\u0130zmir B\u00fcy\u00fck\u015fehir Belediyesi taraf\u0131ndan 30 Nisan-2 May\u0131s tarihlerinde Fuar \u0130zmir\u2019de d\u00fczenlenen Olivtech Fuar\u0131\u2019nda d\u00fczenlenen panellerde; tar\u0131mda markala\u015fma, katma de\u011ferli \u00fcretim, g\u0131dada kalite ve gen\u00e7 giri\u015fimcili\u011fin sekt\u00f6re y\u00f6n veren rol\u00fc kapsaml\u0131 \u015fekilde de\u011ferlendirildi.<\/p>\n
\u0130zmir tar\u0131m ve g\u0131da sekt\u00f6r\u00fcn\u00fcn \u00f6nemli bulu\u015fmalar\u0131ndan biri olan Gurme \u0130zmir Olivtech \u2013 12. Zeytin, Zeytinya\u011f\u0131, S\u00fct \u00dcr\u00fcnleri, \u015earap ve Teknolojileri Fuar\u0131, \u0130zmir B\u00fcy\u00fck\u015fehir Belediyesi ev sahipli\u011finde ve \u0130ZFA\u015e organizasyonuyla Fuar \u0130zmir\u2019de kap\u0131lar\u0131n\u0131 a\u00e7t\u0131. Fuar kapsam\u0131nda d\u00fczenlenen etkinliklerin ilk oturumu olan \u201cTopraktan Markaya: Tar\u0131m\u0131n D\u00f6n\u00fc\u015fen G\u00fcc\u00fc ve Gelecek Vizyonu\u201d ba\u015fl\u0131kl\u0131 panelde; tar\u0131m\u0131n katma de\u011ferli \u00fcretime d\u00f6n\u00fc\u015f\u00fcm s\u00fcreci, markala\u015fma stratejileri ve sekt\u00f6r\u00fcn gelece\u011fine y\u00f6nelik vizyon ele al\u0131nd\u0131. Moderat\u00f6rl\u00fc\u011f\u00fcn\u00fc \u0130zmir Ticaret Borsas\u0131 Genel Sekreteri Dr. Er\u00e7in G\u00fcd\u00fcc\u00fc\u2019n\u00fcn yapt\u0131\u011f\u0131 oturumda; tar\u0131m yazar\u0131 Ali Ekber Y\u0131ld\u0131r\u0131m, \u0130zmir Ticaret Odas\u0131 Meclis \u00dcyesi G\u00fcnay Baysal, \u0130zmir Ticaret Borsas\u0131 Temsilcisi ve Tari\u015f Zeytin Zeytinya\u011f\u0131 Tic. A.\u015e. Genel M\u00fcd\u00fcr\u00fc Cengiz Dikmen ile Ege Zeytin ve Zeytinya\u011f\u0131 \u0130hracat\u00e7\u0131lar\u0131 Birli\u011fi Y\u00f6netim Kurulu \u00dcyesi Rahmi Balsar\u0131 konu\u015fmac\u0131 olarak yer ald\u0131.\u00a0<\/p>\n
Marka kavram\u0131 ne ifade ediyor?<\/strong> \u201cYap\u0131sal sorunlar \u00e7\u00f6z\u00fclmeden markala\u015fma zor\u201d<\/strong> \u201cT\u00fcrkiye zeytinya\u011f\u0131nda g\u00fc\u00e7l\u00fc, i\u00e7 t\u00fcketimde geride\u201d<\/strong> \u201cGirdiler pahal\u0131, \u00fcr\u00fcn \u00e7ift\u00e7ide ucuz, t\u00fcketicide ise pahal\u0131\u201d<\/strong> 110 y\u0131ll\u0131k markan\u0131n d\u00f6n\u00fc\u015f\u00fcm\u00fcn\u00fc anlatt\u0131<\/strong> G\u0131dada kalite ve katma de\u011fer konu\u015fuldu<\/strong> \u201cKalite daha dal\u0131nda ba\u015flar\u201d<\/strong> Gen\u00e7 giri\u015fimciler yenilik\u00e7i \u00fcretim modellerini payla\u015ft\u0131<\/strong> \u00a0<\/p>\n \u00a0<\/p>\n Kaynak: (BYZHA) Beyaz Haber Ajans\u0131<\/p>\n","protected":false},"excerpt":{"rendered":" \u0130zmir B\u00fcy\u00fck\u015fehir Belediyesi taraf\u0131ndan 30 Nisan-2 May\u0131s tarihlerinde Fuar \u0130zmir\u2019de d\u00fczenlenen Olivtech Fuar\u0131\u2019nda d\u00fczenlenen panellerde; tar\u0131mda markala\u015fma, katma de\u011ferli \u00fcretim, g\u0131dada kalite ve gen\u00e7 giri\u015fimcili\u011fin sekt\u00f6re y\u00f6n veren rol\u00fc kapsaml\u0131 \u015fekilde de\u011ferlendirildi.