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Cook Presentation

It all started in 1974, with NASAŞ: Turkey’s 1st flat aluminum producer being founded.

Yeah.. nice begining..

Then, these guys produced the first household aluminum foil and marketed in 1977.

Pretty cool packaging.

Around this time,
Ayla, who is a young and typical Turkish woman, was 20 years old and newly married.
She was a housewife and she had to cook everyday. Thank goodness she loved cooking. But.. so… you know, she still had to be creative.
Although she tries new recipes from day to day, she had certain problems such as..
Her meals were dry and not juicy enough.
Trays were a mess after each cooking session and she was feeling exhausted just cleaning them.
She also realized her meals were half cooked half not. This, she never understood.. She was a good cook.
Most of the times, meals were sticking to the tray and she was hating it. Yikes!

She had to find a solution…
She needed something very easy to use, something that facilitates fast cooking and turn her meals to be delicious every time, multi-purpose, easy to clean, easy to shape,…
What could that be ? ..

One day, while shopping, she saw a new product on the shelves: Aluminium Foil.
But wait… She heard about it before…

She remembers that she definitely saw this product on magazines and newspapers but also heard about it from her friends and neighbours in the course of a gathering.

With aluminum foil, chicken they were cooking was juicy, well cooked and delicious. At least that what they said.. Even better, they were not loosing hours in the kitchen trying to clean the oven trays.

It was like magic!

Hmm.. She was curious... So, she decided to give it a try and put it in the basket right away.
She tried it away and loved it immediately! She was not loosing hours in the kitchen anymore and instead, she was spending some quality time with her precious family.

Yeap! It now had a permanent place in the kitchen drawer.

Over the years, she used it many times with many purposes.. such as cooking, storing food and even covering certain surfaces!

As time flies, technology developed and the world became a more global marketplace. As a result of that, other product alternatives have entered the scene.

Well.. that was expected.

First, roasting bags introduced. Then, cling film and baking paper marketed respectively in Turkey by Sedat Tahir under the brand COOK.

As many people in Turkey, Ayla loved them as well.

Eventually, although foil itself was a multipurpose product with many qualities, other products have also found place in Ayla’s kitchen drawer for themselves with their own unique benefits.

In the light of all these developments, from 70s to today, 2024, market and consumer behaviors have changed substantially through many factors. And of course these changes affected the household foil usage in considerable amount.

On the other hand, there were also concerns about health in the society.. such as.. if there ise a relationship between foil usage and certain diseases like Alzheimer’s disease because of the migration of aluminum into foods while cooking. These concerns were fueled up over time because of the misinformation speculating around through social media, TV programmes, newspapers, magazines, books and especially social media.
There were also regulations made by the government limiting the usages of foil, affecting both consumers and producers at the same time. Oops.. as Sedat Tahir, we even received a warning from government concerning one of our foil packages which has an image of using aluminum foil for cooking. We had to call all the products back and design a new packaging all over again. Then we added a warning which says… well this 😊

Then you know there is also the fact that we have been through a big pandemic. When it came around, economy and spending habits of society affected strongly and price has also become the concern for many. As a result, people altered their usual preferences concerning many products and our aluminum foil is also one of many.

But we love data, right?
Here, you can see, today word-of-mouth is still the biggest source of information which people trust, in Turkey. Yeap, we love talking!

Well, coming to the end of our story..
Considering all these tons of factors but mainly economic situation and perceptions about the usage of the household foil; today people use many alternative products for cooking and started to use aluminum foil mainly with the intention of preserving foods.

But don’t you ever think that it is enough. As we said people are creative..

They also use foil to style, decorate, have fun and more! Looks like we are not going to give that shiny thing up soon. We love it so much to do so still!.