NATURAL RICHNESS

In the lands where humanity first domesticated wheat and harvested lentils, a secret thousands of years old is re-emerging: the truest wealth is the soil itself. Türkiye, known for more than just its kebabs, is now placing this ancient heritage at the center of a modern strategy.

Türkiye’S GEOGRAPHICAL INDICATIONS ON THE GLOBAL STAGE

The flavors originating from the ancient lands of Anatolia are no longer just food products; they are strategic assets shaping the country’s economic and diplomatic future. This silent revolution, built on the pillars of trust, heritage, and excellence, has the potential to make Türkiye an indispensable player on the global agro-gastronomy map.

In recent years, the language of the global economy and diplomacy has become increasingly nuanced. In this new world, where hard power is giving way to smart strategies, cultural influence, and trust-based relationships, Türkiye is playing a strong card: its gastronomic heritage. This isn’t just a stage for celebrity chefs; it’s a vision where “Geographically Indicated” (GI) products take the lead—products rooted in millennia of history, generations of labor, and Anatolia’s unique biodiversity. These products are cultural signatures that tell a nation’s story, and Türkiye is determined to make these signatures a cornerstone of its soft power diplomacy.

Our magazine was on the ground to capture the pulse of this strategic transformation. We conducted in-depth interviews with a wide range of stakeholders, from producers and cooperative representatives to Michelin-starred chefs, international buyers, retail giants, and consumers. Our goal was to analyze the ecosystem behind geographical indications, the economic, social, and cultural impact it creates, and most importantly, its future potential.

THE ANATOMY OF TRUST: THE INTERSECTION OF VALUE, EXCELLENCE, AND HERITAGE

At the heart of our research lies a single concept that has rewritten consumer behavior codes, especially since the economic fluctuations post-2018: Trust. In times of uncertainty, consumers seek tangible anchors that make them feel secure, more so than emotional connections or brand loyalty. Geographically Indicated products inherently provide this anchor. In the consumer’s mind, a GI label signifies a product that is audited, has known roots, and whose authenticity is certified.

LESSONS FROM THE EUROPEAN UNION AND OTHER COUNTRIES

• At the EU level, the economic scale of GI-registered products is substantial. According to 2017 data, the total sales value of GI products was €77.1 billion, accounting for approximately 7% of the food and beverage sector.

• The advantages of GIs in intra-EU exports, such as price premiums and market positioning, have been confirmed in various studies. For example, after its GI registration, Balsamic Vinegar of Modena increased its production value by 67% and its consumer value by 108%.

• In the case of Spain, after the GI registration of Manchego cheese, local milk producers organized with stakeholders, leading to a broader distribution of value across the production chain.

• The EU’s GI protection is supported by border controls, legal sanctions, and import regulations—a structure that presents both opportunities and risks for Türkiye.

These comparisons show that Türkiye must reframe its GI strategy not just by focusing on the number of registrations, but along the axes of “implementation, promotion, international protection, and brand strategy.”

This unshakeable perception of trust is built on three interconnected pillars:

1. VALUE (THE PRODUCER’S PERSPECTIVE):

The link between a geographical indication and value creation is frequently emphasized in academic literature. For instance, analyses compiled from nine case studies worldwide have closely examined the price premiums, increased export capacity, and regional development impacts that GI processes provide to producers.

A study specific to Türkiye demonstrated that GI-certified products have a significant export advantage over standard products. The paper “Trade Effects of Geographical Indications on Turkish Agricultural Products” found that GIs positively impact exports, although their effectiveness varies depending on the sector, market, and process management. Another example from a study on local GI products like Kelkit dry beans identified positive externalities for producers, including increased income, marketing advantages, and the preservation of product value.

In this context, converting producers in the same region from competitors into collaborators through cooperativization is a critical mechanism for value extraction. The fact that Türkiye’s cooperativization rate is very low (around 2%) indicates this potential is far from being fully utilized. Strategic support in this area could transform the earnings not only of the producer but of the entire value chain. Furthermore, the GI process influences producers’ institutional behavior, leading to gains such as improved auditing capacity, adoption of sustainable production methods, and higher quality standards.

