadequate infrastructure can also compromise the quality standards of some products. This, in turn, creates distrust among industry professionals. Metro Turkey focuses on creating benefits for both manufacturers, consumers, and industry professionals through analyses conducted not only during the production phase but also throughout the logistics process of products reaching market shelves.
Support is essential for the producer to make his voice heard
The research also shows that manufacturers often fail to adequately promote their products. Industry professionals, on the other side of the process, can only connect with manufacturers through industry references and social media. This situation highlights the need for solutions that bring manufacturers and relevant stakeholders together. With this responsibility, Metro Turkey builds a bridge between manufacturers and the professionals for whom it is one of the most important business partners, providing significant support for the promotion of products and their use in the kitchen.
The results indicate “cooperation”
The research, conducted to shed light on the future of Geographical Indication-registered and local products, reveals that collaborations are a vital lifeline for ensuring the continued production of these products. It's stated that with the support of everyone from consumers to managers and the right stakeholders, information gaps, miscommunications, and inadequacies experienced in the process can be overcome.
Metro Türkiye aims to produce solutions to problems in light of the data obtained from the research and is determined to carry these products into the future by ensuring the necessary improvements and establishing collaborations.
Source: HORECA TREND and Metro Türkiye