Professional paper

OLIVE OIL – PRODUCTION AND MARKETING ASPECTS

Anita Silvana Ilak Peršurić ; Institut za poljoprivredu i turizam, Poreč, Hrvatska
Linda Juraković ; Visoka poslovna škola, Poreč, Hrvatska

Abstract

This paper deals with programs of olive growing development on the state and county level, and with production and marketing of olive oil. The focus is on family farms, the basic carriers of agricultural activities and olive oil production in Istria county. Limitations of production capacity and organizational weaknesses of family farms were explained because they indirectly affect marketing possibilities. Calculations of olive production price and olive oil price were done and costs of possible marketing activities which could be useful to family farms. The starting hypothesis is that the prices of olives and olive oil in bulk are competitive and there are consumers to sell. Production aspects of family farms are small areas and therefore a small scale marketable production. For most family farms marketing costs (bottle equipment, marking geographic origin, marketing promotion and other marketing activities) are too high for individual olive oil marketing under one's own brand. Marketing activities should be organized for a group of family farms, either on the county level or wider, while the image of olive oil should remain as a natural, healthy product with geographic origin.

Keywords

marketing; olive oil; Istria county

Hrčak ID:

26548

URI

https://hrcak.srce.hr/26548

Publication date:

25.7.2006.

Article data in other languages: croatian

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