Turkish Margarine Industry: Dealing with the Negative Publicity

1. Turkish Margarine Industry: Dealing with the Negative Publicity MUMSAD Post, Türkiye 2009 2-4 Ağustos 2009

2. Contents General information about MUMSAD Fats, Oils and Margarines Industry in Turkey The setbacks of Turkish margarine industry and dealing with setbacks “7 Facts of Margarine” Campaign 1

3. Contents General information about MUMSAD Fats, Oils and Margarines Industry in Turkey The setbacks of Turkish margarine industry and dealing with setbacks “7 Facts of Margarine” Campaign 2

4. General Information about MUMSAD ASSOCIATION OF CULINARY PRODUCTS AND MARGARINE INDUSTRIALISTS Established in 2004 Number of members: 31 / Number of member companies: 13 Margarine Producers: Unilever, Ulker,Marsan, Turyag, Kuçukbay Total market share of margarine producers: 92% 3

5. MUMSAD – Duties and Responsibilities Uniting industry members under a single roof and improving the industry Creating awareness in producers and consumers Supporting efforts to set required standards and codex and helping their enforcement Offering safe and healthy products to consumers Attending foreign associations (E.g. being a member of IFMA - IMACE) 4

6. Contents General information about MUMSAD Fats, Oils and Margarines Industry in Turkey The setbacks of Turkish margarine industry and dealing with setbacks “7 Facts of Margarine” Campaign 5

7. Oily Seeds Production(1.000 ton) SFS CS SB Source: BYSD Canola 6

8. Refined Liquid Oils Consumption (1.000 ton) SFO SBO CSO Maize Oil Source: BYSD Can. Oil 7

9. Margarine Consumption (Brick and Tub)(Ton) Tub Brick 8 Source:MÜMSAD

10. Margarine Consumption (Industrial Fats and Bakery Margarines)(Ton) Industrial Fats Bakery margarines 9 Source:MÜMSAD

11. Total Margarine&Fat Consumption (Table margarines& Vegetable ghee & Industrial Margarine & Fats) (Ton) Table margarine Vegetable ghee Industrial Margarine&Fats 10 Source:MÜMSAD

12. Total Margarine & Fat Production (Domestic Market & Export)(Ton) Export Domestic Market 11 Source:MÜMSAD

13. Fats, Oils and Margarines Export(Ton) Liquid Margarine & Fats 12 Source: BYSD

14. Vegetable Oils Balance in Turkey 13

15. Oily Seeds Import (1.000 ton) SB SFS CS RS 14 Source: BYSD

16. Crude Oil Import (1.000 ton) SB SFO Palm oils Canola Oil Maize Oil Source: BYSD Others 15

17. Total Crude Oil Supply (1.000 ton) Domestic Crop Imported Crude Oil Oil from imported seeds Source: BYSD 16

18. Total Crude Oil Demand (1.000 ton) Liquid Oil Margarine Fat Liquid export Source: BYSD Margarine/fat export 17

19. Difference Between Supply And Demand (1.000 ton) Reasons of the difference Biodiesel production Soap production Animal feed Paint production 18

20. Olive Oil Production&Consumption(1.000 ton) Production Consumption Source: International Olive Consey 19

21. Oils&Fats&Margarinesper Capita Consumption 20

22. Trans Fats and Technology Starting from 1999, the trans fat content of margarines has been diminished to below 1% According to the regulation, all the aliments that has a trans fat below 1%, can use the claim of “no trans fat” Margarines, produced by MUMSAD members have 92%market share All those products are trans fat free and carry the tag of “no trans fat” on the package 21

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24. Tablo 6 MARGARINES OF MUMSAD ASSOCIATON 92% market share 23

25. Contents General information about MUMSAD Fats, Oils and Margarines Industry in Turkey The setbacks of Turkish margarine industry and dealing with setbacks “7 Facts of Margarine” Campaign 24

26. Contents General information about MUMSAD Fats, Oils and Margarines Industry in Turkey The setbacks of Turkish margarine industry and dealing with setbacks “7 Facts of Margarine” Campaign 25

27. Negative Publicity about Margarine With tendency towards a more healthy lifestyle margarine is blamed Beliefs that margarines cause high level of cholesterol, contain trans fats, almost fully saturated fat and are made of animal fats Due to these fallacies, stable margarine consumption 26

28. How to deal with setbacks? MUMSAD has kicked-off a campaign called the “7 Facts of Margarine” to give its reputation back… 27

29. What we have told to the audience? Margarines are made of vegetable oil Margarines do not contain cholesterol Margarines do not contain trans fats Margarines contribute to diet diversity Margarines contain Omega 3 and Omega 6 oils Margarines contain A and D vitamins Margarines are valuable sources of energy 28

30. What we have done? Media Engagements Advertisement Campaign Informing the mass Meetings with Health Professional www.7gercek.com 29

31. Spokespersons of the Campaign Dietician, MSc, PhD Prof. Dr. Ayşe Baysal Dietician, MSc Taylan Kümeli Dietician, MSc Selahattin Dönmez A celebrity mum & the owner of a kindergarten, Europe Beauty Queen Neşe Erberk 30

32. HUGE PR COVERAGE IN A WEEK – JUST BEFORE GOING ON AIR 31

33. Advertisement Campaign 32

34. www.7gercek.com 155.000 unique visit 33

35. Meetings with Health Professional “Unknown aspects of margarine and its role in diet” Conference “Cardiologists’ Spring Symposium” “VI. Int. Nutrition & Dietetics Congress” Mailing to dieticians and cardiologists Lobbying when necessary with Health Care Professionals 34

36. A Few Remarkable Results of Perception Research Margarine is a good fat: 17 points up Margarine doesn't cause cholesterol: 13 points up Margarine is a good source of energy: 19 points up Margarine contributes to nutrition diversity : 19 points up 35

37. What’s Next? One to one contacts with medical groups. Media and medical engagements will continue without deductions Answering the questions by www.7gercek.com 2nd step of the campaign 36

38. Thank you 37