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OPINION OF CROATIAN CONSUMERS ON TRADITIONAL DALMATIAN LAMB IN THE PROCESS OF OBTAINING A PDO LABEL

The protection of "Dalmatian lamb" with a protected designation of origin label (PDO) is based on the specific quality of meat of Dalmatian pramenka lamb and the traditional lamb breeding method in the geographic area that coincides with the breeding area of Dalmatian pramenka. Under the name "Dalmatian lamb", only the meat of lambs of Dalmatian pramenka (Croatian indigenous sheep breed), bred exclusively in Dalmatia, can be placed on the market. Although scarce in quantity, Dalmatian pastures are very rich in flora biodiversity (about 3, 500 different plant species with more than 7% of endemic species, among which there is a large number of steno endemic species of very narrow distribution). Recent research has shown that such pasture characteristics have a significant impact on the quality of lamb. In the process of obtaining a protected designation of origin label (PDO), which has recently been completed at the Croatian national level and is currently in the process at the EU level, a survey among Croatian consumers was conducted to determine the recognition of this product on the Croatian market, as well as consumer preferences considering similar products from other Croatian regions. The survey included a sample of 1, 034 consumers from all over Croatia. The research has shown that Croatian consumers recognize "Dalmatian lamb" as a traditional, high-quality, domestic product. Thus, almost 75% of the respondents recognize it as a particular type of lamb of better quality than others on the Croatian market. Almost 85% of the respondents use lamb regardless of type in their diet, but most (more than 58%) only on special occasions, mainly during folk festivals and family celebrations, especially if prepared in the traditional way (lamb on a spit). More than 85% of the respondents recognize Dalmatia exactly as a region known for the traditional way of preparing lamb during celebrations (lamb on a spit). Croatian consumers buy "Dalmatian lamb" due to its reputation on the market and the term's connection with the geographic production area.

Dalmatian lamb, PDO label, consumers opinion research

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