The company announced that it has started working to reuse the expression “Turkish Wheat”. Filiz Makarna’s change of the expression used in its brand communication became a trending topic on social media, and some users called for a boycott. In its statement, the company stated that the change was made to comply with the new food labeling legislation and emphasized that all the wheat it uses is grown in Türkiye.
THE REASON FOR THE CHANGE IS LEGISLATIVE COMPLIANCE
Filiz Makarna stated that the packaging change was taken as a result of the evaluations made within the scope of the new food labeling legislation and relevant guide provisions. In the statement, it was stated that the deadline for compliance with the regulations is December 31, 2026. The company noted that the evaluations did not focus on the origin of the wheat, but only on the technical requirements for the use of the phrase “100%”. In this context, it was stated that the phrase “100%” was removed from the packaging. The brand explained that it aims to indicate that the wheat it uses with the phrase “Türkiye’s Wheat” is not imported and is grown in Türkiye. It was also underlined that the change was not intended to avoid the term “Turkish”.
THE EXPRESSION “TURKISH WHEAT” IS RETURNING
In the statement made after the reactions, it was stated that the opinions and sensitivities of consumers were carefully followed. Filiz Makarna announced that it has decided to reuse the expression “Turkish Wheat” on its packaging and has started the necessary work in this direction. The company statement included the following statements:
“Supporting wheat grown in Türkiye and using Turkish wheat continues to be one of Filiz’s core values.” The brand stated that it is aware of the sensitivity caused by the packaging change in consumers and stated that it will continue to use wheat grown in Türkiye.
