FRUIT MARKETING PROBLEM IDENTIFICATION AND MANAGEMENT

Market and marketing performance of the Slovenian fruit growing industry reflects weaknesses, that are revealed through domestic and foreign trade patterns.
The efficiency of the industry is threatened by product oriented business behaviour, high level of households’ self-sufficiency and structural weakness of the whole marketing channel.
Therefore, on the business level, “first quality product” practice has to be mastered, supported by pre-harvest and post-harvest quality control and cost reducing management.
On the institutional level, production and marketing association of producers and vertically integrated marketing channels have to be organised.
Market growth and cost reducing strategies have to be in the very centre of business aspirations of the every single fruit grower as well as of the whole industry.

XXV International Horticultural Congress, Part 14: Horticultural Economics at Micro and Macro Level, International Trade and Marketing, International Cooperative Programs, Relations between Research, Development, Extension and Education

K. Vadnal

fruit, marketing, management, production, consumption, Slovenia

https://doi.org/10.17660/ActaHortic.2000.524.22