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THE COOL GIRL OF THE WIND URLA GUM ARTICHOKE AND MARKETING COMMUNICATION

"Everything has a little bit of everything." "All things are found in all things to a certain extent."
Anaxagoras (Ancient Philosopher from Urla)
 
 
Although there are no borders between the poet's geography and the farmer's geography, after a certain point the poet has to touch the ground. The land that determines the fate of the farmer depends on the bond he establishes with it wherever it is. The fact that the cultural history flourishes in different geographies in different time periods does not change the fact that the Aegean is fundamental. The fact that the firsts of Agriculture and Philosophy are here is not due to coincidence, but to the meeting of fertile plains and the climate of 'thought' in the same soil. In this context, Urla has been the source of many firsts throughout its history.
 
 
Poetry, Poets, Urla and Artichoke
 
Urla, which also has a unique cultural climate, is the birth, life and transition route of many intellectuals. Just as it has been carrying caravans to the Aegean and Anatolia for thousands of years. This fertile peninsula is the source of the tragic life stories left behind from the wars as well as the production throughout all ages. Between 1914 and 1923, the children of the Balkans, Anatolia and the Aegean are constantly changing places. In this context, the relationship between Yorgo Seferis and Necati Cumalı, two names who shape Turkish and world literature, with Urla is remarkable. Seferis, who left Urla at the age of fourteen (1900/Urla-1971/Athens – 1963- Nobel Prize in Literature), writes these lines years later; “the body dies / the water is watered / the soul hesitates / the wind forgets / always forgets / but the flame does not change” Another poet from Macedonia moves to the poetry district he left when Seferis migrated from Urla; Necati Cumali. The author of Susuz Yaz, Necati Cumalı (1921/Florina-Macedonia/1923-Immigration to Urla / 2001, Istanbul); “Cotton jumped from eighty-five to one hundred and thirty / Who cares? / If there is only one thing we care about / Tile-blue skies, the taste of imbatin” he says in his lines. While all this is going on, another poet in Latin America, Pablo Neruda (1904-1973 / Nobel Prize in Literature -1971), does not stay idle; He was building an artichoke army for himself. To migrate to Anatolia or to attack the poetry geography. He also says; "Engineer. /There in the garden /Armed like a warrior, /A proud /Like a pomegranate /Bright. /And one day /Side by side /In big wicker baskets, /To realize his dreams /While passing through the market place /In battle order /Artichoke army,/. Poetry and agriculture are actually the substance left in you by the land you were born in; In this sense, geography is the name of war with yourself. When you examine the history of the Urla gum artichoke in detail, you will see the answer to this very clearly. In order to see how the artichoke, which is actually a flower, suits a unique garden like Urla, you should watch it at sunset. The suitability of a migrant vegetable to the ancient peninsula takes you on a deep journey in its history.
 
 
A Brief Presentation on Artichoke and Urla History;
 
• The ancient name of Urla, whose cultural layer started with the Early Bronze Age, is Klazomenai. Urla, which has ruins from every layer in the history of culture; Ionian, Persian, Alexander, Roman, Byzantine, Seljuk, Anatolian Principalities, Anatolian Seljuks, Ottoman Empire and joined our Republic on September 12, 1922 by getting rid of the Greek occupation.
• Anatolia's first olive oil workshop (mid-six thousand BC), which is important in terms of agriculture and olive history, is here.
• In the Travel Book of our traveler Evliya Çelebi; It is written that the city was founded by “Ulice”, the daughter of the King of Kıdafe, and when the city was named “Urli”, it changed into “Urla” by colloquially speaking.
• One of the registered quarantine islands in the world is in Urla. Others are in the USA and Croatia.
• Kenger, which was taken to Europe by the Andalusian Umayyads, turned into artichokes in Sicily over time.
• Liver-friendly artichoke, thanks to its rich cynarin content; In addition to its diuretic effect, it has been proven by scientific research that it helps to spill kidney stones, treat jaundice, increase bile perception, and help arteriosclerosis.
• Our meeting with the artichoke coincides with the 17th century. Artichokes planted in Istanbul fields in the 18th century were later followed by artichokes grown in Tuzla, Darıca.
• Twenty-four kinds of dishes are recorded from this distinguished vegetable of Turkish food culture.
• Two kinds of artichokes are produced in our country. Chios artichoke, which is an early variety, is early and for table, Bayrampaşa is late and canned.
• The artichoke, which has an annual production of approximately 40 thousand tons in 2019, is insufficient to meet the demand of Turkey. Urla's 2020 production is; 1950 tons of Urla Gum Artichokes are produced on 1500 decares of land.
• Urla, which constantly increases its production area, meets 1/3 of İzmir provincial production. According to 2019 statistics, 4,290 tons of production is made on an area of ​​3,300 decares.
• In addition to Italy, Egypt, Spain, Peru, Algeria and Turkey, artichokes are also produced in California.
• The first artichoke festival is held in America in 1948 and the first artichoke beauty was Marly Moore.

