Hoydi 28 Fındık, the brand of Giresun entrepreneur Ayhan Akten, turns raw hazelnuts into products with added value.
Producing 48 different items, hoydi28 has grown to 1,420 retail points across 64 provinces, adding 100% hazelnut products alongside the flour-free Karadeniz Fırtınası.
The shift from selling raw material to branded production is picking up speed, with innovative products coming out of Giresun.
▶
The programme presented by Huri Sapan was filmed in Giresun. Hazelnut butters, Karadeniz Fırtınası cookies, kadayıf, croquant and hazelnut blossom cologne were all introduced at the hoydi28 table.
▶
The TRT Belgesel crew came to Giresun. Every stage was filmed, from roasting the hazelnuts to preparing the kadayıf, with producer Ayhan Akten explaining the process.
Ayhan Akten: Türkiye produces about 70% of the world's hazelnuts, yet earns far less than it could because it sells them as raw material.
▶
TV 360 visited the hoydi28 store during its Giresun programme. Ayhan Akten argued that hazelnuts should be sold as branded products rather than raw material.
Visiting Giresun, Minister of Industry and Technology Fatih Mehmet Kacır praised the Karadeniz Fırtınası hazelnut butter cookie he was served.
After investing 70 million dollars in Australia to find an alternative, the Italian company could not match the quality of Giresun hazelnuts.
The flour-free cookie made entirely from Giresun hazelnuts and registered under the Karadeniz Fırtınası trademark is now sold at 80 outlets across 11 provinces.
Footage from the Giresun festivities, as broadcast on Show TV.
▶
Hoydi28 Fındık featured in episode 43 of Lezzetli Tavsiye on TRT 1.
Get in touch for brand imagery, logo files and product information. We are glad to consider interview and filming requests.
Karadeniz Fırtınası is made with hazelnuts alone. We use no fillers, flavourings, preservatives or emulsifiers, what the label says is exactly what’s in the jar.
Chat on WhatsApp
