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URFA PEPPER, POSITIONING AND MARKETING COMMUNICATION

 
One of the reasons why Anatolia is important in every age is that two big roads have to pass through these lands. The Silk Road and the Spice road have carried all the needs of the Asian and European continents to these continents with caravans for centuries. Silk Road, China, East Turkestan, Mongolia, Uzbekistan, Afghanistan, Turkmenistan, Tajikistan, India, Iran, Turkey, Syria, passing through Egypt and Italy; Spices way to China, India, Egypt, Palestine, Saudi Arabia, Iraq, Yemen, passes through Turkey and Italy. The point of intersection of these two roads is that they are the Middle East and Anatolia, as well as their cultural enrichment, they have made each city a cultural island. When we look at our cities on main and highways in Anatolia, we see this effect clearly. I always think that there is a relationship between the cultural depth of the cities and the movement. If the city is moving, it means producing culture and accumulating culture. The city, where the passenger does not have a road and the caravan does not pass, is always missing one side. If there is no paper for the caravan, who has the yellow star in his steppe and broke his caravan, search neither architecture nor music in that culture. Caravans, of course, carry cultural elements along with their goods. Food, music, literature, craft etc. While moving such elements from one society to another, it paved the way for new cultural interpretations.
 
No matter how we analyze the process of formation and development of man's archaic self, something is always missing. The basic question is: How does the person who grew up in a culture develop certain behavior patterns without education and training. When you include nutrition and production patterns in this transfer, you are inviting other questions. Let the answers of all these problems come together in sociology, social anthropology and social psychology, but an indisputable fact is that some cultural circles have not changed despite all the changes. Even if Erzurum's and Şanlıurfa's cultural codes have common points, the substance under their immediate recognition does not change. How come this guess was transferred to generations and preserved for millennia, I think it should be unique to these lands. When our topic is Şanlıurfa, we encounter a colorful and rich cultural texture. Although we were surprised by the fact that it originated from thirteen thousand years of city history or tens of cultures, the place we want to look at is the perfect harmony between its production and nutrition culture.
 
Spices, Music and Urfa
 
Since mankind's test of fire, spice has guided humanity. Apart from the aroma it gives to food, it is the food additive in which wars are fought for the sake of spices, which is important in preserving and preserving food. The suffering journey from India to Europe has made it special and important. Windows were closed in Europe so that even black pepper, which is a unit of measurement of precious metals, would not fly. The traces of cloves, saffron, mustard and fennel were found in the spice in the holy books and in the archeology of Asia Minor. Enriched with spice trade, Venice continued this wealth until new trade routes were found. The gift of the American continent, which was found thanks to spices, to humanity has undoubtedly been pepper. The pepper, which is a South American plant, is so popular that it has been planted all over the world.
 
As the caravans approached Urfa, it is not known how many of them have been wrapped by the yellow star, but it is not possible to hear the sound of these pains in Kazancı Bedih's dagger. Whether you listen to 'The Girl of Nemrud or 'The Smoky Mountains Around Urfa', the musical infrastructure at the back takes you to other lands. Urfa is an important city in terms of music history as it is one of the first settlements in the world. Philosopher, poet, musicologist Philip Bardesane (Bardaişan), who is considered to be the father of the world's first church music, lived in Edessa (Urfa) between 168-222. The establishment of a meaningful relationship between urfa music culture and pepper, which will not fit in these lines, should not be an extreme comment. Pepper flavors of the Long Row and Vineyard Nights should be nothing more than extensions of an ancient culture.
 
Şanlıurfa, one of the biggest stops of the spice road in Mesopotamia, has been the capital of beliefs, trade and art for centuries. This city, which is an entrance door of Anatolia, continues to shine like a star at the intersection point of the Middle East and Anatolia. Standing in the middle of fertile land, this city strengthened its position in the world heritage with the discovery of Göbeklitepe. Things to say about Göbeklitepe, which changed our history readings, are beyond the limits of this article. It is the new pearl of Göbeklitepe Şanlıurfa and our country, which destroyed our pre-acceptance about the Neolithic age. Our tourism, agriculture, gastronomy and geographically marked products need new strategic concepts in terms of marketing communication in Şanlıurfa. Establishing a city promotion agency to manage this process will offer us new opportunities for both Şanlıurfa and our country. Establishing 'repositioning' strategies to manage the added value created by geographically marked products in the branding of cities remains the biggest problem in front of Şanlıurfa.
 