 

Difference of Urla Gum Artichoke from Other Artichoke Varieties
 
• The head of the Urla Chios Artichoke is medium-sized, firm and slightly long, the heads weigh between 175-250 gr. The head weight of the Bayrampaşa Artichoke reaches up to 400 gr. Bayram Pasha IV. He is Murat's vizier. He succeeded in growing artichokes in the fertile lands of this Bayrampaşa.
• The diameter of the edible flower receptacle is small compared to other varieties and it is thin, not wide.
• Edible bract leaves of Urla Chios Artichoke are loose, thin and soft. It is not segmented and its edges are straight and sword-shaped.
• The parts near the root collar of the plant are white, other artichoke varieties have bruises, the color of Urla Gum Artichoke is completely green.
• The stem thickness is thinner than other artichoke varieties, the sleeping eyes on the ovaries (breasts) are smaller than the others.
• 'Gum Artichoke', which is planted from the end of August to mid-September, is harvested in November and December, and 'Bayrampaşa Artichoke' is harvested in March and April.
 • In addition to fresh consumption, it is also used in the pharmaceutical industry as well as canned food, sauce, paste, vinegar, drink, jam, honey paste and pickles.
Geographical Indication Journey of Urla Gum Artichoke
Urla Gum Artichoke, whose application was made on 03 August 2017 with the initiative of İzmir Commodity Exchange as the registered owner: Our geographical indication no. 245 was registered by the Turkish Trademark Patent Institute on 24 November 2017.
 
Urla Gum Artichoke as a geographical indication product
 
Artichoke (Cynara scolymus L.), which is an important vegetable in a healthy diet, is grown in İzmir, Aydın,
It is grown in the provinces of Antalya, Adana, Muğla, Manisa, Balıkesir and Hatay, and İzmir is the province where it is grown the most. It is known that artichoke, which is known to be consumed together with the flower base of the stem part of the flower stem when it is fresh, and that fresh leaf stems are also cooked with olive oil in Aydın, Muğla and İzmir provinces, is a potassium-rich vegetable, the cynarin substance in its content increases the secretion of the gallbladder, thus enabling the liver to work more comfortably. proven in studies.
 
It has been determined that the mastic artichoke, which is also grown on the Aegean and Mediterranean coasts, except for the Izmir Peninsula, lost its yield and quality when grown in these regions, lost its perennial characteristics, weakened its earliness, that is, the product could not reach the characteristics it gained when grown in the Izmir Peninsula.
 
Urla, Çeşme, Karaburun, Balçova districts and Mordoğan region, which are called Peninsular, have very favorable climatic conditions for the Chios artichoke variety. The warm and humid climatic conditions in the region are extremely suitable for the production of Urla Gum Artichoke. The optimum growth temperature of Urla Gum Artichoke is between 15 -18°C. The peninsula has a warm and humid maritime climate between September and April, when this variety of artichoke is grown. When you move away from the maritime climate and go towards the interior, both the warm climatic conditions and the humid climatic conditions of the product are lost, so the yield and quality characteristics of the product are lost. When you move away from the warm and humid sea climate, the temperature and humidity decrease, frost occurs, leaves and heads are damaged.
 
The distinctive feature of Urla Chios Artichoke is that it is very early compared to other artichoke varieties. Urla Gum Artichoke, which is harvested in November and April, is consumed as a table in terms of consumer preference, its leaves are flat in terms of appearance, its head is cylindrical, the flower tray is not very wide compared to other local varieties, the edges of the first leaves are flat and not segmented. Another distinguishing feature is that it is a variety whose flower base is not too tight.
 
The head parts of the Urla Chios Artichoke, which are considered as vegetables, form the main flower. The part consumed is essentially a flower bud. The leaves (bracte leaves) of the product on the flower tray and the flower tray can be consumed as vegetables in the fresh period. Other local artichokes in our country differ from Urla Gum Artichokes in that their leaves are fragmented, their heads are relatively large and flattened to Urla Gum Artichokes, and their flower heads are thick and fleshy, making them suitable for canning industry instead of fresh consumption, and the harvest period being May-June.
 
