Pastoral Valley Farm Immersion in Organic Living

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POSTARAL VALLEY: ON FARM FOOD PROCESSING
AND DIRECT SELLING IN THE AEGEAN SEASIDE OF THE
FETHİYE, TURKEY
MODULE 1
CASE STUDY- 2

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POSTARAL VALLEY
FARM DESCRIPTION
HISTORY AND FARM DESCRIPTION
A SPECIAL PLACE FOR PEOPLE WEARY OF CITY LIFE TO REALIZE THEIR
DREAM OF A NATURAL LIFESTYLE IN FETHIYE/TURKEY
Pastoral Vadi Organic Eco Farmis in Yanıklar Village near Fethiye and occupies
42,000 sq.m. of land in the middle of a vadi, surrounded by pine forest, with a river
as one of its boundaries. We are committed to organic growing, an ecological
lifestyle and offering holidays on our farm where all buildings are ecologically
designed, constructed of stone, wood or mud-brick and available to let 12 months
of the year. Pastoral Vadi is a place where you can escape the stress and
frustration of high tech city life and return to a natural, calm, unhurried lifestyle
indeed “a village life” will be yours during your holiday on the farm...
Whilst staying at Pastoral Vadi you will eat traditional, healthy Mediterranean food
prepared from locally grown organic ingredients. All foods not actually grown on our
farm are sourced from other local growers who are members of the ‘Organic
Growers Association’. We pride ourselves on the high standards we strive to
maintain in the growing of our fruit and vegetables, and the natural tastes you will
encounter are one of the highlights of the eco lifestyle at Pastoral Vadi...

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POSTARAL VALLEY
FARM DESCRIPTION
If our guests wish they can get involved in work on the farm, or take part in
workshops based on local culture and handicrafts like kilim weaving, simple clay
pottery making, basket making or producing a range of traditional preserves such
as jams and pickles. At Pastoral Vadi we also offer workshops for children where
they can make spinning tops, kites, model aeroplanes or try their hand at learning
to bake bread or börek. We offer activities for making things for children of all ages,
instead of playing computer games, they can make things which will become
memorable souvenirs of their stay…
The cost of staying at Pastoral Vadi includes “everything which grows on the
farm”. Breakfast, and dinner are included, as are all snacks between meals,
anything you make in workshops or from materials in the kitchen or garden together
with all tea, coffee, herb teas – there are no limits on any of these. If you want
carbonated or alcoholic drinks you are welcome to buy them yourself and bring
them to the farm. We say “buy it in the market and pay for it in the market” then
you can consume them at the farm.
Your holiday at Pastoral Vadi is designed to immerse you in the “beauties of
nature”….welcome to our model of pastoral farm life.

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POSTARAL VALLEY
FARM DESCRIPTION
When we first set up Pastoral Vadi we decided our main crop would
be Valencia type oranges and, along with some lemon, olive, pomegranate and
other fruit trees, we planted around 900 saplings. These have now grown, all give
good crops and we are thinking of introducing new varieties…
In between the rows of fruit trees we grow vegetables and fodder plants. In
accordance with our organic (IMO) certification we grow tomatoes, peppers,
aubergine, artichoke, cos lettuce, onions, green beans and other vegetables. All
our crops go to feed our guests and people working on the farm, some are stored
for future use, and any surplus is sent to be sold in the market and help meet the
expense of running the farm.
We keep chickens, ducks, sheep and a cow which are all reared on organic
fodder/grain.

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POSTARAL VALLEY
FARM DESCRIPTION
We grow grapes to make organic wine. We were all proud of the quality of last
year’s wine. We are also pleased to announce that we are now self-sufficient in
terms of olive oil and home-made soap.
In workshops at Pastoral Vadi, and also with the help of local retired villagers, we
produce pickles, preserves, jams, dried pasta, dried vegetables and fruit which
have to be tasted to be believed. For those committed to an organic diet we have a
huge range of products for you to try…
Our aim now is to extend our range of foods and become even more self-sufficient

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POSTARAL VALLEY
FARM DESCRIPTION
When we first set up Pastoral Vadi we decided our main crop would
be Valencia type oranges and, along with some lemon, olive, pomegranate and
other fruit trees, we planted around 900 saplings. These have now grown, all give
good crops and we are thinking of introducing new varieties…
In between the rows of fruit trees we grow vegetables and fodder plants. In
accordance with our organic (IMO) certification we grow tomatoes, peppers,
aubergine, artichoke, cos lettuce, onions, green beans and other vegetables. All
our crops go to feed our guests and people working on the farm, some are stored
for future use, and any surplus is sent to be sold in the market and help meet the
expense of running the farm.
We keep chickens, ducks, sheep and a cow which are all reared on organic
fodder/grain.
We grow grapes to make organic wine. We were all proud of the quality of last
year’s wine. We are also pleased to announce that we are now self-sufficient in
terms of olive oil and home-made soap.

