BİZİM İÇİN REKLAM DEĞER ÜRETİRKEN HESAP VEREBİLMEKTİR...

While Harun Reşit was riding his horse to the Lamos river for the prisoner exchange; Little did he know that much later the world's best lemon trees would grow here. The Lamos river, once the border between Byzantium and Abbasids; It emerges from the Yüğlük mountain and pours into the Mediterranean for 130 km and 1500 km2, adding abundance to its surroundings. Lamos in ancient Anatolia, Lamus in the Roman period, and Limonlu tea today also determined the historical and sociological development of the region. From the ancient cities established around it, it has always created a living space around it. Today, the region where Erdemli district of Mersin was founded is the most important lemon production center of Turkey with its agricultural production. In terms of Turkey's plant production value, after Antalya, Konya, Şanlıurfa, Mersin; It has a leading role in Turkish agriculture with the added value it creates. Erdemli, where the best quality of lemon, one of the world's strategic agricultural products, is grown; tries to make its name known with the geographically marked Lamas lemon. Limon, whose homeland is the Himalayas; It is a small evergreen tree of the family Rutaceae, a flowering plant native to Northeast India, South Asia. The lemon, which is estimated to have come to the Middle East from India through trade, entered Mesopotamia in 3000 BC. Lemon, which has taken its place in the Mediterranean Basin for centuries; It continues to exist today with many varieties.

 

Virtuous Lamas Lemon, a local variety; It grows in the fertile lands of the Lamas valley, which is irrigated by the Lamas Stream, which leans its back on the Taurus Mountains. Valley, which has a unique microclimate, carries ideal conditions for Lamas Lemon with its taste, color, yield and aroma. Lamas lemon is distinguished from our other lemon varieties by its long, cylindrical and prominent style tip. It is yellow in color and the shells are smooth and of medium thickness. Although it matures early, its harvest lasts from November to February. Being a late variety, its suitability for storage makes it valuable in the market.

 

 

Lemon Production and Market Shares in Turkey and in the World

 

Mexico, the EU, Argentina and Turkey, which are the largest producers of lemon, which constitutes 8% of the world's citrus production, meet 79% of the world's lemon production. In the cultivation areas, this order is; India (25%), Mexico (15%), China (11%) and Argentina (5%). Of the 1.9 million tons of lemon exported in the world, 39% of the export is met by Mexico, 21% by South Africa and 19% by Turkey. The biggest importing countries are; USA, EU, Russia and Saudi Arabia.

 

According to Turkey's Crop Production Statistics; While Turkey's citrus production in 2019 was 4.3 million tons, 40% of the production belongs to orange, 33% to tangerine, 22% to lemon and 6% to grapefruit. While Turkey met 19% of the world's lemon exports in the 2019/20 production season, it utilized 39% of its lemon production through exports. Turkey exports 403 thousand 844 tons of lemons in 2019/2020; Iraq (23%), Russia (22%), Saudi Arabia (8%) and Ukraine (7%). The Turkish lemon industry is increasing its market depth day by day with its early and late varieties and logistics advantages according to market needs.

 

Lemon Varieties Cultivated in Turkey

 

“When we look at the lemon varieties grown in Turkey, the most striking one is the Lamas lemon, which also has ecological selectivity. Lamas, our top quality lemon variety; Being able to be stored for nine months under suitable conditions distinguishes it from other competitors as a segment. Erdonat, another variety suitable for branding, is an early variety. Erdonat, which grows mostly in the Eastern Mediterranean region, is the world leader with approximately 450 thousand tons of production. Its long and cylindrical form, sloping nipple, and smooth fruit skin are its striking features. Its bright, light green color is low in number of seeds and its flesh is greenish yellow. Being an early species, it is not suitable for storage. This feature should not be perceived as a factor that negatively affects its value. Because with its early feature, it is a product sought for export in the market in September-December. Erdonat, which needs to be studied and thought about in terms of the added value it creates, is an important value in our citrus exports. Our other lemon varieties are; Italian Mammal Black lemon (Demre Thornless), Kütdiken, Cyprus Lemon, Mayer, Misket (consumed in making cocktails and beverages such as Mojito), Molla Mehmet (common in Mersin).” one

 

 

Virtuous Lamas Lemon Production Method:

 

The planting range of Virtuous Lamas Lemon can vary according to soil structure, slope and rootstock. It can be planted as 6.5x6.5 m, 6x6 m or 6x7 m. A normally grown tree starts to bloom from the first week of April and the flowering activity takes about 20 days and turns into fruit.