For a producer, a GI is not just a label; it’s a certification of their labor and their land. It saves the product from becoming a generic commodity, giving it an identity and a story. This directly translates to price and profitability. A Finike Orange commands a higher price than an ordinary orange because it’s not just a fruit; it’s a gift of the Finike plain’s microclimate. More importantly, GI registration creates a common destiny among the “people of the same land.” Competing producers are encouraged to collaborate to protect and market a shared asset, which has the potential to increase Türkiye’s low cooperativization rate. According to data from the Ministry of Agriculture and Forestry, the commercial success rate of cooperatives established in GI-registered regions is 15-20% higher than others.

2. EXCELLENCE (THE PROFESSIONAL’S PERSPECTIVE):

The perception of a GI as an “inherent signal of quality” is a decisive factor for gastronomy professionals, restaurant suppliers, importers, and retail buyers. The GI label often serves as a “shortcut,” verifying multiple criteria—it shows a product is “authentic” not only due to its natural source but also its production process.

In this context, the European Union’s geographical indication systems (PDO, PGI) mandate that certain production stages must be tied to the region (PDO being stricter, PGI more flexible). This mechanism enhances the credibility of the certification among buyers in terms of quality and traceability. In Türkiye, a recent study on “Geographical Indication Regulations and Practices” highlights that “auditing and process compliance” are components that directly determine the success of GI implementation. Additionally, an examination of the olive oil sector in Western Türkiye revealed that producers and local authorities use GIs as a “localization strategy,” an approach observed to enhance both local brand value and global competitive capacity.

For industry professionals—chefs, buyers, and retailers—time and quality are the most critical factors. A geographical indication is, for them, a certificate of “innate excellence.” A chef who lists “Taşköprü Garlic” on their menu offers customers not just a flavor but a promise of quality and authenticity. For a supermarket buyer, the “Ezine Cheese” label is an assurance that shortens what could be months of quality control processes. This certification even legitimizes unconventional tastes and textures. When a gourmet tastes the distinctively bitter notes of Milas Olive Oil, they perceive it not as a flaw, but as the signature of its geography. They know it’s because “that’s its terroir.”

3. HERITAGE (THE CONSUMER’S PERSPECTIVE):

For consumers, a GI product is not merely a food item but a symbol carrying “documentation, identity, and a story.” This fosters a perception in the consumer’s mind that “I am buying a piece of culture,” which in turn increases loyalty and attachment.

The difference between a conventional onion and a Kapıdağ Onion is not just taste but narrative and identity. This narrative structure creates a significant competitive advantage in marketing. Another study researching women’s cooperatives revealed that the active role of women in local production of gastronomic goods supports both social empowerment and branding, contributing to sustainability.

For the consumer, purchasing a GI product is more than a simple commercial transaction; it is a cultural experience. They bring not just a product to their table, but a heritage, a memory, and the soul of a region. What they buy is not just an onion, but the story of Kapıdağ’s purple soil, its wind, and the production knowledge passed down through generations. The apricot they eat is the livelihood of thousands of families, kneaded by the sun of Malatya. This deep emotional and cultural connection makes the product irreplaceable and creates a loyalty that transcends branding.

Above these three pillars stands a single roof that unites them all: TRUST. This ecosystem, founded on the producer’s labor, the professional’s choice, and the consumer’s heritage, forms the bedrock of Türkiye’s gastronomic potential.

GLOBAL STRATEGY: THE DIPLOMACY OF FLAVOR AND ECONOMIC POWER

This solid domestic foundation serves as a launchpad for Türkiye’s global vision. Much like France’s wines and cheeses or Italy’s Parma ham and balsamic vinegar, GI products have long been used as strategic tools for national branding and economic diplomacy. For instance, the annual market value created by products under the EU’s GI protection system (PDO, PGI) exceeds €80 billion, accounting for nearly 20% of the agricultural exports of countries like France.

