Turkish exporters, particularly of citrus, have received significant backing from the government in recent years to increase the volume they send to the growing Asian market, and with success.
“All new markets are hugely exciting for us,” says Aysel Oğuz of Eren Tarım, “but Asia is our priority, along with the European market. Asia is a difficult market where you’ve got to bring the best you can to the customer. Asian customers buy unique products from Turkey, such as cherries, black figs and sugar apricots. We send to Malaysia, Singapore, Hong Kong and Indonesia, while we are looking for new opportunities in markets like Philippines, Thailand, Japan and Thailand.”
For exporter Aksun, products include figs, grapefruit, lemons and mandarins, according to Akın Söyleyen, international trade coordinator for Asia.
'We were the first Turkish company to exhibit at Asia Fruit Logistica,' he says. 'This has given us an advantage. Over the years, we have gained a lot of good contacts and customers at the fair. We have been educating the market about what Turkey has to offer.'
The main issue facing Aksun is its inability to send direct to China. 'There is a lot of demand for our figs, but we have to explain that Turkey does not have permission to send direct,' says Söyleyen. 'It is the government's job, but progress has been slow. We sell a lot of mandarins and lemons in Hong Kong, even when there is production in China and ours is twice the price. It's because people trust the quality of our produce and appreciate the taste.'
The Asian market is becoming an important one for Turkish lemons, says Ayşe özler of özler Ziraat. “Growth continues each year,” she explains. “Turkey has no protocol with China, so we send to Hong Kong, plus Singapore, Malaysia and Indonesia. We started with lemons and now there is curiosity about grapefruit and oranges.”
According to Oğuz, the severe drought currently afflicting California could further enhance the opportunities for Turkish exporters in East Asia.
“The US has long been a traditional supplier of cherries to Asian countries, so the drought could give us more opportunities,” she says. “Africa is equally a market with good potential for us, as our citrus seasons are complementary. The main thing is to find the right partner.”
Another market in which choosing the right partner is key is the Middle East, a key outlet for Turkish produce. According to the Istanbul Fresh Fruit and Vegetable Exporters' Association, the Middle East, thanks to its closeness and therefore lower freight cost, remains more crucial to the country’s exporters than the Asian market, despite the current trend.
Between January 2014 and October 2014, the Middle East ranked as Turkey’s third export market, accounting for 16 per cent of its volumes. Only the Commonwealth of Independent States (with 49 per cent) and the European Union (30 per cent) import more from Turkey. The Middle East imported 621,000 tonnes from Turkey during this time period, worth approximately US$271m, and volumes are expected to continue growing in the future.
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