Edition 01 I 2013 Çaykurmagazine TEA I TURKEY I TRADITION The secret of Rize From Discover the unique fl air of the Black Sea region and fi nd out what makes Rize tea so special. plantation Page 8 The faces to cup of Çaykur Page 10 A team of ambitious people always stand behind the fi nest tea. To fi nd out who they are and where they come from, turn to Page 12 A life of tea Çaykur’s general director, Imdat Sütlüo˘glu, speaks about family, the future and why tea is his life. Page 6 Organic and sustainable Sustainability is the word on everyone’s lips – Çaykur, too, has committed itself to the concept by changing its entire tea production to organic cultivation. Page 14 CCay_Englisch.indday_Englisch.indd 1414 225.09.135.09.13 115:015:01 Çaykurmagazine I Edition 01/20132013 Edition 01/2013 I Çaykurmagazine ÇaykurNews Dr. Monika Beutgen German Tea Association N24 report on Çaykur Just in time for the Anuga 2013 food fair, news chan- A symbol of hospitality nel N24 is broadcasting a 20-minute documentary on the company Çaykur. The fi lm follows General Direc- ‘Tea – a symbol of hospitality.’ This is what Dr. Monika Beutgen loves most about the tea hub of Turkey. tor Imdat Sütlüo˘glu, revealing fascinating insights The managing director of the Hamburg-based German Tea Association sees similarities to traditions Dear Tea Lovers, into tea production, the Black Sea region of Rize and ‘here in East Frisia’. During a chat with Çaykur magazine, she also gave her view on whether organic tea how local tea farmers live and work. Broadcasts: is mere hype or indeed the future of the market. ‘Where there is tea there is hope!’ – we have Sir Arthur Wing Pinero to Tue, 8 October 2013, at 6.30 p.m. The German Tea Association focuses on issues of food law, quality assurance and nutrition in relation to tea. The association is thank for this wonderful wisdom. With the fi rst edition of our Çaykur Thu, 12 December 2013, at 6.30 p.m. made up of tea importers, producers, packers and retailers, whose different interests are all represented equally. magazine, I hope we can awaken your passion for our company, our brand and our Turkish tea culture. As the general director of the Now in the Turkish Süper Lig state-owned tea company Çaykur, I am pleased to have this opportunity Çaykur Rizespor football to be in regular correspondence with you. And I’m sure we have a lot club has been promoted Tea and Turkey – what do you associate them with? to tell each other. to the Süper Lig, the Tur- For me, tea and Turkey are truly inseparable. Tea is drunk throughout the day, including at all mealtimes. It is custom to offer kish equivalent of the every visitor a cup of tea. Like here in East Frisia, tea is a symbol of warmth and hospitality in Turkey. I fi nd it particularly nice Turkey is the fi fth largest tea producer in the world. Our tea farmers Premier League. Trainer that our Turkish citizens continue this tradition in Germany. are independent cultivators who form a proud part of our joint venture. Riza Çalımbay anticipa- Our employees see themselves both as ambassadors of tea and of our tes a challenging season for the Süper Lig new- country. In Rize, we have truly unique production conditions – almost comers, although he remains optimistic. Çaykur Organic tea: hype or the future? entirely gifted by Mother Nature, they permit us to grow 100% organic Rizespor is currently in the top third of the league Last year, a total of 1,630 tonnes of organic tea was drunk in Germany, with consumption of black tea (45%) and green tea tea. Our ultimate goal is to change the entire tea production to organic table and even beat Eintracht Braunschweig in a (55%) remaining more or less on a par. The German market for tea that has been awarded the organic seal has recorded a farming by 2023. preseason friendly in Austria. pattern of steady growth in recent years. We expect this trend to continue in the future. The fact that the total market share In 1991, the company Çaykur became the club’s of organic tea is still relatively low at 8.6% is because most tea is marketed as a blend. Many of these blends now also contain In light of their increasing demand for organic products, European sponsor and changed the team’s name. The next some organic tea, despite this not being visible on the packaging. markets are particularly interesting for us. Be seduced by our game will be held on 6 October against Antalyaspor at the club’s home ground in Rize. Organik tea range. Tea and Germany: what do German consumers want? Especially amongst young consumers, tea is becoming a real revelation. Current market research fi gures show