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ANAMUR BANANA AND MARKETING COMMUNICATION

There has been a lot of talk about the world in the past days that the brand is more than a product. The value of the 'Comedian' by Italian artist Cattelan in Art Basel Miami by Paris-based contemporary art gallery Perroti was 120 thousand dollars. What caused controversy in the natural installation so far was that the piece was adhered to the wall with a tape from a greengrocer. I think that the billionaire named Billy Cox bought and eaten the artwork consisting of walls, bananas and tapes in terms of artistic imagination is also part of the completion of the artwork. The beginning, development and ending of this event was also discussed for days in the world. This action, which is a successful marketing communication strategy for those who do, has achieved much success beyond its target. Making the enveloping effect of art over a fruit and using banana instead of apple while getting results results in another kind of interpretation in terms of the subject of the article. The use of banana instead of apple, which is an archaic and metaphoric fruit like apple, is an area of ​​discussion. The reason banana has such an effective effect is that it is an archaic fruit for the last two hundred years. The history of banana is also the history of capital accumulation and capitalism.
 
 
 
Generic brands in marketing communication are a concept that everyone knows and loves about all advertising and marketing communication. All academic studies and discourses are given over them. Generic brands, which are indispensable examples of all presentations and briefs, are actually the Roman empire of our age. Just as much effort was made in order not to divide east and west; it is possible to see the same orientation in this age. Just like the western novel (iphone) entering the hurricane operations against the eastern novel (huwaie), the similarities between the ages are over the brands. Chiquita (Chiquita) banana is the generic brand of banana in many countries around the world. People have identified the Çikita brand with a banana for a long time. With a tradition of 120 years, this brand is still the market leader in many countries and its history is equally interesting. Namely; A state was established in 1899, secretly called Cikita (United Fruit Company (UFCO); it has determined the fate of Latin America since its establishment. It is the most consumed food product.We can link this to the advertising and marketing activities. In addition to the aphrodisiac effect of the banana plant, the water of the inflorescences is a powerful blood breaker.
 
World Banana Production and Export
 
When we look at the data, banana production in the world broke a record as of 2018. Despite the adverse weather conditions in the Caribbean, banana production increased by 4.4% compared to 2017 with 19.2 million tons of production, and the change and efficiency in production technologies lie behind this increase. Latin America countries and the Caribbean are far ahead with 15.1 million tons in world banana production. Then comes Africa and Asian countries.

 

World Banana Exporting Countries and Their Production

 

Between 2012-2016

2017 (Thousand Tons)

2018

Latin America and the Caribbean

13 617.5

15 479.0

15 125.4

Central and South America

13 263.8

15 343.4

14 985.7

Belize

95,0

74,7

74,0

Bolivia

111,9

104,2

108,4

Brazil

83,4

40,9

61,4

Kolombia

1,668,4

1884,8

1709,6

Costa Rica

2,103,6

2,648,8

2,176,0

Ecvator

5,587,5

6,415,2

6,646,2

Guatemala

1,941,9

2,366,3

2,319,0

Honduras

693,0

648,5

609,6

Mexican

381,0

561,3

564,1

Nicaragua

66,6

117,0

136,5

Panama

278,3

208,7

208,7

Peru

159,7

202,9

229,3

Surinam

73,1

69,9

71,0

Caribbean

353,7

135,6

139,7

Asia

2,755,1

1,905,5

3,216,2

Africa

664,7

1016,9

864,3

WORLD

17,037,2

18,401,5

19,205,8

Table: (FAO)

 

Countries that Import Banana in the World
 
World banana tender is 18.3 million tons in 2018. 33% of this is done to European countries, 26% to the U.S., 9% to the Russian Federation, 6% to China, 5% to Japan and the rest to other countries. Along with the developing demand for safe and healthy food, Poland, Slovakia and Estonia, among the developing countries, supported the increase in demand in the EU. Turkey has made 174.2 thousand tons in 2018, while imports of bananas. The remarkable point here is to increase our domestic banana production and to get rid of foreign commitment. Although this balance is thought to be long-term, Anamur banana should be repositioned to nearby markets with its high aromatic values and turned into a product with high added value.
 
 

Between 2012-2016

2017 (Thousand Tons)

2018 (Thousand Tons)

Developing countries

3,359,1

3,378,4

3,399,1

Latin America and the Caribbean

694,0

833,3

813,9

Asia

2,509,5

2,379,8

2,411,7

China

919,1

1,155,1

1,170,9

Iranian

282,7

1,0

N/A

S. Korea

353,7

437,4

454,9

Saudi Arabia

206,0

210,6

216,9

Turkey

219,1

207,6

174,2

Africa

355,6

165,2

173,5

Developed countries

13,074,6

14,582,7

14,866,3

EU (28 )

5,005,4

5,810,2

6,042,6

Russian Federation

1,286,2

1,544,1

1,559,8

Canada

548,5

578,6

566,7

U.S.A.

