Büyük Usta Şalgam — WorldFood Istanbul 2025 Stand

WorldFood Istanbul at Tüyap is a trade-only F&B fair with a strong regional export mission — Middle Eastern, CIS and European buyers walk in looking for authentic Turkish product they can distribute back home. For a shalgam brand, the stand needs to educate before it sells, because most non-Turkish buyers have never tasted the product.

Büyük Usta Şalgam's stand centred on a live-pour tasting station backed by a story wall explaining the fermentation process — from turnip and black-carrot base through the natural lactic fermentation cycle. That story wall isn't marketing decoration; it's the tool that lets an unfamiliar buyer place the product in their category matrix (health drink? pickled beverage? cocktail mixer?).

We designed the tasting counter with side-by-side hot and cold pours — this is how Turks actually drink shalgam — because a distributor from Berlin will only export what tastes right in the format the local market expects. That detail closed multiple export conversations.