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ALONE A KING IN İVRİZ VALLEY ... EREĞLİ WHITE CHERRY AND MARKETING COMMUNICATION

ALONE A KING IN İVRİZ VALLEY ... EREĞLİ WHITE CHERRY AND MARKETING COMMUNICATION
 
‘The threshing floor supervisor Gal (who must have been agriculture minister of the period) was commanding left and right in his usual haste. According to the incoming tablet, the products that would go to the Assyrian merchants had to be prepared. Harvest was good again this year in the fertile soil of Ivriz. He also stored plenty of provisions for the peasantry for the winter. After checking the warehouses for the last time, he went to his home to write his report. Tomorrow was the big day for him, the priest would appear before the king Varpalavas ... ‘
It is not known whether daily life was flowing in Anatolia as I explained above, but; The only truth is that these fertile lands do not leave anyone in the open. The İvriz Rock Monument, which has survived from the Kingdom of Tuvana (800 BC), a city-state dating to the Late Hittite period, is one of the rare works of art with Aramean, Assyrian and Phrygian influences. He writes in the Luwian language hieroglyph above it; ‘I am the judge and hero, the King of Tuvana, Varpalavas. I planted these vines when I was a prince in the palace. Let Tarhundas give them abundance and abundance. "İvriz rock monument is 17 km from Konya - Ereğli. It is in İvriz village in the southeast. In the monument, the Storm God Tarhundas, to a greater extent than the king, holds bunches of grapes and wheat ears. The king is depicted as smaller and praying. This relief of 4.20 x 4.20 meters, estimated to have been built by King Varpalavas between 727-742 BC, is the first written agricultural monument in history.
Konya Ereğlisi, which has such a historical depth, was established on the slopes of the Taurus Mountains and attracts attention with its 49% agricultural land. İvriz Stream that gives life to its land; It rises in the Bolkar Mountains, which is a part of the Taurus Mountains, and joins the Delimahmutlu stream coming from the village of Delimahmutlu and pours into the İvriz dam with a water capacity of 83 million cubic meters. It is not known what color the eyes of the Luwians, one of the ancient peoples of Anatolia, were, but as the Ereğli White Cherry began to mature, the faces of the children turn amber here. Cherry gardens where you will see all shades of green blink at you with their amber smile. Especially when you visit this place during the harvest season, the smell of cherry along with the soil scent of the plain takes you on a magical journey through the corridors of history. (Luvi means light. According to an interpretation: Lukka in Hittite, Lux in Latin, Light in English, Lure in Italian, Luz in Spanish, and licht in German.)
 
Do not look that he wears his white wedding dress every spring; There is sadness in the roots of the white cherry. Ereğli White Cherry is the immigrant daughter. While the Ottoman peoples took refuge in Anatolia in the beginning of the nineteen centuries, they came to Karaman-Ayrancı in the bosom of a Crimean Turk. Ayrancı was then a sub-district of Konya Ereğli. Ivriz welcomes the white Kiraza who, like everyone else, is looking for a homeland. It loves its soil, it turns green, it gives a son. It must be spoiled because of what he lived, he stays on his branch for 15-20 days. You have to work hard to be one of the lucky ones who taste it.
 
which is one of the rare places where the white cherries grown in the world with this feature Eregli produces 90 percent of the white cherries grown in Turkey. Ereğli Beyaz Kiraz, which is the livelihood of approximately 800 families; 60-70% of the product is exported to Italy with the flavor, hardness and high aromatic structure of the Ivriz Stream, which originates from the natural spring (snow water) water of the Bolkar Mountains. Cherry processed as brine in the factory established by the Italians; It is used in ice cream and cake making, cake decoration, fruit juice industry. In this way, a contribution of 3-4 million dollars per year is made to the economy of the district. The remaining cherries are processed as compote and jam. Today, Ereğli White Cherry has a serious potential in its segment with its 274,000 trees on an area of ​​3300 decares.
 
Ereğli White Cherry and Geographical Indication Journey
Ereğli White Cherry, filed on June 24, 2014 with the initiative of Konya Ereğli Municipality as the registration owner: On January 3, 2019, our geographical sign numbered 406 was registered as origin by the Turkish Trademark Patent Authority under the Industrial Property Law No. 6769.
 
Ereğli White Cherry as a Geographically Indicated Product
The production of white cherries in Ereğli district started in 1902 and constitutes the main livelihood of Büyükdede, Gaybi, Yildiz, Orhaniye, Belceağaç, Summer, Sarıca, Gökçeyazı, Hacımemiş and Merkez neighborhoods, which are located at the foot of the Taurus Mountains in the south of the district. Every year, 11 thousand tons of white cherries are produced in the district. The product, almost all of which is exported to European countries, especially Italy, is used in the form of marmalade, cake decoration and cosmetics industry. The origin of the Ereğli White Cherry, produced using the Starks Gold variety, is the Ereğli region, its development characteristics are semi-vertical and strong, the region adaptation, physiological development and economic life are at a high level, it has a stable and regular yield process that does not show periodicity.
 
