engleski

Marketing standards of fruit and vegetables as an agricultural policy measure and their implementation in Croatia

Fruit and vegetables (F&V) sector is key sector in EU agriculture. It is of strategic importance representing 17% of the total value of agriculture production. Marketing standards are one of the basis of F&V common market organisation. This paper aims to explore the role of marketing standards of F&V, the importance of their introduction in Common Agriculture Policy (CAP) and to identify their level of implementation within the Croatian F&V sector. The research is based on ex post summative evaluation trough key informant interviews. The results indicate that the major importance of marketing standards introduction in CAP is their harmonization followed by protection of EU market. According to the results of the research level of implementation of marketing standards for F&V in Croatia is not entirely satisfactory.

agricultural policy; Croatia; fruit and vegetables; marketing standards

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