engleski

GLOBAL AGRICULTURAL ENVIRONMENT AND CROATIAN AGRICULTURAL CHALLENGES – CAN BRANDING HELP?

The primary function of agriculture, the oldest economic activity, consists of food production, i.e., nutrition of the population, but for most farmers agriculture presents a lot more, it is their way of life. The role of agriculture is great and multidimensional, both for a small country like the Republic of Croatia and for the community of states - the European Union. With the accession of the Republic of Croatia to the European Union, the issues of production, sales and marketing of agricultural products in the European Union are directed to the EU's common agricultural policy, whose advantages are reflected in unique and common conditions and appearances in world markets, but at the same time pose a major challenge for producers. Negative trends in employment in the agricultural sector and decreasing value-added agriculture as a percentage of the total GDP, in the Republic of Croatia, in the European Union and in the world, could be challenged by branding agricultural products, as well as branding agriculture. Even though agriculture, as an important sector of the economy, is not very popular, marketing activities are popular. Those activities, such as branding for example, should popularize agriculture and indirectly involve youth labour force in the agricultural sector.

agriculture, employment, GDP, branding

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