Placement of Small Producers in Large Retail Chains

Sandra Mrvica Mađarac – University of Applied Sciences “Lavoslav Ružička” in Vukovar, Županijska 50, Vukovar, Croatia

Zvonimir Filipović – University of Applied Sciences “Lavoslav Ružička” in Vukovar, Županijska 50, Vukovar, Croatia

Slobodan Stojanović – University of Applied Sciences “Lavoslav Ružička” in Vukovar, Županijska 50, Vukovar, Croatia

Abstract: In the Republic of Croatia, there are almost no retail chains in which a large representation of domestic products has not become a de­velopment and marketing imperative. Small producers need to know how and in what way to market their products in order to reach the market and increase their sales. Several strategies can be used when placing products of small producers in retail chains. One of the strategies is “Field to Table”. This strategy is part of the EU’s green plan, and it aims to respond to the challenges of sustainable food systems. With the “Field to Table” strategy, the inextricable mutual connection between healthy people, healthy soci­eties and a healthy planet is confirmed, with an emphasis on high quality and geographical origin. The strategy “Eat What’s Worth It” is implement­ed by the Croatian Chamber of Commerce to increase the consumption of local products and raise the culture of their consumption. Domestically pro­duced products have become a business imperative for large retail chains, and they implement various marketing campaigns to increase their sales and find the appropriate market segment of customers. For the purposes of this paper, research was conducted on the position of small domestic pro­ducers in large retail chains and strategies and marketing campaigns that are implemented in the marketing of their products.

LIMEN Conference

9th International Scientific-Business Conference – LIMEN 2023 – Leadership, Innovation, Management and Economics: Integrated Politics of Research – CONFERENCE PROCEEDINGS, Hybrid (Graz University of Technology, Graz, Austria), December 7, 2023

LIMEN Conference Proceedings published by the Association of Economists and Managers of the Balkans, Belgrade, Serbia

LIMEN Conference 2023 Conference Proceedings: ISBN 978-86-80194-78-3, ISSN 2683-6149, DOI: https://doi.org/10.31410/LIMEN.2023

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

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