An exotic spice that is adding a burst of heat and sweet, smoky flavor to innovative and
traditional dishes not only in its native Sanliurfa, Turkey, but in gourmet emporia across
Europe and the United States, the Urfa Biber, or Isot as it is known locally, takes a star turn in a film by Istanbul’s WordSmith Advertising.
Urfa Biber, or Isot, is a member of the Capsicum annuum species that is native to the Sanliurfa Province in southeast Anatolia, in the heart of the Fertile Crescent formed by the Tigris and Euphrates River Valleys. Spicy yet smoky and complexly layered, the Urfa Biber is milder than many hot peppers and is comparable in heat to the jalapeno pepper.
Take a bite of virtually anything in Urfa and you’ll get a taste of Isot’s distinctive flavor because Urfans pepper everything with it. A darker cultivar of the Aleppo Pepper variety of Capsicum annuum that turns a purplish black when dried and cured, visitors find that they can’t part with this special pepper, which has begun to spread across the globe, breathing a hot breath of life into a range of cuisines. Today it can be found in Europe, Brazil and the United States, places where Turkish immigrants have settled or others have imported their culinary traditions.
Isot’s newest boosters are high-end spice emporia in New York and Los Angeles where people who are serious about spice just can’t get enough of the pepper’s combination of serious heat and exotic flavor.
Designed to highlight the travel appeal of Sanliurfa by introducing viewers to different aspects of the destination that intrigue and appeal to a range of personal interests and hobbies, the film “Potent Pepper: Turkey’s Exotic Urfa Biber” highlights the unique heritage and flavor of the pepper. It is part of a series of films about Sanliurfa developed by WordSmith Advertising as a proof of concept for the Sanliurfa Governor’s Office and Ministry of Culture & Tourism.
About WordSmith Advertising:
communications challenges, WordSmith has made a name for itself over fifteen years serving clients ranging from top global names in tourism and retailing to finance, heavy equipment, petroleum and more. Based in Istanbul, Turkey, WordSmith Advertising / AMIN Turkey is a member of the AMIN Worldwide Agency Network and was founded in 1996. On the web at www.wordsmith.com.tr and www.tanitimfilmiws.com, its other Sanliurfa films can be found at www.divinefish.com and www.urfa2012.com.