Turkish Brands Must Gain Strength to Compete Globally

Turkey's vision for transformation in the food sector was brought back onto the agenda with the Food Innovation Summit, held for the fourth time this year. Speaking at the summit held at Boğaziçi University under the motto "Turkey: Regional Leader in Agriculture and Food Sector," Kaan Sidar, Chairman of the Board of Turkey Food Manufacturers' Association (TÜGİS), emphasized that Turkish food brands need to become stronger in global competition.

Sidar stated that qualified branding and data-driven innovation are essential for increasing Turkey's food exports, which are approaching USD 30 billion, saying "If you don't know the consumer, what you think is 'innovation' will find no market."

"In olive oil, we must create brand value instead of bulk sales"
Calling for Turkey's unique agricultural strength to be branded, Sidar expressed that the potential in food exports can be realized through proper marketing strategies:

"In olive oil, instead of strengthening global brands through bulk sales, we should strengthen our own brands. We are world leaders in hazelnuts, and we have superiority in apricots and figs. We must create strong brands to bring these products to world tables."

"Sustainable strategy cannot be built without protecting brand reputation"
Speaking in the panel titled "Economic Transformation and Global Competitiveness of the Food Sector," Sidar emphasized that Turkey's food innovation potential places the country in a leading position in the region.
Sidar, noting that branding and marketing infrastructure are critical for lasting success, spoke as follows:

"A strategy built without protecting brand reputation is not sustainable. First we must build distribution and field networks, then we must transform consumption into habit through effective marketing activities. When we deliver the message at the right time and in a coordinated manner, our food market develops much faster."

"Innovation must serve the consumer"
Sidar emphasized that the concept of innovation must be understood correctly:

"Presenting minor changes in packaging as innovation is misleading. True innovation is offering the consumer a practical solution, a distinctive taste, or ease of use. This also requires systematic research, testing, and analysis."

Noting that there are many food companies in Turkey that have reached regional brand status, Sidar said that examples of domestic capital that have acquired global brands through acquisitions are also promising for the sector.

"Data-driven innovation will be the new language of global competition"
Drawing attention to the importance of digitalization and technological transformation in the food industry, Sidar noted that Industry 4.0, automation, and artificial intelligence-supported planning reduce costs and increase efficiency.

"Appropriate incentive mechanisms should be activated for these investments to increase. Companies that can transform added value into investment, understand consumers in depth, and conduct data-driven innovation will be sustainable in global competition."

Turkey's food exports approach USD 30 billion
While evaluating Turkey's foreign trade performance, Sidar shared the following information:

"Our total exports are in the USD 200 billion range, while the food sector has reached USD 30 billion. However, this figure is much higher in European countries. The way to close this gap is through branding and value-added products."

Sidar also drew attention to the importance of cultural fit and scientific market testing using the example of the Chinese market:

"Errors in naming and positioning can create serious costs for brands. We must scientifically analyze the consumer dynamics of each market."

Summit brought together all sector stakeholders
The 4th Food Innovation Summit, hosted by Boğaziçi University, brought together leading representatives of the food ecosystem, academics, and entrepreneurs. Throughout the day, panels covered many topics ranging from food engineering to supply chain efficiency, from sustainable production to digital transformation.