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The purpose of this paper is to analyze business concept of agricultural producers in Serbia and to show the necessity to define a new concept based on a holistic marketing approach. The components of holistic marketing are viewed from the standpoint of small scale fresh food producers in Serbia as economic entities. Analysis of current business situation, position of Serbian agricultural producers in agri-food supply chain and problems which they are facing are defined. Results of the analysis show the existing business orientation of producers and reveal their views regarding future business orientation. A presented solution to overcome the existing problems includes modernization of business by using combination of holistic marketing elements to create business concept which will provide conditions for improving competitiveness of agricultural producers. The conclusion has indicated the necessity of a new marketing approach for small scale producers in order to meet the challenges of modern business.

In this article, environmental-friendly finishing of wool fabric were processed with several water extract plants, such as hibiscus, St. John's wort, and marigold. The plant extracts have good basis in the commercial dyeing of wool, for garment and carpet industry. At the same time, the environmental-friendly finishing by water extracts plants shows very good fastness of the antimicrobial properties and coloration of wool fabric. From an ecological viewpoint, the substitution of chemical dyes with "natural products" may represent not only a strategy to reduce risk and pollutants but also an opportunity for new markets and new businesses, which can expend involving of ecology in trade policy.

The textile industry is one of the biggest industrial consumers of water especially dye houses which utilize synthetic dyes and other chemicals. Natural dyes are generally environmental friendly and have many advantages over synthetic dyes with respect to production and application. In recent years, there has been an interest in the application of these dyes due to their bio-degradability and higher compatibility with the environment. A review of previous work in the field of applying dyestuffs of natural source as possible textile dyes is given. From an ecological viewpoint, the substitution of chemical dyes by 'natural products' in textile dyeing may be feasible and may represent not only a strategy to reduce risks and pollutants, but also an opportunity for new markets and new businesses which can develop from the inclusion of ecology in trade policy.