Pepper in Urfa Gastronomy Culture
 
 
The love of the Harran sun is formed as a result of the drying process of peppers and Urfa peppers in the sun. Urfa peppers, which are washed and separated from their stems and seeds, are laid in the sun (50-60 ° C). Quality seeds are reserved for planting next year. It is laid on the ground by inverting for 1-2 days. At the end of the 2nd day, it is collected in the form of slaves and kept until noon the next day. Peppers, which are salted on the 3rd day, are kept in Urfa heat until noon the next day. At noon of that day, it is spread on clean table cloths and aired for 2-3 hours. Meanwhile, the bags are washed and dried. Peppers that are put back in bags are left in the sun and this process is repeated for 3 days. At the end of these processes, peppers were bruised and turned black within 3-4 days. Peppers are laid again on table cloths and dried. While the dried peppers are beaten in the stone base, Urfa olive oil is dropped in a few drops so that the powders are not blown out. The reason for this drip is that hot pepper powder does not escape the eyes of those who do. At the end of this process, pepper is sieved through sieves. Urfa olive oil is poured into the sieved peppers and mixed. Peppers that were left in the shade in one day at the end of these processes have now turned into Urfa Pepper. Finding peppers produced by this traditional method makes you lucky.
When the pepper meets your palate, it first grabs a sweet aroma and then you slowly start to take the pain. This pain is temporary. There is no concept describing this situation in Turkish. Sweetbitter (ing.) Glucopicron (yun.) Situation as your experience settles in your taste as a new phenomenon that will not be forgotten. With a desire, he searches for the first taste, otherwise how to describe the love of people with cigkofte / lahmacun. Pepper is a way of life among the people of Urfa, which takes its roots from history. Therefore, Urfa people do not feel comfortable without making at least 10-30 kg of pepper for the winter.

 

Although it is the shortest way to meet peppers, which is the abandonment of Urfa food culture, it is always used in almost all juicy dishes, but it always has a place on the table. Here it is useful to open a bracket of lahmacuna. Lahmacun is one of our dishes that will play the leading roles in the world fast food consumption culture. It is one of the shortest ways of introducing Anatolian food culture to the world. If we go back to pepper; Pepper, which accelerates metabolism, is a natural aid for obesity, a problem of modern man. Besides, pepper;
• Pepper, rich in vitamin C, facilitates digestion. It prevents excessive fat and cholesterol accumulation in the body.
• It is effective in rheumatism and upper respiratory tract infections,
• Strengthens the body defense system against infectious diseases,
• It has antioxidant and anti-aging properties. Anti-aging effects have been identified through research.
• It has gas and diuretic properties,
• In studies conducted, positive effects against cancer cells were observed,
 
Geographic Indication Journey of Pepper
 
Pepper Şanlıurfa Municipality was filed on August 25, 2000, and it was registered as our geographically marked product numbered 33, on 25 April 2001, based on Article 12 of the Decree Law No. 555 on the Protection of Geographical Indications. The point to be noted here is the registration of pepper as Pepper (pepper).
Features of Pepper according to the registration document
Characteristics that distinguish Şanlıurfa Pepper from peppers in other regions: It consists of 20 kinds of peppers. The glucose ratio is much higher than the peppers in other regions, alphatoxin does not occur, the ratio of capsicine (alcoholic) has a more sweet, non-caustic taste.
100 gr. In Red Chili Pepper: 318 calories of energy, 148 milligrams of calcium, 76 milligrams of vitamin C (340 milligrams if fresh), 8.1 grams of water, 2014 milligrams of potassium, 41610 I UA vitamin, 12 grams of protein, 203 milligrams of phosphorus, 15 milligrams Vitamin B3, 17.3 grams of fat, 152 grams of magnesium. 2 vitamin B2, 56.6 grams carbohydrates, 30 milligrams of sodium, 1 milligram of vitamin B. It contains 24.9 fibers, 8 milligrams of iron and organic compounds such as bitterness and color matter.
100 gr. in fresh green sweet pepper: 29 calories, 1.1 g. protein, 0.2 g. oil, 92.6 g. water, 4.2 g. carbohydrates, 1.4 gr. There is cellulose. It is rich in vitamins A, B1, B2, C. There are vitamins P and K and alkaloids. The oil rate in pepper seeds is 25-28%.
Pepper's structure and appearance: Fruit: It is divided into 5-10 groups in botanical classification. According to the type. according to the thickness of the meat, according to the bitterness. Capsicum annum L. (Pepper) fruits occur individually. Varieties of one species include sweet peppers, red, green, yellow, and hot and sweet pepper. Capsicum fruets L. It is a plant with several flowers and fruits in each flower bunch. The cultivated types are bird pepper, cherry pepper and bunch pepper.
Thin long pencil pepper: Yellow is sweet and green is bitter. Charliston pepper: It is in the long pepper group. It is larger, thicker walls, fleshy. Yellow Bell Peppers: Yellow color. It is 3-4 sections, thin crust, medium size and efficient. There are sweet and bitter ones. Green Bell Peppers: Green colored, 3-4 parts, thin skinned, medium sized dessert. Red Tomato Pepper: Its shape is similar to tomato. The color is red, the flesh is very red, sweet. Peppers used in making red powder pepper: These varieties are conical, long conical and bitter.
Climate demands: The appropriate temperature request is 20-30 ° C. The soil should have 60-70% humidity. Soil requests: Not too selective. Loamy-sandy, loamy-light clay, organic material rich pH is desired to be 6.0-6.5.
 