<\/p>\n","protected":false},"author":1,"featured_media":14433,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21],"tags":[],"class_list":["post-14432","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ekonomi"],"_links":{"self":[{"href":"https:\/\/akdenizolay.com.tr\/index.php\/wp-json\/wp\/v2\/posts\/14432","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/akdenizolay.com.tr\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/akdenizolay.com.tr\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/akdenizolay.com.tr\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/akdenizolay.com.tr\/index.php\/wp-json\/wp\/v2\/comments?post=14432"}],"version-history":[{"count":1,"href":"https:\/\/akdenizolay.com.tr\/index.php\/wp-json\/wp\/v2\/posts\/14432\/revisions"}],"predecessor-version":[{"id":14434,"href":"https:\/\/akdenizolay.com.tr\/index.php\/wp-json\/wp\/v2\/posts\/14432\/revisions\/14434"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/akdenizolay.com.tr\/index.php\/wp-json\/wp\/v2\/media\/14433"}],"wp:attachment":[{"href":"https:\/\/akdenizolay.com.tr\/index.php\/wp-json\/wp\/v2\/media?parent=14432"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/akdenizolay.com.tr\/index.php\/wp-json\/wp\/v2\/categories?post=14432"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/akdenizolay.com.tr\/index.php\/wp-json\/wp\/v2\/tags?post=14432"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\u00a0Dr. Er\u00e7in G\u00fcd\u00fcc\u00fc, \u201cBug\u00fcn zeytin ve zeytinya\u011f\u0131n\u0131n topraktan markaya d\u00f6n\u00fc\u015f\u00fcm\u00fcn\u00fc ele alaca\u011f\u0131z. Bu s\u00fcre\u00e7 nas\u0131l i\u015fliyor, \u00fclkemizde hangi a\u015famalardan ge\u00e7iyor? Tar\u0131m, ticaret ve \u00fcretici taraf\u0131na yak\u0131ndan temas eden bir isim olarak, marka kavram\u0131 \u00e7ift\u00e7i ve \u00fcretici i\u00e7in ne ifade ediyor?\u201d diye konu\u015ftu.\u00a0<\/p>\n
\u00a0Tar\u0131m yazar\u0131 Ali Ekber Y\u0131ld\u0131r\u0131m, T\u00fcrkiye\u2019de tar\u0131m\u0131n temel sorunlar\u0131 \u00e7\u00f6z\u00fclmeden, markala\u015fma s\u00fcrecinin sa\u011fl\u0131kl\u0131 ilerleyemedi\u011fine dikkat \u00e7ekti. Yakla\u015f\u0131k 30 y\u0131ll\u0131k meslek deneyimine at\u0131fta bulunan Y\u0131ld\u0131r\u0131m, \u201cTopraktan markaya ge\u00e7i\u015fi uzun y\u0131llard\u0131r konu\u015fuyoruz, ancak \u00fcretimde ya\u015fanan yap\u0131sal sorunlar nedeniyle bu a\u015famaya bir t\u00fcrl\u00fc ge\u00e7emiyoruz. Tar\u0131m g\u00fcndemi \u00e7o\u011funlukla maliyetler, fiyatlar ve destekler etraf\u0131nda \u015fekilleniyor. Bu ba\u015fl\u0131klar\u0131n \u00f6tesine ge\u00e7mekte zorlan\u0131yoruz\u201d dedi.