4,544,6

4,814,7

4,784,4

Japon

985,1

985,6

1,001,3

World Total

16,663,7

17,961,1

18265,6

Table: (FAO)

 

 

  
Health Benefits of Banana
 
The fact that banana is so loved and travels across the continents after it comes to the world stage, has an important contribution to human health. Being a source of potassium, an important mineral for maintaining blood pressure, vital for human health, has distinguished it from other fruits. Also Banana;
 
• Reduce high blood pressure,
• Prevents diseases related to cardiovascular obstruction,
• Significantly reduces the risk of having a heart attack and stroke,
Banana contains “tryptophan” which is a natural amino acid and converted into serotonin, which plays an important role in the treatment of depression by the body,
• Eating bananas that are rich in nutritional value in situations that cause sudden weight loss, such as high fever and diarrhea, allows you to get the vitamins and minerals you need more easily,
• Eating 2 bananas before an exercise that requires effort will both balance your blood sugar and give you the energy you will need during exercise,
• Banana, rich in vitamin B6, prevents excessive water retention of the body, helps to weaken, supports the nervous system, and also increases white blood cell production,
Banana contains “pectin” that helps digestion and remove toxins from the body,
Banana, rich in nutrient fiber, provides bowel movement and helps constipation,
• Banana balancing stomach acid is good for reflux pain caused by excessive acid production,
• You can lower the body temperature by consuming bananas on hot days,
• According to a study published in the “Internal Journal of Cancer”, regular consumption of antioxidant-rich fruits and vegetables reduces kidney cancer.
 
A common and erroneous point about banana is that it is not consumed and thrown away after the banana starts to darken. This is an extremely wrong consumption habit. As the banana ripens, TNF (Tumor Necrosis Factor), an anti-cancer substance that combats abnormal cells in the body, increases. Scientific study has revealed that TNF in ripe banana indeed inhibits tumor growth and prevents tumor cells from spreading via cell death or, in other words, apoptosis. Of course, excessive consumption of bananas per day can also produce diarrhea, nausea, and weakness.
 
Anamur’s Changing Fate and Anamur Banana
 
History BC Based on 4 centuries, Anamur has been an important port city throughout its history, a strategic base opening to the eastern Mediterranean. The city, whose Latin name is Anemurium, means 'windy nose'. Anamur, located in the Cilicia region, throughout the ancient Anatolian history; The Luwians, Arzavaes, Klikyans, Kueler, Kızvatnans, Selefkozlar, Romans, Byzantines, Arab sovereigns. With the arrival of the Turks in Anatolia, it was under the domination of Oghuzes, Seljuks and Ottomans. Carrying the traces of all these civilizations, Anamur has carried its cultural depth to the present day. It is an open air museum with Anemurium Ancient City, Mamure Castle, Anamur Museum, Titiopolis Ancient City, Akcami, Tol Caravanserai, Historical Anamur Houses. Anamur Stream is a treasure waiting to be discovered with its natural beauties such as Çukurpınar Sinkhole and Köşekbükü Cave. Anamur is a city that finds a way out each period with its self-confidence and stance stemming from its past and its attitude that does not go to others. It is possible to see this today in the economy created by banana and other agricultural products. Anamur's meeting with banana is the result of a coincidence.
 
While Egypt was an Ottoman province, Şalbaş Mehmet Efendi, one of the wealthy merchants of Anamur, brought a root banana and planted it in a corner of his garden when he returned from Egypt with a galleon in 1860. As you know, this banana sapling reproduces rapidly due to the microclimate of Anamur and being closed to the north winds, due to hot and humidity etc. Baki Efendi, one of the Salbaş's, became famous by selling the banana sapling and in 1934 he took the surname of the family and passed away in 1958. The family still continues this tradition in Sultan Alaeddin neighborhood of Anamur's Ortaköy.
 
Today, 12 thousand producers produce between 200 thousand and 250 thousand tons of geographically marked Anamur bananas annually in 28 thousand acres of greenhouse and 1000 acres of open area registered in Anamur. Anamur banana, which is a good example of rural development, provides direct employment to 20 thousand people. Anamur provides our banana, which provides an important part of the 700 thousand tons that our country needs. The agricultural techniques that develop Anamur with its unique flavor and high aromatic structure provided by the Taurus Mountains are among our geographical signs that will make a significant contribution to the country's economy.

