At the panels held during the Olivtech Fair, organized by İzmir Metropolitan Municipality at Fuar İzmir between April 30 and May 2, topics such as branding in agriculture, value-added production, food quality, and the role of young entrepreneurship in shaping the sector were comprehensively evaluated.
One of the key gatherings of İzmir’s agriculture and food sector, Gurme İzmir Olivtech – the 12th Olive, Olive Oil, Dairy Products, Wine and Technologies Fair, opened its doors at Fuar İzmir under the hosting of İzmir Metropolitan Municipality and organized by İZFAŞ. In the first session of the events held within the scope of the fair, titled “From Soil to Brand: The Transforming Power of Agriculture and Future Vision,” the transformation process of agriculture into value-added production, branding strategies, and the future vision of the sector were discussed. Moderated by Dr. Erçin Güdücü, Secretary General of the İzmir Commodity Exchange, the session featured agricultural writer Ali Ekber Yıldırım, İzmir Chamber of Commerce Assembly Member Günay Baysal, İzmir Commodity Exchange Representative and General Manager of Tariş Olive and Olive Oil Trade Inc. Cengiz Dikmen, and Board Member of the Aegean Olive and Olive Oil Exporters’ Association Rahmi Balsarı as speakers.
What does the concept of a brand mean?
Dr. Erçin Güdücü stated, “Today, we will discuss the transformation of olives and olive oil from soil to brand. How does this process work, and what stages does it go through in our country? As someone closely connected to agriculture, trade, and producers, what does the concept of a brand mean for farmers and producers?”
“Branding is difficult without solving structural problems”
Agricultural writer Ali Ekber Yıldırım emphasized that without resolving the fundamental problems of agriculture in Türkiye, the branding process cannot progress in a healthy way. Referring to his nearly 30 years of professional experience, Yıldırım said, “We have been discussing the transition from soil to brand for many years, but due to structural issues in production, we cannot fully achieve this stage. The agricultural agenda is mostly shaped around costs, prices, and subsidies. We struggle to move beyond these topics.”
He also addressed the effects of climate conditions and global developments on production: “The year 2025 was quite challenging for producers. Drought, extreme heat, and frost events seriously affected farmers. While 2026 started with promising rainfall, rising costs due to global tensions created new challenges. In such an environment, the priority of producers becomes survival. Therefore, it is difficult to focus on value-added processes such as branding.”
“Türkiye is strong in olive oil, but behind in domestic consumption”
Rahmi Balsarı noted that Türkiye accounts for approximately 10% of global olive oil production, stating, “This is a significant result of investments made in the sector over the past 30 years. In fact, our supply has increased by 150% in the last 25 years. Along with production, domestic consumption has also increased. However, if our domestic consumption were at the level of Greece, our current production might not even meet export demand. Therefore, increasing domestic consumption and focusing on value-added exports are of great importance.”
Referring to sector goals, Balsarı added, “Our aim is for our local and national brands to have a stronger presence in global markets. There have been encouraging developments in this regard. In the last 2.5 years, packaged olive oil exports have been made from Türkiye to 140 countries by 343 companies. When the right conditions are met, Turkish exporters can present their products to global markets through various channels.”
“Inputs are expensive, products are cheap for farmers but expensive for consumers”
Günay Baysal evaluated the role of chambers of commerce and NGOs in the “soil to brand” process, stating, “Agriculture is an undeniably important sector. However, there are still serious problems in our country. Inputs are expensive, products are cheap at the farm level but expensive for consumers. Farmers complain about not earning enough, consumers about high prices, industrialists about processing, and exporters about finding quality products for global markets.”
Highlighting the agricultural potential of the Aegean Region, Baysal said, “The Aegean Region, with its olives, figs, grapes, cotton, and vegetables, is one of the most important agricultural basins not only for İzmir but for Türkiye. We need to create value by utilizing this potential correctly. Today, what matters is not how much you produce, but how much meaning and value you add to what you produce. Products should have a story and reach global markets with that story. An olive is no longer just an olive; it becomes a value-added product with its geographical indication, sustainable production methods, packaging, and brand.” He emphasized that Türkiye has the potential to achieve this transformation.
Transformation of a 110-year-old brand
Cengiz Dikmen shared Tariş’s branding journey as an example, highlighting the transformation process implemented over the last 25 years. Emphasizing the 110-year history of Tariş Olive Oil, Dikmen said, “I would especially like to highlight the steps we have taken in branding over the past 25 years. During this period, we implemented significant changes in many areas from production to marketing. First, we ensured quality standardization. With investments in modern facilities, we strengthened our production infrastructure and achieved consistency in product quality. Then, we focused on packaging and product diversity, developing value-added products aligned with consumer expectations.”
He also noted the importance of corporate identity and communication: “We aimed to transform the Tariş brand from merely a producer identity into a brand that establishes trust with consumers. While increasing our recognition in the domestic market, we also focused on branded exports abroad. By organizing the strength coming from producers effectively, we ensured both quality and sustainability.”
Quality and added value in food discussed
In the second panel held within Olivtech, titled “Quality and Added Value in Food: Process, Technology, and Bioactive Components,” the discussion focused on food quality and added value. Moderator Assoc. Prof. Dr. Turgay Bucak, Head of the Gastronomy and Culinary Arts Department at Dokuz Eylül University, stated that quality in food is no longer limited to production alone: “When we talk about quality today, we are not only discussing the product but also its story, production process, and scientific background. In a strategic product like olive oil, creating added value requires combining traditional knowledge with technology.”
“Quality begins on the branch”
Dr. Abidin Tatlı, President of the Olive Oil Academy, provided technical insights into the production process: “In olive oil, quality begins while the olive is still on the branch. Harvest timing, transportation conditions, pressing duration, and production technology directly determine product quality. The aroma, fruitiness, and flawlessness of olive oil can only be revealed through sensory analysis, which is one of the most critical stages in determining compliance with national and international standards.”
Advanced technology
Another speaker, Can Kayacılar, highlighted advanced technology applications in his presentation titled “Polyphenol enrichment from olive oil and olive by-products using supercritical carbon dioxide: from science to health value.” He said, “Thanks to supercritical carbon dioxide technology, it is possible to obtain high value-added bioactive components from olives and their by-products. This method creates new areas of use in health and generates economic value for the sector.”
Young entrepreneurs shared innovative production models
In the third panel, titled “Young Entrepreneurs Producing the Future,” moderated by The7 Founder Çise Ulus, the rising role of young entrepreneurship, innovative production models, and sustainability-oriented approaches in agriculture and food were discussed. The panel featured Gökçe Erkuşöz (founder of Von Urla), farmer Umut Ayberk, and Yasemin Sezgin (founder of the Sutchu brand). Participants shared their views on new business models that create value in agriculture, production, and food, based on their entrepreneurial experiences.