Naslov
The case of the PDO and PGI labels in the Croatian market

Autori
Brečić, Ružica ; Tomić Maksan, Marina ; Đugum Jelena

Izvornik
International journal of multidisciplinarity in business and science (1849-0581) 5 (2019), 7; 63-70

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, ostalo

Ključne riječi
protected designation of origin, protected geographical indication, food products, producers, Croatia

Sažetak
This research is a first step towards outlining the profile and motives of Croatian producers concerning their PDO/PGI food production practices. This paper is aimed at the producers’ perception of the success of protected products production as well as of marketing activities used to enhance the success of such products. The primary research method employed for the study was in-depth interviews with 17 producers of PDO olive oil and 6 PGI Dalmatian prosciuttos. Research results showed that protected product producers find that their biggest problem is an insufficient education of Croatian producers on PDO/PGI labels and high costs needed for the product protection and control process. Bureaucracy and costs of implementation, together with a lack of consumer knowledge, are likely to prevent rapid future adoption in the Croatia. However, producers of both types of products consider that greater success requires greater investments into marketing activities during a longer period of time. The paper concludes with several observations drawn from the data as well as implications for managers and researchers.

Izvorni jezik
Engleski

Znanstvena područja
Poljoprivreda (agronomija), Ekonomija

Napomena
This paper is based on research undertaken as part of Horizon 2020 Project Strength2Food.

POVEZANOST RADA