MARKETING HELLIM / HALLOUMI CHEESE: A COMPARATIVE STUDY OF NORTHERN AND SOUTHERN CYPRUS

Traditional Cyprus cheese, known as hellim in the Northern part of Cyprus (the Turkish Republic of Northern Cyprus) and halloumi in the Southern part of Cyprus (the Republic of Cyprus) is a unique cheese product known for centuries. Nowadays, as the industrial production of hellim / halloumi cheese is developing, and the product starts to gain its popularity on external markets, ongoing issues of obtaining geographical indications are taking place. The aim of the study is to compare approaches used both by the Northern and Southern Cyprus producers to market their traditional cheese on export markets. The results show that both parts of the island have agreed on the recipe of the hellim / halloumi cheese. Currently, the Southern Cyprus has double the capacity to produce, and the price on the export markets is 40% higher. The main export markets and marketing strategies used by the two parts of the divided island are very different, thus, the author concludes that the Southern and the Northern Cyprus are not direct competitors when it comes to exporting and marketing their traditional cheese and can obtain geographical indications together, as it would benefit both.