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Kerem Congar
Turkey has gained a great momentum in olive oil production, the use of which has increased rapidly in the world in recent years.
According to the report of the International Olive Council operating under the United Nations (UN), Turkey was the only country that showed an increase in olive oil production during the 2016-2017 period.
Turkey has agricultural areas that are very suitable for olive cultivation with its climatic conditions, geographical location and land structure. Ender Gündüz, Head of the Promotion Unit of the International Olive Council, says that the ranking of Spain, Italy, Greece, Tunisia and Turkey, which has been in olive oil production in the world for many years, may now change, and that Turkey may rise to the second place in the coming years.
Only 5% of the oil produced in the world is olive oil. However, the consumption of olive oil has doubled in the last 20 years. This brought this plant species, which will be produced more in the future, to an economically important point.
All over the world, the countries with a coast on the Mediterranean have the most suitable lands for olive production due to their climates. It is an important detail that 86% of the world olive production, which is approximately 13 million tons, is concentrated in 6 typical Mediterranean countries. Respectively, 26% of the production is Spain, 23%
It is provided by Italy, 15% by Greece, 9% by Turkey, 8% by Tunisia and 5% by Morocco. With an area of 9.8 million hectares, 95% of the world olive production area is concentrated in the countries around the Mediterranean. The rest is made in Latin American countries with Mediterranean Climate, Australia and China and other countries.
Turkey, which has increased its olive tree presence from 90 million to 177 million, aims to be the second in the world with 650 thousand tons of olive oil production as of 2020, and the world leader with 1 million 200 thousand tons of table olive production, but it is a country with serious shortcomings in the field of branding and marketing.
Olives are obtained from 900 million olive trees in approximately 9 million hectares of land in the world. There are approximately 172 million olive trees in Turkey. In this context, Aegean and Marmara regions take the lead. 7 percent of these trees are in Balıkesir. There are around 1 million 800 olive trees in Ayvalık.
Greece is far ahead in olive oil consumption
If we examine the olive oil consumption rates on a country basis; Greece is still the leader despite the big declines. The annual per capita consumption of olive oil is 12.8 kilograms. Consumption per capita is 11.3 kilos in Spain, 10.5 kilos in Italy, 7.2 kilos in Portugal, 5.5 kilos in Cyprus, 3.2 kilos in Luxembourg, 3 kilos in Malta, and 1.7 kilos in France.
Although there has been a significant increase in olive oil consumption in Turkey in recent years, per capita consumption remains limited to 1.4 kilograms. Considering that the per capita consumption in Lebanon, Jordan and Tunisia is over 3 kilograms, this rate is quite low. In the USA, which is not a member of the International Olive Council, per capita consumption is 0.9 kg, but it has been increasing rapidly in recent years.
Türkiye should give importance to branding and marketing
Ender Gündüz, Head of the Promotion Unit of the International Olive Council, says that Turkey has increased its potential and attractiveness in the market thanks to its investments and campaigns in recent years, by leaving its position as a supplier to EU countries in olive oil.
Gökhan Kemal Kaya, a businessman who trades olive oil, stated that the olives produced by the sea are better in terms of taste and taste, and in this respect, Turkey is very lucky and has a high potential, and said, "As Turkey, we produce very high quality olives and olive oil, but we lag behind in branding and marketing. When the product is sold before it finds its value, the manufacturer withdraws from this business. We must market our brands in organized international fairs. Trademark patent applications made in countries such as Spain, Italy and Greece are tens of times more than in Turkey. We are a tourism country. We need to give importance to branding," he says, emphasizing the importance of branding. .
Ender Gündüz states that the ranking of Spain, Italy, Greece, Tunisia and Turkey, which have been in olive oil production in the world for many years, may now change, and that Turkey may rise to the second place in the coming years.
What are the types of olive oil?
Olive oil is divided into 3 main classes according to production methods, quality and acid ratios. These;
natural olive oil,
refined olive oil,
Riviera olive oil.
1- Natural Olive Oil
Natural Olive Oils are oils obtained by squeezing the olive fruit by mechanical methods within 4 hours after being plucked from the branch, at a temperature not exceeding 27 degrees, and which can be eaten directly without requiring any refining process.
