AN AGRICULTURAL LOVERS, GÜRSU DEVECI PEAR AND MARKETING COMMUNICATION

The most precious thing a father can leave his son is a pear. When Lütfü Deveci (1902-2008), the prince of Turkish fruit growing, got the news of his son's birth, he named his son on the pear he found himself. Now we had another pear variety; Ali Deveci. In fact, he found two varieties and named one after himself. Deveci, who was born in Bitola city of Manastır in 1912, started his life adventure when his family settled in Samsun. He went to Bursa Agricultural School, which was an important center in shaping the agricultural policies of the Republic; He graduated from here with first place. Lütfü Deveci, who met and became friends with all republican cadres from İsmet İnönü to Celal Bayar; His love for agriculture and fruit made him known all over the world. In 1963, he was chosen by the French as one of the 22 names that are a school in the field of fruit growing in the world. He grew peach, plum, apple, pear and strawberry cultivars brought from Europe in the 3 farms he founded. He produced Deveci pear weighing 1.5 kilograms. The books he wrote are still among the classics of Turkish fruit growing. Years later, Lütfü Deveci Gürsu, who heard the reputation of Gürsu Deveci Pear, visits Ağaköy. Deveci, who sees that the people of Ağaköy grow 2 kilos and 867 grams of pears, says: "I have visited the most fertile plains in the world, but I have not seen the soil structure in Ağaköy anywhere." He is proud to see that the pear variety he found has changed the fate of a district.

Gürsu, a district of Bursa, the capital of the Ottoman Empire, is one of the most important districts of Turkish agricultural production with its Ottoman civil architecture and historical plane trees. Gürsu, the capital of the pear, is positively differentiated in the market with the Deveci pear grown in its fertile lands.

Today, Gürsu Deveci Pear is located in 10 villages (Adaköy, Ağaköy, Canbazlar, Dışkaya, Ericek, Hasanköy, İğdir, Karahdır, Kazıklı, Kumlukalan) and 3 central neighborhoods (Kurtuluş, Istiklal, Zafer) by 800 producers on 10,000 decares of land (500,000 trees). is being produced

Deveci Pear orchards, which are especially concentrated in Ağaköy, Kazıklı, İğdir and Karahdır villages; It turns the region into a riot of colors with blood flowers blooming with spring. The need for repositioning for the marketing communication of Gürsu, which has a tradition of fruit growing, is hidden in this agricultural tradition.

Pear Production in the World and Turkey

When we look at the world pear market, approximately 24 million tons are produced annually. While China is in the first place with 17 million tons of this, the USA is in the second place with 661 thousand tons, Argentina is in the third place with 595 thousand tons, and Turkey is in the fourth place with 531 thousand tons. The largest importing countries are the Russian Federation with 220 thousand tons, while Indonesia ranks second with 217 thousand tons and Germany ranks third with 164 thousand tons. Turkey, on the other hand, has a total area of 260 thousand hectares in production; Bursa is in the first place with an area of 90.5 thousand decares, Antalya is in the second place with 43.9 thousand decares and Elazig is in the third place with 6.4 thousand decares. Turkey is a net exporter country with a pear production of approximately 545 thousand tons. While Bursa ranks first with 223 thousand tons of this production; Antalya is in the second place with 66.2 thousand tons and Çanakkale is in the third place with 13.6 thousand tons. In the light of these data, Gürsu Deveci Pear production is approximately 45 thousand tons. Growing in the fertile soil of the Gürsu plain, this pear increases the depth of the market day by day with its aromatic structure. Accordingly, the number of gardens increases every year. In fact, 25 thousand acres of the 35 thousand acres of fruit growing area in the Gürsu plain are pear orchards.

Geographical Indication Journey of Gürsu Deveci Pear

Gürsu Deveci Pear, whose application was made on January 8, 2019, with the initiative of Gürsu Chamber of Agriculture as the registered owner: On October 10, 2019, our geographical indication No. 454 was registered by the Turkish Patent and Trademark Office as origin. Its geographical borders are Bursa - Gürsu district borders.

Product Description and Distinguishing Features:

The variety of Gürsu Deveci Pear is the Deveci pear belonging to the Pyrus Cumminus species. The flower pit is deep. Fruit sizes vary between large and very large. The fruit surface of Gürsu Deveci Pear is slightly indented, its shape is flat, and its lower part is wide. The sun-exposed part of the Gürsu Deveci Pear is slightly pinkish, and the ground is yellowish. Gursu Deveci Pear, whose outer skin is thin, fruit flesh is white, shiny and crunchy, is juicy and sugary. Its acidity is low. It does not soften much when eating.

The trees of Gürsu Deveci Pear grow at medium vigor and develop broadly. It is a winter pear variety. It ripens and is collected in the second and third weeks of October. Gürsu Deveci Pear is a very hard and durable pear. Storage time is too long.

