Phase I of the Turkish Tastes Turquality Project is going to be completed with a magnificent event in Los Angeles.
The first four-year phase of the Turkish Tastes Turquality project, which has been being carried out by the Aegean Exporters’ Associations in the US market with the support of the Ministry of Commerce, has successfully completed its goals and the preparations for the second phase are being carried out with great care.
Turkish Tastes Gala Dinner, where the Turkish Tastes Reference Book will be introduced to a greater community of industry professionals and organizations, is being held on November 9, under the auspices of the Turkish Consul General in Los Angeles, with the participation of food industry professionals, culinarians, hospitality executives, distributors, importers, purchasing managers, famous chefs, influencers, media representatives, diplomatic mission representatives, and educational institutions. The leading partners of the Turkish Tastes community, which was formed during this period, are getting together.
Hosted by Turkish Consul General in Los Angeles, Sinan Kuzum, expressed his satisfaction by stating that the activities carried out within the scope of the project play an important role not only in the promotion of Turkish export products, but also in the promotion of Turkish Cuisine and Culture.
Kazım Gurel, Member of the Board of the Aegean Furniture Paper and Forest Products Exporters’ Association, who is responsible for the coordination of the project on behalf of the Aegean Exporters’ Associations and is known as the ‘Turkish Tastes Ambassador’ in the Turkish Tastes Community, stated that the success of the project comes from the roadmap built on scientific outputs. Gurel: “Today, we are reaping the fruits of the strategic plan we have created in line with short, medium and long-term goals with the outputs we obtained as a result of in-depth analysis of the US market at the beginning of our first phase of four years. During this period, we carried out many activities with clearly defined targets and we achieved our targets to a large extent. In addition to activities targeting professionals such as recipe videos with famous chefs, industry-based tasting and promotional events, participation in national-scale events, media advertisements, and chef competitions that have become traditional, we also carried out end-consumer-oriented activities such as private jet tasting event and e-sports competition sponsorship. However, we attributed the greatest importance to our partners with whom we will walk together. In this direction, we have established partnerships with the Harrah College of Hospitality at University of Las Vegas (UNLV), university students, Nevada Restaurant Association (NVRA), high school students within the scope of the training program for high schools, and the American Culinary Federation (ACF) industry professionals with the aim of getting to know Turkish export products, Turkish Cuisine and Turkish Culture. The most important output of this partnership was the Turkish Tastes Reference book, which we prepared together with our partners. While introducing our products, cuisine and culture to the audience we talked about with the book, we also showed that Turkish products can be used in all kitchens of the world. I would like to thank the Vegas Food Project and its team, who have been involved in all stages of our work for four years, for their efforts and their contribution to our meeting with our partners.”
Aegean Exporters’ Associations Deputy Coordinator and Aegean Fresh Fruits and Vegetables Exporters’ Association President Hayrettin Ucak said, “Turkish Tastes is an EİB project of the project, but it is carried out in a way that represents all exporters of Turkey. The long-term aim of our project is to ensure that our exporters include the Turkish Tastes brand proudly in the packaging of their products.” used his statements.
President of Aegean Fisheries and Animal Products Exporters’ Association, Bedri Girit, evaluated the outputs of the project on the basis of export figures to the USA. “When we evaluate in line with the sectors and products focused on promotion within the scope of the project; As of 2021, when we compare it with 2018, the starting year of the project, although there is an increase of approximately 24% in the imports of the USA from all over the world, the imports of the same products from Turkey have increased by 45% in the same period. We believe that this rate will increase even more when the data for 2022 become clear. However, we have a long way to go and we will achieve much larger outputs in phase 2 of the project.” used his statements.
Muhammet Ozturk, President of the Aegean Cereals, Pulses, Oil Seeds and Products Exporters’ Association, emphasized the importance of designing the results of each activity in a way that feeds the others with the 360-degree approach of the project, and paying attention to training activities in order to fill the lack of knowledge of the target audiences with the most accurate data. Ozturk “With this project, we care about educating high school and university students, that is, the professionals of the future, as much as the professionals still in the market.” used his statements.
Turkish Tastes Gala Dinner attendees include the following valuable partners: Harrah College of Hospitality at UNLV, Nevada Restaurant Association, American Culinary Federation, Turkish Airlines, IFSEA (International Foodservice Executives Association), LA Times, Food & Beverage Magazine, Infoodsys, Rouxbe Online Culinary School, House of Türkiye in San Diego.