Pomegranate production case and marketing structure in Hatay province

In this study, it is aimed to determine the production status of pomegranate fruit in Hatay, the marketing structure, the effectiveness of the marketing organization, the problems experienced during production and to making suggestions for solutions. Hatay province, which meets 4.25% of Turkey's total pomegranate production as of 2019, has been determined as the study area. Data were collected by help of three different survey interviews with producers of pomegranate cultivation, intermediaries and operators in the marketing stages. Within the scope of the research, enterprises were divided into three different groups according to their size. SWOT analysis was performed to determine the strengths and weaknesses of the production and marketing situation in the region and to identify opportunities and threats in the sector. SPSS package program was used in the statistical analysis of the data obtained from the surveys conducted in this study. Between 2005 and 2019, the pomegranate fruit planting area increased by 33% in Hatay province. It is predicted that the increase in production over the years will continue in the coming years, that the pomegranate processing facilities in Hatay will become more widespread and the interest in the product will increase in the near future. As a result of the evaluations, some problems were observed on the way from producer to consumer, affecting production and marketing. İmportant production problems are provide of high quality sapling and high sapling prices, important marketing problems are the low price of the pomegranate and the lack of storage facilities. It can be easily said that pomegranate production and exports will increase gradually thanks to the geographical location of the region and the fact that Hatay is a gastronomy city, with the elimination of the lack of kowledge in production and the solution of the problems encountered during marketing.