9
January
2024
Muratbey Cheese is Winning Hearts in Europe
Turkey's local cheese brand, Muratbey, is expanding its presence in Europe by signing new agreements with supermarkets, increasing the distribution of over 300 product varieties in the region. Muratbey has also accelerated its communication efforts in the German market, promoting its premium products through outdoor advertising in Berlin. Necmi Erol, the Chairman of Muratbey, said, “Since 2018, we have successfully continued our cheese exports to EU countries. It is a great honor for us that Turkish cheeses are gaining interest under the Muratbey brand in countries known for their cheese, such as Germany, the Netherlands, and France.”
Muratbey is rapidly advancing on its journey to becoming a global brand. The company continues to focus heavily on promotion and marketing efforts in Europe, steadily increasing its market share in Germany. Muratbey was one of the first brands to receive export authorization to EU countries and has been successfully exporting cheese to the EU since 2018.
Necmi Erol, the Chairman of Muratbey, stated, “We expanded internationally in 2008 and have since registered our brand in nearly 60 countries. We export to five continents, primarily to EU countries, the Middle East, the USA, and Turkic republics. With over 300 product varieties, our goal is to introduce the world to healthy, innovative, high-quality, and delicious cheeses. We are the only company in Turkey that has been awarded the Turquality program in the cheese sector. Thanks to the strength Turquality has provided us, we have been exporting cheese to EU countries such as Germany, France, the UK, Belgium, Denmark, Austria, and the Netherlands since 2018, with a steady upward trend. In 2023, we began agreements with new supermarkets, increasing our numerical distribution. Additionally, our digital marketing investments are also rapidly progressing."
The ‘Plus’ Series and Burgu Cheese Attracting Interest Worldwide
Necmi Erol highlighted the growing recognition of Muratbey as a brand in the European market, saying, “It is extremely gratifying for us that Turkish cheeses are receiving attention in countries like Germany and the Netherlands, which are known for their cheese. Our most popular products in Turkey, such as Burgu Cheese, Misto, and the D-vitamin enriched ‘Plus’ series, have won numerous awards. Burgu Cheese, which had been exported under the name ‘Helix Cheese’ to dozens of countries across five continents, was selected as the ‘Product of the Year’ in its category by the readers of Milch-Marketing, Germany’s famous dairy and dairy products magazine, and was awarded the ‘Gold Award.’ Muratbey Misto and Burgu Plus were also honored with the title ‘SIAL Innovation Selection 2020’ by the independent consumer products committee at the SIAL Innovation Paris 2020 event. Along with Turkey, we are standing out in the European market with these products. In the regional products category, our Tel Peynir and Anatolian Mix are the most preferred. The fact that we are the sole exporter of special cheese products from Turkey to Germany is the most evident proof of our success in this market. Recently, we have seen increased interest in our products through our promotional activities, including tramway ads in Berlin. We will also have similar initiatives in other cities in Germany.”
Necmi Erol emphasized the importance of communication efforts in the German market, saying, “In Germany, our products are gaining increasing attention not only through retail channels but also through online platforms. We effectively manage social media communication via our German-language accounts, reaching wider audiences in this market. With the tramway advertising campaign in Berlin, we have accelerated our promotion and marketing efforts. We will continue our investments in outdoor advertising and brand communication in EU countries this year. We are seeing the positive results of these efforts and receiving growing interest from consumers in Germany year after year.”
Muratbey Strengthens the ‘Made in Turkey’ Image in Europe
Necmi Erol concluded by saying, “In the 100th year of the Republic, we are introducing Turkish taste to consumers in countries known as cheese nations. Moreover, with our highly praised innovative cheeses, we are able to appeal to taste buds across five continents. We are consistently growing in these markets. Competing in the highly competitive European cheese market with our strong product range, including both local cheeses produced in Turkey and innovative products developed through R&D efforts, is a great source of pride for us. With over half a century of experience, Muratbey supports the positive ‘Made in Turkey’ image, representing our country in new markets in the best way possible, contributing to sustainable development, increasing value-added exports, and adding value to the national economy by focusing on global marketing.”