Pomological, physical and chemical properties of the fruit:
Class: Bigarreau Maturity Time: It is a late-maturing variety between June 20 and July 15. Fruit Stem: 40-54 mm long and medium-thick, stem pit is surface and narrow. Shape: Round Size: Extra-coarse, Grain width: 17-22 mm Color: Amber yellow. Fruit Flesh: Light yellow, firm, medium quality, net weight, average 3 g, fruit juice colorless. Kernel: Average 0.3 g in weight, 7 mm in diameter and small, the flesh is slightly dependent on the seed. Fertilizers: Self-sterile, its fertilizers are 0900 Ziraat, Bigarreau Gaucher. Other Features: It is very productive, blooms in the middle season, the mesocarp ratio is 7.5. It is a widely used variety in the industry and has little resistance to transport in advanced maturity.
Production Method:
Climate characteristics: The lands where cherry orchards are established in the district are widespread in the valley where İvriz Stream and İvriz Dam are located, and they have been established on slopes and slightly inclined lands. Being established on sloping land minimizes the effect of radiation frosts and reduces the effect of late spring frosts. The micro-climate effect emerging with the effect of İvriz Stream and İvriz Dam ensures the creation of a humid environment that ensures minimum water loss of the fruit in the temperatures experienced during the cherry ripening period. The minimum water loss of the fruit in hot temperatures eliminates the risk of sudden ripening and ensures that the acidity remains normal and the sugar content is low. In case of adverse climatic conditions, acidity and sugar ratio are negatively affected. During the fruit ripening period, the fact that the climate of the district is not rainy ensures that the rate of cracking in the fruit remains below 3 percent. The average rainfall of the district for many years varies between 280-300 mm. Since cherries need regular and balanced sunbathing, this feature is abundant in the district, and the sunbathing need of the cherry is fully met. The fact that the east-west directions are especially open ensures that the light and sunbathing needs of the cherry gardens in the region are met in a balanced way.
 
 
Soil structure: The soils that make up the habitat of Ereğli White Cherry are fertile soils rich in organic matter, and are loamy soils that contain approximately equal amounts of clay, sand and silt, have good water holding capacity, aeration and drainage. The micro-climate created by the İvriz Dam, the possibility of irrigation with the spring water provided from the İvriz Stream, the widespread use of cattle breeding in the region, which allows the soil to be enriched with animal manure, support the existing vegetation, and the combination of these factors has a positive effect on soil porosity. The soil pH requirement for cherries varies according to the rootstock used, but the optimum value is between 6-7.5, and the pH of the soils where Ereğli White Cherry grows is within this range. This situation has a positive effect on efficiency and quality. In Ereğli district, the altitude is high, the relative humidity is low, and the water used in irrigation is spring water (İvriz Spring Water), which is also consumed as drinking water, positively affects the taste, hardness and aroma of Ereğli White Cherry and makes it gain its unique color. .
 
1. Cherry Rootstocks: Since the ecology of the area to be planted or the region varies throughout Ereğli district, Kuşkirazı (Prunus avium), İdris (Prunus mahaleb), Clone Rootstocks Mazzard f 12/1, SL-64 (St. Lucie 64), Gisela-5 It should be used by grafting on any of the resistant rootstocks named, Ma x Ma 14, Tabel / Edabriz.
2. Sapling Supply and Planting: After the rootstock variety combination suitable for the ecology of the region to be cultivated is determined, the saplings should be taken from reliable persons or organizations and care should be taken that they are certified. Planting should be preferred in autumn when the winters are mild and in spring when the winters are harsh. Before planting, root toilet should be made in the seedlings and the seedlings should be planted at the depth where they are removed from the vaccine plot. Life water should be given after planting.
3. Pruning and Finishing Processes: Pruning and finishing are important in terms of earliness, yield and quality. Since cherry varieties usually form a vertically growing crown, the central leader system should be preferred. In the system in question; After the first planting, the tops of the saplings in whip form are cut from a height of 75/85 cm from the soil. In the spring, after the eyes start to swell, leaving 2 buds at the tip, 5-6 buds below them are detached. With this practice, the competition of the exiles to be formed with the leader will be reduced. After the buds are pulled and the shoots are 7-10 cm long, 4-5 branches facing in different directions 45-50 cm above the soil are selected and the branch angles are expanded to make an angle of 80-90 degrees with the trunk. In this way, early fruit formation on the branch is encouraged. The weakly developing shoot is left from the two buds left at the end and the other is removed. In this way, the first floor is created. In the following years, the same process is repeated and this process continues until a total of 4-5 layers and 17-21 side branches are formed. It is appropriate to delay pruning time during harsh winter periods. Tools and equipment used during pruning must be disinfected when passing from one tree to another.
 
