Miller Magazine Issue: 120 December 2019

51 COVER STORY MILLER / DECEMBER 2019 world food trends for 2020 and beyond, I see and worry that the sector does not discuss increasing the variety of products and redesigning its contents with common strategies and roadmaps. “As a phenomenon, design is a concept that goes beyond its own weight and importance at every point of our lives,” says Dear İsmail Gülle, the President of TİM (Turkish Exporters Assembly). Don’t say: “What’s flour got to do with design?” When a person utters “Design,” only apartment, table or glass should not come to the mind. In fact, this has been changed long ago. All of us see and experience this reality. The design has become a way of life. Whatever we do, we should add value to our work. That is, we should come up with a different product from the oth- ers. Value addition and development depend on how we design the work we do. As Turkish flour industri- alists, we are at the top of the world flour trade. If we want to maintain this power, we should add design and increase the value. There is such a trend in the world that, all we know about food and feeding has been changing. Vitamin and minerals to be added into flour, flour produced out of natural seeds, flour with fiber, flour with protein and so on… Differences to be created with food security, packaging, and storing conditions… In consequence, serving white beans on cooked rice in the past was different. But today, serving the white beans together with a sprig of sweet basil is to- tally different. If we, as the flour industrialists, want to be persistent in the top spots that we gained with our great effort and want to turn this short story into nov- els, we should comprehend the trend in the world’s baked goods’ sector, move forward and meet our customers’ requests beyond their expectations. This can be realized only by applying new and different de- signs into flour.