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.