4. Tillage, Irrigation and Fertilization: Tillage should not be done too deep. Aeration of the soil, weed control should be done in spring and autumn to benefit from rainfall and irrigation water. Proper irrigation is very important for the health and productivity of the trees in the garden, and excessive irrigation causes slowing of root growth, Fe chlorosis in alkaline soils and washing nitrogen, sulfur and boron especially in the root zone. In addition, excessive irrigation causes excessive vegetative growth, and irrigation less than necessary causes the plant to undergo drought stress, thus reducing photosynthesis. The drip irrigation system, one of the modern irrigation systems, is the ideal system for Ereğli White Cherry. In gardens with mini-spring and flood irrigation, water should not come into contact with the root collar of the trees and its surroundings. It is necessary to keep the soil sufficiently moist during the flowering period in dry years. Although the water given just before the harvest affects the fruit size, it should not be preferred because it has a negative effect on the fruit flesh hardness and taste and negatively affects the tree health. Post-harvest irrigation should be done as it will be beneficial for the development of newly formed flower eyes. In fertilizer applications, the results of the analysis of the soil should be observed, 2-3 tons of burnt barn manure should be applied every two years, phosphorus and potassium fertilizers should be applied in autumn, the first application of nitrogenous fertilizers should be applied in the spring, the second application should be done after the flower fall, and the last application should be done at the harvest. Foliar fertilizers should be used at least 2-3 times according to plant nutrient deficiencies.
 
5. Harvesting: Harvesting of cherries is very difficult and time consuming, and fruits that have reached harvest maturity, that is, the color, size and aroma specific to the variety, should be picked with their stems early in the day and the fruit eyes of the next year should not be damaged during harvest. When they are harvested early, the fruits do not reach the flavor, aroma and size specific to the variety; When they are harvested late, it is seen that they soften, their stems dry and their road resistance decreases. Harvested fruits should be stored in shade and cool places. Collected fruits should be placed in 3-5 kg ​​baskets or buckets and transported.
6. Struggle Against Diseases: Effective control of diseases and pests is necessary in terms of high yield and quality, and necessary fight against bacteria, cancer, cherry fly, root collar rot, june beetle, linden leech and leaf borer should be carried out under the control.
 
 
Ereğli White Cherry and Marketing Communication
Branding is just about explaining one thing in another. This is exactly what we say that products or services should have a metaphorical infrastructure. In this respect, it is important to develop a "different" discourse in today's marketing world, where similar products and services surround the target audience. A strong metaphorical background; Both strategic discourse and positioning are key to the problematic. The brand that succeeds in this will completely solve the problem of corporate discourse while developing brand communication strategies. It is not possible to ignore these principles in geographically marked products. Of course, the 'uniqueness' of geographically marked products distinguishes it in marketing communications. The strategic concepts to be created for a special product such as Ereğli White Cherry to be branded as a Turkish agricultural product in international markets and to be transformed into producer brands in the local area are hidden in the İvriz relief. A hard walnut like branding can only break this rock monument, which has survived by defying millennia. The fate of Ereğli White Cherry, which has no sales problem, is hidden behind this rock mass. Ereğli White Cherry, which has solved the corporate identity problem and will continue on its way with correct brand communication, will definitely find the value it deserves in the markets. This product, which is grown with the cold waters of İvriz tea, is one of our geographically marked products that will make a serious contribution to rural development with correct marketing communication strategies. The region with a serious potential for eco-tourism trips compatible with the historical background of the region; In this context, it will create a sustainable awareness for itself with the right event management. In addition, repositioning this cherry with poor market strength as jam and compote and selling it with marketing strategies will support producers. The revitalization of the Ereğli White Cherry Festival in the past will also contribute to its more visible / accessible.
 
Kemal ÇİFÇİ
Brand Consultant
Geographical Indications Association General Secretary
 
Source
- https://www.hittitemonuments.com/ivriz/index-t.htm
-http: //www.eregli.bel.tr/tr-407419673/Ilcemiz
- Fruit Growing in Ereğli (Konya) District Dr. Tahsin TAPUR, Asst. Assoc. Dr. Recep BOZYİĞİT, Marmara Geography Magazine Issue: 20, July - 2009,
- Orhan SOYLU - Ereğli District Director of Agriculture and Forestry
- Halil KAYA - Agricultural Engineer - Konya Ereğli Municipality Strategy Development Directorate
- Mahmut YAVUZ - Agricultural Engineer - Ereğli District Directorate of Agriculture and Forestry

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