CASE STUDY: POSTARAL VALLEY: ON FARM FOOD PROCESSING AND DIRECT SELLING IN THE AEGEAN SEASIDE OF...

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POSTARAL VALLEY: ON FARM FOOD PROCESSING AND DIRECT SELLING IN THE AEGEAN SEASIDE OF THE

FETHİYE, TURKEY

MODULE 1 CASE STUDY- 2

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POSTARAL VALLEY FARM DESCRIPTION

HISTORY AND FARM DESCRIPTION

A SPECIAL PLACE FOR PEOPLE WEARY OF CITY LIFE TO REALIZE THEIR DREAM OF A NATURAL LIFESTYLE IN FETHIYE/TURKEY

Pastoral Vadi Organic Eco Farmis in Yanıklar Village near Fethiye and occupies 42,000 sq.m. of land in the middle of a vadi, surrounded by pine forest, with a river as one of its boundaries. We are committed to organic growing, an ecological lifestyle and offering holidays on our farm where all buildings are ecologically designed, constructed of stone, wood or mud-brick and available to let 12 months of the year. Pastoral Vadi is a place where you can escape the stress and frustration of high tech city life and return to a natural, calm, unhurried lifestyle indeed “a village life” will be yours during your holiday on the farm...

Whilst staying at Pastoral Vadi you will eat traditional, healthy Mediterranean food prepared from locally grown organic ingredients. All foods not actually grown on our farm are sourced from other local growers who are members of the ‘Organic Growers Association’. We pride ourselves on the high standards we strive to maintain in the growing of our fruit and vegetables, and the natural tastes you will encounter are one of the highlights of the eco lifestyle at Pastoral Vadi...

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If our guests wish they can get involved in work on the farm, or take part in workshops based on local culture and handicrafts like kilim weaving, simple clay pottery making, basket making or producing a range of traditional preserves such as jams and pickles. At Pastoral Vadi we also offer workshops for children where they can make spinning tops, kites, model aeroplanes or try their hand at learning to bake bread or börek. We offer activities for making things for children of all ages, instead of playing computer games, they can make things which will become memorable souvenirs of their stay…

The cost of staying at Pastoral Vadi includes “everything which grows on the farm”. Breakfast, and dinner are included, as are all snacks between meals, anything you make in workshops or from materials in the kitchen or garden together with all tea, coffee, herb teas – there are no limits on any of these. If you want carbonated or alcoholic drinks you are welcome to buy them yourself and bring them to the farm. We say “buy it in the market and pay for it in the market” then you can consume them at the farm.

Your holiday at Pastoral Vadi is designed to immerse you in the “beauties of nature”….welcome to our model of pastoral farm life.

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When we first set up Pastoral Vadi we decided our main crop would be Valencia type oranges and, along with some lemon, olive, pomegranate and other fruit trees, we planted around 900 saplings. These have now grown, all give good crops and we are thinking of introducing new varieties…

In between the rows of fruit trees we grow vegetables and fodder plants. In accordance with our organic (IMO) certification we grow tomatoes, peppers, aubergine, artichoke, cos lettuce, onions, green beans and other vegetables. All our crops go to feed our guests and people working on the farm, some are stored for future use, and any surplus is sent to be sold in the market and help meet the expense of running the farm.

We keep chickens, ducks, sheep and a cow which are all reared on organic fodder/grain.

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We grow grapes to make organic wine. We were all proud of the quality of last year’s wine. We are also pleased to announce that we are now self-sufficient in terms of olive oil and home-made soap.

In workshops at Pastoral Vadi, and also with the help of local retired villagers, we produce pickles, preserves, jams, dried pasta, dried vegetables and fruit which have to be tasted to be believed. For those committed to an organic diet we have a huge range of products for you to try…

Our aim now is to extend our range of foods and become even more self-sufficient

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When we first set up Pastoral Vadi we decided our main crop would be Valencia type oranges and, along with some lemon, olive, pomegranate and other fruit trees, we planted around 900 saplings. These have now grown, all give good crops and we are thinking of introducing new varieties…

In between the rows of fruit trees we grow vegetables and fodder plants. In accordance with our organic (IMO) certification we grow tomatoes, peppers, aubergine, artichoke, cos lettuce, onions, green beans and other vegetables. All our crops go to feed our guests and people working on the farm, some are stored for future use, and any surplus is sent to be sold in the market and help meet the expense of running the farm.