Natural olive oils are also divided into three groups according to the standards set by the International Olive Oil Council (UZK) and the Turkish Standards Institute (TSE) according to their acidity:
a) Natural extra virgin olive oil: It is the oil with the lowest level of free fatty acid in the form of oleic acid. Extra virgin olive oil is perfect. It is obtained by squeezing the olives collected at the early harvest time by cold pressing method. It is more suitable to be consumed raw. It can be used directly by pouring over fish, salads, boiled vegetables. Its taste is fruity and slightly bitter, causing a slight burning in the throat.
b) Natural first olive oil: Since the acidity rate is higher than extra virgin olive oil, they are called slightly defective. It is called natural or just virgin. It is much more suitable for use in cooking, both in terms of price and quality.
c) Natural secondary olive oil: Free fatty acidity in terms of oleic acid is between 2.0 and 3.3 grams per 100 grams. It has a high acidity so it is the lowest quality oil. Oils with a higher acid level than this acid level are sent for refining. Natural second olive oils can be used for frying.
2- Refined Olive Oil:
Refined olive oil is the process of making high acid olive oils edible by methods that do not cause any difference in their natural structure. The refining stages consist of processes such as separation of fatty acids, lightening of color, separation of taste and smell. It contains less than 0.3 oleic acid per 100 milliliters. Ideal for fries.
3- Riviera Olive Oil:
It is created by mixing natural olive oil with refined olive oil. The Italians found it. It contains less than 1 gram of oleic acid per 100 milliliters. This oil can also be used directly in cold and hot dishes and also in frying.
(4)- Lampant Olive Oil
These oils with an acid ratio higher than 3.3 are considered defective. These oils are not suitable for direct consumption. In order to consume it in a healthy way, it is refined to remove high acidity and bad taste and odor. These oils are also used to make soap.
What is adulteration (cheating) made in olive oil?
Adulteration is the common name of cheating in food products such as mixing water for red meat, white meat for red meat, fake honey for hive honey, vegetable oil for cheese and butter, and different vegetable oils for natural olive oil. Unfortunately, it is possible to come across such cases even in the most reliable markets today.
In an article published in Forbes magazine in February 2016, a very extensive article was written about the cheating of Italian olive oils sold in America. Experts claiming that 50% of the olive oils on the shelves in Italian local product markets in America are counterfeit, say that even well-known brands such as Bertoli, Sasso and Carapelli do not meet what is stated on the label when the values of the products on the shelves are examined with the dominant analysis.
The article says the olive oil is likely counterfeit if not purchased from the producer or a certified distributor. It is stated that there are many fake products on the market with an additive of 10% from cold extra virgin olive oil into cheap oils. In addition, it is said that Italy sells the olive oils that it imports cheaply from Turkey, Tunisia, Algeria and Morocco under the label of 'Italian Extra Virgin' in the USA.
US market grows, Italy sells packaged Spain bulk olive oil
The United States is among the countries that consume olive oil the most, although it does not produce much. The annual consumption of the USA is at the level of 300 thousand tons and it imports 80 percent packaged and 20 percent bulk olive oil. Spain's strategy is to export in bulk, Italy's to export packaged. Therefore, there is a development in favor of Spain in the American market. Latin American countries such as Portugal, Argentina and Chile are also increasing their exports to the USA.
What should we pay attention to when buying olive oil?
Gökhan Kemal Kaya, a businessman who has been trading and also producing olive oil and honey from the Milas, Marmaris and Muğla regions for three generations, says that reliable and well-known shops and brands should be preferred when buying olive oil.
Kaya adds, "The issue of honey and olive oil is very sensitive. The two most fraudulent foodstuffs in Turkey. It is very difficult to tell whether olive oil is fake or a mixture by looking at its color and shape. Because olive oil mixes homogeneously with other flower and corn oils. First of all, it is known and reliable. Secondly, if it is going to be used raw for breakfast or salad on the table, 'natural extra virgin olive oil' should be preferred. Its acid content is low, its taste and smell are pleasant. If the oil (to be cooked) is used for frying, riviera or refined type should be preferred. Its smell is lighter. And the price is more affordable."
How does the color and acidity of olive oil change?
The acidity and color of olive oil vary according to the harvesting period of the olive and environmental conditions. If the olive is a male harvest, the color of the olive oil will also be greener. If the olives stay on the branch longer, the color will be darker, but the color of the olive oil will be lighter. If the olive has been dropped from the branch and collected or if it has been kept by the producer after being collected, the color of the olive oil will be lighter, but the acid ratio will increase.
In addition, the type of fly called 'Mediterranean Fly' by the producers in Turkey can make small holes on the berries when they are on the olive branch and cause the olives to ripen or soften early. This is another factor that increases the acidity of olive oil.