that 47% of ‘Tea – Turkey – Tradition’ is our magazine’s subheading. History and 15 years of primary education stories, people and markets, ideas and convictions, pleasure and taste tea drinkers are under 50. On the one hand, this group demonstrates a pronounced interest in tea specialities from ‘new’ tea In 1998 – exactly 15 regions, or rather those which were previously unknown here. On the other hand, classic teas like Earl Grey and traditional – this is what you can expect from us. And of course we look forward years ago – the com- blends such as English breakfast are being rediscovered. There is also a growing trend to drink tea in new settings: whether to hearing any feedback, comments and suggestions you wish to pass pany Çaykur funded as a ‘matcha-latte’ or ‘chai-puccino’ in one of numerous fashionable tea lounges, as a health drink in a gym, as the classic fi ve on. But even more than this, we look forward to meeting you personally the construction of o’clock tea in elegant surroundings or simply at a cosy get-together with friends. in Turkey. Why not come to visit us in Turkey? You are very welcome! a primary school in I would like to fi nish by expressing my thanks for your interest in our Rize. Currently more Çaykur brand and the Turkish tea culture. I hope to be able to get you than 1,000 pupils are taught by almost 50 teachers. As a state-owned company, Çaykur feels a pro- to know personally over a cup of tea soon. nounced responsibility for the welfare of the Rize province and its inhabitants. It knows the key sig- Saygılarımla, nifi cance that education has for the future. For this Imdat Sütlüo˘glu reason, the construction of the school was only ever Imprint Publisher Çaykur General Directorate of Turkish Tea Enterprises, Yavuz Sütlüo˘glu, a matter of time, not possibility. Müftü Mahallesi Menderes, Bulvarı 53080 Rize, www. caykur.gov.tr Concept and realisation Synchronis GmbH (Hamburg) in cooperation with Bersay (Istanbul) Print compensated Id-No. 1331919 www.bvdm-online.de Photos by Melanie Dreysse (1), Çaykur (2), N24 (1), Deutscher Teeverband e.V. (1) e.V. Teeverband (1), Deutscher (2), N24 (1), Çaykur Dreysse Melanie by Photos 2 3 CCay_Englisch.indday_Englisch.indd 1212 225.09.135.09.13 115:005:00 Cay_Englisch.indd 13 26.09.13 10:17 Çaykurmagazine I Edition 01/2013 Edition 01/2013 I Çaykurmagazine the Çaykur primary school was built. It also supports numerous other social projects, cultural events and amateur and professional Çaykur – sports clubs from the Rize region. Çaykur looks back on 66 years of tradition as well as experience, passion and dedication. And in this respect, nothing is set to change in the future. By 2023, the 100th anniversary of the Re- public of Turkey, the entire production will be converted to organic farming. In 2012, the company doubled the organic cultivation land to 2,750 hectares. The key aim of Çaykur is to make Rize the world’s rooted largest region of organic cultivation while establishing the Çaykur brand on a global scale, both as an ambassador of Turkey and a in tradition daily companion for all tea lovers who enjoy healthy brews. It is the year 1947. The industrialised production of tea has reached Turkey and unfolds its fi rst blossom towards the sun. How did tea A Turkish company reads the signs of the time and opens the fi rst tea factory in the port city of Rize – thus writing arrive in Turkey? the fi rst chapter in a grand success story. At the end of the 19th century, the fi rst planting trials were carried out in the region of Bursa, but they failed due to the unsuitable climate. Professor Ali Rıza Erten, vice pre- OverOOver the years, Çaykur experi- and fi nest quality. Regular controls of the entire production chain To this day, Çaykur has never managed its own tea plantation, and sident of the Halkali school encedeenc constant growth: new guarantee top-quality products. Çaykur’s ‘Organik’ teas are certi- the reason for this is simple: the company is dedicated to securing of agriculture, quickly found cultivationccult areas were estab- fi ed by the Swiss IMO (Institute for Marketecology). With an annual the economic and social existence of local tea farmers and thus the an alternative solution: in a lished,llish valuable manpower production of 120,000 tonnes in 46 tea factories, 75,800 hectares future of the Rize region. Over 200,000 independent tea producers report he had described that wwawas obtained and important of cultivated area and a turnover of 700 million US dollars, Çaykur is from the region, most of which are small and family-run opera- the Eastern Black Sea region contractsccon were signed.