\u00a0\u0130klim ko\u015fullar\u0131 ve k\u00fcresel geli\u015fmelerin \u00fcretim \u00fczerindeki etkilerine de de\u011finen Y\u0131ld\u0131r\u0131m, \u201c2025 y\u0131l\u0131 \u00fcretici a\u00e7\u0131s\u0131ndan olduk\u00e7a zor ge\u00e7ti. Kurakl\u0131k, a\u015f\u0131r\u0131 s\u0131cakl\u0131klar ve don olaylar\u0131 \u00e7ift\u00e7iyi ciddi \u015fekilde etkiledi. 2026 y\u0131l\u0131 ise umut verici ya\u011f\u0131\u015flarla ba\u015flad\u0131, ancak bu kez de k\u00fcresel gerilimler nedeniyle maliyetler artt\u0131. B\u00f6yle bir ortamda \u00fcreticinin \u00f6nceli\u011fi ayakta kalmak oluyor. Bu nedenle markala\u015fma gibi katma de\u011ferli s\u00fcre\u00e7leri konu\u015fmakta zorlan\u0131yoruz\u201d \u015feklinde konu\u015ftu.<\/p>\n
\u00a0Rahmi Balsar\u0131, T\u00fcrkiye\u2019nin, d\u00fcnya zeytinya\u011f\u0131 \u00fcretiminin yakla\u015f\u0131k y\u00fczde 10\u2019unu ger\u00e7ekle\u015ftirdi\u011fini belirterek, \u201cBu, son 30 y\u0131lda sekt\u00f6re yap\u0131lan yat\u0131r\u0131mlar\u0131n \u00f6nemli bir sonucu. Nitekim son 25 y\u0131lda arz\u0131m\u0131z y\u00fczde 150 oran\u0131nda artt\u0131. \u00dcretimle birlikte i\u00e7 t\u00fcketimimizde de art\u0131\u015f ya\u015fand\u0131. Ancak i\u00e7 t\u00fcketimimiz, \u00f6rne\u011fin Yunanistan seviyesinde olsayd\u0131, mevcut \u00fcretimimiz ihracata dahi yetmeyebilirdi. Bu nedenle hem i\u00e7 t\u00fcketimi art\u0131rmak hem de katma de\u011ferli ihracata odaklanmak b\u00fcy\u00fck \u00f6nem ta\u015f\u0131yor\u201d ifadelerini kulland\u0131.
\u00a0Sekt\u00f6r\u00fcn hedeflerine de de\u011finen Balsar\u0131, \u201cAmac\u0131m\u0131z, yerli ve milli markalar\u0131m\u0131z\u0131n d\u00fcnya pazarlar\u0131nda daha g\u00fc\u00e7l\u00fc \u015fekilde yer almas\u0131. Bu noktada sevindirici geli\u015fmeler de var. Son 2,5 y\u0131lda T\u00fcrkiye\u2019den 140 \u00fclkeye ambalajl\u0131 zeytinya\u011f\u0131 ihracat\u0131 ger\u00e7ekle\u015ftirildi. Bu ihracat, 343 firma taraf\u0131ndan yap\u0131ld\u0131. Uygun ko\u015fullar sa\u011fland\u0131\u011f\u0131nda T\u00fcrk ihracat\u00e7\u0131s\u0131n\u0131n \u00fcr\u00fcnlerini farkl\u0131 kanallar arac\u0131l\u0131\u011f\u0131yla d\u00fcnya pazarlar\u0131na sunabildi\u011fini g\u00f6r\u00fcyoruz\u201d diye konu\u015ftu.<\/p>\n
\u00a0G\u00fcnay Baysal ise \u201cTopraktan markaya\u201d s\u00fcrecinde ticaret odalar\u0131 ve sivil toplum kurulu\u015flar\u0131n\u0131n rol\u00fcne ili\u015fkin de\u011ferlendirmelerde bulunarak, \u201cTar\u0131m, \u00f6nemi tart\u0131\u015f\u0131lmaz bir sekt\u00f6r. Ancak \u00fclkemizde hala ciddi sorunlar var. Girdiler pahal\u0131, \u00fcr\u00fcn \u00e7ift\u00e7ide ucuz, t\u00fcketicide ise pahal\u0131. \u00c7ift\u00e7i yeterince kazanamamaktan, t\u00fcketici y\u00fcksek fiyatlardan, sanayici i\u015flemek i\u00e7in, ihracat\u00e7\u0131 ise d\u00fcnya pazar\u0131na sunacak kaliteli \u00fcr\u00fcn bulamamaktan \u015fikayet ediyor\u201d dedi.