7
POSTARAL VALLEY
FARM DESCRIPTION
In workshops at Pastoral Vadi, and also with the help of local retired villagers, we
produce pickles, preserves, jams, dried pasta, dried vegetables and fruit which
have to be tasted to be believed. For those committed to an organic diet we have a
huge range of products for you to try…
Our aim now is to extend our range of foods and become even more self-sufficient .
You can come on holiday to Pastoral Vadi twelve months of the year and always
find a taste of genuine countryside living in the midst of natural beauty, and take
part in our local crafts workshops from which you can gain new skills. Relaxing in
the peaceful atmosphere is great for your health and, if you feel the urge, you can
join in yoga or photography sessions.
During your stay at Pastoral Vadi you will be living in a place where we strive to
exist in harmony with the environment, to ensure that all products we use are
healthy, and as far as possible everything is recycled…

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POSTARAL VALLEY
FARM DESCRIPTION
If you have never stayed on a farm before, we will introduce you to the soil, the
agricultural methods and the crops – a timeless cycle. When you escape from the
concrete environment of towns and cities and the high-speed lifestyle found there,
you will feel yourself relax as you encounter nostalgic aspects of a slower pace of
life; you will be refreshed and may even feel younger and more energetic…
The fast pace of town and city life can result in intense tiredness and fatigue which
we often see amongst our guests at Pastoral Vadi. A stay on our farm will
ensure:you live in the midst of natural beauty,
you eat natural foods,
you exercise by taking part in sports or working on the farm
in a natural environment,
you discover new skills and pastimes,
you forget about stress
you leave with renewed energy...

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POSTARAL VALLEY
FARM DESCRIPTION
When we first decided to establish Pastoral Vadi Eco Farm in Yanıklar village
these were our initial aims:
to work together with our neighbours to farm organically, from sowing to harvest,
to protect biological diversity in the natural environment,
to strive to return to a traditional lifestyle as an antidote to the fast pace of modern
life,
to recycle as much as possible,
to create a model for the use of renewable energy sources,
to revive lost or endangered traditional arts and crafts,
to revive lost and forgotten aspects of a ‘Pastoral Life’,
to make all of the above available to everyone by offering holidays on the farm.
We are now pleased to state that we have achieved all of the above and more…

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POSTARAL VALLEY
FARM DESCRIPTION
One of the best things that happened in the early days of the farm was our meeting
with a family who run a pension, Yonca Lodge, on the beach and who had been
involved with protection of loggerhead turtles for some time. Our working together
with Yonca Lodge in the context of eco lifestyles and organic farming, led to a new
aim to engage the whole village. Starting with organic growing, then with
preservation and revitalization of natural and cultural values, and going on to
refurbishment of old stone and mud-brick village houses for use as pensions we
formed an association for the village. Thus our wider Pastoral Life project began
and it is still developing.
Pastoral Vadi and Yonca Lodge, as the first examples of the Pastoral Life
project, are members of Buğday (the Association for Support of Ecological
Lifestyles) and are also included in TaTuTa’s (Ecological Agriculture, Tourism and
Trade) ‘Visits to Eco Farms’ programme.
If you would like more information, please visit the websites below:
www.bugday.org
www.tatuta.org

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POSTARAL VALLEY
FARM DESCRIPTION
DATA & FIGURES OVERVIEW
PROPERTY EXTENT
Land: 42 da
 Ecologially designed rooms for 12 months and pension with restaurans
 Valencia type oranges and, along with some lemon,
 Olive, pomegranate and other fruit trees,
 Planted around 900 saplings,
 Grapes to make organic wine
 Pickles, preserves, jams, dried pasta, dried vegetables and fruit
 Chickens, ducks, sheep and a cow which are all reared on organic fodder/grain.
AGRICULTURAL PRODUCTS
Animal production : Poultry products, sheep and cow
Plant production : Organic vegetables, fruits and citrus.
FOOD PRODUCTS
Fresh and on farm processed fruits, vegetables, jams,
organic wine, olive, soap, organic animal products

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POSTARAL VALLEY
FARM DESCRIPTION
DATA & FIGURES OVERVIEW
ACTIVITIES
Organic agriculture
Organic animal production
On farm food processing
Agrotourism
Direct selling
ON FARM FOOD PROCESSING and DIRECT SELLING
Fresh and on farm processed fruits, vegetables, jams,
organic wine, olive, soap, organic animal products.
Direct selling at their own pension restaurant to the tourists
and neighbours
COMMERCIALISATION
Direct selling to own pension restaurant to the tourists
and neighbours