Vegetable Features:
 
 
Family / Genus / Species / Variety Asteraceae / Cynara / C. scolymus L. / C. Scolymus L. cv. Chewing gum
Raising Time September - April
Harvest time November-April
Features of Head Part The head of medium size is in the shape of a water glass and is slightly elongated. Head diameter 5-10 cm, weight varies between 200-500 g. The length (height) of the glass-shaped head varies between 6-12 cm. The bract leaves of the head show a long-narrow and loose structure. Bract leaves on the outside of the head are dark green, while those on the inside are light-green. The diameter of the flower head part, which is considered as a vegetable, is small and thin compared to other varieties.
Leaf Structure The leaf length is between 50-80 cm. The first leaves formed after the wake water are not segmented, they are long-oval shaped and broad-legged, the leaf margins are smooth, gray and green, and the undersides are covered with white and fine hairs. The leaves formed later develop in a slightly fragmented and slit way. The typical feature of the variety is that the first leaves are not segmented and the edges are straight.
Root and Trunk Structure Urla Chios Artichoke is a perennial plant and has a strong perennial root system that develops in the form of a black lignified rhizome under the ground. Fleshy lateral and fringe roots are formed on these rhizomes. Side and fringe roots are generally spread at 50 cm soil depth. There are adventitious (sleeping) eyes on the rhizome. From these eyes shoots and leaves are formed. The stem of the gum artichoke is rosette stem type and is located just above the root. It has a growth tip in the middle and produces leaves continuously during the vegetative period.
Flower Structure
With the generative phase of the plant, the growth tip no longer produces new leaves and the flower shoot begins to elongate to form flowers. There are nodes on the flower shoot and there is a leaf in each node. New flower shoots may emerge from some nodes. The flower shoots end with the flower tray, which is considered as a vegetable. Initially herbaceous
The flower shoot gains a semi-woody structure over time and grows to 60-150 cm depending on environmental conditions. The flower shoot has the ability to hold
itself upright and ends with a cluster of flowers (plate).

 

 

 

 

 

 

 

 

 

 

 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
Production Method:
 
Although general artichoke production techniques are used in the production of Urla Chios Artichoke, the first irrigation, called wake-up water, should be done in mid-August in order for it to start active growth. The economic life of the Urla Gum Artichoke, which is a perennial plant and maintains its vitality for 10 years, is 6 to 8 years. The plant, which occurs with the development of the sleeping eyes on the underground stem every year, completes its development in November - April by forming a head.
 
Climate Requirement: Gum artichoke is a winter vegetable that grows in warm and humid climates. It does not like very cold and hot. If the temperature drops below 0°C in winter, significant damage to the leaves and heads occurs due to freezing. If the temperature is around 15-20 °C, the best development in plants is obtained. If the temperature is above 20°C during the growth period, the development slows down, if it is above 25°C, the development stops. In hot and dry conditions, the head becomes stiff, fibrous and quality decreases. The first frosts that occur in the autumn period in the regions where mastic artichokes are produced prevent the formation of early and first-season products in the Chios artichoke cultivar. The arid and hot climatic conditions in the spring also cause the heads to bloom immediately, and in this case, the yield decreases.
 
Soil Requirement: Since the mastic artichoke is a perennial plant, it likes deep-textured soils rich in organic matter and well-drained. It does not like very light sandy or very heavy soils. Soil pH for artichoke should be 6.0-6.5. It would be beneficial if the amount of organic matter in the soil was around 2%.
 