Bursa Plain is a depression basin formed by alluvium carried from Uludağ and Katırlı Mountains. Its height above sea level is 155 m. Annual average air temperature is 14.4 °C, soil temperature is 16.6 °C. The plain, where the precipitation is 711 mm, has a rich structure in terms of organic matter and plant nutrients, especially with the effect of the lake deposits between Gölcük in the east and Deliçay in the west. Gürsu Deveci Pear prefers permeable, deep, warm soils with high organic matter content. The lands of the Bursa Plain are in the soil structure demanded by the Gürsu Deveci Pear.

The climate of the Gürsu region of the Bursa Plain is temperate. As a result of the summer rains and the water evaporating from the Gemlik Bay carried to Uludağ by the northwestern and western winds, the atmospheric moisture need of the products grown in the plain is met. In this way, the products are also protected from the burning effect of the summer sun. Gürsu Deveci Pear absolutely needs 1,000-1,500 hours of cooling at 0-7.2 °C during the winter rest period in order to bloom regularly. If these needs are not met, flowering will be irregular or very little. In Gürsu district, the risk of winter cold is low because the winters are not extremely cold. However, as a precaution, fertilization and irrigation programs must be carefully planned. Despite the fact that the Deveci pear variety is grown in many regions, thanks to the climatic characteristics of the region, it has gained unique features such as flavor, skin thinness, fruit size, light ground color, fruit flesh brightness and low acidity level.

The fruit firmness of the Gürsu Deveci Pear and the amount of water-soluble dry matter are high. In this way, the fruits can be preserved for a long time and are compatible with post-harvest technologies. Gürsu Deveci Pear has a high content of total phenolic substances that affect the taste and aroma. Due to its phenolic properties, it matures slowly and gradually gains a pleasant aroma.

Biochemical Properties of Gürsu Deveci Pear

	Shell thickness (mm)	0,469-0,547
	Fruit ground color (Hue angle)	105,77-107,79
	Fruit weight (g)	355,27-397,05
	Fruit flesh color (L)	96,65-97,13
Biochemical Features	Fruit firmness (kg)	8,090-8,680
	Water-soluble dry matter ratio (%)	14,091-14,981
	Malic acid (ml/100 ml)	0,429-0,457
	Juice pH value	3,981-4,039
	Ball. phenolic compound amount (mg/ 100 g GAE)	1.068,93-1.173,97

Although the number of flavor components defined in Gürsu Deveci Pear is 25, most of them are ester components.

Production Method of Gürsu Deveci Pear:

Since Gürsu Deveci Pear is a cultured pear, it cannot be produced with seeds or cuttings. For this reason, Gürsu Deveci Pear is produced by grafting on rootstocks whose saplings have different characteristics. Of the dwarf and semi-dwarf rootstocks, BA29, MC, Queens A and OHF333 are recommended. Wild pear is used as the classical rootstock.

Garden Plant

Before planting Gürsu Deveci Pear seedlings, a good soil preparation should be done. When a closure orchard is to be built, healthy saplings that are grafted to their name and one-year-old young are used. Required distance between seedlings; 4.00x1.25 m if BA29 and Queens A are used as rootstock, 3.50x0.50 m if MC is used, 4.50x2.00 m if OHF333 is used, 5.00x5.00 m if wild pear is used as rootstock. These intervals and distances may vary according to the soil conditions and the cultural processes to be applied. Planting pruned seedlings are planted between December and February in such a way that the graft site remains on the soil. For a healthy pollination and fertilization in the garden during planting, variety mixtures that bloom in the same period must be included.

Cultural Transactions

Tillage: In order for the soil to benefit from the winter precipitation at a high rate, the gardens are processed superficially with a soil mill or disc harrow after the autumn harvesting process is completed. Before the start of awakening in the spring, the soil is processed with a disc harrow for weed control, not too deep.

Irrigation: Gardens are irrigated from the beginning of May to mid-September under Gürsu conditions, by drip method in dwarf and semi-dwarf trees, and by spring method in classical trees. As of the first week of June, a little watering is done every 7-10 days. Since Gürsu Deveci Pear is a winter variety, it does not require much irrigation. Otherwise, the storage life will be reduced.

Fertilization: In addition to barn manure, composite fertilizers are applied together with autumn tillage, nitrogen fertilizers and other fertilizers are applied during the tillage period in spring and summer periods. Fertilization is also applied with a drip irrigation system. Soil analysis results are taken into account in determining the amount of fertilizer to be given.

Spraying: The most important diseases and pests seen in Gürsu Deveci Pear trees; pear fire blight, black spot, mammal rust, fruit borer, pear leafhopper, pear psilla and crustacean lice. According to the early warning system of the Ministry of Agriculture and Forestry against diseases and pests, agricultural struggle is carried out in the specified amounts. In young gardens, pesticides should be used carefully in weed control and trees should be protected from the effects of the drug.

