Turkey's ketchup, mayonnaise and sauces in increasing market share in the US and Europe

The article highlights the impact of the COVID-19 pandemic on the global food sector, with a focus on Turkey's response and performance within the industry. Hakan Koçoğlu, the General Manager of Assan Foods, a leading company in the ketchup, mayonnaise, and sauce category in Turkey, discussed the challenges and opportunities that have emerged during the pandemic. Despite the adverse effects on major industrial tomato-producing countries like Turkey, the U.S., China, Italy, and Spain, Assan Foods has seen a surge in export demand for its value-added food products. The company's success includes achieving double-digit growth in 2020 and expanding into new markets, such as Belgium and the U.S., despite initial price disadvantages. Assan Foods' export portfolio, which includes tomato paste, ketchup, mayonnaise, and sauces, reaches 50 countries across four continents, with a strong presence in the European and Far Eastern markets. The company's strategy of diversifying its brand presence and meeting the demands of large chain markets has been key to its resilience and growth during the pandemic.