Evaluation of Almond Marketing Organization in the Eastern Mediterranean Region of Turkey

Total almond planting area in Turkey was 8.2 thousand hectares in 2000, while the figure increased 4.3 times to 35.2 thousand hectares as of 2017.The Eastern Mediterranean Region has a share of 16.75% in Turkey's total almond production. For the future, effective marketing of the increasing level of production is considered very important. In this study, it was aimed to reveal the marketing structures and problems in the field of almond production and to develop solution proposals for the Eastern Mediterranean region. For this purpose, face to face interviews were conducted with 100 producers, 8 intermediaries, 4 retailers and 2 almond processing plants in the region. Research results show that the average land size of farms and almond orchards were 33.44 decares and 24.33 decares respectively. The total amount of harvested unripe almonds was 40,600 kg, while the total amount of harvested shelled almonds was 324,300 kg. Unripe almond is directly sold to the traders and consumers, while shelled almond is sold to merchants and the BADEMDER association. The most important problems faced in the marketing of almond in the research area were determined as the limited number of buyers, lack of varieties, inadequate market knowledge and inadequate quality or quantity of the processing facilities. Producers should be encouraged to gather under cooperatives to provide the services they need in almond production and marketing. In order to establish a common trademark for almond, entrepreneurs should be conscious and support the industry by establishing more comprehensive almond processing facilities

Keywords:

Almond, Marketing Organization SWOT Analysis, Eastern Mediterranean Region,

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