Agronomy journal, Vol. 75 No. 1, 2013.
Review article
CROATIAN ORGANIC PRODUCTS IN THE EU MARKET
Anita Rengel
Abstract
Increase of environmental awareness and of concern for the health leads to an increase in demand for organically produced food. This trend is particularly growing in the European Union, which Croatia will join soon as a full member. But, despite rich natural resources and predispositions that Croatia has for organic farming, eco-products market is still to be developed. It is inevitable that the Croatian organic product market has great potential in the European Union, but the placement on the market is a big challenge which must be dealt with as soon as possible by all the agents involved in the process – from manufacturers and experts to the Croatian legislature. It should also be kept in mind that the great potential lies in tourism as the possible distribution channel as well as in the local traditional products that already have been recognized in foreign markets. Croatian organic product, to be competitive and recognizable in the European market, must go through many stages of growth - from the establishment of quality criteria through differentiation and selection of marketing strategies to carefully thought out and executed branding.
Keywords
organic production; Croatian ecological product; competitiveness; promotion; product placement; EU market
Hrčak ID:
108604
URI
Publication date:
13.9.2013.
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