Eti Celebrates Its 60th Anniversary

Eti's journey toward happiness reached its 60th year, beginning in a production facility whose architectural design was created by founder Firuz Kanatlı when he was just 29 years old as a young entrepreneur, and today Eti is the brand that comes to mind first when people think of happiness. Eti, whose corporate purpose was determined from day one by Firuz Kanatlı's words "There is no greater purpose than humanity's happiness," has worked for 60 years to bring happiness into people's lives. Eti is celebrating its 60th founding anniversary with two special advertising films prepared drawing inspiration from the founding story that began with founder Firuz Kanatlı's dream.

"There is no greater purpose than humanity's happiness"

In the film that begins with a factory sketched amateurishly on a piece of paper in the early morning 60 years ago, one can feel the warm and sparkling effect that an ideal to produce small moments of happiness creates today in everyone from seven to seventy. In the film, as Eti set out on its journey from Eskişehir with a factory of 20 employees producing small moments of happiness, today with more than 7,000 employees, 9 production facilities, 50 brands and more than 300 products, the message is emphasized with the slogan "Our purpose has always been on our minds for 60 years!" reflecting the unwavering dedication to everyone's happiness.

Pioneer in social responsibility and sustainability projects

The second advertising film is built on the premise that Eti's happiness, which touches millions of people's lives, is not limited to the joy its products bring. The film presents scenes from Eti's long-standing social responsibility projects that serve societal and environmental issues requiring development, and provide people with opportunities to realize themselves and achieve happiness. Among the projects featured in the film are: the Eti Yellow Bicycle project, which has been cited as an example on many platforms and has become a civil society movement, the "You Are Young, You Are Strong" project that supports young people working with determination for their dreams, the Eti Children's Theatre which has provided theatrical experience to more than three million children over 21 years with equal opportunity, and the contract farming practice that Eti conducts with farmers whom it supports from sowing to harvest with a sustainable approach. The advertising films, whose shooting took place in different regions of Turkey and which bear the signature of fine arts in their creative process, were directed by Turgut Akaçık.