Is It Possible to Create a World Brand in Olive Oil?: The Case of Milas Olive Oil

Yıl 2024, Cilt: 10 Sayı: 2, 261 - 281

Mustafa Terzioğlu , Ummuhan Gökovalı

https://doi.org/10.61513/tead.1259388

Öz

Geographical Indication (GI) is a sign used to distinguish a product from its similar products and shows that the product has a certain geographical origin and has the quality or reputation arising from this origin. With this “product differentiation” features of the GI, it may lead products to be sold at higher prices compared to standard products. Milas olive oil is Türkiye’s first and only olive oil registered as a GI in the European Union (EU) thus has the potential to be recognized worldwide and be sold at higher prices. The current study compares and contrasts the organizational structure of production and marketing strategy of Milas olive oil with Tuscany olive oil from Italy and Sierra de Segura olive oil from Spain, both of which have registered GI in the EU. The organizational structures of production of these two world-famous olive oils were examined and a price comparison was made among GI registered olive oils. The findings show that the importance of GI in Türkiye and in Milas is not yet fully perceived and the necessary importance is not given to organizational structure of production of olive oil. In order to obtain the potential economic benefits from Milas olive oil through well-established organizational structure, a roadmap is presented based on both the selected country examples and on the conditions specific to Türkiye.

Anahtar Kelimeler

Geographical indication, Milas olive oil, Pricing, Organizational structure of production

Zeytinyağında Bir Dünya Markası Yaratmak Mümkün mü?: Milas Zeytinyağı Örneği

Öz

Coğrafi İşaret (Cİ), bir ürünü benzer ürünlerinden ayırt etmek için kullanılan bir işarettir ve ürünün belirli bir coğrafi kökene sahip olduğunu ve bu kökenden kaynaklanan nitelik veya itibara sahip olduğunu gösterir. Cİ’nin bu “ürün farklılaştırma” özelliği ile ürünlerin standart ürünlere göre daha yüksek fiyatlarla satılmasına neden olabilir. Milas zeytinyağı, Türkiye’nin Avrupa Birliği’nde (AB) Cİ olarak tescil edilen ilk ve tek zeytinyağı olması nedeniyle dünya çapında tanınma ve daha yüksek fiyatlarla satılma potansiyeline sahiptir. Bu çalışma, Milas zeytinyağının üretim organizasyonu ve pazarlama stratejisini, her ikisi de AB’de tescilli Cİ’e sahip olan İtalya’dan Toskana zeytinyağı ve İspanya’dan Sierra de Segura zeytinyağı ile kıyaslamakta ve karşılaştırmaktadır. Dünyaca ünlü bu iki zeytinyağının üretim organizasyon yapıları incelenmiş ve Cİ tescilli zeytinyağları arasında fiyat karşılaştırması yapılmıştır. Bulgular, Türkiye’de ve Milas’ta Cİ'nin öneminin henüz tam olarak algılanmadığını ve zeytinyağı üretiminin organizasyon yapısına gereken önemin verilmediğini göstermektedir. Milas zeytinyağından elde edilebilecek potansiyel ekonomik faydaların iyi yapılandırılmış bir organizasyon yapısı ile elde edilebilmesi için hem seçilen ülke örneklerinden hem de Türkiye’ye özgü koşullardan yola çıkarak bir yol haritası sunulmaktadır.

Anahtar Kelimeler

Coğrafi işaret, Milas zeytinyağı, Fiyatlama, Üretimin organizasyonel yapısı

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