We keep chickens, ducks, sheep and a cow which are all reared on organic fodder/grain.

We grow grapes to make organic wine. We were all proud of the quality of last year’s wine. We are also pleased to announce that we are now self-sufficient in terms of olive oil and home-made soap.

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In workshops at Pastoral Vadi, and also with the help of local retired villagers, we produce pickles, preserves, jams, dried pasta, dried vegetables and fruit which have to be tasted to be believed. For those committed to an organic diet we have a huge range of products for you to try…

Our aim now is to extend our range of foods and become even more self-sufficient .

You can come on holiday to Pastoral Vadi twelve months of the year and always find a taste of genuine countryside living in the midst of natural beauty, and take part in our local crafts workshops from which you can gain new skills. Relaxing in the peaceful atmosphere is great for your health and, if you feel the urge, you can join in yoga or photography sessions.

During your stay at Pastoral Vadi you will be living in a place where we strive to exist in harmony with the environment, to ensure that all products we use are healthy, and as far as possible everything is recycled…

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If you have never stayed on a farm before, we will introduce you to the soil, the agricultural methods and the crops – a timeless cycle. When you escape from the concrete environment of towns and cities and the high-speed lifestyle found there, you will feel yourself relax as you encounter nostalgic aspects of a slower pace of life; you will be refreshed and may even feel younger and more energetic…

The fast pace of town and city life can result in intense tiredness and fatigue which we often see amongst our guests at Pastoral Vadi. A stay on our farm will ensure:you live in the midst of natural beauty,you eat natural foods,you exercise by taking part in sports or working on the farmin a natural environment,you discover new skills and pastimes,you forget about stressyou leave with renewed energy...

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When we first decided to establish Pastoral Vadi Eco Farm in Yanıklar village these were our initial aims:

to work together with our neighbours to farm organically, from sowing to harvest,to protect biological diversity in the natural environment,to strive to return to a traditional lifestyle as an antidote to the fast pace of modern life,to recycle as much as possible,to create a model for the use of renewable energy sources,to revive lost or endangered traditional arts and crafts,to revive lost and forgotten aspects of a ‘Pastoral Life’,to make all of the above available to everyone by offering holidays on the farm.

We are now pleased to state that we have achieved all of the above and more…

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One of the best things that happened in the early days of the farm was our meeting with a family who run a pension, Yonca Lodge, on the beach and who had been involved with protection of loggerhead turtles for some time. Our working together with Yonca Lodge in the context of eco lifestyles and organic farming, led to a new aim to engage the whole village. Starting with organic growing, then with preservation and revitalization of natural and cultural values, and going on to refurbishment of old stone and mud-brick village houses for use as pensions we formed an association for the village. Thus our wider Pastoral Life project began and it is still developing.

Pastoral Vadi and Yonca Lodge, as the first examples of the Pastoral Life project, are members of Buğday (the Association for Support of Ecological Lifestyles) and are also included in TaTuTa’s (Ecological Agriculture, Tourism and Trade) ‘Visits to Eco Farms’ programme.

If you would like more information, please visit the websites below:www.bugday.org

www.tatuta.org

http://www.bugday.org/

http://www.tatuta.org/

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POSTARAL VALLEY FARM DESCRIPTION DATA & FIGURES OVERVIEW

PROPERTY EXTENT Land: 42 da Ecologially designed rooms for 12 months and pension with restaurans Valencia type oranges and, along with some lemon, Olive, pomegranate and other fruit trees, Planted around 900 saplings, Grapes to make organic wine Pickles, preserves, jams, dried pasta, dried vegetables and fruit Chickens, ducks, sheep and a cow which are all reared on organic fodder/grain.

AGRICULTURAL PRODUCTS Animal production : Poultry products, sheep and cow Plant production : Organic vegetables, fruits and citrus.

FOOD PRODUCTS Fresh and on farm processed fruits, vegetables, jams, organic wine, olive, soap, organic animal products

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POSTARAL VALLEY FARM DESCRIPTION DATA & FIGURES OVERVIEW

ACTIVITIES Organic agriculture Organic animal production On farm food processing Agrotourism Direct selling

ON FARM FOOD PROCESSING and DIRECT SELLING Fresh and on farm processed fruits, vegetables, jams, organic wine, olive, soap, organic animal products. Direct selling at their own pension restaurant to the tourists and neighbours

COMMERCIALISATION Direct selling to own pension restaurant to the tourists and neighbours

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ON FARM ANIMAL AND PLANT

PRODUCTION&

ORGANIC FARMING&

AGROTOURİSM

KEY PROCESSES

PROCESSING, MANUFACTURING AND MARKETING

ACTIVITIES ON FARM AND IN PENSION

POSTARAL VALLEY PROCESS GRAPHIC REPRESENTATION

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Process Description Competence Description Level

Knowledge on organic and ecological products on farm.