\u00a0Ege B\u00f6lgesi\u2019nin tar\u0131msal potansiyeline dikkat \u00e7eken Baysal, \u201cEge B\u00f6lgesi; zeytin, incir, \u00fcz\u00fcm, pamuk ve sebzeleriyle yaln\u0131zca \u0130zmir\u2019in de\u011fil, T\u00fcrkiye\u2019nin en \u00f6nemli tar\u0131m havzalar\u0131ndan biri. Bu potansiyeli do\u011fru de\u011ferlendirerek de\u011fer yaratmam\u0131z gerekiyor. Bug\u00fcn d\u00fcnyada ne kadar \u00fcretti\u011finiz de\u011fil, \u00fcretti\u011finize ne kadar anlam ve de\u011fer katt\u0131\u011f\u0131n\u0131z \u00f6l\u00e7\u00fcl\u00fcyor. \u00dcr\u00fcnlerin bir hikayesi olmal\u0131 ve bu hikayeyle d\u00fcnya pazarlar\u0131na a\u00e7\u0131lmal\u0131. Bir zeytin art\u0131k sadece zeytin de\u011fil; co\u011frafi i\u015fareti, s\u00fcrd\u00fcr\u00fclebilir \u00fcretim y\u00f6ntemleri, ambalaj\u0131 ve markas\u0131yla katma de\u011ferli bir \u00fcr\u00fcne d\u00f6n\u00fc\u015f\u00fcyor\u201d diyerek T\u00fcrkiye\u2019nin bu d\u00f6n\u00fc\u015f\u00fcm\u00fc ger\u00e7ekle\u015ftirebilecek potansiyele sahip oldu\u011funu belirtti.<\/p>\n
\u00a0Cengiz Dikmen de konu\u015fmas\u0131nda Tari\u015f\u2019in markala\u015fma yolculu\u011funu \u00f6rnek g\u00f6stererek, \u00f6zellikle son 25 y\u0131lda hayata ge\u00e7irilen d\u00f6n\u00fc\u015f\u00fcm s\u00fcrecini payla\u015ft\u0131. Tari\u015f Zeytinya\u011f\u0131\u2019n\u0131n 110 y\u0131ll\u0131k k\u00f6kl\u00fc ge\u00e7mi\u015fi oldu\u011funun alt\u0131n\u0131 \u00e7izen Dikmen, \u201cBen \u00f6zellikle son 25 y\u0131lda markala\u015fma ad\u0131na att\u0131\u011f\u0131m\u0131z ad\u0131mlar\u0131 vurgulamak isterim. Bu s\u00fcre\u00e7te \u00fcretimden pazarlamaya kadar pek \u00e7ok alanda \u00f6nemli de\u011fi\u015fimler ger\u00e7ekle\u015ftirdik. \u00d6ncelikle kalite standardizasyonunu sa\u011flad\u0131k. Modern tesis yat\u0131r\u0131mlar\u0131yla \u00fcretim altyap\u0131m\u0131z\u0131 g\u00fc\u00e7lendirdik, \u00fcr\u00fcn kalitesinde s\u00fcreklili\u011fi yakalad\u0131k. Ard\u0131ndan ambalaj ve \u00fcr\u00fcn \u00e7e\u015fitlili\u011fine odaklanarak t\u00fcketici beklentilerine uygun, katma de\u011ferli \u00fcr\u00fcnler geli\u015ftirdik\u201d dedi.
\u00a0Markala\u015fma s\u00fcrecinde kurumsal kimlik ve ileti\u015fim \u00e7al\u0131\u015fmalar\u0131na da \u00f6nem verdiklerini belirten Dikmen, \u201cTari\u015f markas\u0131n\u0131 sadece bir \u00fcretici kimli\u011finden \u00e7\u0131kar\u0131p, t\u00fcketiciyle g\u00fcven ba\u011f\u0131 kuran bir marka haline getirmeye \u00e7al\u0131\u015ft\u0131k. Yurt i\u00e7i pazarda bilinirli\u011fimizi art\u0131r\u0131rken, yurt d\u0131\u015f\u0131nda da markal\u0131 ihracata y\u00f6neldik. \u00dcreticiden gelen g\u00fcc\u00fc do\u011fru \u015fekilde organize ederek hem kaliteyi hem de s\u00fcrd\u00fcr\u00fclebilirli\u011fi sa\u011flad\u0131k\u201d diye konu\u015ftu.<\/p>\n
