Factors of Development of Organic Food Supply in Serbia
Faktori razvoja ponude organske hrane u Srbiji
Abstract
Organic production has developed as a result on expressed environmental degradation, deterioration of food quality and increasing treat to human health. It is a very profitable mode of production which is still underdeveloped in Serbia and the clearest evidence of this is the limited supply of organic food. Using the model of development of organic food supply in Serbia as a basic model of analysis, the author identifies and clarifies key factors that determine its development. The results of analysis reveal that the most important factors are: significant natural potential, a number of internal and external factors as well as ever-growing global demand. Special place is reserved for marketing as the most important factor which significantly hampers the development of domestic organic food market and restricts the export of this products to many foreign markets. The main feature of the business of Serbian organic producers is undeveloped and not adapted marketing mix to customer requirements. Only in this way, understanding each of these factors can be expected creating a larger and more diverse supply and improving the competitiveness of domestic producers. As key contribution to the topics, alternative strategies for development organically produced food in Serbia, supported by the list of measures and activities for implementation, will be given.
Apstrakt
Kao reakcija na sve izraženiju ekološku degradaciju, pogoršanje kvaliteta hrane i sve većeg ugrožavanja zdravlja ljudske populacije razvija se organska proizvodnja. Reč je o izuzetno profitabilnom načinu proizvodnje koji je u Srbiji još uvek nedovoljno razvijen a najjasniji dokaz za to je ograničena ponuda organske hrane. Koristeći se modelom razvoja ponude organske hrane u Srbiji kao osnovnim modelom analize, u radu su identifikovani i rasvetljeni faktori koji determinišu njen razvoj. Rezultati analize otkrivaju da u najvažnije faktore spadaju: značajan prirodni potencijal, brojni interni i eksterni činioci, kao i stalno rastuća tražnja na međunarodnom tržištu. Posebno mesto pripada marketingu kao najvažnijem internom faktoru koji značajno ograničava razvoj domaćeg tržišta organskih prehrambenih proizvoda i ograničava izvoz datih proizvoda na brojna inostrana tržišta. Osnovna odlika poslovanja srpskih organskih proizvođača je nerazvijenost i neprilagođenost instrumenata marketing miksa zahtevima potrošača. Jedino na ovakav način, razumevanjem svih navedenih faktora može se očekivati formiranje veće i raznovrsnije ponude i unapređenje konkurentnosti domaćih proizvođača. Kao ključni doprinos rada navedenoj temi, u zaključku su ponuđene alternativne strategije razvoja ponude ove kategorije proizvoda uz navođenje konkretnih mera i akcija koje su nužne za njihovu realizaciju.
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