The branding program Turquality, which is a blend word combined out of thewords "Turkish" and "quality", promotes Turkish brands that bear globalpotential so that the image of "made in Turkey" can become a brand recognized inworld markets. The main aim of this study is to introduce the branding programTurquality, to determine the general profiles of the food enterprises accepted bythe program, and to detect the positive and negative aspects of the process andfunctioning on the basis of the views of the businesses. The basis of the studyconsists of authentic data obtained from interviews with food enterprises viasurvey study. The survey study was carried out with 15 enterprises which agreedto make interview out of 24 businesses operating in the processed food andagriculture sector which have been chosen for the branding program Turquality.The results of study yielded many findings. First, the interviewed food businesseshave been found to be long-established businesses maintaining their businessoperations approximately for 39 years, and export operations to 57 differentcountries for 24 years. Second, these enterprises have been also found to be inTurquality program for 4 years. Third, it has been found out that the brand imageof Turkey does not influence in foreign sales. It has also been discovered that theybelieve that they may create a worldwide brand with the support of the program;however, they also stated that the speed of support payments are slow. Last, ithas been revealed that they remain agnostic as to the acception of unprocessedagriculture products, and that the program should be reconstructed for foodbusinesses.