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COMMUNITY SUPPORT /(pp. 12-13) ‘A breath of fresh air for the future’ by Yıldızlar Yatırım Holding Yıldızlar Yatırım Holding extended a helping hand to the “Geleceğe Nefes” (A Breath for the Future) campaign, which was launched by the Ministry of Agriculture and Forestry and received massive support from all segments across Turkey. Yıldızlar Yatırım Holding participated in the campaign with the vision leaving a greener Turkey to future generations and donated saplings on behalf of all its employees. Employees from Yıldızlar Yatırım Holding companies İGSAŞ, Yıldız Entegre and Yıldız Demir Çelik supported the “Geleceğe Nefes” project by participating in the event in Gebze - Pelitli Forestation Area. As part of the project, which targeted 63 thousand saplings in Kocaeli, 80 thousand saplings were planted while participation was 126 percent above target. Speaking about the campaign, Yıldızlar Yatırım Holding Board Member İlkay Ünal noted that Turkey is well aware of the importance of forests and has some of the best practices and examples in the world, “As Yıldızlar Yatırım Holding, we are very pleased to participate in this major campaign launched by the Agriculture and Forestry Ministry. The amazing interest that people from all around Turkey showed in the campaign is actually a sign of how much the country really needed such an awareness project and how sensitive our people are to such issues.” NEWS STORY / (pp. 14-17) Yıldız Entegre shines in exhibitions with its iYnnovative vision ıldız Entegre, the leading player of the forestry products industry, showcased its latest lines that bring warmth to living spaces in the 22nd Intermob Furniture Industry Fair at Istanbul TÜYAP on October 12-16, 2019, and later in Domotex 2020 – The World of Flooring Expo in Hannover on January 10-13. Yıldız Entegre introduced its innovative products and services to the visitors at the 22nd Intermob Furniture Industry Fair. Yıldız Entegre preferred a modern architectural approach and embraced the philosophy of “Following the Tree” for the design of its booth. The company’s Yıldız Home and Yıldız Trend branded products that lend to natural, decorative and warm living spaces were presented to industry professionals and business partners. The next stop of Yıldız Entegre was Domotex in Hannover, Germany. Known as one of the world’s top international expos for flooring, Domotex 2020 took place with 1,400 exhibitors from 60 countries as Yıldız Entegre made its mark with natural, healthy and innovative products. NEWS STORY / (pp. 18-21) İGSAŞ for the Love of Soil! İGSAŞ organized its 2019 Dealer Conference at Granada Luxury Hotel in Belek on October 24- 27. During the four-day event, organized with the theme “For the Love of Soil,” dealers that deliver İGSAŞ products to the farmers came together with İGSAŞ Board of Directors and employees. Marketing & Sales Director Ercan Karasu opened the event with a presentation. Karasu noted that İGSAŞ is set apart from the other companies with a team that can think differently and act in unity, and relationships built on mutual respect and team spirit. Next, İGSAŞ General Manager Turan Tok took the stage and underlined that they never compromise on quality of the fertilizers, both their own production and also imported, adding that sufficient inventory is always available for their dealers. Then, Board Member Hakkı Yıldız took the stage and began by saying that ensuring customer satisfaction is a top priority for the company. He also mentioned that İGSAŞ undeniably has an important share in the success of Yıldızlar Yatırım Holding. Yıldız emphasized that İGSAŞ cannot exist without dealers and employees, and added that they see it as a necessity to spend what they earn in the country to also spend in this country. After that, guest speaker İrfan Donat, Bloomberg HT Agriculture Editor, addressed the participants. EXPERT OPINION / (pp. 22-25) On marketing and brand with Güven Borça, Turkey’s first brand consultant Güven Borça, Turkey’s first brand consultant, talks about the difference between marketing and branding, how Turkey can create a global brand and his collaboration with Yıldız Entegre. Borça says: “We are working with Yıldız Entegre. A transformation process took place for brand architecture. They switched to a structure with three pillars: Yıldız Home, Yıldız Trend, and Yıldız Master. Yıldız Entegre’s logo was changed. We are trying to clarify this process and form a basis for the hierarchy among the brands. This is how the brands will gain prominence. Working with Yıldız Entegre is very exciting. We visited wood floor fitters, chipboard workers, dealers, producers; this is the question we got: The marketing efforts of the last two years yielded very positive returns. “ NEWS STORY / (pp. 26-29) HMeightened awareness about disasters aintenance Mechanic Taner Gümüş, who has worked at Yıldız Demir Çelik since June 2018, has always been interested in mountaineering and nature from a young age and this evolved into volunteering for AKUT (Search & Rescue Association). Gümüş told us about how he became a part of AKUT and why search and rescue efforts are so important. When he was a student at Kocaeli University, he discovered AKUT as a member of the Mountaineering Club. On December 1, 2019, he participated in the search and rescue mission together with 30 AKUT members to find the two amateur mountaineers who disappeared in Uludağ. Gümüş, who later took part in numerous AKUT missions says that he will go on to operations and continue to try to save lives as long as he can. He adds that Turkish people are a community that loves to help but awareness about search and rescue is not quite common. He explains that the operations and training programs of AKUT may change depending on the disaster’s type and notes that response and rescue methods and techniques varies: “We don’t take volunteers who are not trained about winter conditions and avalanches to an avalanche site or volunteers who are not trained about earthquakes to an earthquake site. We take volunteers who are well-trained in that specific type of disaster to the respective missions.” 57