 

Anamur Banana as a Geographical Marked Product
 
Anamur banana begins its geographically marked product journey on June 02, 2002 and is registered at national level as our number 56 geographical sign on July 09, 2003. The geographical borders of Anamur banana, which is the registered owner of Anamur Banana Producers Association; Icel province is Anamur and Bozyazi district and villages, Antalya province is Gazipaşa and Alanya district and villages.
 
Production Technique: The banana plant consists of the main stem, whose roots are connected to the tubers under the soil. It is formed by the derivation of new banana seedlings (on average 2 to 5 ad.) From the tubers to which the main stem is attached, and it is derived by leaving 1 or 2 in each rootstock in February and March, which is called the zoning period. In addition, with the increase of greenhouse cultivation, seedlings were started to be produced in the Faculty of Agriculture of Akdeniz University in terms of Genetics. Its production is in two stages: Banana fruit grown by open field agriculture. This fruit is also grown in connection with the soil structure, air temperature and humidity. In greenhouse cultivation, better quality fruit is grown compared to open field by making artificial temperature and moisture under the greenhouse. The temperature suitable for bananas should be around 300C and humidity should be around 60%. It is affected by temperatures of +2 and below in winter. The fruit structure is said to be a branch, and this branch forms bunches called combs. A banana should have 9 to 15 combs for commercial value, and the average weight varies between 20 and 60 kg if the necessary conditions are suitable. The fruit of the banana is harvested under the cover for about 3.5 - 4 months. The harvest period is concentrated between October and the end of March.
 
Fruit Colors: The skin is green before ripening and turns yellow as it ripens.
Irrigation system: Keel irrigation, Drip method and sprinkler systems.
Fertilization: It is a fruit that loves organic matter. Therefore, artificial fertilizers containing Animal fertilizers, Nitrogen, Phosphorus and Potassium are used, especially during the repair period. The nutrients the banana fruit removes from the soil per decare are: Nitrogen 450 kg. Phosphorus 60 kg, Potassium 1500 kg, Calcium 215 kg, Magnesium 140 kg, Manganese 12 kg, Iron 5 kg, Zinc 1.5 kg, Boron 1.25 kg, Copper 0.5 kg. d.
Fertilization: It is a self-pollinating plant.
Fruit Shape: The fruits in the combs are formed with 5 corners, with 10 to 35 lines and form 9 to 16 combs branches. It grows in 4 / 4.5 months in a 3 / 3.5 month open field under growth cover. Apart from fruit, there is a cuticle layer with a protective structure that has a thin and transparent structure.
Compositions in the fruit: Water 70-76 gr, Total Carbohydrate 20-25 gr, Reduced Candies 4-1 1 gr, Non-Reduced Candies 6-16 gr, Starch 3-7 gr, Malic Acid 2,74 gr, Pectin 0,7 –1.1 g, Protein 0.5–1.5 g, Fat 0.2–0.5 g, Ash 0.7-0.8g. d. It is rich in K, Mg, Na and P. Contains vitamins A, B1, B2, B6, Bc, M, C.
 
 
Anamur Banana and Marketing Communication
 
The variety of Anamur banana and the short shelf life due to its nature brings it to a fast marketing problem. In addition to the scientific studies carried out to overcome this, more effective is keeping the interest and demand alive. At this point, marketing communication tools come into play as a solution. One of the methods developed for such products in the world is the correct management of harvest activities. The main priority should be to present an Anamur banana, which has solved the problems of production, quality and organization, with the right strategic concepts to the consumer. This problematic, which will be overcome with the brand management and perception of geographically marked products and the effectiveness of marketing communication tools, is the main problem in front of the Anamur banana. Besides the banana festival that was built, garden and harvest activities etc. The branding process to be supported by will be a solution to many problems experienced by the region. If the fireproof and wetting paper to be made of Anamur banana fiber, we should work more on innovative products. It is an imperative to create and manage an Anamur Banana eco-system so that the work done to turn it into an industry with banana cologne, banana chips, banana jam, banana delight, banana jelly, banana baklava and souvenirs, products made from Anamur banana. It stands.
 
 
 
Kemal ÇİFÇİ
Brand Consultant
General Secretary of Geographical Indications Association
 
18 December 2019- Ovecler-Ankara - Turkey
 
 
 
Resources
 
1-https: //indigodergisi.com/2016/05/kararan-muz-vucudumuza-neler-yapiyor/
2- http://www.muz.gen.tr
 
3- http://www.muzbir.org/
4-Anamur Banana Registration Certificate
5- Hasan Çatkaya / Anamur Banana Producers Union President
 
 

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