The leading brand of the frozen food and margarine industry, Kerevitaş, shared its journey from the field to the table, its efforts concerning production processes, and new tastes with the professionals of the out-of-home consumption industry at ANFAŞ. It got full marks from professional chefs with recipes highlighting the topics of “Harvest,” “Technology,” “Trust,” “Variety,” and “Taste.” 

Türkiye’s leading company in the frozen food and margarine markets, Kerevitaş, attended  ANFAŞ 30th International Food and Beverage Exhibition, one of the most important international events of the Out-of-Home (OoH) Consumption industry. Held in Antalya between February 6-9, the exhibition brought together over 50 thousand gastronomy professionals from more than 70 countries. Offering a wide product range in the OoH consumption channel in the categories of potatoes, vegetables, fruits, frozen bakery products, pizza, tuna, and canned food, Kerevitaş attended ANFAŞ with its brand SuperFresh

Having achieved successful results with its “Zero Food Loss from the Field to the Table” business model, SuperFresh communicated its efforts to raise awareness about frozen food and introduced its new tastes to visitors. The exclusive recipes highlighting “Harvest,” “Technology,” “Trust,” “Variety,” and “Taste” got full marks from famous Out-of-Home Consumption chefs.

Mert Altınkılınç: “We will maintain our sustainable growth with our innovation focus.”

Remarking that the OoH consumption market keeps growing steadily and diversifying in our country and region, Kerevitaş CEO Mert Altınkılınç said: “We closely monitor this dynamic market and aim for sustainable growth with a focus on innovation. We keep expanding our product portfolio day by day in all areas we operate to respond to diverse needs in line with our strategic channel-category perspective, introducing our innovative products to our customers. We further reinforced our strength in the OoH consumption channel in 2023 by incorporating Donuk Fırıncılık, a leading company in frozen baked goods. We consider this exhibition we attended with our brand SuperFresh this year a significant opportunity to create a synergy with our industry stakeholders.”

Gülizar Öcal Doğan: “Each stage is important in food production, from choosing the right seed to harvest and technology use.”

Stating that frozen food not only brings tasty products to consumers but is also important for preventing food waste and sustainable agriculture, Kerevitaş CMO Gülizar Öcal Doğan added: “We shared all the details concerning the zero food waste journey of our products from the field to the table with famous chefs this time. The harvesting process, contract farmer model, the use of technology in production -each stage is very valuable. Our pioneering efforts, value-added collaborations with out-of-home consumption points, and new tastes as a brand got full marks from famous chefs. We were delighted to highlight the significance of female employment in this area through our joint project with the Ministry of Agriculture and Forestry, The Female Stars of Agriculture.”

As Yıldız Holding’s second-largest publicly listed food company, Kerevitaş continues its pioneering operations in the frozen food, edible oil, and canned food categories. It reaches the tables in almost 18 million households in Türkiye every year, on around 75 million plates. Its brand SuperFresh, which introduced frozen food to Türkiye, is the leading brand in the frozen food market with a market share of 42 percent and 100 percent brand recognition.

Kerevitaş runs all its operations within the framework of Yıldız Holding’s “Waste-Free Company” working model and “This Is Our World” approach. Across the world, for every 100 kg of vegetables produced, 67 kg turn into food waste due to agricultural activities, logistics, and product processing, with only 33 kg reaching consumers. SuperFresh fights against food waste by ensuring that 94 kg of every 100 kg of vegetables reaches consumers through the ‘Zero Food Loss from the Field to the Table’ business model.

Moreover, SuperFresh reached its goal of increasing the rate of female farmers supported as part of the ‘Female Stars of Agriculture’ project initiated in 2022 with the support of the Ministry of Agriculture and Ministry, by 100 percent in 3 years within only one year. The project gives a purchasing guarantee with advance payments to female contract farmers and supports them with expert agricultural engineers in every stage, from seed selection to harvest.  The project received seven domestic and international awards in 2023.