Review article
THE CASE OF THE PDO AND PGI LABELS IN THE CROATIAN MARKET
Ružica Brečić
orcid.org/0000-0003-3327-2187
; University of Zagreb, Faculty of Economics and Business, Zagreb, Croatia
Marina Tomić Maksan
; University of Zagreb, Faculty of Agriculture, Zagreb, Croatia
Jelena Đugum
; Ministry of Agriculture, Zagreb, Croatia
Abstract
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.
Keywords
protected designation of origin; protected geographical indication; food products; producers; Croatia
Hrčak ID:
220183
URI
Publication date:
30.4.2019.
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