Evaluation of Almond Marketing Organization in the Eastern Mediterranean Region of Turkey

Abstract

Total almond planting area in Turkey was 8.2 thousand hectares in 2000, while the figure increased 4.3 times to 35.2 thousand hectares as of 2017.The Eastern Mediterranean Region has a share of 16.75% in Turkey's total almond production. For the future, effective marketing of the increasing level of production is considered very important. In this study, it was aimed to reveal the marketing structures and problems in the field of almond production and to develop solution proposals for the Eastern Mediterranean region. For this purpose, face to face interviews were conducted with 100 producers, 8 intermediaries, 4 retailers and 2 almond processing plants in the region. Research results show that the average land size of farms and almond orchards were 33.44 decares and 24.33 decares respectively. The total amount of harvested unripe almonds was 40,600 kg, while the total amount of harvested shelled almonds was 324,300 kg. Unripe almond is directly sold to the traders and consumers, while shelled almond is sold to merchants and the BADEMDER association. The most important problems faced in the marketing of almond in the research area were determined as the limited number of buyers, lack of varieties, inadequate market knowledge and inadequate quality or quantity of the processing facilities. Producers should be encouraged to gather under cooperatives to provide the services they need in almond production and marketing. In order to establish a common trademark for almond, entrepreneurs should be conscious and support the industry by establishing more comprehensive almond processing facilities

Keywords

• Almond,Marketing Organization,SWOT Analysis,Eastern Mediterranean Region

References

1. Abbott JCV. 1966. Marketing problems and improvement programs, FAO Marketing Guide No.1. Rome. Quoted: Emeksiz F. 1994. Adana ilinde yerfıstığı pazarlama organizasyonu ve etkinliğinin değerlendirilmesi. Ç.Ü.Z.F. Dergisi, 9(1): 195-210.
2. Ahmadzai F. 2016. Production and exports of almonds- A case study of Afghanistan, Professor Jayashankar Telangana State Agricultural Universtiy. Master Thesis of Business Administration. Hyderabad, p.65.
3. Emeksiz OF. 1994. Adana ilinde yerfistigi pazarlama organizasyonu ve etkinliginin degerlendirilmesi. Ç.Ü.Z.F. Derg,9(1): 195-210.
4. Emeksiz OF, Albayrak M, Gunes E, Ozcelik A, Ozer OO, Tasdan K. 2004. Tarimsal urunlerin pazarlama kanallari ve araçlarinin degerlendirilmesi. Ziraat Muhendisleri Odasi, s.2. Isgin T, Ak BE. 2011. Economic overview of Turkish almond
5. sector, ISHS Acto Horticulturae 912: V International Symposium on Pistachios and Almonds. Inan, IH. 2006. Tarim Ekonomisi ve İsletmeciligi. Ideal Kültür Yayıncılık, 404s. Quoted: Adanacioglu H. 2017. Dogrudan pazarlama stratejisinde kiraz ureticilerinin pazarlama etkinligi. Balkan Yakin Doğu Sosyal Bilim Derg, 3(2): 58-69.
6. Jafar A, Saeed Y. 2010, Analysis of competition power for export of Iranian almond, Journal of Agricultural Science, 17(1): 1-11.
7. Kaska N, Ak BE, Acar I. 1999. Dunyada ve GAP bölgesinde badem uretimi, yetistiriciliği ve gelecegi. GAP 1.TarimKongresi, 26-28 May 1999. Sanliurfa, 9-18.
8. Murua RJ, Hoy C, Altson J. 1993. With fewer acres, more mechanization: California leads Spain in almond production, exports to world. California Agri, 47(6): 11-15.

9. Oguz HI, Yilmaz A, Ukaz I. 2011. Güneydogu illerinde badem (Prunusamy gdalusbatsch.) yetistiriciligi, uretim ve pazarlamapotansiyeli. Turkiye 6. Ulusal Bahce Bitkileri Kongresi, 4-8 October 2011, Sanlıurfa.
10. Ozudogru T. 2003. Badem. Tarimsal Ekonomi Arastirma Enstitusu, Bakis, 6, Ankara.
11. USDA 2011. SWOT Analysis A tool for making better business decisions. United States Department of Agriculture Risk Management Agency. https://www.rma.usda.gov/pubs/2011/swot_brochure.pdf (access date: 29.09.2018).
12. Pezikoglu F, Ozturk M, Tosun I. 2012. Türkiye’de ceviz ve bade muretimi, ozel agaclandirma kapsamindaki durumu ve pazarlama kosullari, 10. Ulusal Tarim Ekonomisi Kongresi, 5-7 September 2012, Konya, 839-843.
13. Plate R, Böckemhoff E. 1984. Grundlagen der Agrarmarkt politik, München. Quoted: Emeksiz F. 1994. Adana ilinde yerfistigi pazarlama orgnizasyonu ve etkinliginin degerlendirilmesi, Ç.Ü.Z.F. Derg, 9(1): 195-210.
14. Salem J, Zare E. 2010. Study of almond marketing and comparative advantage in Yazd province. J Agri Econ Res, 2(2): 73-90.
15. Secer A. 2012. Doguakdeniz bolgesinde zeytin ve zeytin yagi uretimi, pazarlaması ve bolgede zeytinciligi gelistirme olanaklari, Cukurova Universitesi Fen Bilimleri Enstitüsu Doktora Tezi, Adana, 257 p.
16. Sengul S, Emeksiz OF. 2001. Potential almond production and development possibility of domestic consumption and export in turkey, In: XI GREMPA Seminar on Pistachios and Almonds. CIHEAM, Zaragoza, 385-391.
17. TSI 2017.Turkish Statistical Institute.www.tuik.gov.tr (access date: 10.01.2018).
18. TSI 2018.Turkish Statistical Institute.www.tuik.gov.tr (access date: 10.02.2018).
19. Yazdani S, Eshraghi R, Poursaeed B. 2006. The economic analysis of almond production in Chaharmahal Bakhtiari Province. J Agri Sci, 12(1): 1-13.