An Interview with Avni Ongurlar

How would you define the characteristics of a good baklava and Turkish delight, and how can people distinguish quality when they taste these sweets?

Avni Ongurlar: Defining the qualities of exceptional baklava and Turkish delight is an art form rooted in centuries of tradition and craftsmanship. To truly understand and appreciate quality, one must consider the ingredients and the creation process.

For Turkish delight, the choice of ingredients is paramount. We use the finest pistachios available, carefully selected for their quality. Many producers compromise by using subpar ingredients like glucose, but we never take shortcuts. Our commitment is to create products that are delicious and safe for consumption. We wish to pass this legacy down to our descendants and future generations.

Let’s delve into the process of crafting our Turkish delight. We begin with raw materials at the ready, including roasted pistachios, organic fruits, and starch. The key here is the water we use, which has a soft pH and includes zamzam water, a unique touch that connects tradition with modern taste. After a meticulous blending process, we introduce other ingredients, such as hazelnuts, pistachios, walnuts, and figs. This is where our authentic flavors are born.

Rest is a fundamental aspect of crafting Turkish delight. We allow our products to rest, which is essential for achieving the desired consistency and texture. Unrested products can lead to customer dissatisfaction, and we aim for our customers to experience the same exquisite taste whether they enjoy our Turkish delight immediately or a week later at home.

One critical aspect that must be considered is maintaining the right balance between the ingredients. Achieving this balance is essential for producing top-quality Turkish delight, requiring precision, skill, and experience. We never leave the boiler unattended, ensuring the product has perfect consistency.

As for baklava, the choice of pistachios plays a crucial role in its quality. We pride ourselves on sourcing the best pistachios in Turkey, and our long-standing relationship with a trusted pistachio merchant allows us to maintain this standard. We’ve never compromised on quality and always pay above-market prices for the finest ingredients.

Our products, including baklava and pastries, use the highest quality milk, specifically buffalo milk and premium baklava flour. This dedication to quality is a hallmark of Hafız Mustafa.

Ultimately, distinguishing quality in baklava and Turkish delight comes from a rich and harmonious blend of superior ingredients, meticulous craftsmanship, and a commitment to delivering exceptional flavors. This commitment has earned us recognition nationally and internationally, and I take immense pride in our continued success in these endeavors.

Your brand, Hafız Mustafa, has a remarkable history spanning one and a half centuries. What advantages and challenges does this extensive history bring, and how does it shape your mission?

Avni Ongurlar: Indeed, the legacy of Hafız Mustafa, which spans nearly a century and a half, is both a privilege and a responsibility. The advantages are manifold. First and foremost, we are blessed with a rich heritage and the weight of tradition, which instills a deep sense of purpose in everything we do. Our history is a guiding force, pushing us to maintain and elevate the standards set by those who came before us.

Being the second oldest company in Türkiye, with Hacibekir as our esteemed neighbor, gives us a unique sense of continuity and belonging. This proximity signifies more than just physical closeness; it symbolizes our shared commitment to preserving the essence of Turkish culinary art.

One significant advantage of being an old establishment is the energy or the legacy of energy we inherit from our predecessors. The name “Hafız Mustafa” carries a spiritual power that continues to inspire us. It’s not just a brand; it’s a living tradition that demands excellence and authenticity.

While some may attempt to imitate our style or products, we remain unfazed. We view it as a relay race where Hafız Mustafa has entrusted us with the flag. We’re not competing with imitators; we focus on upholding our quality and heritage.

The challenge, if any, is ensuring that we consistently meet the high expectations associated with the Hafız Mustafa name. This demands a commitment to quality, a dedication to preserving our cultural roots, and a deep respect for our customers. We’re making people happy through our treats; we take that mission to heart.

While our shop may get busy with queues forming, we never turn away a customer or break anyone’s heart due to the rush. Every individual is precious to us, and this approach, born from our history, has become one of our defining traits. Ultimately, being part of a brand with such a storied history is not just about inheriting a legacy but nurturing it. Hence, it continues to flourish and inspire generations to come.

What are the future goals of Hafiz Mustafa?

Avni Ongurlar: The future of Hafız Mustafa looks exceptionally promising, primarily because we derive immense pleasure from what we do. We have a unique business model – we don’t operate under a franchise system. Instead, we have 15 shops, all offering our products. Soon, within the next three or four months, we’re excited to establish an impressive store and factory in London. We’ve received substantial offers from around the world to expand through franchising, with the promise of significant financial gains. However, I firmly believe this isn’t the right path.

Money, while necessary, isn’t the sole driving force behind our decisions. It can be fleeting and isn’t a panacea for success. What truly fulfills us is the act of crafting exceptional products and sharing our culture in a meaningful way. It’s a source of great pride for me and my family to represent our heritage in this manner.

Hafız Mustafa has brought about a revolution in our production and manufacturing processes. We aspire to establish a presence in Germany, France, and the US. My grandchildren are growing up and receiving excellent educations, and they naturally are inclined to this business. They are resourceful and committed, two vital qualities in our work. As time goes on, we’re considering the possibility of continuing this legacy through the generations.

It’s important to note that while Hafız Mustafa 1864 has been serving, we’ve always respected and appreciated our dedicated team members who have worked alongside us. They carry our ethos and identity proudly. From a humble beginning with just six people, we’ve grown to a workforce of six hundred. We’ve even expanded our operations abroad, with a successful venture in Dubai, employing around 110-120 staff.

We took some of our shop assistants and skilled artisans, whom I trained in Istanbul, to Dubai, where they excelled. We consider ourselves role models in this sense. We don’t harbor ill feelings toward those who seek to imitate us, for we believe that if they improve and perfect their approach, they, too, can find success. Witnessing others achieve their goals brings us happiness, as we value success in all its forms.

What was the breaking point in Avni Ongurlar’s life?

Avni Ongurlar: Throughout my life, I’ve experienced moments of immense joy and times of adversity. However, I’m unsure I can pinpoint a single “breaking point” in my life. I attribute this to my wonderful upbringing from my parents, who instilled strong values and a resilient character. Additionally, the guidance and mentorship of skilled masters, the support of true friends, and the blessings of a rich culture have all played pivotal roles in shaping my journey. I am thankful for these factors and look forward to the future with optimism, hoping that the next phase of my life will be marked by good health, success, and prosperity.

What is Avni Ongurlar’s philosophy of life?

Avni Ongurlar: My life philosophy revolves around maintaining a positive outlook and striving to live humanely and compassionately. I aim to provide the same nurturing and upbringing to my children, grandchildren, and relatives that I was fortunate to receive. Being an exemplary individual and leading by example are principles I hold dear, and they contribute to improving my life and the lives of those around me.