The global medical and aromatic plant trade, driven by the increasing awareness for healthy living in the pandemic, creates an economic added value in many areas from herbal production to health, from cosmetics to tourism. According to the current data announced by the International Trade Center (ITC), Turkey receives a share of less than $ 1 billion from the world’s trade of medicinal and aromatic plants, which exceeds $ 200 billion. Turkey, which hosts approximately 6% of the world’s medicinal plants, aims to increase this rate to 1 billion dollars in the short term and 5 billion dollars in 2023. The Ministry of Agriculture and Forestry plans to expand Turkey’s market share by increasing the interest of domestic investors in the sector with the feasibility and investor guide prepared for 13 products.
Stating that Turkey has a great potential in the global medicinal and aromatic plant trade with its geographical location, rich plant diversity, ecological structure and large area, M. Halis Ertaş, Chairman of the Board of Directors of Talya Turkey and America Group of Companies, made the following assessment on the subject: We have a very rich flora and economic potential in terms of many medicinal and aromatic plant species that make up the raw materials of fields such as pharmaceuticals, plant chemicals, food and additives, cosmetics and perfumery. We are the world leader in thyme production. We meet 90% of the world’s laurel needs. Although we became active in global trade with vegetable oil varieties and food supplements in 2021, we could not even see the level of 1 billion dollars in exports. While black cumin, rosehip, thyme and essential oils as well as various vitamins and mixtures with honey stood out in exports, we received high demand from different geographies such as America, Pakistan, Turkmenistan, Hong Kong, Switzerland and South Korea. With the effect of the pandemic, the increasing demand for herbal products that support the immune system and have a versatile usage area, presents new opportunities for Turkey. Instead of focusing on a single product such as lavender, we activate all of our potential in different products and focus on branded exports; We can move our country beyond the export target of 1 billion dollars in the first stage and 5 billion dollars in 2023.”
We should focus on marketing and promotional activities
Stating that the way for Turkey to get a bigger share from the global medicinal and aromatic plant market is to focus on value-added products and marketing and promotional activities, M. Halis Ertaş said, “Within the scope of our activities we have been carrying out for nearly 20 years, our suppliers in different regions of Turkey and our Scientific Committee are in power. We deliver our value-added products, which we developed by working together, to world markets. We do not only focus on raw material exports, but also support Turkey’s awareness in global trade with our Talya branded products. With Talya Herbal LLC, which we established in the USA in 2016, we became the first Turkish company to invest in the region in the field of medicinal and aromatic plants. Countries such as America, Jordan, Turkmenistan, Azerbaijan, Hong Kong, Switzerland, South Korea, Taiwan, Pakistan, Malaysia and the Netherlands It ranks first in our exports. In 2021, we managed to increase our exports, which took a 30% share from production, by 40%. Branded exports are of great importance for Turkey to gain recognition in the global market. With the steps we take in this direction, we are creating the showcase of our country in the world.”
It will expand its export volume by 70%
M. Halis Ertaş, Chairman of the Board of Directors of Talya Turkey and America Group of Companies, emphasizing the importance of R&D in the production of medicinal and aromatic plants, gave the following information about their 2022 targets: We got it to 25. In R&D, we will carry out studies focused on sports foods and probiotics. We plan to expand our export volume by 70% by reaching new markets with our branded products. European countries, to which we have not yet taken a step, are among our target markets. We will attend 3 important fairs to expand our operation in America. In 2022, we will accelerate our commercial activities by participating in a total of 15 fairs and congresses at home and abroad. By expanding our export volume, we will serve to increase the awareness of not only our own brand but also our country in the world.”