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ON FARM ANIMAL AND PLANT
PRODUCTION
&
ORGANIC FARMING
&
AGROTOURİSM
KEY PROCESSES
PROCESSING, MANUFACTURING
AND MARKETING
ACTIVITIES ON FARM AND
IN PENSION
POSTARAL VALLEY
PROCESS GRAPHIC REPRESENTATION

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Process Description Competence Description Level
Knowledge on organic and
ecological products on farm.
To be able to know organic and
ecological products
2
Production of organic products on
farm, harvesting and storage
To be able to produce organic
products on farm
2
Using on farm food processing
methods
To be able to know food processing
methods on farm
2
Knowledge on on farm food
product preservation and storage
To be able to have knowledge on
product preservation and storage
2
Use traditional on farm processing
technologies for agrotourism and
own restaurant
To be able to know traditional on farm
foods
2
POSTARAL VALLEY
KEY PROCESS DESCRIPTION
ON FARM FOOD PROCESSING

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Knowledge on basic agrotourism
activities
To be able to know basic agrotourism
activities
2
Use on farm selling strategies and
pick your own-U pick marketing
To be able to perform U-pick 2
Using roadside, farmgate
marketing strategies.
To be able to use and know roadside
and farmgate marketing and their
legislations
2
Use e-commerce marketing
startegies and daily legislations
To be able know e-commerce
marketing legislations
2
Know and use labelling and
certification methods of different
type of food processing and
marketing instruments such as
Kosher, Halal and organic
certifiaction
To be able to know and apply labelling
and certification of foods for direct
selling
2
POSTARAL VALLEY
DIRECT SELLING

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Knowledge on organik grape
production and making organic
wine
To be able to plant organic grapes and
make organic wine.
3
Know and produce jam technology To be able to make jam 3
Know the organic animal
production and legislations for
organic production
To be able to know organic production
legislations
3
Apply food safety and hygiene
conditions on farm food
processing
To be able to apply food safety
procedures
3
Know to plant organic citrus
production and processing of
citrus
To be able to know organic citrus
production and processing
3
POSTARAL VELLEY
ON FARM FOOD PROCESSING

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Knowledge on agrotourism based
marketing strategies
To be able to know marketing in
agrotourism
3
Know direct selling of pecific
products to the customers in
pension
To be able to know direct selling of
specific products
3
Knowledge on e-commerce
legislations and international rules
To be able to know international
legislations on e-commerce
3
Know methods of direct selling of
organic and ecological farm
products
To be able know direct selling of
organic products
4
Know direct selling strategies on
farm to the tourists
To be able to know on farm direct
selling methods to the tourists
4
POSTARAL VALLEY
DIRECT SELLING

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POSTARAL VALLEY
INNOVATION & SWOT ANALYSIS
KIND OF INNOVATION STRENGTHS &
OPPORTUNITIES
WEAKS &
THREATS
Postaral Valley is one of the
first model farm and eco
tourism operation for on farm
food processing and direct
selling in Turkey. The farm
produce both organic animal
products and fruit/vegetable
products on farm. They also
produce organik brand wine
and jams. The administrative
board has an holistic and
global vision and they last
challenges are oriented today
to the nutraceutical niche
markets by producing organic
and traditional foods for direct
selling to the tourists or serve
them at the restaurants.
Postaral Valley has
advantages and
oppurtunities because it is
located in the most
popular touristic place,
Fethiye. It has special
consumers and pension
is popular with ecological
life stayle.
New farms use the
same startegy in the
same region.
They can also directly sell
their organic products to
the big hotels for 12
moths if they can produce
more.
Production costs in
organic on farm food
production and
processing are
getting increasing to
compete with
intensive production.

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POSTARAL VALLEY
FARMER’S ADVICE
“Agrotourism, produce
organic and ecological
products for customer of
pension on farm
and on farm food processing
will quarantee the market by
direct selling on farm..
“Direct selling is also the shortest
way of marketing.
It has many advantages because
Farmers do not
Need to have a market and a tool.
Increasing oppurtunities by the means
of internet direct celling methods
are developed”

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POSTARAL VELLEY
PHOTO GALLERY & VIDEO

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POSTARAL VALLEY

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POSTARAL VALLEY

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POSTARAL VALLEY

POSTARAL VALLEY
http://www.pastoralvadi.com/
www.youtube.com/watch?v=vgsffWhJJmY

Pastoral Valley Farm Immersion in Organic Living

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