Fertilization and weed control is done as of March. Generally, as of April, irrigation starts according to the precipitation and soil structure. When the drip irrigation system is used, there is an increase in yield and quality. Pruning; It is done in the form of removing dry branches in periods when the air temperature is above 20-25 C against the danger of pruning, and during stagnant periods in the winter months.

In June maintenance, summer fertilization is done before ploughing and irrigation. The fruits, which start to grow with fruit set in May, reach their normal size in October, and the fruits that mature further with the first rains turn from green to yellow. In November, it becomes edible with its aroma and the harvest period begins.

After the first rain in October, spraying is done with copper 50% metallic copper oxychloride against excessive humidity and fungal diseases in winter.

Spring fertilization is done in February and March, and summer fertilization is done in early June. The fertilization program is made in line with the results of soil and leaf analysis.

The fruits can be harvested from November. Harvested fruits are first packaged for storage and after resting for a while, they are transported to natural storages for a long time. Since it is suitable for storage, it can be stored for a long time and is released to the market when fresh lemons are not in the market. Although they can be stored for a while on the branch after the harvest period, they must be presented to the market directly after the harvest, they are not suitable for storage.

 

 

Lamas Lemon and Marketing Communications

 

Marketing and brand communication in particular proceeds on a given basis. It is impossible for a geographically indicated product that has blended its corporate discourse with its historical depth and supported it with strategic concepts not to find its own market segment. In this context, we know that a geographically indicated product, which has created the visual and verbal communication language, quickly differentiates from its competitors in marketing channels. Here, the critical equal is the right market and product relationship. In addition to the direct sales of our strategic agricultural products, their evolution into innovative food products stands before us as a phenomenon that we will work on the most in the future. For example, per capita consumption of lemonade in Germany is 25.3 liters per year and this market is growing by about 28% every year. The world concentrated fruit juice market is; It is expected to exceed $108 billion (US) by 2027. In addition, the world's largest concentrated fruit producers; Archer Daniels Midland Co. (USA), Sudzucker AG (Germany), Louis Dreyfus Co. (Netherlands), Doehler Group (Germany), SVZ International BV (Netherlands), and Kanegrade Co. The situation will be understood more clearly when we look at the (England) brand and turnover sizes. In addition, the acquisition of local manufacturer brands, let alone the mergers of these companies, should be closely monitored. The things to watch are; It is useful to know that Brazil and Mexico are the largest suppliers of concentrated citrus juices.

 

The continuous growth trends of the beverage, bakery and confectionery sectors, which stand out in the market as liquid concentrate and powder concentrate of lemon and citrus products; It is important for Turkey, which is a citrus producer. 'Zumbida', which is prepared with the help of apple juice concentrate, which has been on sale in this field since 2016, should be examined to open a market channel with a successful brand communication. Making lemon juice, which is effective to fight viral contaminations with similar stories, with Lamas Lemon, a geographically indicated product, will create a serious awareness in the market. We must gain a place in the world markets with value-added products that the country and the market need of such initiatives that do not have a brand communication problem.

 

The chaotic environment created by the global pandemic has triggered consumers' desire to access healthy food more than ever before. However, these consumer behaviors, which are formed and will not change, enlarge the concentrated fruit juices market. In the expanding market in this field, the Turkish citrus sector should not only seek new sales channels, but also use the marketing communication tools it needs effectively to provide market depth. On the other hand, Lamas Lemon, which is a local and special variety, will obviously create added value with its natural advantages with a brand communication strategy.

 

Kemal CIFCI

Brand Consultant

General Secretary of the Geographical Indications Association

22 November 2021 Akpınar-Ankara