Market increased. Tetra Brik juices, History Over 100 producers and brands are active in which are mostly consumed in Tamek, a pioneer in its sector, was the Turkish food industry making it one of the schools, increased by over founded on March 31st 1955 and most competitive sectors. The total food market 100% on the previous year. started production at its grows by between 10 and 20% every year This is a positive sign that factory, which is now used for fruit because of economic development and the children are showing an juice production. During its 50 rapid increase in the population and Tamek has interest in high quality fruit years, the company has pioneered kept pace with these developments and juice. the production of several products increased its total production tonnage by 50% in the Turkish food industry. When in three years. One of the reasons for Tamek’s Achievements the company was founded, paste, growth is that the company has launched over TNS PR, a leading market jam and stewed fruit were 30 new products in the last three years. research company, in its 2004 homemade, which goes some way Tamek reached a 2% market share in research on fruit juices in to illustrating the significance of the packaged products with Salçac›k tomato paste, placed Tamek first company’s investments and the which is sold in a Tetra Brik. The company with 43.5% of the market. In entrepreneurial spirit behind it. In applied this functional packaging solution to Turkey, fruit juice is mainly addition, Tamek’s decision to paprika paste in 2004 to market its Bibercik consumed by those produce ketchup in Turkey’s paprika paste product. Bibercik quickly attracted between the ages of conditions in 1958 was a bold attention and captured a 3% market share. 11 and 35. According to initiative. Another Tamek innovation is in jam. Both CRC Research & The secret of Tamek’s summer and winter jams as well as black cherry Consultancy company’s success is contained in the jams helped strengthen Tamek’s market 2003 research (which words of Mehmet Sipahio¤lu, leadership. was based on meetings the company’s founder: ‘Please From its total sales, 20% comes from with 5,000 people in 15 do not produce any products exporting Tamek and Türtamek branded city centres), half of the that I can’t eat or put on my products and progress in developing exports consumers aged dinner table’. continues. The company is already exporting to between 12 and 18 Tamek was produced solely at 56 countries, including Germany, England, equate Tamek fruit juice its Bursa factory until the end of France, Russia, USA, Canada, Australia, New with quality and define it 1980. In 1987, the company Zealand, Nigeria, Japan, South Korea, Sudan, as an indispensable developed and constructed its Sweden and Spain. Tamek plans to expand its product. factory and followed exports by opening up new markets while The research also this with the purchase of the maintaining its existing ones. showed that Tamek K›z›ksa factory in 1994 and With over 20 producers and more than enjoys a ‘recognition’ factory in 2002, which 40 brands in Turkey’s fruit juice category, ratio of between 20% together boosted the competition is intense. The company is active and 40% in all food company’s production capacity in this category with its Tamek, Tamek Plus and categories in which the to 200,000 tons in food and Tamek Form brands, and total sales of Tamek’s company operates. fruit juice. nectar were about 263 million litres in 2004. Generally, age, sex and All Tamek food factories have The zenith of Tamek’s development in fruit consumer profile had no ISO 9001: 2000 certificates and juice came in 2003, when the company affect on the company’s are produced under the internationally increased its total market share by over 100% ‘recognition’ ratio. recognised food safety methodology, Hazard through a three-fold increase in its 1 litre Tetra The quality, reliability, wide product range Analysis of Critical Control Points. Its Karacabey Brik fruit juice production. This development and taste advantages of Tamek come to the fore factory produces paste, canned and bottled peas continued in 2004, when the market increased in these research results. Tamek’s good and other vegetables, jam, marmalade, ketchup, by 17% while Tamek increased its fruit juice reputation, price policy and experience are mayonnaise, frozen food and concentrated fruit sales by 50% over the previous year. other favourable points mentioned in the juice in a 14,579 m2 covered area. Its K›z›ksa Also in 2004, sales of Tamek 200 ml research. factory, with a covered area of 11,177 m2, HTP Research produces paste, peas and other vegetables, Company’s research in Salçac›k tomato paste, purées, fruit concentrate, 2004 showed that soup and powdered drinks. The Salihli factory customers prefer produces paste, stewed pulses, ready dishes and Tamek. dolma (variations on vine or cabbage leaves Consumer stuffed with rice), tinned okra and fruit juice associations’ awards concentrated in a covered area of 7,200 m2. based on face-to-face Tamek’s first factory, the Bursa factory, has a consumer research 11,000 m2 covered area and was turned over show Tamek’s level of solely to fruit juice production in 2001. Meanwhile, success in the tinned the Nilüfer Main Logistic Warehouse started food, jam and fruit juice operation in 2005 and is one of the most areas. Besides the modern warehouses in Turkey. Its 10,000 m2 Quality Awards gained covered area can store 15,000 tons. in 2002, 2003 and 2004, the Consumers’ Product Protection Association’s From production to sales and at every level, 2005 Golden Brand ‘Health and quality first’ is a principle in Tamek. Award demonstrated This commitment is demonstrated by the Tamek’s pre-eminence company’s investment in reverse osmosis once again. technology for its production and water