Inspired by these successful models, Türkiye is charting its own gastro-diplomacy roadmap. The EU registration of 21 Turkish products by 2025—from Gaziantep Baklava and Malatya Apricots to Aydın Figs and Milas Olive Oil—are concrete steps in this strategy. At the national level, the number of registered products has surpassed 1,700, positioning Türkiye as one of the fastest-growing GI portfolios in Europe.

This strategy aligns with Türkiye’s broader economic goal: “to become an agro-gastronomic center of excellence in the Eurasian and Mediterranean basin.” Integration into international networks like Slow Food and Iter Vitis (the European Route of Vineyards) not only opens new markets for Turkish producers but also provides access to global knowledge on technology, sustainability, and brand management. These products also act as magnets for tourism. Urla’s vineyard routes, Ayvalık’s olive harvest festivals, or Kars’s Gruyèreworkshops offer tourists not just a vacation, but an authentic and unforgettable story as part of the “experience economy.” The visitor thus becomes a direct supporter of the local economy, and each GI product assumes the role of a “goodwill ambassador” in international relations.

The GI label provides a solution to the lack of commercial infrastructure. In a challenging economy, small producers need reliable ways to reach the market. After some retailers earned praise for supporting GI products, many national chains began to feature them on their shelves. Next in line are the shelves of Europe. The journey from a remote village to a discerning urban consumer is often fraught with logistical and commercial hurdles. The story of the Kapıdağ onion is a case in point. This uniquely juicy variety, said to grow in only three places worldwide, won the admiration of many chefs after its promotion. The second pillar is how the GI label addresses the lack of standardization. Products that once varied from region to region now find the necessary consistency through GI certification.

Finally, the critical information gap, especially concerning exports, is being bridged through EU-level registrations. Many producers were unfamiliar with the EU’s labyrinthine regulations, from phytosanitary standards to labeling requirements. This lack of knowledge led to costly rejections at the border, discouraging export ambitions. The rich geography of Anatolia, through Geographical Indication registrations, allows local producers to reclaim their identity while offering a wealth of flavor to global consumers. In France, GI-protected products account for an estimated 20% of agricultural exports—a testament to a system that blends cultural heritage with economic power. Türkiye is presenting this heritage to humanity by integrating its GI strategy with broader diplomatic and tourism initiatives. By joining European networks like Slow Food and the Iter Vitis cultural route, it is engaging its producers in a continental dialogue on quality, sustainability, and tourism.

FUTURE VISION: WHERE HERITAGE MEETS INNOVATION

The future success of Türkiye’s GI strategy will depend on its ability to embrace innovation while preserving tradition. The roadmap for the next decade should be built on three core principles:

• Digitalization and Traceability: Traditional production methods must be integrated with modern technologies like blockchain. A consumer should be able to scan a QR code with their smartphone and instantly see which orchard their olive oil came from, the date it was pressed, and the quality tests it passed. This transparency will fortify trust, the most valuable currency in global markets.

• Green Transformation: Global consumers are now looking not only at a product’s taste but also at its ecological footprint. Carbon reduction, efficient water use, renewable energy, and environmental certifications will enhance the brand value of GI products and position them within the “green economy.”

• Innovation: Preserving heritage does not mean locking it in a museum. Innovative approaches, such as creating new flavors from Ezine Cheese through different aging techniques or transforming Aydın Figs into high-value-added functional food products, will multiply the market potential of these goods.

Geographical Indications are Türkiye’s most silent yet most effective diplomats. Each one carries the voice of a land, the labor of a community, and the memory of a culture. Every production story, from Anatolia’s vineyards to its pastures, from its olive groves to its fields, is living proof that this country can modernize without losing its traditions. Today, Türkiye’s flavors appeal not only to the palate but also to the tables of global diplomacy and economics. This is a trust built through taste, a story told through a product, and a future written with heritage. Success lies in our ability to tell this story to the world with the right strategies.