Pruning and Fruit Thinning: Appropriate pruning systems are applied to the planted rootstock varieties. Overcutting should be avoided during shape pruning to allow trees to bear fruit early. To obtain quality products in Gürsu Deveci Pear trees, to care for trees, to harvest fruits, to combat diseases and pests, etc. In order to facilitate technical work, yield pruning is done regularly every year during the rest period. In years when the product is high, fruit thinning is done on Gürsu Deveci Pear trees. At the end of June and the beginning of July, while the fruits are still small, the excess ones are plucked so that at most two fruits remain in a beam or one fruit falls on 20-30 leaves.

Harvest Operations

Harvest: Although it varies according to the years, flowering takes place in the second and third weeks of April in Gürsu Deveci Pear, while growth starts from the fourth week of April and lasts until the first week of October. Harvest is done in late September and first half of October.

In determining the harvest time; The ground color of the fruit peel, the breaking of the fruit from the branch, the hardness of the fruit flesh and the sugar content are taken into consideration. In Gürsu Deveci Pear, it is important to determine the harvest period very well and to start the harvest accordingly. Because in Gürsu Deveci Pear, there is no difference between harvest and eating death. In order to determine the harvest time, the pear is divided into two, if the core color is black, it means that it is harvest time. Core control begins in mid-September. It is collected together with the fruit stalk during harvest.

The Gürsu Deveci Pear, which is plucked from the branch by hand, is filled into 10-15 kg buckets. Sorting is done when transferring from buckets to boxes of 20-25 kg. Due to the hardness of the fruit flesh, the fruits can be stacked on top of the crates.

Storage: Crated Gürsu Deveci Pears are sent to cold storage. No fruit other than Gürsu Deveci Pear is kept in the cold storage. The cold storage is kept constant at a temperature of 5 °C to 6 °C and a relative humidity of 80-90% until the cold storage is completely filled. Then, the storage temperature is gradually reduced to 2 °C for large fruits and to 4 °C for smaller fruits. Fruits can stay in storage for up to 8 months. Gürsu Deveci Pear, which has completed its maturation and gained its unique aroma, is launched. Fruits that are not ripe enough in the cold storage are kept outside the storage for 2-3 days at ambient temperature so that they can be eaten. The fruits are kept in a place with an open door and window so that they are not exposed to rain. Before being placed on the market, the fruit must be at the required level of taste and maturity.

Preparation for the Market: Fruits brought to the packaging houses in crates that do not meet the strength, shape, color and quality criteria are selected. Then the fruits are divided into classes according to their size and placed in packages. Gürsu Deveci Pear; It is divided into three quality classes as extra, first class and second class. The fruits must meet the minimum requirements in all three quality classes.

Quality Classification of Gürsu Deveci Pear:

Extra Class: Gürsu Deveci Pears in this class must be of superior quality. In terms of color and shape, the fruits should bear the typical characteristics of the variety. It should have a bright appearance at a level that will reveal the characteristics of its type. Very minor superficial imperfections are acceptable, provided that the presentation and quality of the packaging are preserved and the overall appearance of the product is not affected.

1st Class: Gürsu Deveci Pears in this class must be of good quality. They should have typical characteristics of the species in terms of color and shape. Provided that the presentation and quality in the packaging are preserved and they do not affect the overall product appearance, minor defects in shape, stains not exceeding 10% of the external appearance of the fruit, superficial crush marks are acceptable.

2nd Class: Gürsu Deveci Pears, which do not comply with the quality definitions of higher grades, but fulfill the above-mentioned conditions, are included in this class. The defects in the fruit should be at such a level that the fruit can retain its essential characteristics. Slight deformities, spots not exceeding one-fifth of the surface area of the fruit, light dry bruises that will not spread are acceptable.

Gürsu Deveci Pear and Marketing Communication

The difference between the narrative of marketing and the narrative of marketing communication, in a sense, gives birth to brand communication. A product that creates a movement within itself with its sales dynamics creates a narrative in marketing with its historical arrival. Here, the brand that meets all the parameters expected from the product does not experience marketing problems and also gains market depth. The breaking point of this process is the desire of manufacturers/brands/firms to create added value for the product or service. In this context, it depends on the effective use of marketing communication tools in order for Gürsu Deveci Pear to be positively differentiated from other regional camel pears. Our country, which is one of the largest pear producers in the world; The deep difference between the Netherlands, which is not a pear producer, and being the second largest exporter, is related to the added value it adds to the product.

Today, when geographically indicated products are segmented; It is clear that strengthening the link between Gürsu's historical narrative and Deveci pear's narrative will take him to a different point. Gürsu, which has been producing vegetables and fruits in every period of its history; With this feature, it has an ancient agricultural tradition. Gürsu, who continues a complex agricultural activity such as fruit growing, will open the door of a new market when they crown this agricultural tradition with developing new consumer trends such as eco tourism. Gursu, which takes on fruit blossoms with the spring; should be repositioned with sustainable event management. A Gürsu who added Lütfü Deveci to his historical past; it both pays its debt of gratitude and adds a new narrative to its brand value.

Kemal CIFCI

Advertising and Brand Consultant

General Secretary of the Geographical Indications Association

November 2022 - Akpinar – Ankara