Constraints On Production Scales And Distribution Channels Of Erzincan Tulum Cheese

This study investigates the challenges and opportunities faced by producers of Erzincan Tulum cheese, a traditional Turkish cheese known for its distinctive flavor and production techniques. Despite its potential for growth and national recognition, Erzincan Tulum cheese remains primarily confined to local markets because of various constraints. Through qualitative research methods, including in-depth interviews with 20 producers, this article explores the underlying factors hindering the scalability, branding, and distribution of Erzincan Tulum cheese nationally and internationally. The findings reveal that producers are predominantly small-scale operators who strongly prefer maintaining traditional production methods, show reluctance towards adopting modern business practices, and express a significant lack of interest in expanding their market reach. The study identifies three main barriers to growth: a knowledge gap in modern production and business management practices, a lack of trust in new market entrants and business partners, and a comfort zone that discourages innovation and expansion. The research highlights a disconnect between Erzincan tulum cheese's rich heritage and its online portrayal, pointing to the untapped potential for engaging wider audiences. Additionally, it addresses the logistical and regulatory obstacles to scaling production and accessing broader markets, emphasizing the need for institutional support and infrastructure improvements. The paper advocates for a collaborative strategy involving producers, government, and marketers to align digital narratives with the cheese's artisanal roots, offering recommendations to enhance digital storytelling, optimize logistics, and create a supportive regulatory framework. This collaborative effort aims to blend tradition with modernity, securing the industry's future in the digital age.