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    Oils, fats, and the rise of margarine in Turkey: A historical perspective
    (İstanbul Bilgi Üniversitesi, 2020) Abacıoğlu, Fevzican; Samancı, Özge
    ABSTRACT: This dissertation study follows a transnational company into its penetration into a market in a new country. The study examines how an existing production and distribution network could be transformed and how an ordinary consumer is convinced to accept a new product. Fats and oils, especially margarine are taken as the sample within the scope of this study. Fats and oils give a fertile topic that allows many different approaches as a subject. Their critical role in human evolution, being a fundamental necessity for the body, yet them being a privilege for the deserving since hunter-gathering communities, their ability to trigger the reward center of the brain and make us perceive food more deliciously, the sacredness it carries in many beliefs -from ancient mythologies to monotheistic religions- and many more meanings attributed to them make it an enjoyable subject to study. The dissertation starts with the deep-rooted history of the production and consumption habits in the hinterland of Turkey and Ottoman Empire. After that, it focuses on the entrance of a food company with one of the world's largest marketing budgets to Turkish market. The story of margarine which was newly heard in 1950’s, became a staple from the 1960’s and it’s eradication from the market since the 1990’s will be examined in this study in a historical context by examining the advertisements as well.