Turkey to promote sweets in Mideast with soap opera star2014

Turkish Confectionery and Sweets Promotion Group Chairman Zekeriya Mete has said the organization is planning to promote Turkish sweets to Middle Eastern markets with the help of Necati Şaşmaz, better known as the character Polat Alemdar.
Şaşmaz has become famous for his role in the series “Valley of the Wolves,” and he is particularly popular in the Middle East.
Mete spoke to Today's Zaman during the 2013 International Sweets and Biscuits Fair (ISM), held in Cologne between Jan. 27 and 30. The fair was organized by German Koelnmesse. İstanbul Exporters Unions (İİB) was one of the contributors of the fair.
Mete said they have already reached an agreement with Şaşmaz to be the star of promotions and commercials for Middle Eastern markets. He believes Şaşmaz's image and popularity will help accelerate their exports. “Şaşmaz is known for his sharp facial expressions. His image will be softened through the promotion of Turkish chocolates and sweets. We will start our [promotion] work in Libya in April. We will also promote traditional Turkish sweets in other countries, too,” he stated.
According to Mete, the Turkish Confectionery and Sweet Promotion Group is planning to visit more than 20 countries in the Middle East and North Africa, together with Şaşmaz, in 2013 as part of efforts to increase the popularity of Turkish sweets in those countries. “We have allocated a budget of $1.5 million for our promotion efforts,” he noted. “We will knock on every door. We will do whatever is necessary to promote our products,” he added.  
Mete also said Turkish confectionaries exporters up until now have had low competitive power compared to global players due to freight charges that companies have to pay to sugar refineries. Charges currently amount to $61 per ton. According to Mete, the charges will soon be abolished. “The solution is very near,” Mete noted.
Turkey currently has annual exports of confectionaries of around $2.2 billion, and this will increase to $3 billion if the charges are abolished, according to Mete.
“Importing sugar is prohibited in Turkey. We understand this policy, which is aimed at protecting [the interests of] national sugar producers. But the issue is a bit different. Confectionaries exporters have been forced to pay charges [to sugar refineries] for many years, and this decreases our ability to compete with global exporters,” he complained.