 
Soil Preparation, Planting and Fertilization: Since the Urla Chios Artichoke occupies the soil for a long time, the land must be deeply cultivated (at a depth of 50-80 cm) before the plantation is established. During soil preparation before planting, if the soil is weak in organic matter, farm manure supplement should be made. Depending on the soil structure, an application of around 4-6 tons per decare may be sufficient. In case of difficulties in obtaining farm manure, it should be emphasized that this deficiency is met with green manure. Urla Chios Artichoke is not produced with seeds, and the method of production with bottom shoots formed in the roots and root collars of plants with vegetative production is used. In the production made with bottom shoots, the bottom shoot taken has all the characteristics of the plant from which it is taken. Among the people, these exiles are called bastards. The plant renews itself every year with the eruption of the lateral buds (nozzles), which are anatomically seat buds, which are called “breasts” among gardeners and are located on the rhizome to which the roots are attached under the soil. With the emergence of new buds on the rhizome in autumn, a shoot occurs first from each eye. These shoots, which develop depending on the mother plant, have the feature of growing in the form of rosettes. While the shoot produces new leaves on the one hand, it also prepares to become a detached plant by forming fringe roots just above the place where it attaches to the rhizome. In this period, this young shoot has become 5-6 leaves. Around the mother plant 10-15 such new shoots may occur each year. When the soil is opened a little, the part where the shoots are attached comes out. By separating these shoots together with their roots from the part where they are attached to the mother plant, new independent plants are obtained. This new plant is normally a bottom shoot. Among gardeners and growers it is called a "bastard". Urla Chios Artichoke is produced by planting these bottom shoots in their main growing places. In order to make irrigation easier, production is made by planting in row method on long bobbins with the hearth method. In the development periods after the mastic artichoke bastards to be used in production are planted in their main growing places, hoeing is done in order to clean the weeds growing on and on the rows and to fluff the soil. Hoeing is done 2-3 times depending on the season. After hoeing 2-3 times in the early stages of development, there is no need for another hoeing process as the rapidly growing plants cover the soil surface. After planting, there are plenty of bottom shoots (bastards) in the plants that develop in the artichoke hearths and they need to be cleaned. Cleaning the bastard with hoeing is one of the most important maintenance operations.
 
 
 
Irrigation: In the cultivation of Urla Gum Artichoke, which requires a lot of water during its development and growth period, the water requirement of the plant should be met regularly without interruption. Urla Chios Artichoke requires regular and sufficient amount of water in the period from the beginning of August until the beginning of the wake-up water and the beginning of the winter rains. In the winter season, the required water is usually provided by precipitation. If the rainfall is insufficient, water should be given. Especially if the rainfall is insufficient during the harvest period, irrigation should be done. Yield and quality decrease in dehydrated plants. Water is usually made in the form of a release into furrows. It is necessary not to give excessive water in heavy soils. Excess water causes root rot. The most important process for earliness and early season cultivation is the time of giving the wake water. It is known that the wake-up water given at the beginning of August is the ideal wake-up time for mastic artichoke cultivation in the Urla, Çeşme and Karaburun regions.
 
Fertilization: After the plantation is established in Urla Chios Artichoke cultivation, every year, depending on the soil analysis, phosphorus and potassium fertilizers should be added to the soil immediately after the wake-up irrigation at the end of summer. It would be appropriate to distribute nitrogenous fertilizers equally in three periods, during head formation and harvest, together with wake-up irrigation. Fertilizers can be given to furrows or to quarries. If possible, two shovels (3–4 kg) of burnt farm manure should be given to each quarry when the pits are opened and the bottom shoots (bastard) are cleaned. With regular fertilization, it is possible to keep the productivity of plants at economically appropriate levels for a long period of 10-12 years. Plantations that are not well fertilized and maintained regularly lose their productivity by aging in a short period of 5-6 years.
 
Fighting Pests: Since artichoke production is usually done in winter in our country, there are no important diseases and pests that cause too many problems. However, root rot (Rhizoctonia solani), which can be a problem in newly planted plantations or in later development periods, may cause gaps in the field. It creates rot in the root collar parts of the plant. Botrytis cinerea damage can be seen in humid and rainy weather. Again, in rainy and humid periods, downy mildew can cause significant damage. In warm and high humidity weather, powdery mildew may occur. Aphids, artichoke butterfly, artichoke leaf worm, rootworms and snails are shown as important artichoke pests. Control methods recommended by experts should be applied against these diseases and pests. It is of great importance to clean the weeds that develop with the giving of the wake-up water. Weeds growing between and on the rows are cleaned by hand hoeing or with small processing tools. The root necks of the plants are opened with a hoe and the plant environment is cleaned. The rows are hoeed by machine in the early period and by hand after the plants have grown. Although it is stated in the studies that weed control is done by using chemical herbicides, there are not enough studies on this subject in our country. Care should be taken in the use of herbicides and help should be sought from research institutions working on this subject.
Harvest: The harvest, which starts from November, continues until the end of April. The most important criterion used in the definition of maturity is that the head does not grow too much and does not become carded. In addition, the fact that the stem carrying the head is not hardened and slightly flexible is another maturity criterion. Another criterion is that the bract leaves do not open too much, which is important for fresh maturity. In extreme maturity, it begins to thicken, the table and bracts become cellulose and a fibrous structure is formed. Bract leaves open, great losses occur in the ingestion value of the head.
 
