Aegean Exporters' Associations have been successfully continuing the "TURQUALITY Project" supported by the Ministry of Trade with the participation of 6 food exporters under its roof for 2 years. Aegean Exporters' Associations also ensured that Turkish cuisine is included in the curriculum of the William F. Harrah Tourism and Hotel Management School, with the agreement it made with the University of Las Vegas. Aegean Exporters' Associations will cooperate with Izmir University of Economics for the inclusion of Turkish cuisine in the curriculum of the University of Las Vegas William F. Harrah Tourism and Hotel Management School.
Aegean Exporters' Unions Coordinator President Jak Eskinazi, Izmir University of Economics Rector Prof. Dr. Murat Aşkar, Aegean Exporters' Associations Coordinator Vice President Birol Celep, IUE School of Applied Management Sciences Director Dr. Betül Öztürk and Food Associations Presidents shared the details of the project at a hybrid press conference.
Aegean Exporters' Unions Coordinator President Jak Eskinazi said, “As the main elements of our strategy; winning the hearts of local professionals and consumers and becoming a brand ambassador for Turkish food products, starting from Las Vegas, an effective and manageable market base, then expanding to the southwest and California region, and finally to the whole country. The goals we want to achieve at the end of four years are; Creating demand in the USA HoReCa (hotel, restaurant, café) sector, developing business and establishing sustainable relationships with manufacturers, distributors, wholesalers, retailers and chain markets, awareness and awareness through restaurant associations, food investors, food enterprises, tourism-hotel management faculties, culinary schools as creating brand awareness. " said.
Cooperation with the world's second most successful tourism and hospitality school, and the first in the USA
Explaining that they are planning 9 activities in the first year of the project, Jak Eskinazi mentioned that they first prepared promotional films with the executive chefs of famous hotels in the Las Vegas region.
“In these promotional films, 6 different chefs used our 6 different product groups on their menus. Then, we held tasting and promotional activities, perhaps the first of its kind, at regular intervals in the kitchen of the University of Las Vegas Tourism and Hotel Management School. While groups of 15 people consisting of famous chefs, purchasing directors, distributors and academicians were tasted menus prepared with Turkish products by foreign chefs, who are already the face of our brand, the sector presentations were made online by the members of the Board of Directors who were connected to the event online. Finally, we initiated a 5-year cooperation with the University of Las Vegas, which was chosen as the second most successful tourism and hospitality school in the world and the first in the USA. "
Eskinazi added that export products and Turkish Cuisine will be included in the university curriculum thanks to the cooperation, and that EİB will cooperate with İzmir University of Economics and create the course contents together.
“One of our goals is to introduce Turkish cuisine culture and its ingredients to current and future chefs, buyers and distributors of the USA and to increase the share of our products in the US market. To explain the awareness of our dried fruits, seafood, fruit and vegetable products, olive and olive oil, grains, pulses, oilseeds and non-wood forest products in the USA, and the ways of using them in meals in accordance with the taste of the USA. In the next period, in line with the goals set, we will continue our specific audience-oriented work to be carried out with influencers in private jet, as well as works for wider audiences such as cooperation with e-sports teams, whose popularity is increasing day by day.
Izmir University of Economics Rector Prof. Dr. Murat Love noting the importance of industry and university cooperation for development in the long run Turkey, "added values of sustainability and social benefits axis high products to be in cooperation with leading industry to provide training in a way that produced important for all time. We are celebrating our 20th anniversary. We are very happy to be a stakeholder in such an international project. "
Course contents will be delivered at the beginning of the first semester next year
Birol Celep, Deputy Coordinator Vice President of Aegean Exporters' Unions, said, “Within the scope of the promotional project we are carrying out, we, as the Aegean Region, are among the leading countries in production and export all over the world; We focused on our food products, especially oil seeds, sea bass and sea bream. We are one of the most important actors of the Mediterranean diet, which is one of the consumption types related to healthy nutrition, which is becoming more important every day. We wish to share all this knowledge, experience and competencies we have with the University of Las Vegas. " he spoke.
Stating that the cooperation will provide a valuable resource regarding the richness of Anatolia, which is an indispensable part of the Mediterranean diet as well as being one of the richest culinary cultures in the world, Celep concluded his words as follows:
“Likewise, we will have entered the agendas of future restaurant managers, chefs and purchasing directors who will decide to buy, during university years. In this context, our academicians from Izmir University of Economics Department of Gastronomy and Culinary Arts and Las Vegas University Tourism and Hotel Management School came together last week to create a road map that will embody our cooperation. In this direction, we will deliver the course contents that we will prepare meticulously at the beginning of the 1st Term next year. The University of Las Vegas will also add the content we have presented in the appropriate course curricula to spread over 2 semesters in the following years. "
The target for exports of cereals, pulses, oilseeds to the USA is 1 billion dollars
Chairman of the Aegean Grain Pulses, Oil Seeds and Products Exporters Association, Mustafa preferred, “Anatolia, which is believed to be the homeland of agriculture, has very old stories to tell. Wheat was first produced on our land 12.000 years ago. The first known flour mills are again in Anatolia. We aim to introduce this unique story of our industry, our understanding of sustainable and transparent production, our production power and technology more effectively thanks to this project we realized in the USA. pasta products, which we have made the most exports as Turkey, wheat, flour, poppy seeds such as sesame seeds, vegetable oils, we provide detailed information about our products and sugar sectors, such as we are in negotiations. As an industry, a total of 7.3 billion USD export is taking place the world from Turkey. When we look at the USA, we export 373 million USD and our aim is to increase this figure to 1 billion USD with such projects and to export more value-added products with brand value. " said.
USA is our biggest market after Germany
Saying, “We have products that have potential for America such as dried tomatoes, pickles, fruit juice, and roasted vegetables,” said Hayrettin Uçak, President of the Aegean Fresh Fruit and Vegetable Exporters Association:
“As Aegean Exporters' Associations, we exported 2020 million dollars worth of exports to the United States of America, which is our biggest market after Germany in the Fruit and Vegetable Products sector, in 110. This figure corresponds to 2021% of our 10 exports. We are also hopeful about our new collaboration, we are introducing Turkish products to future chefs at the very beginning of their careers, it is a very important project indeed. I hope and believe that it will contribute positively to our exports in the future. "
An important potential in value-added exports by branding
Cahit Doğan Yağcı, Chairman of the Aegean Furniture Paper and Forest Products Exporters Union, said, “In particular, laurel, thyme, rosemary, etc. We shared the export of products made in our country where it is endemic plant species and more than 3.500 products in Turkey said the relevant agencies and organizations is a serious potential. In addition to direct consumption, these products are used in cosmetics, paint, food, textile, leather, energy, medicine (medicine), alternative medicine, etc. It has also become an important source of raw material supply in many sectors. It is important for us to be able to export value added by branding at the point of consumption for food purposes. Thanks to our Turquality project, we aim to increase our brand value and thus our added value and expand our market by promoting our industry much more effectively in the USA. " he spoke.