Preliminary communication

The production of olive oil in the case of family farm: from tradition to innovation

Zorana Tolomir ; Poljoprivredni fakutet Univerziteta u Beogradu, Nemanjina 6 11080 Zemun
Katarina Stojšić ; Poljoprivredni fakutet Univerziteta u Beogradu, Nemanjina 6 11080 Zemun

Abstract

The production of olives and olive oil has a long tradition, both in Dalmatia and on the farm that was analyzed in the paper. Olive oil, in addition to wine, has been important for Dalmatia for centuries, primarily for economic reasons. The paper analyzes the production of olive oil on a small family farm, which is located in Dalmatia. There are two ways of olive oil production on the farm, which were introduced in response to the specific needs of Belgrade consumers, because the entire production of olive oil is sold directly to consumers in Belgrade. In order to create a picture of the preferences of olive oil consumers, it was necessary to examine consumer behavior. This paper presents some of the most important findings that the authors came to, on the basis of qualitative research conducted in Belgrade. Using the in-depth interview method, consumer behavior was examined. Respondents on the Belgrade market stated that they have more confidence in small producers of olive oil, but due to their ignorance of small producers, they buy more often in supermarkets. Although the farm does not use any marketing channel, due to excessive demand on the Belgrade market, the farm manages to sell the entire amount of olive oil produced.

Keywords

olive oil, Dalmatia, Belgrade, direct sales, innovations

Hrčak ID:

280453

URI

https://hrcak.srce.hr/280453

Publication date:

30.6.2022.

Article data in other languages: croatian

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