08.05.2025 Strategic Steps Taken for Branding and Commercialization of Aydın Memecik Zeytinyağı

Hosted by the Aydın Commodity Exchange, a key milestone was achieved under the project “Developing Branding and Commercialization Strategies for Geographical Indications,” organized in collaboration with the World Intellectual Property Organization (WIPO) and the Turkish Patent and Trademark Office (TÜRKPATENT). The EU-registered Aydın Memecik Olive Oil has entered a strategic process aimed at boosting regional agricultural development and global market visibility.

A New Era for Aydın Memecik Zeytinyağı

The project’s launch event was attended by key stakeholders including Aydın Governor Yakup Canbolat, Deputy Minister of Industry and Technology Muhammet Kasım Gönüllü, and industry representatives. The focus was on the post-registration phase—developing branding and commercialization strategies for Aydın Memecik Zeytinyağı.

Fevzi Çondur, Chairman of Aydın Commodity Exchange, emphasized the importance of not only obtaining geographical indication (GI) status but also transforming it into economic value. He stated that Aydın Memecik Olive Oil, which received EU GI registration in 2024, has become a model for collective management, branding, and marketing. The Exchange aims to strengthen the global visibility of GI products and turn their unique characteristics into added value.

Deputy Minister Gönüllü: “Geographical Indications Hold Global Potential”

Deputy Minister Gönüllü stated that Aydın Memecik Zeytinyağı was chosen as the pilot product for the project, highlighting Aydın’s agricultural and cultural richness. He noted Turkey ranks second globally, after China, with nearly 1,700 registered GIs, and has reached $1.5 billion in GI-related exports. With the EU GI market valued at €75 billion, Gönüllü emphasized the vast growth potential for Turkey.

He announced that other EU-registered Turkish products, such as Malatya Apricot and Giresun Hazelnut, will be included in the project’s next phase. Premium packaging, value-added production, and digital marketing strategies (including social media campaigns) will be developed to enhance competitiveness in international markets.

Aydın’s GI Leadership Recognized

Governor Yakup Canbolat highlighted the cultural and economic value of geographical indications, noting that Aydın has 32 registered GIs, 4 of which hold EU GI status. He emphasized the role of GIs in reflecting a region’s identity—its climate, soil, culture, and tradition. The upcoming "Geographical Indication Governance Workshop" will foster institutional collaboration and more active producer participation.

In recognition of their contributions:

Aydın Governor Yakup Canbolat received a certificate of appreciation from the Ministry for Aydın’s leadership in GI registrations.
Aydın Commodity Exchange President Fevzi Çondur was honored for his role in the EU registration process and inspection efforts.
Aydın Chamber of Commerce Chairman Hakan Ülken was also recognized for supporting international branding of GI products.

Field Visits and Training

A field visit to Aydın Memecik Olive Oil producers was conducted with participation from WIPO, TÜRKPATENT, and project partners. Discussions focused on proper GI usage, quality control, and sustainable agricultural practices.

A governance meeting held at the Aydın Commodity Exchange provided training for GI producers, with sessions by TÜRKPATENT and WIPO representatives. Strategies for enhancing branding, market value, and sustainability of Aydın Memecik Olive Oil were shared.

Conclusion

The project aims to elevate Aydın’s local values to a global level while increasing producer awareness and engagement. Through branding of GI products, Turkey’s agricultural goods are expected to gain greater visibility in global markets and support regional economic development.