162 SUPERBRANDS treatment. Because Tamek pays attention to quality and uses high quality packaging and filling technology, it produces a totally natural, preservative-free fruit concentrate that can remain fresh for one year. Through careful research, Tamek finds and buys the best quality fruit available in Turkey and turns this into fruit concentrate at its Karacabey, Salihli and K›z›ksa factories. This concentrate is then used to make fruit juice. Tamek regards protecting its consumers’ health as its duty. It takes care to produce products without preservatives and other artificial ingredients and all of its products are promoted as healthy. Tamek’s tomato products, which account for 50% of the company’s sales, contain the cancer preventative lycopene, an antioxidant. All its fruit and vegetables are lower calorie range branded as Tamek Form, The company responds swiftly to customer bought in season, then processed and purified of in mixed fruit and sour cherry nectar flavours for complaints and puts considerable effort into hormones and other chemicals. calorie-conscious consumers. solving any problems that may arise. Tamek recently started taking precautions to In 2005, Tamek celebrated its 50th year in the Tamek recognises the need to conserve natural ensure that it does not use genetically modified food industry by presenting its products in new resources and reinforces the value it places on a fruit and vegetables. The company obtains its packaging with a ‘50th quality year’ special logo. healthy and clean environment in its dealings raw materials using the required controls and The light blue sky used on the food group with its employees, who are obliged to apply the applying the correct standards. product packaging symbolizes the future of the company’s principles on health, safety and company, the field symbolizes nature and the environmental protection in their work for the Recent Developments 50th quality year symbolizes experience. company. Tamek has determined its mission as one of The ‘If it is Tamek, add it to your basket’ logo Tamek develops the quality of its products ‘leadership in innovation’ in brand management. symbolises trust. and their packaging while also investing in Accordingly, the company has begun to launch Tamek recently launched 30 products with environmental protection projects. creative products onto market. the ‘Practical Solutions and Tastes in Kitchen’ For many years, fruit juice consumption in slogan to make housewives’ lives easier. Tomato www.tamek.com.tr Turkey consisted of classic fruits like peach, purées with garlic and onion are marketed for cherry, apricot, and orange. Consumers’ habits, people who don’t like the smell (and the tears) the lack of research and lack of research & that result from preparing garlic and onion. development played a large role in perpetuating this situation. In 2003, Tamek broke the mould Promotion by launching six new fruit juices – carrot, mango, Tamek celebrated its 50th anniversary in 2005 pineapple, strawberry and unstrained orange – with activities on national television, radio and in under the Tamek Plus brand. the print media. In a press conference at Tamek also enlivened the sector with a 50% ‹stanbul’s prestigious Ç›ra¤an Palace & Hotel, the company presented its new investments and projects that will set the scene for the next 50 years. The Consumers’ Protection Association’s 2005 Gold Brand THINGS YOU DIDN’T KNOW ABOUT Awards given to Tamek in the fruit juice, paste and jam categories Tamek were presented at a press conference. Tamek produced the first ketchup and tomato A successful 2005 television juice in Turkey in 1958. campaign supported the launch of Tamek produced Turkey’s first ready dishes, new products Bibercik and Salçac›k. including dolma (stuffed vine and cabbage Another television campaign is leaves), in 1959. planned for the carrot-mix nectar with vitamins A, C and E in the Tamek fruit juice was presented to the market Tamek Plus fruit juice range. in its famous brown bottles in 1963. Brand Values Tamek produced the first boiled pulses in Turkey in 1974. Tamek’s vision is to become one of Turkey’s leading companies, In 1991, Tamek presented tomato purée to the constantly improving in all areas – market for the first time. production, sales, marketing, finance and human resources. Tamek produced the first diabetic jam in Turkey The company believes that it can in 1992. realise this vision through ensuring In 1993, Tamek produced the first canned fruit customer satisfaction, juice in Turkey. improvements in health, and by supplying the highest quality Tamek produced the first tomato paste in Tetra products meeting the highest Brik in 2000. international standards. In the Tamek Plus range, Tamek launched Tamek is conscious that its Turkey’s first carrot-mix nectar with vitamins A, success is built upon honesty and C and E in 2003. trustworthiness in its relations with its customers, so the company aims In 2004, the company launched Tamek Form to present high quality products to sour cherry and mixed fruits nectar. meet consumer needs.

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