Fairy and Arçelik Forge Partnership
Foreks - Turkey's most loved and recommended leading dishwashing detergent brand, Fairy, and the country's number one home technologies brand, Arçelik (IS:ARCLK), are joining forces to transform the dishwashing experience in kitchens.
A major collaboration for perfect cleaning from Turkey’s two leading kitchen brands, Fairy and Arçelik, is being unveiled. Fairy, the number one dishwashing detergent brand in Turkey, draws inspiration from the abundance of Turkish cuisine to create high-performance products that offer both superior cleaning and savings. Arçelik, the country's leading dishwasher manufacturer, introduces dishwashers that provide energy and water savings through new technologies. To achieve effortless, quick, and practical cleaning in kitchens, these two leading brands, which have implemented numerous innovations to date, are preparing to share their innovation power and expertise to transform the dishwashing experience together.
Fairy and Arçelik, which add value to Turkish cuisine through their efforts, announced their collaboration at the Flavor Festival held at Sirkeci Station. The event featured a selection of the most special local flavors of our country and included a panel titled "Turkish Cuisine at the Table of Time." Moderated by Pelin Batu, the panel featured P&G Turkey, Caucasus, and Central Asia Marketing Vice President Özge Erdem, Arçelik Turkey Senior Marketing Director Mehmet Tüfekçi, and Chef Sinem Özler, with historian-writer İlber Ortaylı sharing an engaging account of the history and development of Turkish culinary culture.
The two leading kitchen brands, Fairy and Arçelik, have combined their strengths to completely transform consumers' dishwashing experiences. Announcing their collaboration at the Flavor Festival held in Sirkeci Station, the two major brands aim to provide consumers with superior performance in dish cleaning. The festival, showcasing examples of our country's most special local dishes, garnered great appreciation from guests, especially with the time tunnel detailing Turkish culinary history. The organization also featured the "Turkish Cuisine at the Table of Time" panel, highlighted by historian-writer İlber Ortaylı's talk about the history, development, and significance of Turkish culinary culture.
Özge Erdem: We Will Pioneer New Habits in Kitchens Özge Erdem, P&G Turkey, Caucasus, and Central Asia Marketing Vice President, stated that Fairy, preparing to celebrate its 15th anniversary in our country, is positioned in the market as the most loved and recommended dishwashing detergent brand. “Fairy has managed to become Turkey's leading dishwashing detergent brand in a short period by responding to consumers' changing needs with superior performance products developed through its inherent innovation capability. For the two leading brands, Fairy and Arçelik, our primary goal is to make consumers' kitchen experiences the best, effortless, quick, and practical, while reducing the time spent on cleaning. We know that consumers now want to spend less time on these tasks when they get home and more time for themselves and their families, enjoying more and pleasant moments around the table with their loved ones. In this direction, Fairy has implemented many innovations, and Arçelik has developed new technologies for the same purpose. Now, we have the ‘future’ ahead of us. By sharing our innovation power and experiences within this collaboration, we will create the future’s outstanding kitchen experience. We will continue to be ‘game-changing brands’ by pioneering new habits in kitchens,” she said. Reminding that Fairy draws inspiration from the abundance of local dishes, Erdem added, “Fairy met consumers in Turkey 15 years ago and quickly won their hearts. Fairy’s status as the most recommended and loved dishwashing detergent brand in the market is a significant indicator of this. The success lies in Fairy's ownership of not only the cleanliness of the kitchen but the entire kitchen experience. We focus on ‘abundance’ at every step in the kitchen, from the time spent on resources consumed during the dishwashing process to the initial grocery shopping, food preservation, usage, and even repurposing. Furthermore, in our culture, the way to the heart also goes through the stomach, making Turkish cuisine very valuable for Fairy. From day one, we have shared delicious recipes and kitchen secrets with consumers. We have gathered with consumers at large tables during regional food festivals. Continuing this tradition, we wanted to announce our collaboration with Arçelik through the Flavor Festival, which features special examples of our local dishes. The contributions of esteemed İlber Ortaylı and Chef Sinem Özler, recommended by the Michelin Guide in Istanbul with his Seraf Restaurant, added a unique flavor to our invitation,” she said.
