engleski

Organic food marketing in Croatia - producer's perspective

Purpose: The concept of sustainable development is present for decades in the global agriculture and the modern man is more and more aware of the impact of the quality of food on his health and overall quality of life. However, Croatia has only about 300 farmers who define their production as organic, despite the significant price premium on such products. Given the growth of organic food production in Europe and the existing possibilities for the development of Croatian organic food markets, but also the fact that Croatia’s organic food manufacturers marketing knowledge is limited and so marketing of their products is almost completely undeveloped, the application of marketing will have a key role in its development. The aim of this paper is to determine the state of the organic food marketing in Croatia and problems present from producers’ perspective, as well as indentify its development potential, direction and dynamics. The role and impact of government and regulation is also to be indentified and analyzed, with special concern on Croatia joining the European Union. Methodology: Methodology which was used in this paper is based on secondary (desk) and primary (field) research. Within the framework of secondary research, the relevant domestic and foreign literature with the topic of consumer behaviour, marketing strategy, competitive advantage, organic agriculture and sustainable development was used. Within the framework of primary research, the method of in-depth interviews with officially certified producers of the organic food in Croatia was applied. The interview is divided into 3 major sections: production process itself, 4Ps (product, price, promotion, place) and development forecast.

organic food; Croatia; marketing; sustainable development

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