Geographically indicated products: METRO supports regional producers

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Preserving traditional cuisine for the future

Over 12,000 years of civilisation and a wealth of natural treasures: Türkiye is a paradise for gourmets (and history lovers). Thanks to its fertile soils, it offers an impressive variety of naturally occurring products that have been cultivated for thousands of years - from fine Bosphorus Bluefish to the world-famous saffron from Safranbolu.

METRO Project for Geographically Indicated Products

"The connection to local flavours and traditional products is emotional because they symbolise the riches of different regions of Türkiye and thus home," explains Birol Uluşan, Fruits & Vegetables Category Manager at METRO Türkiye. This makes it all the more important to protect culinary treasures and preserve them for the future.

For this reason, METRO Türkiye launched the 'METRO Project for Geographically Indicated Products' in 2012. This project aims to promote the official geographical labelling of local products. The aim is to preserve traditional values and strengthen local gastronomy. METRO was the first wholesaler to include GI (= geographically indicated) products in its range. Since the start of the project, METRO has been investing in potential and already indicated local products by including them in its own product range and supporting producers in applying for the geographical indication of their products at the Turkish Patent and Trademark Office.

Awareness for richness and diversity

"The addition of GI products to the METRO range and the logo we have developed for this purpose have led to a huge increase in the use of these local and traditional products in the restaurant, hotel and catering sectors," says Birol. "Together with an action plan for GI products from the Turkish Trademark and Patent Office in 2015, we have succeeded in raising awareness for the rich diversity of Turkish cuisine and the importance of officially recognising local products in recent years."

Facts and Figures

There are currently 1516 products with a geographical indication in Türkiye.

A further 640 products are in the application process.

By comparison, there are currently 93 products with a protected geographical origin in Germany. (as of January 2023)

The label, which is supposed to give more visibility to geographically indicated products, was specially developed by METRO Türkiye.

On the Track of the Local

The growing awareness of Türkiye's rich variety of products strengthens the cultural self-image and at the same time promotes the development of rural areas and the agricultural economy. At the same time, it is giving a strong boost to the catering and tourism sectors.

2022 saw METRO Türkiye launch a new project under the direction of renowned Turkish chefs Şemsa Denizsel and Murat Deniz Temel: "On the Track of the Local" ("Yerelin İzinde"). "For this project, we are travelling from city to city to the harvests of products with a geographical indication and potential candidates. Our guide chef Murat Deniz Temel, the founder of the restaurant Alaf, interprets traditional recipes with these products and transforms them into modern recipes," explains Birol.

MPULSE Originals

Saffron: A very special spice

Saffron is one of the most expensive spices in the world. The reason? Lots of manual work and just 2 weeks of harvest.

"I believe we need to make more room for our local products in our kitchens. The use of Geographical Indication registered products not only enriches our culinary culture but also inspires us as chefs. I think working with METRO Türkiye is a great opportunity to protect and promote these valuable products", Chef Murat explains his motivation for the project. The project relies on the expertise of famous chefs and modern interpretations of traditional dishes to emphasise the close connection between local products and the menus of Turkish restaurateurs.

Sustainability is an important aspect of the project: by using local products whose natural harvest cycles play a decisive role, long supply chains are avoided, and seasonal availability is used. METRO also provides information about sustainable cultivation methods. More and more restaurateurs are labelling the GI products they use for their dishes. This helps to better represent their diversity and quality.

Track of the local poster with METRO employees and chef in front

Preserving tradition for future generations

A lot of young Turkish chefs are rediscovering the importance of tradition and focusing on regional ingredients in their creations. METRO has also made a significant contribution to this: "We have helped to ensure that geographical indications are included in the curriculum of vocational and technical schools so that future generations can learn about them," explains Birol.

By experimenting with modern techniques and innovative preparation methods, such as the freeze-drying technique, Turkish cuisine is constantly evolving. This keeps the rich heritage of Turkish cuisine alive, exciting, and competitive. "Turkish cuisine has earned its place in international gastronomy and on the world stage. For the future, we at METRO hope that the heritage and tradition of our culinary treasures will remain alive for a long time to come," says Birol.

Current campaigns by METRO Türkiye

METRO continues to support local producers in Türkiye by providing purchase guarantees and helping them to export their products. This makes small producers and entrepreneurs fit for international competition. With the help of various educational initiatives, METRO promotes knowledge about sustainability and increasing yields among local producers, thus securing the future of Turkish GI products.

METRO Türkiye is also the founder of the Geographic Indications Summit, which was held in Istanbul for the fourth time this year. The fourth edition of the summit with the theme “Worth the local, worth the world”, focused on the promotion of geographical indications at home and abroad and took place at Gastronometro, METRO Türkiye’s culinary training and development centre. The summit was a great success with the participation of numerous Turkish officials, chefs, press representatives and NGOs (Non-Governmental Organisations). Additionally, 200 GI products are part of the METRO range in Türkiye, which ensures the purchase and continuous production of the products.

Sustainable fishing

METRO Türkiye has pioneered a new fishing initiative with the project ‘Future born from water’. Together with the Danish company Alpha Aqua, their Turkish partner Nordic, and HATKO Aquaculture, they have designed a modern system where sea bass and salicornia plants are being cultivated in the same system. This recirculating aquaculture system (RAS) is based on the Aquaponics method, which relies on the symbiosis of fish and plants. The plants benefit from the nutritious water of the fish tanks and in turn clean the water for the fish. Sustainability is the most important aspect of this method, as it reduces waste, the use of synthetic fertilisers and conserves water.