Mehmet Tüfekçi: We Aim to Provide Cleaning Performance That Exceeds Our Users' Expectations Emphasizing that Arçelik, nourished by Turkey's cultural wealth, delivers these values through its products, technologies, and services to customers worldwide, Arçelik Turkey Senior Marketing Director Mehmet Tüfekçi stated, “The traditional Turkish cuisine, one of the richest and most special cuisines in the world, holds a unique heritage not only with the variety of its dishes but also with its carefully prepared tables and table culture. The kitchens we set up for our tables come to life as places where we share our emotions, not just places to eat. As Arçelik, we aim to create value for these valuable environments with our technologies. Continuing our culinary technology production journey, which began in the 1970s, we strive to advance further every day. With our long-standing R&D of over 30 years, we tackle Turkish culinary culture using innovative methods and promote it to the world.”
Emphasizing the increasing importance of sustainability in kitchens, Mehmet Tüfekçi pointed out, “While cooking is often the first thing that comes to mind when we mention kitchens, dishwashing is also an integral part of our lives. As the producer of Turkey's first dishwasher, Arçelik Leydi, we design our dishwashing technologies to solve the most challenging cleaning needs in the kitchen with a focus on sustainability as a business model for our company. Our Ankara Dishwasher Plant, accepted into the World Economic Forum's (WEF) 'Global Lighthouse Network' as one of the most advanced manufacturing facilities this year, produces 10% of the world's dishwashing machines. As Arçelik, our goal is to support energy efficiency with our products and facilitate cleaning with technologies like Deepclean, addressing our consumers' needs while enabling them to spend more enjoyable time with their loved ones. This common goal also underlies our Arçelik - Fairy partnership. By combining Fairy's expertise in cleanliness with Arçelik's superior technologies through this collaboration of two beloved brands of Turkey, we aim to provide cleaning performance that meets and, in some cases, exceeds our users' expectations,” he stated.
İlber Ortaylı: Table Etiquette is Very Important for Turks; We Are a Nation That Knows How to Eat Historian-writer İlber Ortaylı, who added color to the panel with information on Turkish cuisine from past to present, said, “The roots of Turkish culinary culture trace back to Central Asia. As we transitioned from a nomadic lifestyle to a settled one, we were particularly influenced by Iranian culture in Maveraünnehir. We learned to prepare certain vegetables and fruits and cook with them here. Then, our journey to Anatolia begins. Here, the Mediterranean culture emerges, and Greek and Italian dish names enter our culture. With the Ottoman Empire's entry into the Balkans, we encounter new geography, plant diversity, and possibilities. Today, there is still a unity of flavors from savory to sweet between Balkan and Anatolian cuisines. The convergence of all this culture has shaped our cuisine for about a thousand years. Turkey's geopolitical distinctiveness also nurtures and develops this cuisine because Anatolia is positioned as a fertile plateau with a unique wealth of plants and animals. Preserving this culture can be maintained by closely studying our essential plants. What you eat and drink, and how you cook are crucial. Culture is created with materials, not merely with decorative presentations. Simultaneously, table etiquette is also very important for Turks; we are a nation that knows how to eat. Europeans admire the Turkish table arrangement and cleanliness because they did not have these concepts back then. One feature of Turks is that they do not place food on the table that they will not eat, considering waste a sin. Throwing food away, being unable to eat properly, creating unclean surroundings, and lacking hygiene in kitchens are not exclusive to homes in Turkey,” he explained.
Sinem Özler: The Cleanliness of Kitchens is as Important as the Taste of the Dishes Chef Sinem Özler stated that she works to convey traditional Turkish cuisine to today's tables and future generations. “Turkish cuisine has a deep-rooted history that encompasses many civilizations. We look to our past and strive to reflect the flavors from our culinary culture, enriched with the information we have gathered and the innovations brought by modernization, onto the present day. We are fortunate that the local products and various cooking and preservation techniques that have reached us illuminate both our kitchens and the present day. It is invaluable to document recipes passed down from our ancient culinary culture, to bring traditional Anatolian flavors to the tables as they deserve, and to pass them on to future generations. Another equally important value is cleanliness, discipline, and hygiene in kitchens. The food you eat can make you happy with its taste, but the cleanliness and order of the environment in which it is prepared, cooked, and served are also very important. Especially in chef kitchens, the various cooking techniques we use create a lot of greasy surfaces and the need for washing many dishes that immediately need to be cleaned. Therefore, we follow technological equipment and innovative detergents to achieve superior cleanliness in kitchens where we race against time,” she stated.