Avant Case Study: Tiryaki Agro

In terms of food and grain processors, you may know the brands ADM, Bunge and Cargill, but have you ever heard of Tiryaki Agro?

The Avant Marketing Group was challenged with the assignment to rebrand Eastern Europe's leading food processor. Tiryaki started its commercial activities by opening up a lentil processing facility. After 30 years, Tiryaki is today a leading agri-business and food company that operates over 80 countries around the globe. Tiryaki is Turkey's biggest private sector company and exporter in the agro foods industry, buys grains, pulses, dried nuts and oil seeds from growers, transports them, processes them to food manufacturers who market them to consumers at retail. As an agricultural commodities company, Tiryaki provides a pathway by which products grown by farmers are turned into the foods that are served worldwide.

Strategically located at a key crossroad of trade for emerging economies, Tiryaki sources food from over 25 countries and export to more than 80 countries on five continents. Tiryaki is also the world's biggest certificated organic wheat exporter and the top player in the pistachios market.

Avant was challenged to develop a new corporate identity for Tiryaki. Using our proprietary Brand Development Process, we conducted market research with company leadership, employees and customers. This resulted in defining a formal Brand Platform.

Key elements of the new Tiryaki Brand Platform included its Vision, Mission and Shared Values that resonate with all stakeholders.

Vision -- To become a regional power in our industry, targeting the Mediterranean, Black Sea, Middle East and North Africa regions.

Mission -- To contribute to the sustainability and easier supply of the basic foods for the economic and healthy nutrition of both present and future generations.

Values -- Diligence, honesty, reliability, fairness, modesty, challenging.

Our assignment took us to Istanbul (administrative headquarters) and Gaziantep (operations headquarters) to conduct the work. Cultural and language differences always make assignments more complex, but Avant drove deep into both the Turkish and company cultures to complete this assignment.

The new brand identity can be viewed at http://www.tiryaki.net.

In terms of a Brand Essence that resonates with both employees and customers, Avant developed the Turkish term, "iyi insanlar. Bereketli topraklar." In English, the Brand Essence simply translates to "Good People. Good Earth."

We would like to thank Tiryaki for this assignment and allowing us to gain tremendous insight into their organization and the agricultural commodities markets of Eastern Europe. We would also like to thank Pro Wolfe Partners who collaborated with us on this project and is responsible for the graphic logo design.

The next time you snack on a pistachio, you now know the "Good People and Good Earth" that is most likely behind the product.

For more information about Avant's Brand Development Process or about our "Living the Brand" brand management approach to marketing, please contact us at http://www.avantmarketing.com.