1543 PASHAS & COFFEES: "WE WILL HAVE AT LEAST ONE BRANCH IN ALL OF THE WORLD'S METROPOLISES"
1543 Pashas & Coffees markasının yaratıcıları ile Turizm Tedarik buluşmasında keyifli bir röportaj gerçekleştirdik. 1543 Pashas & Coffees Genel Müdürü Levent Yurtbekleyen, Genel Koordinatör Faik Gürsel ve Dış Ticaret Müdürü
Behiye Gürsel GM Turizm ve Yönetim Dergisi’nin sorularını yanıtladı.
We would like to hear the story of 1543 Pashas & Coffees.
1543 Pashas & Coffees is a brand new and revisionist brand. It has an innovative story. We created the brand with the aim of developing a brand that would crown Turkish coffee in the coffee world of the 21st century. After a 10-12 year reference study, we presented our products to Turkish tourism in Alanya in 2022.
The reason we focused on this market was that this story, which my partner Levent and I had planned for years, would open to the world through tourists. Today, we are a country that hosts approximately 60 million tourists a year, and it is obvious that this will increase, with targets pointing to 80 million. With this large audience, we aim to bring Turkish coffee to the forefront of the world coffee market, ahead of espresso. We want to bring Turkish coffee to its rightful place, it already has a taste and aroma ahead of espresso.
Turkish coffee is essentially named Turkish coffee because of the way it is made. Grinding the roasted coffee into powder and boiling it in water gives it the title of Turkish coffee. This gives the coffee the deepest aroma and the highest taste among all the coffees in the world. It is also very healthy, a method that has been preferred for centuries.
With the name 1543 Pashas & Coffees and the motto "And God Created Joy", it was strategically planned to easily convey all the messages it wanted to give under its brand to the consumer. 1543 is the birth date of Turkish coffee.
Turkish coffee is the main beginning of espresso, filter coffee in the following centuries, and therefore all coffees such as macchiato and cappuccino that are drunk today.
"Turkish coffee is prepared for Suleiman the Magnificent"
Turkish coffee first entered Sirkeci customs in 1543. It is presented to Sultan Suleiman by the Governor of Yemen, Özdemir Pasha, with green beans. It is prepared in the palace kitchen by much more experienced, expert chefs. We can call the palace's expert chefs F&B professionals of that day, and we can consider Topkapi Palace as a luxury hotel. These are not irony, they are real.
A presentation will be made to the richest family in the world, this presentation is prepared for months, and the roasting method is developed. Turning it into powder, dibekleme is developed, then it is foamed in boiling and served in handleless kallavi cups. After Suleiman the Magnificent drinks it, he sends the coffee to his harem. The harem finds it bitter and Turkish delight is poured to be served with Yemen coffee.
On top of this, it becomes a palace coffee, a coffee of the elites. Pashas come first among the elites. That's why we used pasha in our brand name. Our first four varieties that we offer are a tribute to the action, struggle and passion for coffee of our pashas of that time. All of them saw Suleiman the Magnificent and lived that era; Cerrah Pasha, Damat Bayram Pasha, Barbaros Pasha and Haydar Pasha. Bayram Pasha is the only pasha who married the sultan's daughter, he is very handsome. Barbaros Pasha is a pasha who organizes coffee parties on his ships in the Mediterranean after victories. Haydar Pasha is a pasha who drinks coffee with elegance with his architect and artist identity. None of them developed it as 'Let's find an authentic pasha name'.
We have other pasha names that we have registered. Coffee used to grow in only one region. Arabica bean is the bean of Yemen, Ethiopia. It was only planted there at that time. For 500 years, colonial empires such as England, Holland, and France took these coffee beans from Yemen and Ethiopia. These regions also came out of the hands of the Ottoman Empire. Holland planted it in Indonesia. England planted it in China and the Chinese seas. America planted it from Hawaii to South America, and the French and Spanish also planted it.
Like sugar cane, they grew coffee in those regions at an altitude of 800-2000 meters due to cheap labor, and the name of Arabica beans remained Arabica. Today, it is written as 100% Arabica on the packages, but the beans now come from South America and Africa. It is the name of that seed, there seems to be a confusion that it can be thought of as being from Arabia, it is Arabica in terms of its origin.
We are the first and only Turkish company and Turkish coffee producer in the world that makes multi-blend (multi-continental and multi-country). These references bring Turkish coffee passions together with quality without alienating them from the taste they are accustomed to, and bring them to brand new points of pleasure. On the one hand, the long R&D studies we conducted, were passed through reference values that will reach the tourists and the target audience of the last century, who drink much more qualified coffee than us, are drinking and are used to it before us, and tastes were created.
Brazilian beans are found in all our blends. The reason for this is that chocolate and cocoa notes are found in South American beans, and this is a dominant aroma in Turkish coffee. We have tried to offer our four Pashas to coffee lovers by blending the most qualified beans from all over the world and creating brand new notes. We think we have succeeded in this goal.
"A taste that makes you forget the concept of sugary coffee"
"1543 Pashas & Coffees has Premium and Classic coffee series where we intensively serve Horeca."
Which countries do you export to, and which countries are your target markets?
We initially reserved a place for Qatar because we used to have very close relationships with them. Because the most premium products in the world are consumed in Qatar, a common hub in the Gulf... We are in a very good position in the Turkish Republic of Northern Cyprus, especially in the luxury consumption point. Now there are Dubai and Bahrain in order. Saudi Arabia will definitely come. Germany is there in the first place, not because of the Turkish population. We don't sell Turkish coffee to a place just because there are many Turks there. We differentiate ourselves from other brands, this revisionist policy continues. We are making Turkish coffee that will be the coffee of all coffee lovers in the world. We claim; it is a more beautiful, more fluid, more beneficial coffee than all of them.
The Scandinavian countries, Sweden, Norway, Denmark and Finland, consume the most coffee per capita in the world. We chose these countries as target markets. We are going to Denmark, there are demands. Because no coffee lover who finds high-quality beans and this aroma can abandon us.
"There will be at least one 1543 Pashas & Coffees Cafe in all metropolises"
Our own production facilities are opening in Alanya on April 1st. We also have a boutique study on the brasserie, a design that has been going on for 5 years. It developed with coffee. Today, espresso-based coffees are made in all the cafes you go to. We prepare Turkish coffee-based coffees and work for this. We are also considering opening Cafe Brasserie abroad. In this way, there will be at least one 1543 Pashas & Coffees in all the metropolises of the world.