FEATURES

 SWEAT

BITTER

1.CLASS

2.CLASS

1.CLASS

2.CLASS

Foreign Matter (most)

0.02

0.03

0.02

0.03

Moisture (most)

11.0

11.0

11.0

11.0

Total ash, dry mad. (most)

7.0

8.5

8.5

10.0
Insoluble ash in hydrochloric acid.
 
dry matter (most often)

0.5

1.0

1.0

1.6

Ether extract, dry matter (minimum)

15.0

15.0

15.0

15.0

Essential oils, dry matter. ml / 100 g

1.15

1.35

1.35

1.35

Cellulose, dry matter (most)

25

25

25

30

 

The color should be characteristic red in 1st class red peppers. In Class 2 peppers, they can range from pink to red.
Ways of processing chili peppers in Şanlıurfa: a) In the factories: Fried peppers are first subjected to washing. The bruised and not completely browned stems and stems are separated. In the blasting machine, it is cut into cubes that will be divided into two parts and subjected to drying.
 
Natural drying (Net drying): It is drying in the sun. Oven drying: It is drying with heating fans in the oven. Its operation is provided by four separate combinations of the furnace. The temperature at which the ovens are applied varies between 75-80 ° C. It is applied for 1.5-2 hours. Sieve gaps in crushing process 2.5-3. 0-3. 25- 3.50-3.75 etc. It is. If black chili pepper is desired, it is taken to the dimming machine before crushing and passed through a certain heat (75-80 ° C) to change its color. The tanks are covered for a certain period of time and heat transfer is provided between them to change the color. Add salt and oil to darken. It is left to rest for 8-10 hours. As a last step, it is passed through sieves.
 
b) At home: During the washing process, the bruises are not completely reddened, they are removed from the stems and seeds. They are divided into two or three parts, depending on the size. It is laid on the concrete floor or nylon exhibit with the inside on the top. It is dried in the sun for 3-4 days until the humidity reaches 20%. Dried peppers are placed in nylon bags and left to the sun again and they are taken out from the bag at night and laid. This process continues for two or three days. Peppers that reach the desired color consistency are laid out in the sun to dry completely. Dried peppers are placed in cloth bags and broken with mallets. Peppers, which become flakes, are sieved, salt and oil are added and mixed thoroughly. It is left in the sun for one or two hours. Grinders are subjected to grinding process. This process is repeated 3-4 times and peppers are powdered. Add some oil to the powdered peppers and mix them. The mixed peppers are left to rest to ensure color consistency.
 
 
Pepper and Marketing Communication
 
In some of the products and services that are subject to marketing communication, the product that will be the subject of communication to the brand consultant sometimes comes to the golden tray. The only thing to be done for the product coming in the golden tray is to activate the strategic visual and verbal elements in accordance with the standard communication channels. You do not even need to emphasize any aspect / advantage / benefit of the product most of the time. Because of its product nature, it has acquired an indispensable place in the library of the consumer with its historical background and strategic concepts. Pepper and Urfa concepts are also among our products that will be positioned quickly in the branding of geographically marked products. If we mention briefly about brand identity here, it should not be difficult to create both a verbal and visual brand identity in Urfa, which is one of the oldest settlements in the world, and its gastronomy culture. In this context, it is important and valuable that the Şanlıurfa Flavors and Pepper Festival, held between 11-13 September since 2017, is a tradition. Scientific studies should be carried out especially in relation to Urfa food culture and music in the establishment of the knowledge tradition of pepper and its transfer to future generations. It is clear that an integrated marketing communication strategy will make a great contribution to both Urfa and pepper.
Pepper, which is the indispensable spice of Turkish food culture, suffers from positioning. Even if the smallest interference in communication channels harms the brand even if positioning is not a result of choice, the communication channels of pepper, which is one of the most important values ​​and livelihoods of Şanlıurfa, should be reconstructed. It is imperative that a region such as Şanlıurfa, whose cultural depth and richness is registered, has more willingness to protect and develop its values. What is decisive is not the severity of the need, but its archaic history and uniqueness.
 
 
Kemal ÇİFÇİ
Brand Consultant
General Secretary of Geographical Indications Association
18 January 2020- Ovecler-Ankara
 
Source:
-http://www.dunyagida.com.tr/kose-yazisi/baharatin-gizemli-tarihi/1026
- Pepper Registration Certificate
- Local source: Ayşe Tiraje – Hasan Hayırlı (Urfa) Thank you to your family.

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