Büyük Usta Şalgam
WorldFood Istanbul 2025
About the Project
WorldFood Istanbul is Türkiye's largest food ingredients and beverages trade fair. Büyük Usta's shalgam (fermented turnip juice) stand was built for cross-border distributor conversations — this is Türkiye's authentic taste-of-place moment on the global fair calendar.
What this build had to solve
The fair
WorldFood Istanbul is the country's main international food and beverage trade fair, and its visitor mix leans heavily towards export buyers and regional distributors rather than domestic retail.
The venue
Serving product brings the organiser's hygiene rules on top of the build rules — water, waste and refrigeration fix the service point before anything else is placed.
The sector
A traditional regional drink has to answer an export buyer's first question, which is not taste but shelf life, packaging and whether the category travels. Tasting opens the conversation; the rest of the stand has to finish it.
The build
Tasting point at the aisle edge and a seated area behind it, so the sample brings people in and the negotiation happens out of the traffic.
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