Placement of Small Producers in Large Retail Chains
Placement of Small Producers in Large Retail Chains

Author(s): Sandra Mrvica Mađarac, Zvonimir Filipović, Slobodan Stojanović
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Small producers; Large retail chains; “Field to Table”; “Eat What’s Worth It”; Research
Summary/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.

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