The 19th Issue: The Story of Naturelka | Aydın Commodity Exchange

It all started with chestnuts. We are a family that never misses out on high-nutritional, vitamin, and mineral-rich chestnuts at home. We set out on a journey to trade this precious product. During our time in the chestnut trade, we noticed that Aydın, which alone accounts for one-third of Turkey’s chestnut production, was unfortunately not commonly associated with this health-rich product. This was quite disheartening for us. There was only one solution to create a local BRAND. We decided to process (add value to) this valuable product and create our own brand.

Initially, while researching how to make chestnut sugar, we came across chestnut flour in Italy. We were excited to learn that this product is “naturally gluten-free.” At that time, nutrition experts and dietitians were just starting to discuss the benefits of gluten-free diets on screens. We then conducted research, studies, and feasibility analyses regarding the production process of this product. We even had one-on-one discussions with academics and professors who had written theses on gluten-free diets and chestnut flour. For six months, we immersed ourselves in chestnut flour, studying it.

Later, we fortuitously learned about a facility that had been established four years ago with government incentives but had only conducted trial production of chestnut flour before becoming idle. We managed to reach the owners of the business after considerable effort. We explained our project and expressed our interest in this product. Initially, they didn’t take us seriously, advising us that the product wouldn’t succeed in Turkey and suggesting we abandon this venture. However, we had already gained momentum; how could we back down? We shared our feasibility studies with them and eventually convinced them. By the end of 2017, our facility under the Naturelka brand was capable of producing 30 tons of chestnut flour annually from the geographically certified Aydın chestnuts.

The joy we felt when we received our first harvest at the end of 2014 was indescribable. We hurried home and made cookies, enjoying them with our daughter Asya (who was just about to turn 2). We never considered retailing ourselves; instead, we knocked on the doors of stores selling organic and natural products in big cities. First, we needed to convince the sales points so they could sell our product. We left samples and consignment products. It was, of course, presented as a very different product to everyone, and its additive-free nature attracted even more interest. We conducted direct promotions with end consumers at our sales points with breads and cookies made from chestnut flour. We participated in fairs, events, and festivals. We sent products to bloggers, celebrities, and chefs via social media, seeking their support, suggestions, and feedback. We received very positive reactions, which continue to this day. We have consistently worked to improve ourselves, always aiming to create different but undeniably natural products for the best quality. We will continue to develop further.

We also discovered fruit and vegetable powder products abroad. We have two main objectives with these products. The first is convenience. You can add our products to the dishes, desserts, and snacks you prepare in the kitchen without the hassle of washing or chopping the fruits or vegetables. Our second aim is to help children who are not fond of fruits and vegetables secretly get their vitamins and minerals. For example, if your child refuses to eat spinach, you can add spinach powder to the soup you make for them, allowing them to enjoy a healthier soup. We are not claiming, “Don’t make spinach dishes; instead, use spinach powder.” We simply offer “natural magical powders” that make your life easier in the kitchen.

For instance, one of our customers reached out to us specifically, saying, “I couldn’t get my son to eat yogurt, but after adding Naturelka beet powder, he now eats spoonfuls of yogurt.” Reactions like these make us very happy.

Applications of Our Products

Chestnut flour can be used anywhere flour is utilized. It can be used alone or mixed with other flours. It is suitable for making bread, pastries, cakes, brownies, pasta, creamy desserts, soup, sauces, etc. In fact, it is even used in baby food in Europe. Our other products include tomato powder, lemon peel powder, orange peel powder, spinach powder, celery powder, beet powder, garlic powder, onion powder, and crushed red pepper powder. You can think of fruit and vegetable powders as spices. They add color, aroma, and flavor to dishes, desserts, pastries, and snacks. Some products can also be used in beverages. For example, by mixing beet powder with water, milk, or kefir, you can create a natural antioxidant drink. Celery powder is recommended by dietitians as an alternative to salt.

The most important point here is that these products are cleaned and dried in a closed oven at a temperature of 40 degrees Celsius for 10 minutes. This time and temperature are crucial as they minimize vitamin and mineral loss. Afterward, they are ground into powder form in a mill without the addition of any additives.

Chestnut flour can also be used to make very delicious pudding. Tomato powder, when mixed with olive oil, creates a wonderful combination. Beet and spinach powders are used as colorants in dishes. We supply our products to hotels, restaurants, and cafes industrially and are in constant collaboration with chefs, food-loving bloggers on social media, and dietitians. Six months ago, we also prepared a recipe booklet, which customers purchasing our products can obtain for free from their point of sale.

We closed the year 2015 with 13 sales points. Currently, we have reached 350 sales points. We also have a distributor in Istanbul that handles the distribution of our products. Our products are available on the websites of leading companies that sell natural/organic products in the sector. Additionally, our products can be found in stores and boutique markets selling natural/organic goods. At the end of 2017, we began selling through our own website as well. You can find Naturelka products in Metro chain supermarkets and Carrefour Gourmet Markets.