To be able to know organic and ecological products

2

Production of organic products on farm, harvesting and storage

To be able to produce organic products on farm

2

Using on farm food processing methods

To be able to know food processing methods on farm

2

Knowledge on on farm food product preservation and storage

To be able to have knowledge on product preservation and storage

2

Use traditional on farm processing technologies for agrotourism and own restaurant

To be able to know traditional on farm foods

2

POSTARAL VALLEYKEY PROCESS DESCRIPTIONON FARM FOOD PROCESSING

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Knowledge on basic agrotourism activities

To be able to know basic agrotourism activities

2

Use on farm selling strategies and pick your own-U pick marketing

To be able to perform U-pick 2

Using roadside, farmgate marketing strategies.

To be able to use and know roadside and farmgate marketing and their legislations

2

Use e-commerce marketing startegies and daily legislations

To be able know e-commerce marketing legislations

2

Know and use labelling and certification methods of different type of food processing and marketing instruments such as Kosher, Halal and organic certifiaction

To be able to know and apply labelling and certification of foods for direct selling

2

POSTARAL VALLEY KEY PROCESS DESCRIPTIONDIRECT SELLING

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Knowledge on organik grape production and making organic wine

To be able to plant organic grapes and make organic wine.

3

Know and produce jam technology To be able to make jam 3

Know the organic animal production and legislations for organic production

To be able to know organic production legislations

3

Apply food safety and hygiene conditions on farm food processing

To be able to apply food safety procedures

3

Know to plant organic citrus production and processing of citrus

To be able to know organic citrus production and processing

3

POSTARAL VELLEY KEY PROCESS DESCRIPTIONON FARM FOOD PROCESSING

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Knowledge on agrotourism based marketing strategies

To be able to know marketing in agrotourism

3

Know direct selling of pecific products to the customers in pension

To be able to know direct selling of specific products

3

Knowledge on e-commerce legislations and international rules

To be able to know international legislations on e-commerce

3

Know methods of direct selling of organic and ecological farm products

To be able know direct selling of organic products

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Know direct selling strategies on farm to the tourists

To be able to know on farm direct selling methods to the tourists

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POSTARAL VALLEY KEY PROCESS DESCRIPTIONDIRECT SELLING

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POSTARAL VALLEY INNOVATION & SWOT ANALYSIS

KIND OF INNOVATION STRENGTHS &OPPORTUNITIES

WEAKS &THREATS

Postaral Valley is one of the first model farm and eco tourism operation for on farm food processing and direct selling in Turkey. The farm produce both organic animal products and fruit/vegetable products on farm. They also produce organik brand wine and jams. The administrative board has an holistic and global vision and they last challenges are oriented today to the nutraceutical niche markets by producing organic and traditional foods for direct selling to the tourists or serve them at the restaurants.

Postaral Valley has advantages and oppurtunities because it is located in the most popular touristic place, Fethiye. It has special consumers and pension is popular with ecological life stayle.

New farms use the same startegy in the same region.

They can also directly sell their organic products to the big hotels for 12 moths if they can produce more.

Production costs in organic on farm food production and processing are getting increasing to compete with intensive production.

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POSTARAL VALLEY FARMER’S ADVICE

“Agrotourism, produce organic and ecological

products for customer of pension on farm

and on farm food processing will quarantee the market by

direct selling on farm..

“Direct selling is also the shortest way of marketing.

It has many advantages because Farmers do not

Need to have a market and a tool.Increasing oppurtunities by the means

of internet direct celling methods are developed”

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POSTARAL VELLEY PHOTO GALLERY & VIDEO

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POSTARAL VALLEY PHOTO GALLERY & VIDEO

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http://www.pastoralvadi.com/www.youtube.com/watch?v=vgsffWhJJmY

CASE STUDY: POSTARAL VALLEY: ON FARM FOOD PROCESSING AND DIRECT SELLING IN THE AEGEAN SEASIDE OF...

Small Business & Entrepreneurship

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