Leveraging its production capabilities in Türkiye, Spain, and Tunisia, Kristal has reached an export volume spanning 36 countries and aims to establish a lasting presence in international markets under its own brand. Having outperformed market growth in Türkiye last year, the company is focusing on streamlining its product portfolio, strengthening its shelf presence, and making high-quality olive oil accessible to a broader consumer base.
Kristal’s roots trace back to the Micaleff family’s journey by steamship from Malta to İzmir. Founded in 1938 and incorporated in 1945, the brand’s steamship emblem is a reflection of this heritage. Known throughout Anatolia as “Vapurlu Yağ” (the Steamship Oil), Kristal played a pioneering role in popularizing branded and packaged olive oil. Following the partnership established with Arkas Holding in 2007, the company has continued its growth and today operates as a subsidiary of Arkas, carrying out its production and international activities.
A press gathering was held to discuss Kristal’s long-standing heritage, international growth strategy, and recent developments in the olive oil industry. The event was attended by Bernard Arkas, Vice President of Arkas Holding, Önder Türkkanı, CEO of Arkas Holding, and Vural Gözgeç, General Manager of Kristal Oil. Discussions covered a wide range of topics, including the company’s production strength across three countries, its position in the Turkish market, its new brand strategy, and the future of the sector.
While the Turkish olive oil market grew by 100% in 2025, Kristal achieved growth exceeding the market average. According to NielsenIQ’s 2025 retail measurement, Kristal ranked first in the olive oil category by volume, excluding discount retail chains. In 2026, the company ranked among the top two brands during certain periods of the year and notably increased its market share in the Marmara Region.
Bernard Arkas: “We Aim to Build a Lasting Turkish Brand on Shelves Around the World”
Commenting on Kristal’s international branding vision, Bernard Arkas, Vice President of Arkas Holding, said:
“Spain stands out for the scale of its olive oil production, Italy for its branding expertise, and Tunisia for its competitive production conditions. One of Türkiye’s greatest strengths lies in Anatolia’s rich olive varieties and deeply rooted olive-growing tradition. We need to build a story based on this heritage. Our goal is to see this richness represented in global markets through our own brands.
Kristal is a brand that has been part of consumers’ lives for 88 years and carries a significant legacy of trust. For us, however, the real challenge is transforming this heritage into a lasting source of brand value in international markets.
In the global olive oil trade, harvest volumes, prices, and customs conditions can change over time. Our production capabilities in Türkiye, Spain, and Tunisia allow us to adapt to varying market conditions while maintaining the presence of the Kristal brand in international markets. The country of origin of the product may change, but what matters to us is that the brand consumers trust and choose remains Kristal.
We want to create a Turkish brand that does more than simply export products to a market; we want a brand that maintains a long-term presence in those markets. That is why we view Kristal’s future not only in terms of production and exports, but also through the lens of international brand value. Our goal is for Kristal, born in Türkiye, to secure a stronger place on shelves around the world under its own name.”
Türkiye, Spain and Tunisia: Production Under a Single Brand Across Different Origins
Kristal’s production and quality infrastructure in Türkiye is complemented by the operations it established in Valencia, Spain, in 2018, as well as its production activities in Tunisia. While the facilities in Türkiye form the foundation of the brand’s manufacturing operations, Spain strengthens its ability to serve international markets with olive oils of Spanish origin, and Tunisia provides additional production flexibility, enabling the company to supply products to a wider range of markets. Olive oils produced in all three countries are marketed under the Kristal brand while preserving their respective origins. This enables the company to support product supply and maintain continuity of sales in international markets amid changing global trade conditions.
Kristal also continues to draw on the experience gained through its five-year participation in the TURQUALITY® Brand Support Program. The knowledge and expertise acquired through the program, which is designed to strengthen the presence of Turkish brands in global markets, continue to support the company’s international branding strategy.
Vural Gözgeç: “Our Goal Is Not Only Market Leadership, but Also Preserving Consumer Trust and Remaining an Accessible Brand”
Kristal aims to increase the daily capacity of its İzmir facility from 150 tonnes to approximately 200 tonnes per day through a planned upgrade. Having expanded its sourcing network, the company is also carrying out initiatives with olive growers and olive mills to enhance quality throughout the harvesting, pressing and storage processes. The physical, chemical and sensory analyses of its products have been conducted since 2014 at the Kristal laboratory, which is accredited by the International Olive Council (IOC).
Commenting on the company’s brand and market strategy, Vural Gözgeç, General Manager of Kristal Oil, said:
“In olive oil, quality is determined less by the scale of production than by the quality of the raw material, the production processes, and the controls applied throughout the value chain. When the right conditions are in place, it is entirely possible to maintain consistently high-quality standards even in large-scale production.
At Kristal, we want to share the knowledge and expertise we have built over the years with a wider consumer base. To support this goal, we have streamlined our product portfolio, creating a structure that caters to different needs and budgets. Strengthening our shelf presence in Istanbul and across national retail chains is also part of this approach.
Our objective is not only to achieve market leadership, but also to be the brand consumers trust for quality and can easily access.
Olive oil is a category that is highly sensitive to price fluctuations, and the growing interest in extra virgin olive oil in recent years indicates that consumer preferences are evolving. At the same time, expectations of a strong harvest, challenges in accessing financing, and international price competition remain key issues facing the sector.
A potential decline in prices in the coming period may help stimulate consumption; however, it is equally important that producers receive fair compensation for their efforts. In this regard, we consider the initiatives undertaken by the exporters’ associations to enhance the competitiveness of the sector to be valuable.
At Kristal, we evaluate growth not only in terms of sales volume, but also through the lens of product reliability, consistent quality, and consumer accessibility.”
The Key Drivers of Olive Oil Consumption: Price and Trust
According to data from the International Olive Council, olive oil consumption in Türkiye reached 200,000 tonnes in the 2024/25 season. While the prospect of lower prices driven by expectations of abundant supply is viewed as an opportunity to support domestic consumption, exporters’ associations are also putting forward proposals aimed at promoting olive oil exports. However, alongside pricing, consumer confidence in the product remains a critical factor in ensuring the healthy growth of the market.
In this context, the fight against adulteration and counterfeit products has become increasingly important. While supporting the inspection and public awareness efforts of the Ministry of Agriculture and Forestry, Kristal also places particular emphasis on strengthening traceability, especially in online sales channels. The company stresses that e-commerce platforms should take a more active role in product safety and oversight processes to help ensure consumers have access to reliable olive oil products.
Türkiye Collection to Reach Store Shelves in November
Launched by Kristal in 2023, the Türkiye Collection aims to promote lesser-known and increasingly rare indigenous olive varieties. The new-season selection, which will be introduced to the market in November, features extra virgin olive oils produced from the Domat variety, closely associated with the Akhisar region; Memecik, native to the South Aegean; and Saurani, cultivated in the Altınözü district of Hatay.
Bringing together the olive-growing traditions of three distinct regions, the collection offers consumers the opportunity to explore olive oil not only through its culinary uses, but also through the region and olive variety from which it originates. Through vibrant packaging designs that highlight the unique identity of each variety, the collection aims to increase awareness and appreciation of these local flavors, particularly among younger generations.