 
Storage: Artichoke heads should never come into contact with water after harvesting. If the harvested heads are left in the open without taking any precautions, they lose their freshness in a short time, wither and wither. If the harvested heads cannot be marketed immediately, they should be stored in a cool and moist environment. Artichoke heads can be stored in cold storage at 0°C and 90-95% humidity for 3-6 weeks. Artichoke heads or trays can be stored frozen and canned for a long time.
 
Reproduction: Artichoke is produced by the bottom shoots formed in the root and root collar of the plant. The head formed at the tip of the flower shoot (stem) of the artichoke expands to form a flower tray. The flower bed is surrounded by numerous and overlapping bracts. The ends of the bracts are turned inwards. In this way, the bracts that alternately overlap each other form a bowl-shaped structure. The flower cluster in this state is called “head” in artichokes. The bottom parts of the bracts, which surround the head from the outside, are connected to the flower table, and the inner parts are white. The petals of the gum artichoke are purple and purple. In the middle, there is a flower group consisting of male and female flowers. 100% foreign pollination is dominant in artichoke flowers. For this reason, in the case of seed production, excessive openings occur and the same variety cannot be obtained again. The flower community in the middle of the plate is surrounded by hairs. Seeds are formed at the tip of these hairs. After pollination and fertilization in the flowers are completed, the seeds mature on the flower cluster called the head and take their normal size. Seeds may be dark brown or black-purple. The top of the seed can be plain colored or grizzled. The pods of the seeds are hard, and the seeds can be 5–7 mm long and 4–6 mm thick. The 1000-grain weight of the seeds is 60-70 g and there are 15-25 seeds in one g. Seeds retain their germination properties for 4-6 years. Seeds germinate at 20-30°C.

 

Urla Gum Artichoke and Marketing Communications
 
It is a great value for the region that the artichoke, a migrant Aegean, loves İzmir and its peninsula so much and takes root here, and that a production tradition is formed. We should not forget the share of olive oil in the source of this love. The relationship between olive oil and artichoke, which is an indispensable part of the Aegean cuisine culture, is not a necessity, it originates from the olive's preservation and collation. He has created a unique gastronomy with the spirit that olive oil gives him. This originality of his has turned into a culture of experience that has crossed its borders.
 
The desire of modern people for a healthy life is increasing day by day for such special products. The desire to reach, which is natural and different, causes him to change his consumption tendencies. When the market expansions and sales trends in the world are examined, the agricultural products and culinary culture of the Aegean basin are followed and experienced by large masses. In order to analyze how consumption patterns have changed and how this has evolved into a culture of experience, it is necessary to examine the developments in the 1990s. The mass consumption habits that came from America after the Second World War are now outdated; instead it gives way to more optional local trends. In addition to the individualization of cultural communication tools, the iconic trends in fusion kitchens have a significant impact on these developments. Taking all these into account, the Izmir peninsula has the potential to become the center of a new gastronomic route.
 
In this context, it is certain that the marketing communication of the artichoke, which is already a special vegetable, over the Urla Gum Artichoke will increase the brand value of Turkish artichokes. The only requirement for brand communication of Urla Gum Artichoke, which is a poem of Turkish cuisine with its metaphorical infrastructure stemming from its geography, is sustainability and repositioning. Urla is a candidate to be a strong player in the world niche artichoke market with its location, market accessibility, competence in food production and production opportunities. In addition to these advantages, when we add the developing geographically indicated products market, Urla Gum Artichoke should be repositioned by adding other districts in the registration certificate to the narrative. It should also add new advantages to the advantages that the peninsula has especially in vineyard routes. Diversifying its traditional festival with different presentations and spreading it to the entire peninsula, when the development has evolved into agro-tourism; It is clear that it will contribute to its awareness and visibility. In addition, it should be noted as a footnote that the artichoke, whose geographical borders are on a peninsula, is one of the best examples of local positioning in terms of marketing communication, and that discourse and communication are carried out on top of this. This is the main shortcoming of the incoming analysis.
 
Kemal CIFCI
Brand Consultant
General Secretary of the Geographical Indications Association
May 13, 2021 Sokullu-Ankara - TURKEY
 
Source;
1- Urla Gum Artichoke Registration Certificate
2- http://www.urla.gov.tr/urla-tarihi
3- https://www.urlaenginarfestivali.com/urla-tarihi
4- Artichoke Production and Marketing in Turkey - Zerrin KENANOĞLU BEKTAŞ, Gamze SANER
U. U. Journal of the Faculty of Agriculture, 2013, Vol 27, No 1, 115-128
5- Artichoke, a Hearty Taste and Health Vegetable - Editors: Dursun EŞİYOK / Eren AKÇİÇEK / Betül ÖZTÜRK

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