Atolab Protects Ayvalık Olive Oil Against Counterfeiting

ATOLAB, established by Ayvalık Chamber of Commerce in 2012 and one of four laboratories in the country accredited for olive oil sensory analysis, identifies "Ayvalık Olive Oil" protected by geographical indication registration. In this way, counterfeit olive oil is prevented and the competitiveness of "Ayvalık Olive Oil" abroad increases. 

Using methods compliant with national and international standards, with trained personnel and expert tasters, based on the principle of impartiality and operating under confidentiality protocols, ATOLAB, established by Ayvalık Chamber of Commerce in 2012, leads the domestic and international recognition of the "Ayvalık Olive Oil" geographical indication. Brand owners and companies wishing to use the "Ayvalık Olive Oil" geographical indication hologram on their naturally pressed olive oil packaged products can easily apply to ATOLAB. Ayvalık Chamber of Commerce Chairman Ali Uçar, commenting on the matter, said: "The Ayvalık region is the area bounded by the Madra Mountains to the east, the Aegean Sea to the west, the Madra River with the İzmir province border to the south, and Gömeç district to the north. The 'Ayvalık Olive Oil' geographical indication is granted to olive oils obtained from Ayvalık variety olives grown within the defined geographical boundaries, with all production stages including pressing, bottling and packaging carried out within the Ayvalık geographical boundaries, compliant with the Turkish Food Codex Olive Oil and Pomace Oil Notification, and classified as naturally pressed olive oil in terms of chemical and sensory quality. ATOLAB, one of four laboratories in the country accredited for olive oil sensory analysis, provides holograms with national and international validity by conducting the necessary analyses for our brands to obtain 'Ayvalık Olive Oil' registration. In this way, we also prevent counterfeit, imitation and adulterated products that frequently appear on the market. We also recommend that persons purchasing olive oil pay special attention to the presence of the ATOLAB hologram on the packages," he said.

Investment needed for branding

Emphasizing the importance of branding in olive oil, Ali Uçar stated: "The Turkish olive oil sector largely conducts bulk sales. There are serious shortcomings in branding. Creating a brand and establishing institutionalization are very important matters. If you do not create a brand, you cannot create added value. If you do not institutionalize, you cannot be sustainable. Local boutique firms must be supported, expanded to the national level, and then to the international level with sectoral support. The sale of high-quality products in bulk causes added value to decrease. This situation demonstrates the importance of investments to be made in packaging and branding. Packaged products should be encouraged in terms of creating added value. Revision of the customs union agreement, which is an obstacle to packaged products entering the EU market, is important. To increase packaged exports of Turkish olive oil, promotional activities must be supported, participation in competitions to publicize brand names should be increased, and advertising efforts must be enhanced. Additionally, establishing local firm partnerships will provide market conveniences for easier entry into markets in countries where packaged exports are conducted."