\u00a0Olivtech kapsam\u0131nda d\u00fczenlenen etkinliklerin ikinci panelinde, \u201cG\u0131dada Kalite ve Katma De\u011fer: Proses, Teknoloji ve Biyoaktif Bile\u015fenler\u201d ba\u015fl\u0131\u011f\u0131 ele al\u0131nd\u0131. Panelin moderat\u00f6rl\u00fc\u011f\u00fcn\u00fc yapan Dokuz Eyl\u00fcl \u00dcniversitesi Gastronomi ve Mutfak Sanatlar\u0131 Ana Bilim Dal\u0131 Ba\u015fkan\u0131 Do\u00e7. Dr. Turgay Bucak, g\u0131dada kalitenin art\u0131k yaln\u0131zca \u00fcretimle s\u0131n\u0131rl\u0131 bir kavram olmad\u0131\u011f\u0131n\u0131 belirterek, \u201cBug\u00fcn kaliteyi konu\u015furken sadece \u00fcr\u00fcn\u00fc de\u011fil, ayn\u0131 zamanda onun hikayesini, \u00fcretim s\u00fcrecini ve bilimsel altyap\u0131s\u0131n\u0131 da konu\u015fuyoruz. Zeytinya\u011f\u0131 gibi stratejik bir \u00fcr\u00fcnde katma de\u011fer yaratman\u0131n yolu, geleneksel bilgi ile teknolojiyi bir araya getirmekten ge\u00e7iyor\u201d dedi.\u00a0<\/p>\n
\u00a0Zeytinya\u011f\u0131 Akademisi Ba\u015fkan\u0131 Dr. Abidin Tatl\u0131 ise zeytinin dal\u0131ndan \u00fcretim s\u00fcrecine ili\u015fkin teknik de\u011ferlendirmelerde bulundu. Tatl\u0131, \u201cZeytinya\u011f\u0131nda kalite, daha zeytin dal\u0131ndayken ba\u015flar. Hasat zaman\u0131, ta\u015f\u0131ma ko\u015fullar\u0131, s\u0131k\u0131m s\u00fcresi ve \u00fcretim teknolojisi do\u011frudan \u00fcr\u00fcn\u00fcn kalitesini belirler. Zeytinya\u011f\u0131n\u0131n aromas\u0131, meyvemsili\u011fi ve kusursuzlu\u011fu, ancak duyusal analizle ortaya konulabilir. Bu da \u00fcr\u00fcn\u00fcn ulusal ve uluslararas\u0131 standartlara uygunlu\u011funu belirleyen en \u00f6nemli a\u015famalardan biridir\u201d diye konu\u015ftu.
\u00a0
\u0130leri teknoloji<\/strong>
\u00a0Panelin di\u011fer konu\u015fmac\u0131s\u0131 Can Kayac\u0131lar da \u201cS\u00fcperkritik karbondioksit ile zeytinya\u011f\u0131 ve zeytin yan \u00fcr\u00fcnlerinden polifenol zenginle\u015ftirme: bilimden sa\u011fl\u0131k de\u011ferine\u201d ba\u015fl\u0131kl\u0131 sunumunda ileri teknoloji uygulamalar\u0131na dikkat \u00e7ekti. Kayac\u0131lar, \u201cS\u00fcperkritik karbondioksit teknolojisi sayesinde zeytin ve yan \u00fcr\u00fcnlerinden y\u00fcksek katma de\u011ferli biyoaktif bile\u015fenler elde etmek m\u00fcmk\u00fcn. Bu y\u00f6ntem hem sa\u011fl\u0131k alan\u0131nda yeni kullan\u0131m alanlar\u0131 yarat\u0131yor hem de sekt\u00f6r i\u00e7in ekonomik de\u011fer \u00fcretiyor\u201d dedi.<\/p>\n
\u00a0Olivtech kapsam\u0131nda d\u00fczenlenen etkinliklerin \u00fc\u00e7\u00fcnc\u00fc panelinde, \u201cGelece\u011fi \u00dcreten Gen\u00e7 Giri\u015fimciler\u201d ba\u015fl\u0131\u011f\u0131 ele al\u0131nd\u0131. Moderat\u00f6rl\u00fc\u011f\u00fcn\u00fc The7 Kurucusu \u00c7ise Ulus\u2019un \u00fcstlendi\u011fi panelde, tar\u0131m ve g\u0131da sekt\u00f6r\u00fcnde gen\u00e7 giri\u015fimcili\u011fin y\u00fckselen rol\u00fc, yenilik\u00e7i \u00fcretim modelleri ve s\u00fcrd\u00fcr\u00fclebilirlik odakl\u0131 yakla\u015f\u0131mlar de\u011ferlendirildi. Panelde Von Urla kurucusu G\u00f6k\u00e7e Erku\u015f\u00f6z, \u00e7ift\u00e7i Umut Ayberk ve Sutchu markas\u0131n\u0131n kurucusu Yasemin Sezgin yer ald\u0131. Kat\u0131l\u0131mc\u0131lar, kendi giri\u015fimcilik deneyimlerinden yola \u00e7\u0131karak tar\u0131m, \u00fcretim ve g\u0131da alan\u0131nda de\u011fer yaratan yeni i\u015f modellerine ili\u015fkin g\u00f6r\u00fc\u015flerini payla\u015ft\u0131.<\/p>\n