Almost four years ago, Yeliz Kaya founded Green Ova, a company focused on importing Turkish fruit and vegetables for the European market. Today, the range has grown into a broad assortment, with the occasional surprise. "In recent months, for example, I imported large volumes of Turkish onions," Yeliz says.
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"In Turkey, growers cultivate the big Spanish-type onions (80+). Spain is the main competitor for Turkish onions, but this year, Spanish prices were much higher. That gave us the perfect opportunity to step in with Turkish onions. My supplier in Turkey has access to professional growing and grading facilities, so last season we were able to supply the market with large, sweet onions that really met demand," she explains. Green Ova delivered the onions in 10 and 25-kg bags.
With the Dutch onion season now underway, interest in Turkish onions has dropped. "Because the price gap with Dutch onions has widened, demand is lower," Yeliz notes. She currently only imports yellow onions. "I did look into red onions, but the numbers didn't work out. Still, with yellow onions, we've laid a solid foundation. Customers told me this was the first year they could count on consistent quality, size, and packaging from Turkish onions."
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Turkish peppers underrated
Green Ova is also gearing up for the Turkish pomegranate season. "Some growers have already started, but we always wait for the Hicaz variety, which is the most in demand. Pomegranates are among my top products by volume, and sales are still growing. The harvest is excellent this year and right on schedule," Yeliz says.
The Turkish fig season is also in full swing. "What I find remarkable is that Turkish peppers are undervalued in Europe compared to Spanish or Moroccan peppers, even though the quality is just as good. With figs and pomegranates, it's the other way around – people prefer the Turkish origin."
Green Ova mainly imports Turkish tomatoes in winter. "Over the past two weeks, the trade looked very promising, but I didn't dare take the risk. It takes six days for tomatoes to arrive from Turkey, and the market can look completely different by then," Yeliz explains. Turkish kiwis are another interesting product. "They go straight into cold storage after harvest in Turkey, and we sell them when European supply runs low and prices improve."
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Direct export from Turkey to the Middle East
"I sell Turkish produce to wholesalers and supermarkets all across Europe – from Belgium, Germany, and Austria to Croatia and Estonia. We've also started exporting directly from Turkey to the Middle East," Yeliz says.
"One big advantage is that as a group – which also includes JNV Produce, GrecFresh, and Vita Verde – we have access to products from Greece and Italy as well. That's a huge plus, especially in times of scarcity."
Green Ova also supplies more traditional Turkish vegetables such as Sivri, Carli, Dolma, Kapya, eggplants, and courgettes. "These are especially popular with ethnic supermarkets in the Netherlands," Yeliz explains. "And I'm convinced there are still plenty of new opportunities. For instance, we've delivered Turkish leeks to processors, although in recent years, there have been more than enough leeks available in Europe. Another product with real potential is Turkish pitahaya. I'm still looking for a Turkish grower with the right certifications. Once I find one, I know we can really make it a success!"
For more information:
Yeliz Kaya
Green Ova
Aartsdijkweg 97
2676 LE Maasdijk
M: +31 (0)6 15941247
[email protected]
www.green-ova.com
